Marketing Tactics

While digital disruption continues to stymie a good part of the industry, Sam’s Club is using the concept to its advantage.   The company’s VP of omnichannel member communication and innovation, Darshan Gad, and executive VP of operations Don Frieson, teamed up at the “Northwest Arkansas Technology Summit” event last week in Rogers, Ark., to discuss how the chain is using disruption to drive innovation.  

With 46% of shoppers ready to start holiday shopping online and in-store in early November, retailers need to be ready.   As shoppers begin holiday shopping next month, make no mistake, mobility will be a mainstay this season, according to “Unwrapping Holiday Insights: The 2016 Retailer Guide to Consumer Trends,” a report from RetailMeNot.  

Driving innovation across Ralph Lauren’s channels has become a family affair.   David Lauren, the son of designer Ralph Lauren, was appointed vice chairman and chief innovation officer for the fashion brand.   Lauren’s new role coincides with the company’s “Way Forward” business plan designed to revive sales and reinstate the company’s “hip” reputation, Bloomberg reported.  

Sears is launching a new program designed to give its loyal shoppers the best shot at holiday promotions.    Members of the chain’s Shop Your Way loyalty program will get a jump on their holiday shopping during this weekend’s “Sears Days Lowest Prices of the Season Member Bonus Event.” However, there is always a chance these items could be further discounted as the holiday season ramps up.   

Nearly half of holiday shoppers will hit the stores before Nov. 1 — and many will be looking for deals.   That’s according to a report by RetailMeNot, a digital savings destination connecting consumers with retailers, restaurants and brands, both online and in-store. Seventy-three percent of shoppers said they plan to shop in brick-and-mortar stores this season, and 50% said that the deals they find will help them determine which days to shop in-store.      

At a time when loyalty programs are becoming ubiquitous, Lowes Foods’ new service is breaking the mold.    The grocery chain is launching a promotional reward campaign in 75 stores across North Carolina, South Carolina and Virginia. For every $10 spent at Lowes Foods stores, customers will receive one stamp — either traditional or virtual — at checkout, good toward VIVO kitchen knives, knife blocks and cutting boards. The promotion runs until February 26, 2017.   

Yet another holiday forecast brings more good cheer to retailers.   Consumers plan to spend an average of $636 on holiday-related expenses, up 3% from what they anticipated last year, according to The NPD Group’s 2016 Holiday Purchase Intentions Survey. They are also less concerned this year about the economy spoiling their holiday fun. When asked how the state of the economy will influence holiday purchases in 2016, the 12% who said it will have a “significant impact” is down from recent years (14% in 2015, 19% in 2014).

In what could be a prelude to a retail strategy, Google is doing up a pop-up in the Big Apple.     The temporary outpost, called "Made by Google,” will open in downtown Manhattan, at 96 Spring Street, on Oct. 20, according to a notice on the search giant's website. It’s the same day that Google’s new smartphones, the Pixel and Pixel XL, go on sale nationwide.