Marketing Tactics

By Hyaat Chaudhary, CEO, Carbon Media Group

At a time when the traditional separation between online and brick-and-mortar retailers is blurring, brands need to be smarter to win on the digital front. The ability to establish a presence online — and to capitalize on digital marketing and promotions driven by social media and other online tools — is no longer a luxury: it is a necessity.

For Los Angeles-based fashion retailer Forever 21, the journey from a single location on Figueroa Street in L.A. in 1984 to more than 680 global locations today has been transformative. Over the last three decades, the brand has not shied away from innovation and experimentation, implementing a range of different store sizes and concepts along the way: from smaller 5,000-sq.-ft. layouts in its early years, to larger 9,000-sq.-ft. concepts in the 2000s and a range of big-box stores that range up to 40,000 sq. ft.

New York -- Retailers who take a holistic approach to measuring the benefits of new store designs are most successful in accurately quantifying the bottom-line results, according to new research from EWI Worldwide and A.R.E. (the Association for Retail Environments).

Target is trying to increase its appeal with Hispanic shoppers by launching a new marketing campaign focusing on customs that are unique to many Latino communities.

The campaign, called “Sin traduccion,” or “No translation,” will feature two television ads, as well as digital and in-store components.

According to Ad Age, the campaign is meant to be a celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture and spark a larger conversation with the community.

Kmart and Best Buy are among the retailers that helped St. Jude’s Hospital raise more than $100 million for the second year in a row.

Kmart led all fundraising for St. Jude’s once again at $17.5 million, bringing its grand total to date to $76 million. Best Buy saw its campaign increase from nearly $1 million in 2013 to $9.7 million.

Denver -- The Running Specialty Group (RSG), a division of The Finish Line, has expanded its presence in the New York City area with the addition of JackRabbit Sports, consisting of four locations. Additionally, JackRabbit owner and founder, Lee Silverman, will join RSG’s leadership team in Denver as senior VP of brand strategy.

Lakeland, Fla. -- Publix Super Markets turned in another great quarter, a 7.4% increase in profits and a 6.9% increase in sales in the fourth quarter.

The reported a profit of $453.3 million in the fourth quarter, compared to $422 million in the year ago period. Net sales totaled $7.9 billion; same store sales increased 6.4%.

Regional discount retailer Shopko will experience its most dramatic growth in many years later this month when its Hometown stores division takes over locations from the now defunct Alco Stores chain.

Best Buy is partnering with Sprint on an exclusive unlimited data mobile plan that aims to shake up the wireless world.

The retailer is introducing the "Best Buy One Plan," which starts at $75 per month with a leased Android device.