Marketing Tactics

By now, you’ve probably heard that Facebook will be testing a “dislike” button. Unconfirmed reports say the button will be designed to let users express empathy for posts about negative events, such as the death of a loved one.

Assuming Facebook does introduce a dislike button, retailers will need to decide whether to enable it on their Facebook pages. Here are two pros and one con a dislike button would pose to retailers.

Pro #1: Instant Sentiment

1. Holiday spending: Is the glass half full or half empty?
Consumers are cautiously optimistic this holiday season with 53% indicating they will likely spend about the same as last year and 32% indicating they will likely spend more than last year.

Of all age groups, young millennials – aged 18 to 24 – indicated they are the most optimistic.

2. Income levels drive survivalists and selectionists

On the heels of lackluster quarterly sales, job cuts and an overcharging scandal, Whole Foods Market is getting another round of bad publicity, and this time it’s about prison labor.

The retailer will stop selling food produced under a prison labor program. Specifically, it said it will stop selling tilapia sourced from Quixotic Farming and cheese distributed by Haystack Mountain Goat Dairy. Both companies partner with Colorado Correctional Industries (CCI), a division of Colorado's Department of Corrections.

Target is showing off an updated look at its redone store in Minnetonka, Minnesota.

The remodeled SuperTarget is serving as a testing ground such overall store updates as bolder, more playful signage, and new displays and for new concepts in the grocery area.

The chain is also putting the spotlight on its “Made to Matter — Handpicked by Target” collection of healthy-living brands, with more prominent signs on the ends of aisles.

A.R.E. (Association for Retail Environments) and POPAI (Point of Purchase Advertising International) have merged. The new association, which will be renamed in the coming months, creates one industry association representing all of the companies that provide end –‐to –‐end products and services for retail store environments and customer experiences.

Target is showing off an updated look at its redone store in Minnetonka, Minn.

The remodeled SuperTarget is serving as a testing ground overall for store updates with bolder, more playful signage, new displays and various new concepts in the grocery area.

The chain is also putting the spotlight on its “Made to Matter—Handpicked by Target” collection of healthy-living brands,  with more prominent signs on the ends of aisles.

Although they are young, Generation Z has considerable buying power and influence. Gen Z will account for 40% of all consumers by the year 2020. Tweens today wield $43 billion in annual spending and influence another $150 billion.

Naturalizer is looking to engage with its core shopper on an emotional level by launching a digital marketing campaign that focuses on how style transcends generations.

The Naturalizer brand plans to feature the special bond between mother and daughter in this omnichannel campaign, as seen through the Durso, Sambucini and Baker families. Each family has styled a different Naturalizer shoe – with mother and daughter adding their own twist.