Marketing Tactics

By Melanie Curtin, OpiaTalk

Promotions, discounts, and coupons, oh my! It’s easy to have a love/hate relationship with them. On the one hand, they’re proven to bring in business and boost conversions. On the other, they can cut into margins.

It’s often assumed that the bigger the promotion, the better it will convert. But what if it’s not about the promotion itself? What if it’s more about the delivery?
 

Kay Jewelers has launched an innovative jewelry collection designed to drive traffic to its stores this Mother’s Day.

The retailer has created Miracle Links, a jewelry collection designed with interlinking circles to symbolize the special bond between a mother and her child, now available in select Kay Jewelers stores nationwide and on Kay.com.

Seattle – Net earnings rose 16% to $494.9 million in the second quarter of fiscal 2015 from $427 million a year earlier at Starbucks Corp. Cost of sales grew at a slower pace than extremely strong revenue growth, which helped boost profits.

Starbucks plans to open 1,650 net new stores globally during fiscal 2015. This includes 600 new stores in the Americas, half licensed; 200 new stores in Europe/Middle East/Africa, primarily licensed; and 850 new stores in China/Asia-Pacific, primarily licensed.

Target and Sports Authority are getting into the folding bike business, one of the fastest-growing segments in the $6 billion U.S. bike market.

The retail giants are adding Durban Bikes to their sporting goods assortment. “The demand for folding bikes is growing rapidly, and we’ve received immediate and enthusiastic interest in our product lineup,” said David White, managing director of Durban Bikes.

London – Net-A-Porter is reportedly partnering with Harper’s Bazaar on an interactive ad. According to Luxury Daily, Net-A-Porter’s display ad on the Harper’s mobile site lets consumers type in a keyword that will help personalize the landing page they go to.

Predictive text helps consumers more quickly fill in the keyword. They are then brought to a customized landing page with products relating to their keyword.
 

River Island is putting a new spin on fashion retailing at its store in Birmingham’s Bullring Shopping Centre. The U.K. retailer’s space is based upon the concept of ‘The Event,’ and it’s meant to convey the essence of being at a fashion show or art exhibit, with all the flexibility and “wow” factors inherent in such happenings.

The old expression, “Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime,” was taken to heart at Whole Foods where a recent fundraising campaign will provide loans to help people improve their lot in life.

Whole Food held concerts and craft fairs and thousands of small events that raised $4.6 million with the goal of alleviating global poverty. To achieve such a lofty mission, the retailer isn’t donating money to food banks to provide hand outs, but rather using the dollars to fund a microlending campaign.

West Des Moines, Iowa - WineStyles Tasting Station, a boutique wine and craft beer retail chain, is launching expansion plans to grow its national footprint. The company currently has more than 20 locations across the country, and aims to grow the business to nearly 50 stores during the next several years through franchising.