Retail

With Amazon’s customer retention rate hovering north of 90%, customer loyalty initiatives are understandably at the top of every retail CMO’s to-do list. Of course, it’s harder these days to find room in consumers’ wallets for another membership card, what with American households belonging to an average of 22 loyalty programs, according to the loyalty research unit Colloquy. But Colloquy also found that each household’s activity was concentrated on fewer than half that number of programs.

By Gian Genovesi, Briteskies

When it comes to interactive marketing, too many retailers myopically focus on site visits, hits, or traffic. SEO and SEM are the most popular areas of focus, and I equate this to sports teams’ exclusive focus on scoring as many points as possible. Increasing the points your team scores, similarly to the traffic your site obtains, is a factor of success, but in no way the end-all-be-all in e-commerce success. After all, of the top 10 scoring offenses in NFL history, only one has won the Super Bowl.

Nashville, Tenn. — Pottery Barn has leased 12,684 sq. ft. in Hill Center Green Hills, a 220,000-sq.-ft. mixed-use open-air lifestyle center in Nashville, Tenn. The lease is with Williams-Sonoma, Pottery Barn’s parent company.

Owner and developer H.G. Hill Realty Co. www.hghill.com, plans to begin redeveloping Hill Center Green Hills early in 2015. Pottery Bar expects to begin its build-out in the fall of 2015.

Kmart and Sears are among a group of companies identified as “the least engaging brands of 2014,” in a recently released index of customer loyalty.

"A brand can't do well in today's marketplace if it can't engage consumers, no matter how many ads are run, and no matter how much social networking one does," said Robert Passikoff, founder and president of Brand Keys, a New York-based brand loyalty and emotional engagement research consultancy.

Issaquah, Wash. – Costco Wholesale Corp. is reportedly attempting to draw in younger customers. According to The Seattle Times, after recently missing quarterly earnings estimates, Costco is taking active steps to attract a younger shopper demographic.

These steps include piloting a same-day delivery service with Google in San Francisco, building up its social and online efforts, and increasing its offerings of organic products such as kale.

Dallas — Crunch Fitness is coming to Texas. Dallas entrepreneur, author and founder of Planet Tan, Tony Hartl plans to roll out eight to 10 Crunch Fitness locations in the Dallas-Fort Worth metro area by 2016.

The Wet Seal has appointed Deena Varshavskaya, Nancy Lublin and Adam Rothstein as independent members of the company’s board of directors, bringing the total number of members to nine.

Seattle – Amazon.com is reportedly planning to pilot the sale of goods created by 3-D printers. According to the Cincinnati Business Journal, Amazon is partnering with Cincinnati area-based startup 3DLT and four other companies to launch a pilot where Amazon would directly sell 3-D printed products through its website.