Three e-commerce partnerships from a cozy fall
Autumn is a time of togetherness and warmth, and many online retailers are embodying the spirit of the season with new collaborations.
I’m from New England, where autumn is famous for crisp breezes, colorful leaves, and huddling under blankets to keep warm. Some online retailers are embracing this Yankee fall ethos to bring their customers seasonal (and seamless) comfort by banding together as the air begins to chill:
Foot Locker/Impact.com
Foot Locker Inc. is partnering with Impact.com, a partnership management platform, to power Foot Locker Storefronts, a platform that enables qualified influencers and content creators to work with the brand.
The platform will allow qualified content creators and Foot Locker to work together to engage with new and existing shoe fans by offering a customized digital storefront intended for the creators’ U.S. audiences via their social media channels.
The Foot Locker Storefronts platform equips the Foot Locker brand to find “best-fit” creators, manage their engagements, and reward creators and influencers at scale, subject to the storefront program’s terms and conditions.
The retailer says that working with creators will allow it to “engage authentically” with their communities while enabling creators to monetize their social media feeds by giving them an opportunity to receive a commission on qualified sales they generate.
Kohls/Babies”R”Us
The shop-in-shop partnership between Kohl’s Inc. and Babies"R"Us is taking an omnichannel turn this fall. Kohl’s, which announced its partnership with Babies"R"Us owner WHP Global in March 2024 and plans to open a total of 200 Babies"R"Us shops in its stores, is introducing the Babies“R”Us at Kohl's Baby Registry.
[READ MORE: Kohl’s starts rollout of Babies"R"Us shops to 200 stores]
Available on the Kohls e-commerce site and app, the registry enables shoppers to build a customized gift list featuring items from the curated Babies“R”Us shops assortment of approximately 2,000 items across categories such as baby gear, furniture, activity, bath, safety and accessories; as well as products from the broader Kohl’s assortment.
Within the registry experience, customers will receive product suggestions and can sort searches by category and price point. Registry creators can also view product checklists on Kohls.com for suggestions on baby items.
Products purchased through the registry can be shipped to the baby registry’s creator or a chosen home address or picked up in-store. Shoppers can also purchase items in-store and have items checked off a baby registry when they present a unique QR code at checkout.
U.S. Postal Service/Toys”R”Us
The U.S. Postal Service is debuting “Santa's Gift Shoppe,” an online catalog for purchasing holiday gifts stocked by Toys"R"Us. Initially announced in September 2024 and now available to consumers, the online catalog features a selection of toys and gifts from Toys"R"Us, integrated with shipping options from the U.S. Postal Service, such as USPS Ground Advantage.
Through USPS Operation Santa, children across the U.S. can write their holiday wishes to Santa Claus and send their letters to his official address. The letters are then anonymized and made available for adoption on the program's website. Individuals, families and organizations can browse the letters, adopt one or more of them and fulfill the child's holiday wishes.
The new site offers what the U.S. Postal Service says is a streamlined experience enabling participants to shop for a gift and ship it with a single click.
