Belk's Omnichannel Santa Promotion a Big Success

Department store chain Belk took a previously successful TV holiday campaign and modernized it for the omnichannel era, with impressive results. "In January 2014, we started to look at how to improve our fourth-quarter performance and engage with the customer," said Jon Pollack, Belk's executive vice president of sales, promotions, marketing and e-commerce. "The idea was born to revive ‘Santa Baby,’ a campaign from 2009, and modernize it to drive sales, engagement and interaction."