Kirkland's Shows Some Brands Still Think Email First

Sometimes it's refreshing to hear a brand admit that it's put together a fairly elaborate effort not to reel in more fish (i.e., customers) right then and there, but just to make sure the lake remains stocked with prospects. Home decor retailer Kirkland's is using in-store QR codes, Facebook, Twitter and display ads on publisher sites for its "Home for the Holidays" campaign — but not necessarily to sell stuff. Jessica Charlton, social media lead for Kirkland's, said the key campaign goals were to simply increase the retailer's email list and bring back past customers. Brand-new purchasers? Pure gravy.