Marketing

Enhance In-Store Marketing With Eye Tracking Research
December 6, 2016 at 9:48 am

Retailers spend millions of dollars creating in-store marketing displays to help shoppers find items. However, these marketing efforts are worthless unless shoppers notice them. Real-time eye-tracking research can add a new dimension to efforts to design effective brand or retailer in-store marketing materials. When it Comes to Signage, Bigger is Usually Better While certain design…

LensCrafters Targets Millennials With New Marketing Campaign
December 2, 2016 at 9:03 am

In episode 64, Total Retail's Executive Editor Joe Keenan interviews Sarah Landsman, senior director, brand strategy and eye care marketing for LensCrafters, a Luxottica Retail brand, about LensCrafters’ marketing campaign, See.Good.Daily, which helped to drive awareness of contact lenses and daily disposables for LensCrafters. Landsman explains how the campaign was constructed to reach its target demographic,…

5 Steps to Success for Today’s CMOs
December 1, 2016 at 12:18 pm

Being a chief marketing officer is an exhilarating experience — it's a lot like running a triathlon and then following it with a base jump. Not only do you play an active role in building a company and brand, but the decisions you make have direct impact on the company’s business outcomes for years to…

Patagonia Donating 100% of its Black Friday Sales
November 22, 2016 at 10:25 am

Patagonia announced yesterday it will donate 100 percent of its Black Friday sales — estimated to be well over $2 million — to grassroots environmental groups. The donations will come from sales at both its 80 global stores and Patagonia.com on Black Friday. The move isn't entirely out of character for the brand. Patagonia already donates 1…

Why West Elm is Entering the Hotel Business
November 21, 2016 at 10:10 am

West Elm announced this week that it will be opening a boutique hotel in Portland, Maine, the retailer's sixth such property scheduled to open in the next two-and-a-half years. Other hotels are scheduled for Detroit; Minneapolis; Savannah, Ga.; Oakland, Calif.; and Indianapolis. The hotels will essentially serve as massive showrooms for the furniture and home…

Millennials, Environmental Sustainability Core to Paper Culture's Future
November 7, 2016 at 9:25 am

In episode 60 of Total Retail Talks, Christopher Wu, co-founder and CEO of Paper Culture, an online retailer that offers modern design and sustainable products, including stationery, wedding invitations and wall decor, talks about the growth of the business, and in particular how a commitment to environmentally friendly products and attracting millennials to the brand…

Neiman Marcus is Selling Frozen Collard Greens for $66 Plus Shipping
November 4, 2016 at 10:43 am

Yes, you read that headline right. Luxury retailer Neiman Marcus is selling collard greens for $66, plus shipping. While known for the opulent gifts in its holiday gift guide, including the likes of his and her Island Cars for $65,000, and trips to Europe for $700,000 for you and eight of your closest friends, this particular…

How Millennials Want Brands to Engage With Them
November 3, 2016 at 11:10 am

As millennials (those aged 17-34) get older, their spending power will increase. It’s projected that this generation will collectively spend more than $200 billion in 2017, and $10 trillion in their lifetimes. Because of this, it’s increasingly important for brands to engage with and understand millennials. And good news: millennial habits make it a bit easier…