Prospecting

HSN became the first retailer to use QR codes on-air during a four-day special event last month. The company hopes the test will bring new customers. During the campaign, QR codes were featured on HSN’s HD channel, which currently reaches approximately 43 million households. The event featured hundreds of electronic devices and other products, each with its own QR code.

Daily-deal e-commerce site Eversave hoped to acquire loyal customers for itself and its merchants through a new campaign that focused on quality deals. Eversave, which offers deals in 22 markets across the U.S., ran a “$10 for You, $10 for All,” campaign from Aug. 23 to Aug. 25. The campaign gave consumers $10 to spend on any merchant offering a deal through Eversave, with the $10 in Save Rewards deposited automatically into the consumer’s Eversave account.

Breaking into the crowded flash-sale site industry is a daunting task. Therefore, GemLust knew it needed to do something to generate some positive word-of-mouth. The private online jewelry retailer in the mold of Gilt Groupe (members have to be invited to join the community) launched a promotion in late August where members were given a $100 credit to the site when they invited a friend to join the GemLust community and that friend made 
a purchase.

Popular cross-channel video game retailer GameStop's loyalty program, PowerUp Rewards, has hit the 12.5 million member mark in just under a year since its launch. Consumers can sign up for the PowerUp Rewards loyalty program on GameStop's website or at one of the brand's brick-and-mortar locations. Members earn loyalty points for purchasing used games and accessories from GameStop, which can then be redeemed for rewards such as GameStop and iTunes gift cards, exclusive invites to member-only events, and other perks such as sneak peeks at newly released games.

No matter the channel, successfully converting prospects to customers directly correlates to recency and frequency. While optimizing the lifetime value of every customer is key to success in business, starting with the time they sign up, the truth is that minute one is when they actually deliver the highest return on investment.

PureFormulas.com, an online retailer of health supplements, has realized a 30 percent increase in sales and a $30,000 reduction in ad spend since implementing a search program that focuses on in-stock inventory.

Paul Fredrick, a cross-channel retailer of men's tailored clothing and accessories, is returning to its roots as an old-school direct marketer to acquire new customers — albeit in a slightly different medium.

Sears has driven new traffic to its brick-and-mortar locations by partnering with SCVNGR, a social gaming and check-in service. Here's how the partnership works: While in a Sears store, consumers can pull out their smartphone, launch the SCVNGR app and check in to the Sears location they're currently at. These consumers then create a profile and begin participating in various challenges. For example, Sears' fitness and footwear department's challenge reads: "Tread Softly: Make yourself at home in the shoe aisle and find the coolest tread. Snap a photo and then caption it with where you want to leave your mark in the world!"

Complete Cleaners, a "green" dry cleaner based in Trussville, Ala., gleaned many new customers earlier this year thanks to a targeted rewards program it launched with Regions Bank and rewards provider Cardlytics.

Victorinox Swiss Army announced it will open five stores in 2011, the first of which opened July 1 in The Westchester in White Plains, NY. According to Joachim Beer, president of global fashion and retail for the chain, future store openings include Boston, Short Hills, N.J. and Los Angeles, all slated to open prior to year end. “We look forward to bringing the brand to these locations with this innovative new design concept,” said Beer.