Sales Activation

(Author : Harmeet Singh)
KFC Canada wants to keep busting myths about its food with a new online campaign.

KFC keeps schooling consumers

Following the QSR’s recent Cooking School experiential activation and more emotional advertising play, KFC has launched digital content to continue to support its storytelling around its food origins and quality. The brand’s push to focus more on its “food story” began last year with “C is for Chicken,” aimed at bringing attention to the farms where KFC sources its chicken and taking down common misconceptions about its food (like that its menu doesn’t have “real” chicken).

Like that initial launch, the newest “KFC Cook vs.” creative is designed specifically to play a role in KFC’s SEO strategy and confront actual myths people have, says Katherine Bond-Debicki, senior marketing manager, digital and e-commerce. For example, “KFC Cook vs. The Freshman” addresses the idea that its chicken is microwaved, while “KFC Cook vs. The Future” tackles the idea of its food being factory-produced.  KFC wants to be part of the conversation around its food but engage in an entertaining way with bite-sized content, Bond-Debicki says.

“It’s not enough just to be there from a Facebook perspective anymore,” she says. “We need to be building entertaining content that people want to search and want to watch.”

Complementing the videos is a new online hub featuring “The Colonel’s College for Chicken Knowledge,” a play on the real educational training that KFC once provided. Along with hosting the new videos and “C is for Chicken” content, the site also provides more information about KFC’s cooking process.

Along with featuring a real KFC cook named Naveeda in the videos, the brand has also featured some of its staff from across the country on the online hub.

Source : strategyonline.ca

(Author : Deena M. Amato McCoy)
As it prepares to enter “a high-growth period” for its online business, Solstice Sunglasses needed a solution that could support this endeavor and future expansion plans.

Sunglass retailer ups the ante on digital commerce
Solstice, a retailer with 105 store locations throughout the U.S,  strives to offer the same level of service to both online and in-store customers looking for luxury, designer and sport sunglasses. To achieve this goal, the company selected the ncommerce platform, an end-to-end digital commerce platform from Newgistics.
Besides delivering an innovative end-user experience, the platform is pre-integrated with leading technologies, which provides Solstice with fast implementation time and cost-effectiveness.
Based on curated partnerships and integration of leading technologies including SAP Hybris, Google Cloud Platform, CyberSource, Sailthru and Fastly, ncommerce can be implemented in nearly half the time and at 30% less than the cost of a typical e-commerce platform deployment that requires custom integrations, Newgistics said.
We need a solution that will grow and scale with our aggressive goals, without burdening us by requiring constant management and upkeep,” said Jan Michel, senior VP of Solstice Sunglasses. “With ncommerce, we get the best technology without any of the technical hassle so we can focus on growing our business.”

(Author : retail in asia)
Walmart has bought another online retailer. This time it’s ModCloth, a fashion brand with a quirky style aesthetic that makes the acquisition about a lot more than clothes.

Walmart acquires ModCloth and its millennial customers

ModCloth employees were told Wednesday morning they now worked for Walmart, according to Jezebel. TechCrunch estimates Walmart’s purchase price is between $50 million and $75 million. The deal is set to be finalized today and announced on Friday. ModCloth is a brand with indie cred. The company carries plus sizes and has a unique approach to fashion that mirrors its founders’ fondness for vintage goods.

The acquisition is being made through Jet.com, which Walmart bought last year for more than $3 billion. Through Jet, Walmart is making its most aggressive moves to date, buying new businesses, introducing new pricing and online features and generally stepping up its game to better compete with Amazon.

In the several months following the Jet acquisition, Walmart purchased Zappos competitor Shoebuy.com and Moosejaw, another online retailer with a reputation for being quirky with a strong following among younger customers. With each acquisition, Walmart strategically buys new customers. It’s part of the company’s overall strategy to grow digital sales and grow their customer base.

Source : retailinasia.com

(Author : Sandra Halliday)
UK fashion retailer Ted Baker has continued its tradition of creating unique and quirky ad campaigns with a new shoppable film called Keeping Up With The Bakers, based on a sitcom format and an obvious play on Keeping Up With The Kardashians.

Ted baker unveils shoppable film with Baker family 'sitcom'

The film follows up its first shoppable video, which debuted last year as a pastiche of Mission Impossible, renamed by Ted baker as Mission Impeccable. But the new season takes tech functionality and interactivity much further. The new cinematic sitcom for SS17 focuses on a fictional family in a picture perfect (almost Stepford Wives-like) suburb with the  seemingly-perfect family hiding  plenty of secrets. It is airing on the brand’s own website as well as on the Asos website in the UK and on Nordstrom’s site in the US.

But its presence on social media and in stores is also key. In a move on from the approach taken for Mission Impeccable, Instagram Stories becomes the “gossip channel” for the campaign. That means daily episodes running for eight days and revealing more about the various Baker family members. Shoppers can click though a selection of different TV channels in Instagram Stories to find more content and Ted Baker said it is the first brand to use the Instagram feature in this way.

The company has around half a million Instagram followers but the campaign is also being seen on the brand’s other social media channels, including YouTube and Facebook, with content unique to each.

Virtual reality is a big part of the new campaign too with the brand using 20,000 Google Cardboard VR headsets to bring a 360° film to life in its stores. This is being backed up by interactive window displays in some key locations so passers-by can create a picture of themselves that they can insert into the film and create a shareable gif. However, the VR version of the film will not be shoppable.

It was all created using a number of specialists in the tech and marketing field with Ted Baker working through digital agency Poke and using photographers Crown & Owls. The shoppable film was shaped by Happy Finish and Wirewax and the interactive window by the Interactive Arts Division of Nexus Studios.

Source : us.fashionnetwork.com

(Author : Harmeet Singh)
The grocer addresses a customer pain point in Quebec with an addition to its loyalty app.

Metro digitizes rewards feature

As part of an ongoing effort to digitize its loyalty experience, Metro is shifting a key part of its loyalty program to its mobile app. Previously, members of the Metro&Moi program in Quebec received paper “cheques” in the mail four times a year that could be redeemed in-store for the value of accumulated loyalty points. That currency has now been integrated into the Metro&Moi app for easier redemption in-store (the cheques can also be used toward online grocery, which Metro launched late last year).

Customer research had suggested that forgetting to bring the physical cheques to the store was a pain point for shoppers, says Gino Plevano, VP of digital strategy and loyalty at Metro.

The Metro&Moi loyalty program launched in 2010, with an app and revamped website debuting in 2013 as part of the retailer’s shift away from paper program management and offer a more personalized experience (in Ontario, the retailer uses the My Metro app and Air Miles for rewards points). Along with being able to deliver more personalized content, the digital shift has allowed Metro to deliver on more touchpoints in a more cost effective way, Plevano says.

Personalization has been a key theme for Metro’s strategy. In 2015, it launched “Just for Me,” a section of its website and mobile app centred on delivering a more customized experience through things like personalized flyers.

Overall, results are positive when it comes to the number of shoppers connecting their loyalty program membership to the Metro&Moi app, Plevano says. The entire loyalty program has 1.2 million members, although Metro does not disclose how many use the app.

Source : strategyonline.ca

(Author : Marianne Wilson)
A new retailer aimed at Hispanic customers is expanding its footprint in South Florida. 

New grocery retailer expanding

Fresco y Más on March 8 opened five stores in Miami, and Hialeah, Florida, bringing its total store count to 11 locations. The banner is the latest concept from Southeastern Grocers, parent company of Bi-Lo, Harveys and Winn-Dixie.

Fresco y Más made its debut in 2016, opening six stores between June and December 2016. The company has tailored each new location to provide an authentic Hispanic grocery store experience with the products and services that meet the needs of each community.

“Each store’s new Hispanic-focused product assortment and features, including a full-service Latin butcher shop and new Cocina, are our commitment to providing a shopping experience that reflects the cultural connection we strive to make with our Hispanic customers,” said Ian McLeod, president and CEO of Southeastern Grocers. “As we continue to listen and learn from our customers at all of our Fresco y Más locations, we are developing new stores that reflect exactly what our shoppers are looking for.”

Fresco y Más’ new “Low Price every day” program, which includes more than 800 products, is designed to help shoppers save more on the quality items they buy every day, the company said. Items are identified with distinctive green and yellow arrow signage throughout the store. Prices will be at the same low price for at least six months.

Fresco y Más stores has updated its format with a custom façade and vibrant yellow colors with bi-lingual signage throughout the interior. Other enhancements include an all-new, full-service Latin butcher shop, a refreshed produce department in a farmer’s market setting with a wider selection of tropical fruits, and a “Cocina” (kitchen) offering daily specials of freshly prepared family favorites made from scratch.

Stores also include a dollar zone featuring more than 600 everyday essentials for just $1, from grocery and cleaning to health and beauty, and an expanded café serving authentic Hispanic breakfast, pastries, drinks and hot and cold sandwiches.

Source : chainstoreage.com

(Author : retail in asia)
Affordable luxury brand Ted Baker has opened its newly renovated Tokyo flagship store, as well as two new shop-in-shops within prominent department stores.

Ted Baker reopens Tokyo flagship, bows two concessions

Located in the Japanese capital’s hip Omotesando district, the newly developed Ted Baker store has moved into a 4,500 square foot space. Previously the home of Marc Jacobs, the outfit spans three floors and houses the British brand’s latest fashion and accessories offerings, including a men’s bomber jacket and a women’s lace jacquard dress, designed specifically for the Tokyo store. The boutique sits just off its former flagship spot, which it opened in 2012, before closing it for renovations last October.

The redesign, which boasts wall panels inspired by computer circuit boards, technical blueprints, steel and brass, marks a significant retail shuffle in Asia for Ted Baker, in which the fashion chain hopes to present British style that is inline with Japanese taste.

“We have been expanding our business in Asia over recent years, particularly in Japan,” Ray Kelvin, the founder and chief executive officer of Ted Baker, told WWD. “Our team have been proactively promoting the brand and raising awareness through multiple pop-up locations in Tokyo.”

In mid-February, Ted Baker also opened a corner at the Takashimaya department store in Nagoya, and a corner at the Marui City department store in Yokohama just two weeks later. “We will continue develop on the success in Japan, and we’re always on the lookout for new opportunities,” he said. “We’re cautious, thorough, and it has to be right.”

Which is why the fashion chain has no plans to launch a Japan-dedicated platform in the near future, said Kelvin. Currently, Ted Baker is only available online in Japan through the multi-brand site Zozotown.

The UK-based Ted Baker saw holiday sales rise 17.9% over the eight weeks to January 7. Ted Baker cited a surge in e-commerce sales, both domestically and abroad, for the gains, with e-tail sales up 35%.

Source : retailinasia.com

(Author : Caroline Baldwin)
DFS has rolled out digital signage to its portfolio of 110 stores in the UK to improve conversion.

DFS uses digital signage to maximise store space

The combination of digital signage and accompanying tablets for store staff allows the retailer to maximise store space. Customers interested in sofa colour, which may not be on display in store, can be presented with a life-size image to help them make their decision.

Prior to installing the screens, DFS staff would show their extended range on tablet devices, but it was difficult to show the scale of the product. Now DFS employees can find the sofa on their tablet devices and “flick” the image onto the nearest digital screen.

Russ Harte, group technical director at DFS, said: “A customer holding a fabric book with an image of a sofa on the screen bought a sofa without ever sitting on it – this creates legends and myths within our organisation.

The digital signage technology – designed by Videro and integrated by PAI and Salmon – was first trialed at a small-format store in Stratford and then rolled out to the entire store estate. “It was faster than we wanted, but it just had such an impact on sales – on customers who were trying to make a decision between colours – it extended the range and was so easy to use.”

Speaking at the Salmon 2020 conference in London, he explained DFS staff have sometimes struggled with online sales, seeing eCommerce as a competitor, due to their commission-based earnings structure. Now DFS has given its store staff the correct online tools which now improves conversion.

Source : essentialretail.com

(Author : Ben Ice)
Peer-to-peer car rental platform DriveMyCar has launched a campaign with Subaru which gives drivers the chance to rent one of 101 new Imprezas to promote the latest vehicle’s 101 new features.

Subaru and DriveMyCar rent out 101 cars to promote new Impreza

Available to UberX drivers as well as personal customers, the campaign is managed through DriveMyCar’s sharing economy platform. The cars are available for $199 per week.

The campaign aims to promote the Impreza by allowing prospective buyers to try it out for a week before making a decision. UberX drivers also have the luxury of driving a new car and earning an income without the long-term commitment and costs of owning it.

“Following the success of the deployment of 10 of our Levorg wagons through DriveMyCar, we have kicked it up a gear,” says Colin Christie, managing director, Subaru Australia.

“This supports our ‘101 stories’ initiative, which we used to launch the new Impreza, with huge success,” he says.

Source : marketingmag.com.au

(Author : Sarah Perez)
Walmart is today rolling out an updated app that will allow those visiting the store’s Pharmacy or Money Services desk to skip having to wait in line, the company says.

Walmart’s app will now let Pharmacy and Money Services customers skip the line

After entering their personal information in the app, customers can order prescription refills or fill out other necessary paperwork from their phone. When they arrive at the store, they will then get in a new “Express Lane,” which lets them move to the front of the line, ahead of those already waiting. The update comes at a time when many businesses are learning how to leverage their mobile presence to facilitate faster transactions at their stores.

Already, quick serve restaurants like Starbucks, Dunkin’ Donuts and Chipotle have introduced “order ahead” in their apps, where customers can place orders and pay ahead of their arrival, for example. Meanwhile, CVS this past summer introduced a way to pay for products, pick up prescriptions and earn loyalty rewards from its app as well.

While Walmart’s app is not about ordering food or drink items, or general shopping, the concept is similar: it’s using mobile to make it quicker to perform real-world transactions.

After entering in your prescription information in the revamped app, customers will be able to complete their transactions in just a few steps, the company explains.

For prescriptions, they’ll open the app and tap “prescription ready for pickup,” then enter their PIN or use Touch ID to activate the camera. At the register, they’ll scan the code displayed there, which connects the app to the current transaction. The Walmart associate will hand over the prescription and the transaction is done. Payments are handled by Walmart Pay and the eReceipt is sent to the app.

Previously, customers could refill prescriptions in the app, but couldn’t track order status, view pricing, or manage their pickup details as they can now. Walmart Pay, as a reminder, is Walmart’s own mobile payments service.

The service relies on scannable QR codes, which have made a surprising gain in retail stores as means of connecting phones to registers. Walmart’s mobile payments service was first announced in December 2015, and rolled out nationwide to all U.S. stores in July of last year, following the retailer’s more disastrous attempts to work on a consortium-backed Apple Pay competitor called Current C, which fell apart last year.

Like the Walmart Pharmacy, the Money Services desk will use similar technology for sending funds using the app. Today, millions of customers transfer money from a Walmart store each month, the company says. Now, they’ll be able to fill out their paperwork in the app, then tap “money ready to send” to start the transfer process.

Again, they’ll use a PIN or Touch ID to activate the camera, and scan the code at the register. Customers will then verify their information and pay. The receipt and reference number is sent to the app where it can be texted or emailed to the recipient. Money Services via mobile won’t be available in all Walmart locations, but the company says that nearly 1,200 stores will feature the Express Lanes for the Walmart app users.

The new capabilities, including both the Money Services and Pharmacy “Express Lanes,” will start to roll out this March, with support for nearly all of Walmart’s 4,700 stores expected by this fall. The app, which reaches over 26 million customers monthly, will introduce the new features on both iOS and Android.

Source : techcrunch.com