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BDO Survey: Retailers anticipate 3.1% increase in Black Friday sales

BY Marianne Wilson

Chicago — Retailers project a 3.1% increase in sales on Black Friday, according to a survey of top retail chief marketing officers by BDO USA, LLP. This optimism follows last year’s modest projection of 1.6% growth, which preceded record sales over Thanksgiving weekend.

In 2011, Cyber Monday marked the biggest online spending day in history, with sales topping $1.25 billion and retailers expect it will be another banner event this year. CMOs anticipate a 4.3% increase in Cyber Monday sales, the largest projected increase in the survey’s history. The optimism surrounding Black Friday and Cyber Monday aligns with retailers’ broader positivity heading into the holiday shopping season. However, strong Thanksgiving weekend sales will not come without heavy promotions. A majority of CMOs (66%) expect an uptick in discounts and promotions this holiday season.

These findings are from the most recent edition of the BDO Retail Compass Survey of CMOs, which examined the opinions of 100 chief marketing officers at leading retailers located throughout the country. The retailers in the study are among the largest in the country, including 20 retailers in the top 100 based on annual sales revenue.

Other findings include:

  • Email promotions and free shipping are top online sales triggers. Retailers are casting a wide net to reach their customers online and will offer a variety of incentives for online holiday shoppers. Over one-third (34%) of survey respondents cite free shipping as their top tactic to generate online sales, and 31% cite email promotions.
  • Retailers hope to bolster sales with in-store-only deals. When asked which promotional tactic they will focus on to draw customers into their brick-and-mortar locations, most retailers (66%) identify in-store exclusive deals. Despite the emerging trends of exclusive in-store brands and retail partnerships, retailers understand that value remains a top priority for consumers who are looking to stretch their dollars as much as possible during the holiday season.
  • Consumers to receive equal share of online and offline promotions. With more and more consumers expecting a cohesive brand experience across multiple platforms, a plurality (44%) of retailers say they will devote equal efforts to online and in-store campaigns. However, getting shoppers in stores is still a major priority for 41% of retailers, who will focus the majority of their promotional activities on in-store deals.

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Sean John names Jeffrey Tweedy to top role

BY CSA STAFF

NEW YORK, N.Y. — Sean John Corporate has named Jeff Tweedy as the fashion brand’s new president, effective immediately. Tweedy will report directly to Sean John chairman and founder Sean "Diddy" Combs, and will be responsible for all aspects of the company’s operations, including strategic brand development, design and all the Sean John licensing and retail partners.

Tweedy most recently served as Sean John’s EVP, and has been with the company since its founding in 1998. Tweedy left Sean John in 2005 to serve at G-III Apparel Group as president of the company’s sportswear division for two years, during which time he developed the Exsto brand exclusively for Walmart. Tweedy returned to Sean John in late 2007.

"Jeff has been with Sean John since the very beginning and I am confident that he is the right person to lead Sean John into the future. Jeff has laid out a clear vision and strategy for the brand and I have seen the positive changes he has made alongside the great team we have assembled here," said Sean "Diddy" Combs.

"This is a great opportunity and a new challenge for me. I have dedicated much of my professional career to the Sean John brand and I am very proud of where it stands today with more work to be done. I am excited to continue my relationship with Sean while utilizing his marketing genius and his design inspirations to build this brand into an international powerhouse. I am equally excited to continue working with our retail partners with whom I enjoy incredibly strong and longstanding relationships," added Tweedy.

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Dick’s Sporting Goods debuts sweepstakes, online promotion

BY CSA STAFF

PITTSBURGH, Pa. — Dick’s Sporting Goods has announced its first-ever "Get Winter Ready" consumer promotion.

Dick’s has teamed up with The North Face and Columbia Sportswear as part of the program’s sweepstakes, and will be giving away two one-of-kind prize packages. One includes a chance to join professional skier Tom Wallisch at the Winter X Games in Aspen, Colo., and the other offers a VIP experience at the 2013 FIS Freestyle Ski World Cup in Park City, Utah.

Dick’s will award the two sweepstakes packages on Dec. 12 to contestants who compete in an online interactive game at www.GetWinterReady.com or who enter online or via regular mail.

The Columbia Sweepstakes Package, where the winner will attend the World Cup Freestyle skiing events at Deer Valley Resort, includes Columbia gear, first class roundtrip airfare to Park City, Utah (Jan. 31-Feb 3, 2013), accommodations for four days and three nights. It has a $17,500 value.

The North Face Sweepstakes Package offers the winner a chance to ski with Tom Wallisch and enjoy a VIP evening at the Powder Video Awards. The package includes access to The North Face VIP Lounge during the 2013 Winter X Games in Aspen, Colo. (Jan. 23-27, 2013), accommodations for four nights, first class roundtrip airfare and The North Face gear. It has a $22,500 value.

Dick’s will also offer five exclusive "Adventures of a Lifetime" packages for purchase that include unique gifts and one-of-a-kind experiences sponsored by Burton/MINI Cooper, KOPPEN, Marmot, Mountain Hardwear and Spyder/Audi.

From now through Dec. 1, consumers can enter for a chance to win one of the prize packages by visiting www.GetWinterReady.com and competing in an interactive online game. Participants are transported online to a cabin in the mountains where four young adventure seekers are waking up. Through the eyes of a character, users pan the room to find hidden clothing and other items to prepare for the adventure of the day. The faster the participants complete their adventure, the greater the number of entries they can earn toward the chance of winning one of the two sweepstakes packages.

"We are thrilled to partner with this great lineup of top outdoor brands to offer our customers these amazing opportunities to win or purchase an ‘Adventure of a Lifetime’ this winter," said Lauren Hobart, CMO at DICK’S Sporting Goods. "We encourage customers to play the state-of-the-art ‘Get Winter Ready’ online game for a chance to win an incredible experience."

No purchase necessary to participate. For full details and sweepstakes rules, go to www.GetWinterReady.com.

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