OPERATIONS

GameStop CEO treated for brain cancer

BY Staff Writer

New York — GameStop Corp. said CEO Paul Raines had unexpected surgery last week for a small cancerous brain tumor.

Raines, who will be undergoing chemotherapy, will restrict his travel during the expected six weeks of treatment, the company said in a regulatory filing on Tuesday.

GameStop said the treatment period would not interfere with Raines’ "continued leadership" of the company.

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Staples Canada taps Kenshoo and RevTrax to optimize omnichannel campaigns

BY Marianne Wilson

San Francisco — Kenshoo, a provider of predictive media optimization technology, and RevTrak, a promotions platform that drives and measures in-store sales through digital coupons, announced the results of a partnership uniting offline conversions and paid search performance for omnichannel optimization for Staples Canada.

In an effort to better understand its online-to-offline marketing efforts, Staples Canada utilized RevTrax couponing technology to create and track a digital coupon offering consumers $10 off a Copy & Print order of $30 or more. The coupon could be printed, accessed as an online e-commerce code or displayed as a mobile landing page, depending upon where it was accessed.

Once the coupon was redeemed, Staples Canada supplied the redemption data to RevTrax, enabling the matching of search campaigns and keywords to in-store transactions. Kenshoo integrated the keyword-level conversion data into its platform, enabling campaigns to be optimized in real-time for performance by tailoring ad copy and informing bid policies to drive more coupon redemptions.

“By leveraging industry-leading technology from RevTrax and Kenshoo, we were able to efficiently and effectively unite and optimize our online and offline marketing efforts for maximum ROI,” said Arthur Marcoviciu, digital marketing supervisor for Staples Canada." For example, we learned that business customers drive the highest average order value when converting through non-brand keywords. Since most coupon redemptions occur in-store, we wouldn’t have been able to drive this level of cross-channel insight without this partnership."

In the three-month period of the campaign, Staples Canada saw drastic improvement in critical KPIs, including a 200% increase in incremental ROI, a more than 9% increase in average weekly redemptions, a redemption increase of 148% from first to final week, and more than 1.4 million impressions. Simultaneously, average cost-per-click dropped 11%.

By linking the often missing piece of the puzzle — transactional data from the online campaign — to offline conversions, Staples Canada received a holistic view of its omnichannel campaign performance and the ability to optimize campaigns based on in-store transactions just as it does with e-commerce transactions.

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Former Aeropostale CEO returns to role

BY CSA STAFF

Mall-based specialty retailer Aeropostale has appointed Julian R. Geiger as CEO, effective immediately — a role he previously held until 2010. Geiger succeeds Thomas P. Johnson, a former Brooks Brother executive who replaced Geiger after he left.

In 2011, Geiger was appointed president and CEO of Crumbs Bake Shop. He resigned from Crumbs at the end of December 2013, and rejoined the Aeropostale board in May, and will remain a member.

In a statement, Aeropostale’s board of directors said that they and Johnson mutually agreed that it was time for him to step down. Johnson has reportedly agreed to remain available to the company during the transition.

“Julian’s previous service in the role of CEO combined with his passion for the Aeropostale brand make him an ideal choice to lead this organization,” Karin Hirtler-Garvey, chairperson of Aeropostale’s board, said. “Julian was the leader of Aeropostale’s strategic direction during a period of significant growth, and we are confident in his enthusiasm for the business, his understanding of today’s teen retail marketplace and his intuition regarding teen fashion. We are pleased to have Julian back to help guide Aeropostale, Inc. and further enhance each of the company’s sales channels.”

"I am incredibly honored to have served as CEO of Aeropostale and worked with such an amazing team of people who are as passionate about the company as I am,” Johnson said. “Having spent more than half of my retail career at Aeropostale, it has been incredibly rewarding to see the company grow from a few domestic stores to a global business. I am confident that the strength of the Aeropostale brand and the transformational initiatives we have executed over the past year, including the recent financing and comprehensive cost reduction plan, have set a strong path for Aeropostale to compete successfully in an evolving teen retail market."

"My decision to return to Aeropostale to be its CEO is one that was easy to make," Geiger added. "The opportunity for sales and profit growth; the ability to reinforce the company’s special culture; and the chance to work closely with, and influence, the management team and the field organization combine to create a compelling and dynamic challenge. It is with enormous excitement that I prepare to lead the Aeropostale team into a future filled with optimism and opportunity."

For the second quarter of fiscal 2014, net sales decreased 13% to $396.2 million, from $454 million a year ago. Comparable sales, including the e-commerce channel, for the second quarter decreased 13% compared to the corresponding 13-week period ended August 3, 2013. The company will report complete second quarter earnings Thursday, August 21, after market close.

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