MARKETING/SOCIAL MEDIA

Macy’s launches omnichannel wedding promotion

BY Dan Berthiaume

New York – Macy’s is launching an online wedding promotion in partnership with TV host and fashion consultant Clinton Kelly. Known as “Weddings with Clinton Kelly,” the promotion will include an online wedding hub with a collection of articles and videos to help build the perfect registry, as well as advice from Kelly.

The Weddings with Clinton Kelly campaign will be supported by exclusive events with Kelly in select stores, social media, digital media and print advertising. It will also include an online sweepstakes from Aug. 14 – Sept. 14, with the winner getting a weekend trip for two to New York City.

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MARKETING/SOCIAL MEDIA

Belk launches digital back-to-school promo with HelloWorld

BY Dan Berthiaume

Charlotte, N.C. — Belk Inc. has launched a digital back-to-school campaign with digital and social marketing platform provider HelloWorld. The campaign will run through Sept. 15.

For the first time, Belk is looking to target their 13-plus age demographic, viewing this group as the future of their customer base. To do this, they’ve partnered with HelloWorld for a “Modern Southern Music Concert Style Sweeps” for the chance to win a trip for four to any U.S. Live Nation concert, a $1,000 Belk gift card, and $500 spending money. By taking a quiz about their favorite concert type, participants will find their back-to-school style.

One of the major goals of the campaign is for Belk to understand their customer demographics — particularly what ages were most engaged by the campaign (i.e., who clicked through from the quiz results and started shopping on Belk.com?). As with their other campaigns, this one asks for the contestant’s mobile number at signup — thus helping Belk to build out their SMS database. The campaign will live on a microsite and be sharable via social channels such as Facebook, Twitter, and Pinterest.

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OPERATIONS

Tiffany releases corporate responsibility report

BY Dan Berthiaume

New York – Tiffany & Co. has set a goal to reduce global greenhouse gas (GHG) emissions by 15% from 2013 to 2020, according to its annual corporate responsibility report. The report details that the retailer had installed energy efficient LED lighting in retail displays at more than 39 U.S. retail locations by the end of 2013. An additional 16 North American locations are planned for 2014.

The report also includes progress in the following areas:

Responsible Mining: Tiffany is involved in the Initiative for Responsible Mining Assurance (IRMA), which recently released its draft standard for public comment with the plan to pilot the standard in 2015. Tiffany also invests in diamond-producing countries, actively advocates for preservation efforts and encourages more progressive and effective government oversight. The company purchases rough diamonds only from those countries that are participants in the Kimberley Process Certification Scheme (KPCS).

In addition, the Tiffany board of directors also adopted a Conflict Minerals Policy, which articulates principles for responsible gold mining to its vendors.

Paper and Packaging: Tiffany is committed to responsibly sourcing jewelry and the boxes and bags in which it is presented. One hundred percent of paper suppliers of Tiffany boxes and bags in 2013 were Forest Stewardship Council (FSC)-certified. In addition boxes and bags are produced with recycled paper, ensuring the paper for our iconic packaging is responsible sourced.

Charitable Giving: In 2013, Tiffany made charitable contributions totaling over 2% of pre-tax earnings. Further, The Tiffany & Co. Foundation continues to play a key role in the company’s sustainability efforts, supporting leading organizations working in areas like responsible mining and coral conservation.

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