ECOMMERCE

Report: Zappos to pursue TV advertising

BY CSA STAFF

Henderson, Nev. Zappos.com, which has heavily relied on word-of-mouth marketing in the past, is focusing on TV advertising in 2009 as a part of an effort to expand brand awareness, according to Women’s Wear Daily.

The TV campaign will feature a commercial called “Step In,” that shows customers trying on different types of merchandise.

Also appearing in the commercial are lines from Zappos’ core values, including “Create fun and a little weirdness” and “Deliver wow through service,” the report said.

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Toys’R’Us, Save the Children help families in need

BY CSA STAFF

WAYNE, N.J. Toys”R”Us, in partnership with Save the Children, announced the launch of a nationwide campaign to help provide baby blankets to thousands of infants in need in the United States.

Beginning May 10 through July 11, Toys”R”Us and Babies”R”Us will collect cash donations on behalf of Save the Children in all stores nationwide and through Toysrus.com/BundledinHope .For the duration of the campaign, the company will implement an aggressive marketing program, inclusive of in-store signage and advertising, in an effort to engage more customers to contribute to the cause.

In addition, for the first time ever, Toys”R”Us, Inc. will utilize its popular “R”Us Baby Registry to fundraise by offering expectant parents the opportunity to request donations for the Bundled in Hope campaign from friends and family purchasing items from their registry. New and existing registrants are eligible to join the fundraising program now through July 11.

“At Toys”R”Us, Inc., we love kids and helping them in times of need is one of the core values of our company. Knowing that millions of babies go without even the most basic essentials, such as a blanket, was a call to action for the “R”Us family,” said Jerry Storch, chairman and CEO of Toys”R”Us. “We are proud to partner with Save the Children to help provide warm, comforting blankets to needy children nationwide.”

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T.J. Maxx, Marshalls launch off-price education campaign

BY CSA STAFF

FRAMINGHAM, Mass. TJX Companies’ T.J. Maxx and Marshalls stores have launched an integrated campaign to educate consumers on the benefits of off-price shopping.

“We want consumers to join us in taking a stand against all those tricky games retailers are playing with coupons, specials and one-time offers. T.J. Maxx and Marshalls have millions of followers who already know that you don’t have to pay full-price or wait for a ‘deal’ to get those same high-quality designer fashions. We want to let everyone who doesn’t understand our concept know that it’s not too good to be true!” said Laura McDowell, spokesperson for T.J. Maxx and Marshalls. “Consumers can feel good about their purchases when shopping our stores because they are making smart spending decisions, and they are getting high-quality merchandise at amazing savings.”

For the first time ever, T.J. Maxx and Marshalls will be featured together in television spots to educate on this better way to shop option for consumers who don’t understand the off-price retail concept. In the ads, a group of girlfriends stage an intervention on their friend who spends too much on her fashion buys, and they show her that there is a better way to shop and save.

This campaign will also feature a guerilla marketing tour that will visit nine cities across the United States with live street theatre performing spending interventions. To show consumers how much they can save just by re-thinking retail, a roving billboard will also travel, displaying the two ads, and showing examples of the exact same, current season designer merchandise found at department stores and off-price retailers at the same time. The tour will visit New York, Boston, Los Angeles, Chicago, Philadelphia, Washington D.C., Atlanta, San Francisco and Miami.

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