OPERATIONS

Staples names Groupon and eBay-Pal exec as VP, global e-commerce

BY Staff Writer

Framingham, Mass. — Staples announced that Faisal Masud has been appointed executive VP, global e-commerce, effective May 20, 2013. In this newly created role, Masud will be responsible for leading online and digital growth. He will report to Demos Parneros, president of North American stores and online for Staples.

He joins Staples from Groupon, Inc., where he was VP and general manager, responsible for managing Groupon Goods’ strategy and execution in over 35 countries, and directly managed all functions for his business unit, including merchandising, inventory, marketing, engineering and operations.

Prior to joining Groupon, Masud was head of global shipping and cross-border trade for eBay-PayPal. Previously, he was general manager, worldwide warehouse deals and global sourcing, with Amazon, where he led the development and implementation of a new retail storefront and managed the overall strategy for Amazon’s trade-in platform traffic generation, customer acquisition and pricing policy.

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Target opens pop-up dollhouse in Grand Central Station

BY Marianne Wilson

New York — Target isn’t letting any grass grow under its feet when it comes to the suddenly hot category of home goods and home furnishings. The discounter has installed a giant, two-story dollhouse — some 21 ft. high and occupying some 1,500 sq. ft. of space — smack in the middle of Vanderbuilt Hall in New York City’s Grand Central Station. The temporary installation is designed to promote Target’s new Threshold brand and is completely furnished and accessorized with furniture, decor, and housewares from the collection. It even includes an outdoor area, complete with patio tables, lounging tables and green turf.

The house carries about two dozen products shoppers can purchase by using their smartphones to scan a QR code. The retailer will later ship the product.

Workers built the temporary installation, which is made up of interlocking panels, in Queens and then moved the structure to Grand Central. The installation opened on Monday and will close at the end of day Tuesday.

Target’s latest pop-up comes weeks before J.C. Penney Co. is set to make a splash of its own, with the opening of its multiple branded in-store home shops.

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Destination XL launches ad campaign to support expansion

BY Marianne Wilson

Canton, Mass. — Destination XL Group on May 5 launched a national advertising campaign designed to draw attention to the many challenges men who wear extra large sizes face when shopping for clothes and position Destination XO stores as the one-stop-shopping solution for the style needs of this underserved consumer.

The new campaign coincides with the retailer’s accelerated store expansion plan. The company, which currently has more than 50 stores across the country, expects to operate between 105 and 112 stores by the end of the fiscal year, and more than 200 stores by 2016.

In conjunction with the ad campaign, DXL will soft-launch a real-time marketing initiative designed to acknowledge common challenges XL guys face, like cramped airplane seats, ill-fitting clothing and uncomfortable car rides. Consumers are encouraged to share their #bigguyproblems via Twitter with @DestinationXL

The TV and radio spots, titled "No Man’s Land," use humor to underscore the shared and relatable shopping frustrations bigger guys face in shopping. The retailer teamed with Interpublic Agency, Gotham, to create the spot.

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