MARKETING/SOCIAL MEDIA

Staples survey: Holiday shoppers seek omni-channel solutions

BY Dan Berthiaume

Framingham, Mass. – Holiday shoppers are seeking omni-channel solutions. According to a new national survey from Staples, two-thirds of consumers say they are equally as likely to purchase gifts online as they are to shop in-store.

The Staples study also reveals that 87% of gift shoppers admit they’ve had problems buying presents during the holiday season and 63% of gift givers report that nearly half of the people on their list are difficult to buy for, causing stress and frustration.

Other findings include:

  • 95% of Americans buy winter holiday gifts each year.
  • 56% worry about finding the perfect gift for everyone on their list.
  • 42% of holiday gift-givers care more about finding the perfect gifts than saving money or time.
  • 40% of gift givers will buy technology or tech accessories this gift-giving season.
  • 62% of gift givers can point to at least one person on their list who they buy the exact same gift for every time.
  • 53% of gift givers have had difficulty buying gifts because they ran out of ideas.

"At Staples, we make it easy with more ways than ever to find the perfect gifts at guaranteed low prices both in-store and online at the new Staples.com,” said Alison Corcoran, senior VP North American stores and online marketing, Staples. “Whether it’s picking up a hostess gift, teacher gift, stocking stuffers for kids, the hottest new technology, gifts for the know-it-all co-worker or even a gift for your boss, Staples offers shoppers convenient, affordable options for all your holiday needs.”


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Kimberly-Clark and NHL give hockey moms home team advantage

BY CSA STAFF

Kimberly-Clark and the National Hockey League have renewed and enhanced their multiyear partnership in North America. In Canada, K-C launched its Home Team Advantage retail activation program this season with participation by their portfolio of brands including Cottonelle, Huggies, Kleenex, Scott and Pull-ups.

Home Team Advantage is a Canadian shopper marketing program designed to leverage the power of the NHL by targeting hockey moms. Through March 2014, shoppers will be rewarded with an NHL team-branded premium with a minimum purchase of Kimberly-Clark products at select local retailers.

“In Canada, hockey is embedded into everyday culture and lifestyle,” said Brian Goldstine, VP and country manager, Canada at Kimberly-Clark. “The National Hockey League has some of the most passionate and loyal fans in the world. Our partnership with the NHL provides Kimberly-Clark the opportunity to offer the Home Team Advantage program to Canadian hockey moms.”

While moms are the primary consumers of Kimberly-Clark products they are also a vital segment of NHL fans in North America, a demographic that is critical to the connection of the two brands.

“Moms are the primary purchaser of our portfolio of brands and are a very important demographic for us,” said Paul Scott, Kimberly-Clark’s senior brand planning manager. “Whether she is an avid hockey fan, casual participant or family supporter, our program is targeted at hockey moms in a shopping environment. The program allows her the opportunity to get hockey related gear representing her family’s home team. It’s a great way for mom to ‘win’ at home.”

“Kimberly-Clark is a recognized corporate leader with a massive audience of loyal consumers, and we’re certainly looking forward to a renewed partnership for another two years,” said David Lehanski, the NHL’s SVP of integrated sales. “Through our activations together, we hope to establish an even closer connection between our brands and the quality products that so many people already enjoy.”

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Demandware targets large retailers with enterprise tool

BY Dan Berthiaume

Burlington, Mass. – Demandware has released the Demandware Large Enterprise solution, which combines services, technology and benefits optimized to meet the needs of large-scale, omni-channel retailers. The solution is powered by Demandware Commerce, a cloud platform that provides brand control, business agility and operational flexibility.

The solution includes a set of specialized services and administrative tools designed to optimize digital commerce operations throughout both pre- and post-launch phases, as well as support and accelerate continuous innovation and growth. Other features include strategic consulting, architect services, performance testing, operational dashboards, and an executive program and facilitated peer forums to optimize partnership and collaboration across the Demandware network

“Demandware has a successful track record supporting omni-channel retailers with complex, multi-site, global implementations,” said Jeffrey Barnett, COO of Demandware. “Our cloud infrastructure is battle-tested and scales to meet the needs of the largest retailers, and provides unparalleled levels of operational efficiency and innovation. With our Large Enterprise solution, we now offer a defined package designed to simplify execution and accelerate time to value for large retailers.”

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