MARKETING/SOCIAL MEDIA

Survey: Target.com tops in digital coupon distribution

BY Staff Writer

Minneapolis — Target.com’s coupon distribution page — coupons.target.com – achieved the highest total average daily visits through the first half of 2013, according to an analysis by Kantar Media Marx. This is almost double the number of average daily visits to other key retail websites tracked by Kantar Media Marx.

The analysis found that in the first half of 2013, average daily visits changed on a number of key sites. Kroger.com grew its average daily visits at its coupon distribution page by 57% in to 94,200, putting Kroger.com in the same league as Target.com, capturing more average daily visits in six months than seven other retailer coupon distribution page’s average daily visits combined. This places Target.com and Kroger.com as two of the most heavily trafficked coupon distribution pages across the retailer websites analyzed by Marx.

Safeway.com’s coupon distribution page increased average daily visits by 436% in the first half of 2013 compared to the year ago period, reaching 42,100 average daily visits. This moved Safeway.com from the No. 5 to the No. 3 position in, behind Kroger.com. CVS.com dropped down from the No. 3 position to the No. 5 position, with 4,900 fewer average daily visits occurring in H1 2013 compared to the same period in the prior year.

The decrease potentially makes CVS.com less appealing than other key retailer websites analyzed, due to the decrease and lower level of average daily visits. CVS.com has fewer average daily visits than Target.com or Kroger.com, thereby having fewer opportunities in supporting a shopper with coupon offers on their path to purchase at that retailer.

“Not all coupon locations are created equal,” said Darcy Douglas, director, Account Solutions for Kantar Media’s Marx. “Website coupons need exposure to shoppers if they are going to influence the path to purchase.” “Retail websites such as Safeway.com are continuing to enhance programs such as Just for U that may drive additional traffic to their coupon locations. As Safeway continues to innovate by adding new coupon offers daily, shoppers will develop trip planning and shopping behaviors around these initiatives.”

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MARKETING/SOCIAL MEDIA

New Express flagship in San Francisco features state-of-art LED displays

BY Marianne Wilson

New York — D3 LED, a global technology company that designs, engineers and manufactures turnkey LED display and lighting solutions, introduced two custom indoor 4mm high-resolution LED displays at the opening of Express’ new flagship in San Francisco.

Featuring the latest Express store design, the new 15,726-sq.-ft. location reflects an elevated in-store experience and showcases elements of refined chic combined with forward-thinking design to create an individual space and sense of style. Using its new indoor high-resolution LED display solution, D3 created two distinct digital canvases for the retailer to present highly stylized brand content and enrich the in-store customer experience.

A massive digital LED column standing more than 13 ft. high welcomes visitors to the store with high-definition content featuring the brand’s four lifestyles. This curved 4mm high-resolution LED column is the only 4mm LED display in the world having a 36 in. or less convex radius.

For above the store’s cashwrap area, D3 designed a 121.52 sq. ft. 4mm high-resolution LED display to create a branded focal wall visible from any point on the store’s main floor.

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REAL ESTATE

Online high-end candy retailer Sugarfina makes brick-and-mortar debut

BY Marianne Wilson

Los Angeles — Online high-end candy retailer Sugarfina has opened its first-ever store, a 1,400-sq.-ft. boutique in Los Angeles. The brand is known for its signature turquoise Bento Boxes, a luxurious candy gift box, and such “cocktail” candies as Champagne Gummy Bears, Cuba Libre (spiced rum and coke gummies) and Peach Bellini Gummies.

“We created Sugarfina because the candy store of our dreams didn’t exist,” said founders Rosie O’Neill, former director of marketing for Barbie, and Josh Resnick, former video game entrepreneur. “We dreamed of gourmet sweets made with premium ingredients — candy that’s as beautiful to look at as it is to taste.”

Sugarfina is designed as a “candy heaven” for adults. A large glass skylight greets customers upon entry and airy “bubble” chandeliers appear to hang like clouds in the sky. Hundreds of colorful candies line the walls on thin floating shelves, so that the candy appears to be floating. The space includes a candy tasting bar with a selection of 60 candies on regular rotation. (According to the company, 40% of Sugarfina candies are not available anywhere else in the United States.)

Other notable features include:

  • Candy Concierge: A concierge room that provides a showroom for Sugarfina custom, corporate and private event services.
  • Top Shelf: One area of the store is dedicated to "top shelf" candies — exotic offerings from around the world at a slightly higher price point. Each candy has its story featured alongside it in a display.
  • “Taste of Beverly Hills”: An entire section is dedicated to Beverly Hills products, including a “Taste of Beverly Hills” Bento Box with candies like Chocolate Mint Caviar, Bling Rings, Champagne Bears, etc.
  • Build Your Own Bento Wall: Customers can pick up an empty eight-piece Bento Box or a three-piece Bento Box and build their own gift box from the wall of candy cubes.
  • In-Store Sampling: Candy consultants walk around the store sampling candy from a special Bento Box tasting platter.
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