MARKETING/SOCIAL MEDIA

Toys ‘R’ Us launches multichannel Special Olympics campaign

BY Dan Berthiaume

Wayne, N.J. – Toys “R” Us is launching a nationwide in-store and online awareness campaign encouraging its customers to support the athletes participating the Special Olympics. Starting Feb. 1, by texting "Cheer" to 80888, customers can make a $5 donation via their mobile device that will help Special Olympics athletes.

From Feb. 1 through March 31, signage in Toys “R” Us and Babies “R” Us stores nationwide will encourage customers to text "Cheer" to 80888 to make a $5 donation via their mobile device to the 2014 Special Olympics USA Games. Toys “R” Us has also developed a robust online experience at Toysrus.com/2014SpecialOlympics where visitors can "meet" young athletes from across the country via an interactive map and learn how the Young Athletes Program is helping kids achieve their personal goals.

"As we eagerly count down to the 2014 Special Olympics USA Games in New Jersey, we’re proud to shine a spotlight on the future stars of Special Olympics, and cheer on those who will be competing this year," said Kathleen Waugh, chairman, Toys “R” Us Children’s Fund. "Toys “R” Us has a long history of supporting the special needs community, and through our text-to-donate campaign we are pleased to engage our customers in supporting Special Olympics as it reveals America’s current and future champions at this summer’s USA Games."

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MARKETING/SOCIAL MEDIA

Survey: Moms influenced by coupons

BY Dan Berthiaume

Chicago – An overwhelming majority (89%) of moms are regularly influenced by coupons to try new food and drink products. Conducted by online community Womensforum.com, the "Womensforum.com Supermarket Moms Survey" of 2,200 moms also finds nearly half (49%) of grocery-seeking moms see it as a frequent occurrence.

When it comes to what kinds of foodstuffs end up in their carts, coupons prompted survey respondents to make more new product purchases down the snack food aisle (73%) than elsewhere in the store. But, the study shows that coupons still hold a great deal of sway beyond newfangled potato chips and pretzels, heavily inspiring moms to buy new products in other categories as well, including:

• Frozen food (72%)

• Cereal (62%)

• Beverages (57%)

• Dairy (55%)

• Breads/bakery (42%)

This balance shifts slightly depending upon the age of the mom in question, with those older than 50 more inclined to purchase a new frozen food item rather than a new snack food.

Pointing to parity between digital and print discovery among supermarket-shopping moms, nearly half of those surveyed (46%) said that they learned about these new grocery products though online advertising – the same number that said they were exposed to new food and drink products through traditional newspaper advertising.

Hometown supermarket circulars and word-of-mouth (65% versus 51%) are also deemed powerful tools for finding out about the latest products to hit the shelves. And, contributing to the impact of the latter, 33% said they heard about new food and beverage items through their social media circles.

Print media and supermarket circulars take the lead when it comes to finding coupons (78% versus 65%), but more than half of those surveyed (55%) say they often get coupons online, with nearly four-in-10 also uncovering them on food or frugal-living blogs that share cost-saving finds.

“The power of the coupon hasn’t faded in the digital era, but has taken on new life, as women search for savings across a range of channels," said Mark Kaufman, founder and CEO, Womensforum.com.

"Moms are tapping into a variety of sources in order to discover the latest and greatest products to put in their supermarket carts," added Kaufman. "Food and beverage marketers can only ignore digital at their peril, since it is clear that a healthy media mix is necessary in order to capture her attention, and ultimately win a coveted spot on her grocery shopping list."

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OPERATIONS

Staples promotes two execs

BY Dan Berthiaume

Framingham, Mass. – Joe Doody, president North American commercial, has been named vice chairman of Staples, Inc., and Shira Goodman, executive VP, global growth, has been named president, North American commercial of Staples, Inc. Both Doody and Goodman will continue to report to Ron Sargent, chairman and CEO. The appointments are effective February 2.

In his new role, Doody will lead Staples’ strategic reinvention and will have responsibility for strategic planning and business development, as well as the company’s operations in Australia, New Zealand and high-growth markets. He joined Staples in 1998 and has delivered consistent growth, led the expansion into new product categories and built Staples’ world-class supply chain capabilities.

Goodman joined Staples in 1992 and played a key role in developing Staples’ delivery business model. She has served in a number of senior roles across the company, including strategy, marketing, human resources and operations. Goodman led the development and launch of Staples Reinvention as well as the company’s Make More Happen branding campaign.

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