FINANCE

Toys ‘R’ Us names financial expert as VP of finance

BY Dan Berthiaume

Wayne, N.J. – Toys “R” Us Inc. has named Chetan Bhandari senior VP, corporate finance and treasurer. In this capacity, Bhandari will be responsible for managing relationships with domestic and international lenders, depository banks, credit insurers and credit rating agencies, as well as overseeing the company’s global cash management, foreign exchange programs and capital markets activities.

An experienced finance executive with broad retail and consumer goods experience, he was most recently managing director at GLC Advisors & Co. LLC. Prior to this, he served as a managing director in investment banking at Goldman, Sachs & Co., responsible for the consumer/retail group’s leveraged finance business across the Americas.

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MARKETING/SOCIAL MEDIA

Macy’s launches omnichannel wedding promotion

BY Dan Berthiaume

New York – Macy’s is launching an online wedding promotion in partnership with TV host and fashion consultant Clinton Kelly. Known as “Weddings with Clinton Kelly,” the promotion will include an online wedding hub with a collection of articles and videos to help build the perfect registry, as well as advice from Kelly.

The Weddings with Clinton Kelly campaign will be supported by exclusive events with Kelly in select stores, social media, digital media and print advertising. It will also include an online sweepstakes from Aug. 14 – Sept. 14, with the winner getting a weekend trip for two to New York City.

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MARKETING/SOCIAL MEDIA

Belk launches digital back-to-school promo with HelloWorld

BY Dan Berthiaume

Charlotte, N.C. — Belk Inc. has launched a digital back-to-school campaign with digital and social marketing platform provider HelloWorld. The campaign will run through Sept. 15.

For the first time, Belk is looking to target their 13-plus age demographic, viewing this group as the future of their customer base. To do this, they’ve partnered with HelloWorld for a “Modern Southern Music Concert Style Sweeps” for the chance to win a trip for four to any U.S. Live Nation concert, a $1,000 Belk gift card, and $500 spending money. By taking a quiz about their favorite concert type, participants will find their back-to-school style.

One of the major goals of the campaign is for Belk to understand their customer demographics — particularly what ages were most engaged by the campaign (i.e., who clicked through from the quiz results and started shopping on Belk.com?). As with their other campaigns, this one asks for the contestant’s mobile number at signup — thus helping Belk to build out their SMS database. The campaign will live on a microsite and be sharable via social channels such as Facebook, Twitter, and Pinterest.

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