The Y's Choice

So long, farewell...

2010-07-09T15:35:00.003-04:00

Readers! Today I am writing with big news: After nearly four and a half years at Chain Store Age magazine, I am leaving the company to pursue a new opportunity. I'm so sad! But also excited for what's ahead. Thank you all for reading this blog (and my longer stuff in print!) and I've truly appreciated your feedback over the past few years I've been doing The Y's Choice. I hope you've enjoyed reading this as much as I've enjoyed writing it.

Please track me down in the future!

Sam

Deal-seeking Gen Y wants it through email

2010-06-28T10:32:00.005-04:00

Women are more likely than men to subscribe to email marketing messages, according to a new study by interactive marketing solutions provider ExactTarget – and judging by the obscene amount of emails I get each morning from various companies, I can’t say I’m surprised.

But here's the real kicker: The study also found that more than half of online teens are turning to email – not social media -- in search of deals and exclusive offers. Despite sites like Facebook and Twitter being touted as the best new way to reach out to shoppers with promotions and special discounts, it seems as though consumers are mainly looking elsewhere.

“Regardless of age or gender, email is the first place consumers turn when they want ongoing promotions or information tailored to their unique interests,” said Morgan Stewart, principal, ExactTarget’s research and education group. “Consumers are turning to Facebook and Twitter to show support for their favorite brands. However, when it comes to on-going deals, email remains the channel of choice.”

In fact, Gen Y is twice as likely to subscribe to email (56%) in search of on-going deals as they are to search for deals on Facebook (28%).

As much as I love social media, I’m with the majority: I’m way more likely to take advantage of an email offer than scrounge around for deals on Facebook and Twitter. This also has to do with the fact that email promotions make it easy for consumers -- you don’t have to search around on other sites, especially when they can come neatly presented in your inbox each morning.

Ice cream for the digital age

2010-06-28T09:56:00.002-04:00

It’s impressive how far along vending machines have come over the years. This is a video of a smile-activated vending machine that will be popping up in shopping malls throughout the U.S. in the next 18 months.

The system called Share Happy by SapientNitro senses when people are near and uses face recognition to determine gender, age and if they are smiling. The technology captures and measures the smile and rewards the biggest with a free ice cream from a Unilever brand. With 3G technology, the machine then allows them to upload their picture on Facebook to share it with friends.

Retailers should take note – what a smart way to get the news out about a new product. Offering free samples and using innovative technology to encourage others to spread the word is a very good move indeed.

Forever 21 lights up Times Square

2010-06-25T12:16:00.028-04:00

Forever 21 opened its new 91,257,-sq.-ft., four-level flagship store in Manhattan’s Time Square on Friday with much fanfare and hundreds of fans lined up around the corner to get in. I went to see what the fuss was all about.

Tourists walked by the scene and repeatedly asked what in the world could be going on, many scratching their heads why a store opening would attract such a large crowd. This wasn't just any store opening though -- Forever 21's Times Square debut becomes the largest single-brand apparel store in Manhattan.

One cranky guy passed by the outside and said his first impression was that the store was nothing special, calling it "The Gap on a Bad Day." But once you got deep within the store it became evident that something indeed special had been created.

The store – which occupies the former space of Virgin Megastore -- boasts a clean, sleek look and features a yellow taxicab and other icons of New York City throughout the space. It also houses all the company's brands in store-within-a-store departments.

Other features include a Stud Room, whose walls are covered with 3,000 gold studs (the area features studded-apparel) and the kids’ department, which has a wood tree house. There are also 150 fitting rooms for shoppers to try on styles.

The doors opened at 10 a.m., but many shoppers took their place in line many hours before. The location’s regular hours will be from 8:00 a.m. to 2:00 a.m., allowing tourists to shop the store into the late hours of the night.

When shoppers finally entered the store on Friday, dozens of employees yelled, clapped and welcomed each person as though they were a celebrity. The star-treatment continued on each of the four floors when shoppers stepped off of the escalator.

To celebrate the launch, Forever21 featured a live DJ, a free manicure booth and gave shoppers an exclusive Forever21 Times Square location tote bag.

Unlike the guy who didn't even give the store a chance, those that did wait in line were not disappointed. One shopper called the store "hot" and unlike any other Forever21 she'd seen before.

What I liked most about being one of the first people to enter the store was that the floors were relatively empty and it was easy, relaxing and fun to navigate through the racks. That will surely change though.

With the location's first-year sales projections to surpass $100 million, it won't be long before you have to fight your way through the store along with everyone else.

Retailers debate how to get chatty

2010-06-16T10:01:00.008-04:00

Last week I attended the Internet Retailer Conference & Exhibition 2010 in Chicago and with no surprise, social media took center stage. Many retailers debated the best way to approach the medium and here's a rundown of how some are using the platform to reach out to customers:

“The impact of social media is clear -- it’s not an ‘if,’ it’s a ‘now,’” said Andrew Koven, president of e-commerce and customer experience for Bayside, N.Y.-based Steve Madden Shoes, during a session. “We don’t want to be a general merchandiser that just throws things against the wall -- so we have to make things relevant to audience.”

Steve Madden has already recognized the power of product recommendations via its targeted e-mail programs. Now, however, the footwear chain is taking recommendations a step further by leveraging social networking platforms to draw attention to its products.

For example, shoppers can now like/share/tweet or recommend Steve Madden items and spread the news on social networking sites.

“Social media is an open invitation for those who are interested in your brand -- sometimes the feedback is positive and sometimes it’s not. Either way, it builds customer-brand trust and helps the company know where to make improvements,” Koven explained.

Steve Madden is currently redesigning SteveMadden.com to make “significant adjustments that make it a more socially minded site,” Koven said. This will include introducing new up-and-coming artists and adding more ties to social networking sites.

It is also setting the bar high for its Twitter and aims to reach triple its follower base in the next 12 months. Not only does Koven and the marketing team send out tweets, so does Steve Madden himself.

As for the frequency of tweets from the company -- a much-discussed topic throughout the conference -- Koven said it depends on whether or not the company has something meaningful to say.

“Sometimes we have a lot of things going on and other times we don’t,” he said. “We keep it natural and organic and don’t say there has to be at least five in a certain amount of time -- though, we do try to send out at least one a week.”

Unlike Steve Madden, however, Palo Alto, Calif.-based Moxsie.com -- an online retailer that sells independent designer clothing, jewelry and shoes -- reaches out to its audience via Twitter much more.

“We don’t have the brand recognition yet that Steve Madden so have to do a lot more to engage our customers -- we tend to send out a tweet at least once an hour,” said Julia Kung, director of marketing, Moxsie.com.

Moxsie -- with nearly 62,000 followers on Twitter -- uses the social networking site to not only let shoppers know about new items and giveaways, it also uses it as a platform to chat directly with customers.

“Like our audience, we watch Glee and reference Lady Gaga,” Kung said. “We go off topic sometimes and this is what keeps people interested -- it’s an authentic voice, and a refreshing and effective alternative to traditional marketing. It also helps us relate and better interact with our customers, and ultimately we get loyal brand evangelizers.”

In fact, some shoppers take pictures or film videos with their purchases and in turn, the company posts them on Twitter. “People like to be a part of our brand, and we’re glad they are active participants,” Kung said.

Its Twitter strategy has indeed helped the company establish its brand presence and get the word out. In fact, 50% of its traffic comes mainly from Twitter. And when Moxie highlights certain products on Twitter, they often sell out fast.

“When something sells out, we usually send out a tweet and let everyone know we hope to get it back in stock soon,” Kung said.

It also gives its Twitter followers a sneak preview of when certain products come into the warehouse.

“We snap pictures and post them on the site,” Kung said. “Even if it’s blurry, we put it up -- it’s not about perfection, it’s about wetting your customer’s whistle and making them feel like they are on the inside.”

Social media is not a fad

2010-06-10T12:17:00.007-04:00

Did you know that social media tops Google for weekly traffic in the United States, that 1 out of 8 couples in the United States met through social media and some of Gen Y and Gen X consider email passe (in fact, some universities have stopped distributing email accounts -- instead, they are giving out iPads and eReaders)?

I'm at the Internet Retailer Conference & Exhibition in Chicago this week and just saw Bob Cell, CEO of product recommendation provider company MyBuys, show this compelling YouTube video about how social media is not a fad. It's definitely worth all 4:25 minutes of your time.

Watch, watch, watch.

Mastering the art of online impulse buys

2010-06-09T14:50:00.007-04:00

I absolutely love Groupon.com, a deal-of-the-day site that offers big discounts on things to do, see, buy and eat in your city. Thanks to its daily e-blast alerts that land promptly in my inbox first thing in the morning, I impulse buy a lot from this site -- which is great but also a problem.

For example, sometimes there's a $50 gift card for Fresh Direct for $25 (amazing, right?) However, there's other times I find myself buying unnecessary but lovely things like sangria flights and salon treatments. The urgent "24-hour only" time period is what sucks you in because, really, who doesn't love a good bargain?

The companies featured on Groupon are basking in big benefits. In one case, a salon received more clients in one day than it usually does in a typical month. Plus, Groupon subscribers often forward the deal to their friends, which creates even more buzz for the company.

The only catch is enough Groupon subscribers have to sign up for the deal (the number needed changes daily) or else the discount is void. This rarely happens though, thousands of people usually pounce on the offer each day.

If you haven't checked it out already, give Groupon a look -- it's worth checking out from both a consumer and a business standpoint.

Why Twitter? Why?

2010-06-09T12:23:00.005-04:00

I understand that sometimes way too many people flood Twitter and cause the site to be "over capacity" -- but why doesn't happen to other social networking sites, such as Facebook? And why does it happen at such random times, like right now in the middle of the work day...

And, of course, the Twitter world later explodes with chatter about how the site has been down. I'm curious, what's the deal? You'd think Twitter would have this down by now.

What luxury execs need to know about Gen Y

2010-06-09T00:15:00.004-04:00

A few weeks ago I went to L2’s Generation Next Forum in New York City and heard a lot about how brands can better market to Gen Y. This is a rather lengthy clip (it runs about 17 minutes), but it gives great insight into how Gen Y views luxury brands. Sterling Lanier from market research firm Chatter Inc. discusses what luxury marketers need to know about how the group sees the category.

Click, click, click.

Stalkers wanted

2010-06-08T23:24:00.008-04:00

Like so many of you, it often takes me awhile to go through my crowded inbox. Plus, sometimes companies send such boring emails that it's a struggle just to get through them. Before today, I never heard of a company called LearnSomething Inc. -- a Tallahassee-based e-solution company serving the pharmacy, healthcare and supermarket industries -- but it got my attention earlier when it "cordially invited" via email me to start stalking them on Facebook, Twitter, LinkedIn and YouTube.

My initial thought? Don't mind if I do...

With so many companies on social networking sites these days, it's hard to draw attention to your e-media initiatives. But what I love about this email blast from LearnSomething is that it 1) told me in a cute, clever way where to find them online; 2) provided all of the links to do so right in the email; and 3) avoided using overused language -- such as "Follow us on Twitter!" -- and instead invited me to "stalk" them.

Stalking is actually the perfect word to use when it comes to sites like Facebook and Twitter. It shows me that LearnSomething knows a thing or two about social media.

Okay, so it's probably too cheesy to suggest you learn something from LearnSomething, but hey, if you haven't already, consider sending your core audience a clever message like this one to connect them to your company's social networking pages. They might not even know where to find you, so grab their attention and point them in the right direction.

Pizza Hut keeps it relevant

2010-05-25T16:20:00.010-04:00

I like when companies tie pop culture into its Twitter messaging. It makes me wonder what Pizza Hut thought of LOST.

Target gets 'LOST'

2010-05-24T14:48:00.009-04:00

Like many, today I'm mourning the series finale of "LOST." And yes, it was a beautiful conclusion to six chaotic, complicated and emotionally draining years on the island. When millions of eyes were glued to the TV last night to watch the series wrap up -- and to see Jimmy Kimmel's cast reunion special afterward -- Target jumped in with this hilarious commercial about the island's mysterious smoke monster. Perfection.

Google finds a way to keep you on its homepage

2010-05-21T16:18:00.005-04:00

It's always exciting when Google switches up its homepage logo for various holidays. But today's celebration of the 30th anniversary of Pac-Man brings search interaction to a whole new level. You can actually PLAY Pac-Man on the homepage. So long Friday afternoon productivity!

People of Walmart are Web celebs

2010-05-21T15:25:00.009-04:00

The People of Walmart blog has been around for quite awhile now, but I keep seeing more and more sites linking to it.

I wonder how Walmart's marketing department feels about the existence of a heavily-trafficked blog that pokes fun of its clientele?

When did McDonald's get so mod?

2010-05-12T09:59:00.009-04:00

Last week I saw McDonald's testing a walk-thru on 14th Street in Manhattan. Now I'm seeing many locations throughout the city undergoing major face lifts. The chain is certainly on a roll these days. I snapped these pictures last night at its location in Greenwich Village.

Inspired by the company's redesign efforts in Europe, McDonald's customers can now sit in egg chairs, enjoy brightly colored walls and dine at wide tables.

The move is a good one as the company aims to cash in on the "experiential dining" trend. It's also smart for continuing its efforts to reach a new set of customers that may have once avoided fast food with its new coffee menu items.

Nordstrom Rack makes its mark on Manhattan

2010-05-11T17:16:00.012-04:00

Nordstrom Rack made its Manhattan debut this morning with a 32,136-sq.-ft. store in the heart of the Union Square district – and shoppers didn’t waste anytime, many lining up to get their first peek at the store.

The store takes up 32,000-square-feet in the basement of a former Virgin Megastore. Although the chain’s president recently said that he would have liked to have led its NYC debut with a full-line store, the move comes at an appropriate time when many shoppers are trading down amid the down economy.

As an outlet, the Rack carries a more limited variety of merchandise that includes clearance from Nordstrom's own stores and products from name-brand suppliers.

To accommodate the expected heavy volume, the store features an automated checkout line. A large television screen automatically directs a single line of customers to one of 19 cash registers – similar to what you'd see in various supermarket locations, such as Whole Foods.

With 20,000 Nordstrom cardholders in the greater Manhattan area – and no full-line Nordstrom stores in the city – I’m sure this store will get a lot of play. The next closest Nordstrom is about 25 miles away in the Roosevelt Field Mall on Long Island.

And finally, shoppers that bought anything from the store today received a free tote bag. (Yes, that's mine in hand -- I couldn't resist).

The New York City location brings to 76 the number of Rack outlets that Nordstrom operates. The retailer has 114 full-line stores.

Cupidtino: A dating site for Apple fans. Really.

2010-05-10T16:31:00.004-04:00

I'm torn -- is Apple on to something or are they trying just too hard?

Cupidtino.com -- a name play on "cupid" and Apple's "Cupertino" headquarters -- is gearing up for a summer launch to romantically connect tech-savvy, Apple-brand aficionados nationwide. Here is what the Cupidtino homepage says about the new site:

Cupidtino is a beautiful new dating site created for fans of Apple products by fans of Apple products! Why? Diehard Mac & Apple fans often have a lot in common – personalities, creative professions, a similar sense of style and aesthetics, and of course a love for technology. We believe these are enough reasons for two people to meet and fall in love, and so we created the first Mac-inspired dating site to help you find other Machearts around you.

Cupidtino will launch in June 2010 exclusively on Apple platforms – including sweet location-based social apps for the iPhone and iPad.

Apple is looking for its slice of the online dating business, and I'm sure it will get its cut.

Click, click, click.

Starbucks pulls the clever card

2010-05-10T13:40:00.019-04:00

Starting today and running until Sunday, May 16, Starbucks is cashing in on everyone's favorite time of day: Happy Hour. From 3 to 5 p.m. daily, consumers in need of an afternoon pick-me-up can order any Frappuccino blended beverage for half price at their local Starbucks.

The move is a part of the company's efforts to draw attention to its new in-store customization options. Starbucks' Frappuccino.com helps customers select and create different orders by selecting flavors, sizes, toppings, milk preferences and more. The site also encourages Starbucks drinkers to sign up for daily SMS reminders, create artwork right on the site and (of course) share their orders with friends on Facebook (or invite them to the closest Starbucks Happy Hour).

With so much personalization out there (and much love for discounted deliciousness and an excuse to sneak out for an afternoon break), Starbucks has a great promotion on its hands and has used the Web (via its Frappuccino.com site and social networking initiatives) to create great buzz so far. Now let's see how if it helps bring more customers back into its stores!

Uniquely Uniqlo

2010-05-10T13:27:00.004-04:00

Seemingly out of nowhere, their cheap, skinny rainbow-colored basics became a kind of New York uniform. Just how did the Japanese discount brand become the hottest retailer in the city?

This is a great read from New York Magazine about how Japanese fast-fashion powerhouse Uniqlo has become the "it" shop in Manhattan. Click, click, click for the round up.

The iPad: Challenges and opportunities

2010-05-05T10:12:00.014-04:00

There’s been a lot of buzz about the Apple iPad since it hit the market last month, and many predict it could have a significant impact on the way people shop in the future. I spoke with David Fry, founder of e-commerce solution provider Fry Inc., about the probable impact of the iPad and what it could mean for the retail industry.

What has the consumer response been so far with the iPad?
Fry: With about a million iPads sold in one month in the United States alone, you’d have to classify the response as ‘strong.’ However, even Steve Jobs would have a hard time proving that someone really “needs” an iPad, especially with so many iPhones and Kindles already in consumer hands. Nonetheless, it does fill a gap in the electronic-gadget spectrum. It’s a great device for consuming media, in all forms. You can read e-books (both Apple’s iBooks and Amazon’s Kindle books), watch TV and movies, check e-mail, surf the Web and shop online. Plus, the iPad’s battery life -- at more than 12 hours -- is a game changer and is much longer than a standard laptop.

What is the iPad's potential impact on e-commerce?
Fry: Smaller mobile devices such as iPhones are having an impact on e-commerce already, primarily due to their mobility and ubiquity. Many consumers carry a smart phone with them so they can use it to check prices and availability, comparison shop, find a local store and even place an order. So far, however, a small number of consumers are actually completing a full transaction on their devices. Since the iPad’s usability is far greater, many consumers will complete full e-commerce transactions just as they would on a laptop or desktop computer.

The iPad’s design encourages a more intimate Web experience and newer e-commerce designs. The Gap’s new iPad application is an excellent example. It’s focused on one product line (Gap 1969) and allows shoppers to experience pictures and video in a ‘social’ way and is far more engaging and versatile than any iPhone app would be.

Click to watch a video demo of Gap's innovative iPad app.

How do you see the iPad impacting retail in the next year? Few years?
Fry: The iPad won’t have too much of an impact in the next year, but within two years you’ll see many stores have dedicated iPad applications, and their sites will be changed to reflect some of the design aesthetics the iPad will make popular. This includes larger images and videos, touch interactions and geo-location features. Consumer expectations will also increase. In response, consumers will expect websites to pick up their games.

How could this ultimately change the shopper experience and influence shopper expectations?
Fry: A number of retailers are already making plans to have in-store iPad applications. Imagine a store associate, armed with an iPad, guiding a customer around a high-end fashion store, a furniture showroom or a bridal-oriented home goods retailer. The iPad allows the associate and the customer to visualize products not available in the store. They could configure a room layout together, for instance, at Room and Board. They could make sure a blouse and skirt are the perfect match at Ann Taylor. And the luster of the iPad will be a great reflection on the store’s brand.

In addition, remember that time you went into a retailer about five to 10 years ago and realized you knew more about the TV set you were trying to buy than the store associate trying to sell it to you? Consumers are going to feel that way more and more, and they will no longer shop at retailers who can’t keep up with them. I believe it’s all about how we are going to meet our customers’ increased expectations.

Are people ready to make big purchases on iPads and mobile devices or do you think the wave has yet to come?
Fry: They’re as ready to make big purchases on an iPad as on a desktop -- maybe even more so. The intimate nature of the surfing experience inspires a consumer to do more online research in less time and can add to their confidence about a big purchase. While they may agonize for a week about a large-screen TV purchase, for instance, I think if given an hour with an iPad and the right Web sites and downloadable apps, they could convince themselves to make the purchase while watching ‘Glee’ on their living room sofa.

For the full interview, click here.

Because tech nerds need a good cleaning too

2010-05-03T14:42:00.004-04:00

How much do I absolutely LOVE these little soaps from GeekSoap.com? For $5, you can take a Facebook, Twitter or RSS feed bar of soap into the shower with you. All of this is, of course, further proof that social networking really is ubiquitous these days.

And just for fun, here are a few more creatively geeky soaps for the tech-minded out there. This batch is from Geeky-Gadgets.com -- enjoy!

The iPhone soap:

Nintendo controller set soap:

Control Alt Delete soap:

Tetris soap:

Is McDonald's testing a NYC walk-thru?

2010-05-03T14:27:00.008-04:00

McDonald's is synonymous with drive-thrus, but last week I saw my very first urban "walk-thru" location on 14th Street in Manhattan. I'm not sure if this was location-specific, but customers could freely ordering meals from a storefront window off the street.

Is there really a need for this? I'm not sure, but at least this lady got a kick out of it.

YouTube celebrates five-year anniversary

2010-04-26T16:44:00.007-04:00

Things just spread like wildfire on the World Wide Web, don't they? YouTube's birthday may be February 15, 2005, but this past Friday the site celebrated the five-year anniversary of its first-ever video upload. Which begs the question, how is YouTube only five years old? And how did we ever live before ...?

Check out the site's first-ever video above, featuring one of YouTube's co-founders Jawed Karim at the San Diego Zoo.

Sears thinks outside the channel box

2010-04-22T16:10:00.009-04:00

Gap isn’t the only retailer learning to adjust to the pace and changing behaviors of the modern consumer. Sears, which has the sixth largest e-commerce site in the country and is the largest distributor of retail circulars, is currently promoting its cross-channel capabilities through a campaign called “Shop Your Way.” Check out its clever TV spot above.

“It’s all about merging channels,” said Richard Gerstein, senior VP marketing for Sears Holdings Corp., during the session “The Shifting Dynamics of MultiChannel Retail” at the recent eTail West show in Palm Springs, Calif. “We want shoppers to shop when they want and how they want.”

The campaign, which has been featured in a series of TV commercial spots, informs customers about Sears’ Web-to-Store free shipping and curbside pickup options, its mobile commerce site and its customer service capabilities. Shoppers can talk with Sears via representatives online chat tools, over the phone or through e-mail.

In addition, the company’s circular is now available digitally. “A digital edition allows us to showcase many more of the products we have on sale at our stores,” Gerstein said.

Sears has also embraced the social networking world by creating a community site of its own. MySears Community encourages shoppers to get advice before making a purchase and leave product reviews.

“People want our brand to succeed and want to be a part of it,” Gerstein said. “We’re trying to figure out how to better reach the multichannel consumer, and this is a great start.”

****

And finally, be sure to check out this cute commercial of Brett Farve debating a new TV purchase. Sears is certainly pulling out the stops to get the point across (and it's working):

Watch, watch, watch.

Looking to fit in

2010-04-22T15:57:00.006-04:00

As e-commerce continues to grab a larger share of retailers’ revenues, many chains are still trying to figure out how to best close the cross-channel gap and reach out to shoppers in dynamic, engaging ways. Indeed, that was a dominant theme at the 2010 eTail West conference, in Palms Springs, Calif., back in February, where merchants across the board discussed how they are adapting to the changing retail landscape.

It's taken me awhile to get up some notes, but here's a look at some initiatives being deployed by retailers nationwide. In this post, let's start with Gap.

Gap has admittedly struggled with altering its marketing strategy to the online world in recent years, according to Keith Mercier, VP of Gap Online for Gap Inc.

“Back in the mid-90s, we were telling shoppers what to wear and when to wear it, and shoppers would then just show up at our stores,” Mercier said during the session “Creating A Dynamic Social Strategy.” “We called it brand communication, but there wasn’t actually a two-way dialogue with our customers. The times have since changed, and we’re trying to figure out how to change with it.”

Looking to become more relevant to modern shoppers, the Gap took a different marketing approach last fall with the launch of its “Born to Fit” campaign, which aimed to reintroduce Gap denim to consumers. Although the company still used traditional mediums, such as print—not TV—to promote the new line, most of its resources were used online.

It launched a “Born to Fit” page on Facebook, where shoppers could discuss what they were “Born to Do.” Videos were also uploaded of Gap employees, community leaders and celebrities talking about their passions.

“We knew we wanted to get involved with social networking, but you can’t buy a timeslot in these online communities like you would for TV,” Mercier said. “It took us awhile to figure out how to make it work.”

Gap also uploaded videos onto Facebook that showed a behind-the-scenes look at its headquarters and featured designers working on different styles.

“Since we usually paint a perfect picture of the company to the public, it took a lot from us to take our audiences behind the scenes and show them we’re not perfect after all,” Mercier said.

Before the launch of its “Born to Fit” campaign, Gap reached out to fashion bloggers and sent them jeans to test.

“We were putting our money where our mouth was like we never had before, and that was scary,” Mercier explained.

In another big first step, Gap.com launched an online customer reviews feature.

“It took us a long time to be OK with the fact that some people might write negative feedback,” Mercier said. “All of this, however, has been a positive experience, and we’ve learned some great things in the process.”

Reinventing the shopping mall

2010-04-16T12:26:00.002-04:00

If you haven't heard of the FastMall iPhone app, released by MindSmack in December, take a moment to watch this clip.

The innovative app really takes the shopping mall experience to the next level. It provides detailed mall maps, highlights elevators, gives the quickest route to stores and lets you make shopping lists and access coupons. It also helps you remember where you parked your car and with one shake of your phone, it points you in the direction of the closest restroom.

How's that for easy shopping?

What a croc!

2010-04-16T11:43:00.008-04:00

Crocs Inc. is revamping its love-to-hate-it image by launching a new ad campaign for its shoes. Although the once white-hot brand faded over time – as consumers started to call the footwear “ugly” and “a passing fad” – the company aims to capitalize on product comfort via a new marketing platform.

Its latest "Feel the Love" commercial (see above) pink animated crocs anxiously await their owner’s return to her apartment, adorably run to greet her at the door and then massage her feet as she plops down on the couch. Who wouldn't want the same TLC attention after a long day?

Although I still think Crocs are still a bit unattractive, at least it’s a step in the right direct for the brand.

Old Navy attempts the lingo

2010-04-08T16:55:00.011-04:00

I'm not entirely sure how Old Navy got my phone number, but the language they use in the promotional texts and mobile coupons they send cracks me up. I'm glad they think their smocked tube top is "smokin' cute" and would look nice on me though. Oh, LOL.

Inside job: Gen Y guiding the Forever 21 ship

2010-04-07T10:34:00.006-04:00

This is an interesting read about the success of fast-fashion retailer Forever 21. The daughters of founders Don and Jin Sook Chang are being called the brand’s secret weapons. Sisters Linda and Esther Chang have the eye and marketing savvy to take the $2 billion brand into the future and make it a competitor worldwide, according to the Los Angeles Times.

Read the full story here.

(Image via Bestplacesexplorer.com)

Viral lessons learned from SXSW

2010-04-05T11:47:00.006-04:00

This is an interesting read about how to create a viral-video sensation. The advice is from a panel of pop stars, social-media executives and viral-marketing experts at the South by Southwest and Media Conference and Festival in Austin last month. The message should hit home with retailers.

Click, click, click.

The future of bumping

2010-04-05T11:24:00.008-04:00

I use the Bump app on my iPhone to easily exchange information with other iPhone users. But now the bumping method is jumping to a whole new level. A new PayPal app allows you to divide up bills, such as a restaurant check, by tapping phones together. Although the service has yet to catch on nationwide, industry experts say PayPal's timing might be perfect.

Although this sounds intriguing, I must admit that my Bump app is often faulty and it inevitably takes more time (and several tries) to successfully bump my information to another user. But PayPal may be on to something here. No cash, no calculating the tabs... my interest is peaked.

Read the full story from The New York Times here.

Domino's steps it up

2010-04-05T10:40:00.017-04:00

A few months back, Domino's launched a big marketing push to change its image, the taste of its pizza, and ultimately throw down against rival Papa John's. Mostly everyone I know who's tried the new recipe has had something good to say about it. Curious to see how it stacked up, I ordered a late-night pie. Not only was it much better than I remembered, the online ordering process was one of the most enjoyable Web experiences I've come across in awhile.

First you build your pizza by selecting size, crust preferences and toppings. After decorating your dinner and then placing your order, a confirmation page appears to keep you up to date on the pizza's progress -- it tells you when it's being prepped (and in my case, that someone named Sean was making it), when it leaves the store and it's estimated time of arrival. The quirky and playful language used throughout the site is another reminder how hard the chain is trying to stay fun, relevant and modern.

But it's all packaged perfectly -- from start to finish, the experience was seamless and in the end, the pizza was pretty decent. Kudos for Domino's for not only revisiting its pizza recipe, but also it's Web experience. I'm sure I'll decorate another late-night pizza sometime again soon.

The bird is looking dapper...

2010-03-17T11:10:00.004-04:00

Someone made him a top hat out of cardboard! He looks so dashing.

KthanksGottaGoBye!

2010-03-03T13:00:00.003-05:00

Speaking of chat tool representatives, doesn't it seem like they always want to get out of the conversation as soon as possible?

Me: "Do you offer blahblahblah on overnight shipping?"
RetailChatRep: "The answer is yes. Did I answer all of your questions today?"

No, not yet. Why the rush? I love the idea of chatting online with a sales rep rather than picking up the phone or going into a location, but there's often a sense of urgency that they have to run. Whether it's online, in a store or on the phone, customer service representatives need to give shoppers their full attention and enough time to get all answered.

Better-informed shoppers make better-informed purchasing decisions and ultimately have a better experience with the retailer -- so please, let's not rush a Q&A session. It's in the best interest for everyone.

Online chat reps, please speak up

2010-03-03T12:53:00.007-05:00

I’m all about using the “Chat Now” tool on e-commerce sites – why pick up the phone when you can just send an instant message to a customer service representative and get all of your questions answered on the spot? In my mind, seeing that feature on a site shows the company is not only thinking about the customer experience but it’s also an industry innovator.

I recently found myself chatting away with a customer service representative from online retailer Newegg.com. I was in the process of purchasing a wireless Rock Band guitar as a part of a birthday gift and wanted it shipped to the recipient’s home before I visited that following weekend. My obvious goal was that I wanted to be there when they opened the box. After the customer service representative answered all of my questions and assured it would arrive in time, I couldn’t have been more pleased with my first Newegg experience.

That is, until the next weekend when I arrived to find the Rock Band guitar box completely exposed and sitting pretty in their apartment. The gift wasn’t opened without me; Newegg just put the mailing address on the box itself and shipped it out on its way. So much for the surprise.

I completely support retailers that are going more green and cutting back on packaging costs, but my frustration lies with the customer service representative: After conversing for more than 10 minutes, they didn’t care to mention my gift would arrive completely exposed? I don’t know Newegg, perhaps I’m not that all impressed with you and your chat skills after all.

The way of the whale...

2010-02-18T17:33:00.005-05:00

Specialty apparel retailer Vineyard Vines has come a long way since it started selling neckties for men back in 1998. The Stamford, Conn.-based retailer now markets a full range of apparel and fashion accessories for men, women and children, selling its products through catalogs, call centers, 500-plus specialty and department stores, and nine brick-and-mortar stores on the East Coast.

(You know, it's the brand with that cute little whale logo).

Anyway, to keep up with its expansion and in order to create a cohesive brand experience through these various channels, Vineyard Vines sought a technology platform that would not only support growth but also tie its sales channels together.

To read how the company is doing so -- and how it's using social networking to reach customers -- read the full story by clicking here.

Did Sephora eat the Apple?

2010-02-18T17:17:00.002-05:00

Sephora is joining the self-service wave by offering kiosk units in six airports nationwide. I recently heard about the retailer’s self-service initiative to provide some of its best-selling beauty essentials to on-the-go travelers, but I finally spotted one of its branded vending machines at the Indianapolis airport last weekend.

Operated by ZoomSystems, the kiosk is powered by touch screen technology and has a video monitor to walk customers through the process. The software is easy to use; the hardware sleek and a great extension of the brand. The units are also being tested in 20 JCPenney stores.

While playing around with the machine during my flight delay, I realized there used to be an Apple kiosk in the very same spot. What happened? Has Sephora gone and upped Apple?

McDonald's takes on Starbucks

2010-02-01T15:33:00.006-05:00

While many retailers have lowered prices over the past year or so to retain a core-customer base, others have reaped big benefits by redefining its typical competition and targeting a new audience. For example, McDonald's is now taking on Starbucks by offering less expensive specialty drinks.

“Although McDonald’s has long promoted its dollar menu to reach its target demographic, the company started to take on a new community of consumers that were trading down,” said Sucharita Mulpuru, VP and principal at Forrester Research, during the session 'State of Online Retailing 2010.' “Instead, McDonald’s met them half way by trading up, and this worked really well for them.”

The idea of value messaging and offering the cheapest price around has worked retailers in the past, but many companies are thinking outside the box and gaining success by taking their veteran brands and trading up against new competitors, she added.

Case in point: How great is that McDonald's billboard?

(Image via americanenergycrisis.blogspot.com)

The poor little guy...

2010-02-01T15:23:00.004-05:00

Ever since I wrote about the Twitter bird perched outside my cubicle, he often goes missing or ends up dead (as pictured above). Apparently my co-workers think they're very funny ...

Preventing social networking wildfire

2010-02-01T14:59:00.004-05:00

As retailers expand its Twitter and Facebook initiatives, many are coming face to face with social networkers that have no problem slandering companies with negative feedback and comments left for all to see. Click here for a Chain Store Age exclusive that offers a few tips from Susan McKenna, CEO of Winnetka, Calif.-based McKenna’s Marketing, a firm specializing in social media, about how retailers can diffuse and put a quick stop to bad buzz on these sites.

Click, click, click.

(Image via community.devexpress.com)

Coca-Cola happiness goes a long way

2010-01-20T14:19:00.006-05:00

I wish every vending machine was as magical as the one featured in Coca-Cola's first viral video campaign. The "Happiness Machine" clip above features a Coca-Cola vending machine transformed to deliver small "doses" of happiness for unsuspecting college students, in the form of everything from flowers and pizza, to 6-ft. subs and balloon animals.

Filmed on the Queens, N.Y., campus of St. John's University, a production crew secretly installed a Coca-Cola vending machine overnight, along with several hidden cameras strategically placed to capture all the happiness in action.

"We were looking for a creative way to connect with teens outside of the typical TV commercial or online game," said A.J. Brustein, global senior brand manager, Coca-Cola. "We wanted to give them something that would spread a bit of happiness and something they could pass on to their friends to keep the happiness flowing."

And it's certainly working! Only a few days after its launch on YouTube, the video has attracted over 700,000 views -- and I'm sure that's just the start of it. Coca-Cola is scoring some big branding points with this one and I'm just loving it.

Zappos CEO takes home Innovator of the Year award

2010-01-15T17:44:00.000-05:00

You might be familiar with my frequent gushes about Zappos.com, so get ready -- here comes another one.

While attending the National Retail Federation's 99th Annual Convention & EXPO earlier this week at the Javits Center in New York City, Zappos CEO Tony Hsieh accepted NRF's Innovator of the Year award. In addition to telling his famous drunk-dialing pizza story during his acceptance speech, Hsieh encouraged attendees to attend a free public tour of the company's Henderson, Nev.-based headquarters the next time they fly into Las Vegas. In fact, Zappos will pick you up at the airport, take you to its headquarters and then drop you back at your hotel. How's THAT for door-to-door service?

The online shoe retailer is not only known for its quirky and fun company culture -- watch this video to see for yourself -- it's also known for top-shelf customer service. And that all starts with hiring the right people. During Zappos tours, visitors can walk around the offices and talk to any employees they want. The company invests so much time and effort into carefully selecting and training staffers that it trusts everyone will represent the brand best just being themselves. I would imagine this would give visitors yet another reason to buzz about Zappos after the tour ends.

Anyway, Tony Hsieh is certainly worthy of NRF's Innovator of the Year award -- and next year's contendors already have some big shoes to fill.

Retailers help out Haiti

2010-01-15T17:39:00.005-05:00

U.S. retailers, fashion brands and restaurant chains are reaching out in response to the devastating 7.0 magnitude earthquake that hit Haiti on Tuesday. The Walmart Foundation will give $500,000 in cash, and food kits worth $100,000 to help victims.

The Walmart Foundation said its donations will be given through the American Red Cross. The foundation also launched a Web site at walmartstores.com/haiti, where customers and employees can donate to nonprofits that are helping Haitian victims of the natural disaster.

Target Corp. said that it is donating $500,000 and more than a million meals to help those affected by Tuesday's earthquake in Port-au-Prince, Haiti. The retailer said it will make the monetary donation through the American Red Cross. Volunteers are working with students from Minneapolis-based The Fair School and nonprofit ImpactLives to make meals to send to Haiti.

For more on how retailers are helping out, read the full story from ChainStoreAge.com here.

What is your company doing to help? I'd love to hear. Shoot me an email at smurphy@lf.com.

The power of social media: H&M puts down the scissors

2010-01-13T16:32:00.012-05:00

News about H&M slashing its new, unworn clothing spread like wild fire last week after this New York Times report hit the Web. People on Twitter and Facebook feverishly re-posted the link, adding fiery comments and refusing to shop retailer until changes were made. H&M was the second most discussed topic on Twitter that day.

The next day, H&M responded in a follow-up article: "We are committed 100 percent to make sure this practice is not happening anywhere else, as it is not our standard practice."

The company also addressed the issue on its Facebook page:

“H&M is committed to taking responsibility for how our operations affect both people and the environment. Our policy is to donate any damaged usable garments to charity. We’re currently investigating an incident in a NY store that is not representative of our policy. We will follow with more information as soon as we are able. H&M’s US sales operation donates thousands of garments each year through Gifts In Kind Int.”

I'm just glad H&M is taking measures to correct this very serious mistake.

H&M cutting more than just its prices

2010-01-06T14:42:00.008-05:00

Did anyone else see this disappointing story in the New York Times today about H&M?

At the back entrance on 35th Street, awaiting trash haulers, were bags of garments that appear to have never been worn. And to make sure that they never would be worn or sold, someone had slashed most of them with box cutters or razors, a familiar sight outside H & M’s back door. ... Were the clothes usually cut up before they were thrown out? “A veces,” she said in Spanish. Sometimes. ... It is winter. A third of the city is poor. And unworn clothing is being destroyed nightly.

Click for the full piece here.

Peeps for the people

2010-01-06T14:30:00.006-05:00

Those in Washington, D.C., don't have to wait until Easter to indulge in Peeps this year. The sugary-sweet company is kicking off the new year with its first-ever Peeps & Co. store, located in the new National Harbor mall and convention center, just outside of our nation's capital. The store features bright yellow awnings, chick-shaped door handles and 3-D chick tile work behind the register. For more pictures of the store, visit Chain Store Age's photo gallery by clicking here.

PS - Happy New Year!

Happy Holidays, everyone!

2009-12-22T15:58:00.007-05:00

Thank you all for reading this year! I'll be back in 2010 to bring you more on the latest Gen Y retail trends. Have a wonderful holiday season and a very happy and healthy New Year! :)

Web sales surge during holiday snows

2009-12-22T15:46:00.004-05:00

Although foot traffic at U.S. retailers last weekend took a hit due to holiday snowstorms, trapped inside took to the Web. Online retail sales rose 22.4% for the weekend compared with last year, according to a report by the Associated Press, which cited research from Web research firm Coremetrics. On Saturday, sales were up 24.8% alone.

Coremetrics research also found that the average shopper spent and ordered more on Saturday, when the weather's effects were deepest, than Friday. The surge continued on Monday; morning sales were strong as shoppers raced to make purchases so they could be delivered by Christmas.

As a result, online retailers are leveraging the spike. Many have extended the cutoff for standard shipping.

Now, what to make of these stats? This quote sums it up nicely: "This teaches consumers that maybe those of us that procrastinate, we still have time to go online very close to Christmas," John Squire, Coremetrics' chief strategy officer, told AP.

Kodak takes out the shipping anxiety

2009-12-22T15:27:00.006-05:00

Sending last-minute reminders to shoppers about shipping deadlines is undeniably smart. But giving them the exact cut-off time to ensure delivery before Christmas is even better. Kudos to Kodak.com for taking the mystery of the equation by spelling out shipping rules clearly and upfront. It will make everyone more merry come Christmas morning.

The season for being social

2009-12-22T15:11:00.009-05:00

In our recent December issue, I spoke with Susan A. McKenna, CEO of Winnetka, Calif.-based social-media firm McKenna’s Marketing, about how companies should tap into social-networking sites to lure last-minute holiday shoppers this season. Retailers, listen closely:

“Twitter is the place to be to get the word out about timely promotions,” McKenna said. “Meanwhile, both Twitter and Facebook can be used to offer up exclusive discounts, and hold countdowns and contests.”

Retailers can also use these sites as a vehicle to let consumers know what’s still in stock (and what’s going fast). “Anything that stimulates demand is effective,” said McKenna.

In addition, don’t be afraid to send out more than one tweet to plug a Twitter promotion. “Create some buzz, and get the word out as much as possible,” McKenna added. “Send out between five and eight tweets in a 24-hour period.”

Online retailers: Highlight what’s in stock

2009-12-22T15:00:00.006-05:00

Once again, let me gush over Amazon.com for a moment: I love how the company's latest email blast highlights what items are still in stock and readily available to mailed out ASAP.

It's no secret that retailers expected inventory levels to be especially low this year. Since many retailers last year were left with lots of unsold merchandise after the holiday season, companies ordered fewer items this year to fill shelves. News of this spread quickly among shoppers, so be clear and tell them what's still in stock. Then offer guaranteed shipping so they know it will arrive in time.

Amazon's been on my good list all year ...

KISS works at Wal-Mart

2009-12-22T14:55:00.004-05:00

Ever wonder what it would be like if the members of KISS worked at your local Wal-Mart? OK, me neither. But how amusing would it be to see them there, stocking the shelves and helping you at checkout? Click the video to watch. KISS is currently selling -- and promoting -- its latest album, "Sonic Boom," exclusively at Wal-Mart.

Target pops up in NYC

2009-12-11T17:10:00.007-05:00

Target opened a temporary store in New York City today, attracting dozens of shoppers lined up in the cold for a chance to snag some of the retailer’s most-popular holiday gift items. Despite this morning's freezing temperatures (I mean, freezing), I went downtown to check out the launch.

The pop-up location Target To-Go is creatively set up like an outdoor take-out dining spot, where shoppers peruse items listed on signage resembling a menu at a fast-food restaurant. Customers then order by number and take the items to go. All gifts come already wrapped.

Those waiting in line at Target To-Go -- situated at the intersection of Gansevoort and Washington Streets near the High Line entrance -- received a clipboard with a list of the available 50 items -- ranging from toys and gadgets to home decor, beauty and fashion items.

The list is intended to give shoppers an idea of what to expect when they arrive at the front of the line. The location also features product displays to showcase the items for sale.

The concept is extremely unique and should fare well during its short stint in Manhattan. Target is also opening temporary holiday pop-up shops in San Francisco and Washington, D.C.

“This holiday season, we wanted to give our urban markets a little slice of Target,” said Shawn Gensch, VP of marketing for Target. “We’re always trying to reach our guests in new and interesting ways, and Target To-Go gives time-starved city dwellers a convenient and affordable holiday shopping experience.”

The NYC iteration of Target To-Go is open to the public from Dec. 11 to Dec. 13, from 10 a.m. to 8 p.m. daily.

The holidays in a social networking world

2009-12-11T16:41:00.005-05:00

I've had a little Twitter bird sitting on top of my cubicle nameplate for well over a year now. I like to think of him as my office mascot and he's certainly a good conversation starter too, especially when people briskly pass by, knock him over and then comment on his adorableness before putting him back on his perch.

Anyway, my cubicle recently underwent a full-on holiday decoration transformation, courtesy of editor-in-chief Marianne Wilson. The revamp is especially fitting these days as I've been spending a good portion of time researching how retailers are adding seasonal spirit to their social networking initiatives. Is your company doing anything specific to stand out this season on sites like Twitter of Facebook? Drop me an email (smurphy@lf.com) and share your story!

Happy Holidays from my office to yours!

Give a good game

2009-12-10T12:03:00.004-05:00

Idea of the day: Let the online world replicate the brick-and-mortar experience by creating the same holiday excitement that occurs in stores.

How to do so? Industry experts suggest online retailers offer time-sensitive specials. For example, just as some stores often open its doors at midnight or 5 a.m. during the season, dare your customers to shop online at these odd hours by offering discounts.

Create some hype --- shoppers will surely buy into it.

Go ahead and be perky already...

2009-12-08T17:01:00.007-05:00

More consumers are buying gift cards online instead of purchasing them in person, according to the Pre-Holiday Online Shopper Gift Card Survey, sponsored by CashStar. And an overwhelming 88% of online shoppers indicated that they would be more likely to purchase a gift card that has an incentive attached, such as sending a $50 gift card and receiving a $10 gift card in return for the shopper itself.

It looks like restaurant chain Houlihan's is paying attention. This promotion landed in my inbox, and I like the way it sounds.

It’s perfect timing too -- it's no secret that gift cards are a top seller in the last 15 days leading up to Christmas, so they should be promoted throughout retail sites by now. Gift cards should also be highlighted in the obvious spots -- such as the home page and product pages -- but don’t overlook less obvious areas either, such as the key shopping cart section, according to Ken Burke, founder and chairman of Petaluma, Calif.-based MarketLive, an e-commerce software and solutions provider.

“The shopping cart page allows shoppers to think about the purchases they want to make before heading to checkout,” Burke recently told me. “Pair the promotion with the catchy verbiage, such as ‘Forget someone on your shopping list? A gift card is an easy solution!’"

Since a gift card is the cheapest thing a company can send, Burke said ship it to shoppers for free. “These perks can be very effective,” Burke added.

So start showing off your best incentives ...

Playing up the Christmas calendar countdown

2009-12-08T16:58:00.003-05:00

Amazon.com reigns supreme in the online shopping world, and rightfully so. It plays all the right moves to lure shoppers to its site, especially around the holidays when its free shipping on orders over $25 offer goes an extra long way.

Although not all retailers can afford to offer free - incentives, it's critical that they make shipping a priority.

Here's an easy way how: Since customers don’t want to risk that their purchases might not arrive in time, retailers should take the mystery -- and anxiety -- out of the equation by calling out shipping dates across the site, especially in the days leading up to Dec. 25.

Retailers should also send out dedicated e-mails to remind shoppers how much time is left to make a purchase so it arrives by a certain date. Use language such as “Only 48 hours left!” to create a sense of urgency.

It's simple concepts like this that go a long way.

Free shipping for all procrastinators

2009-12-07T16:47:00.004-05:00

How can you not love the idea of a dedicated free shipping day? Now with Cyber Monday long gone, retailers and online consumers alike have December 17th to look forward to. The one-day event offers free shipping to customers with guaranteed delivery by Christmas Eve.

More than 450 retailers have already signed up to participate in "Free Shipping Day," eclipsing last year’s final tally of 250. Participating merchants include Toys R Us, J.C. Penney, Apple Store, Nike, Sears, Babies R Us, Eddie Bauer, PacSun, PetSmart, and Ralph Lauren.

“Numbers show that online shopping dramatically slows after December 10th,” said Luke Knowles, founder of FreeShippingDay.com. “The day encourages people to continue buying items online later into the month of December, and obviously this is appealing for retailers.”

Offering free shipping is always a smart move for retailers, and this is a great way to attract sales from -last-minute shoppers. What a great way to celebrate procrastination!

Manhattan Holiday Window Displays

2009-12-07T13:37:00.005-05:00

Speaking of innovative holiday windows popping up throughout Manhattan, I got a little carried away with some research. Click above to see a compilation of the city's most popular displays, along with a voiceover by yours truly.

Enjoy!

Great things come in pairs...

2009-12-01T16:42:00.011-05:00

... which is precisely why I love Bloomingdales' holiday window series this year. The colorful display embraces a "dynamic duo" theme that features famous couples -- from President Barack Obama and First Lady Michelle Obama and Batman and Robin to salt and pepper shakers -- all lined up to meet Santa.

Photos courtesy of Rudy Pospisil, anothernormal.com

Happy Cyber Monday!

2009-11-30T12:53:00.006-05:00

It's Cyber Monday, the official kick-off to the online holiday shopping season! Many retailers are getting in on the action today, offering online shoppers everything from free shipping on all orders (from companies such as American Eagle Outfitters) to 60% off toy purchases from Toys "R" Us. Who could resist?

It will be interesting to see how consumers will turn out online today. Web sales were already up this past Thanksgiving weekend. In fact, shoppers spent 35% more on Black Friday Web purchases than a year earlier, with the average order value reaching $170.19, according to online retail analytics company Coremetrics. Those shoppers bought an average of 5.4 items per order, up from 4.6 items last year. We'll see how the sites fare today!

Visit the National Retail Federation's site, CyberMonday.com, for a list of retailers offering top deals -- is your company highlighted this year?

(Image via Zazzle.com)

Ikea tags its way to the top

2009-11-30T10:31:00.004-05:00

Check out Ikea's fascinating use of social marketing via a Facebook photo-tagging promotion that's truly one of a kind. This video is definitely worth a few minutes of your time!

Free e-holiday Starbucks cups for all

2009-11-24T14:09:00.007-05:00

You know the holidays are in the air when Starbucks' signature red cups are everywhere -- and they aren't just in the hand's of loyal coffee drinkers, now they're gracing Facebook too.

Facebook members can give the gift of Starbucks to their online friends, thanks to a promotion from the Seattle-based coffee giant. Virtual icons include flavors Caramel Brulee, Peppermint Mocha and Gingerbread Latte. A delicious promotion for sure.

A sweet tweet

2009-11-24T14:04:00.005-05:00

Speaking of eBay, here's a smart Twitter incentive the company used to get shoppers to check out its new pop-up location.

eBay pops up for the holidays

2009-11-24T13:41:00.009-05:00

I went to check out eBay's first pop-up store on 57th Street and Fifth Avenue in Manhattan e this week. The company's new 5,500-sq.-ft. store in bustling Midtown gives shoppers the chance to browse a sampling of 400 holiday products available from almost 200 million product listings on eBay -- including everything from Zhu Zhu Pets (one of the hottest toys this season) to diamond rings.

Although I was expecting some products would be available for immediate purchase at the store, shoppers were directed to surf and shop eBay via touchscreen kiosks or through eBay’s iPhone application.

It's uncertain how many customers will use the pop-up location to place bids and buy items through the site, but the store could influence shoppers to remember eBay when doing holiday shopping online.

eBay’s pop-up holiday experience is open to the public from Nov. 20 to Nov. 29 (closed on Thanksgiving Day).

OfficeMax brings back the holiday magic

2009-11-19T11:40:00.010-05:00

Send your own ElfYourself eCards

The video is me dressed as an elf doing some pretty awesome break dances. I have OfficeMax to thank for that. 'Tis the season for the retailer's popular free holiday e-greeting, ElfYourself.com, so let the ridiculousness begin!

Powered by JibJab Media, ElfYourself.com allows consumers to create free personalized holiday e-cards by uploading their photos and transforming themselves, family and friends into dancing elves. Users can then share their holiday e-cards via e-mail or using new capabilities that enable them to post their creations to Facebook, Twitter and other social media sites.

Whether you want your friends or family to be center stage of a hip-hop video or a country hoedown, OfficeMax gives you that chance this holiday season. And it's certainly giving people something to talk about too. A very smart move all around.

Ordering in the new world

2009-11-06T17:11:00.011-05:00

I haven’t ordered from Pizza Hut in years and now I suddenly can’t get it off my mind. After the company announced earlier this week that it raked in more than $1 million in sales, in just three months, from its Pizza Hut app for the iPhone and iPod, my curiosity has inevitably peaked. What makes the app so special?

Not only is Pizza Hut the first national pizza chain to introduce an ordering app for the iPhone and iPod touch, it's one of the most engaging and uniquely entertaining apps out there.

When ordering pizzas, users can virtually build their own pizza by choosing a type of crust in the scroll wheel, "pinch" select the size they want, and drag-and-drop toppings onto the pizza, all with visual confirmation. If an overeager pizza customer adds too many toppings, the pizza explodes and toppings go flying across the screen with an alert to make their pizza happier with fewer toppings. How fun does that sound?

Meanwhile, the section used to order WingStreet wings starts with a bowl of wings that changes as users choose the type of wings they want. Next they select a sauce and are prompted to "sauce their wings" by shaking their iPhone or iPod touch until the wings are covered. Shake too long and the sauce flies across the screen. As with the pizza ordering, customers finish with a representation of the ir order.

Pizza Hut also has given customers a way to pass the time as they wait for their order with a game called Pizza Hut Racer, in which users are challenged to deliver a pizza quickly while avoiding obstacles in the road. And finally, each time a user orders using the app they get 20% off their entire order.

All that said, it looks like Domino's has lots of strategizing to do ...

I always knew you'd be famous one day

2009-11-04T12:22:00.006-05:00

American Eagle Outfitters is offering shoppers at its soon-to-open Times Square flagship a chance to see their face in bright lights.

After making a purchase, customers will be invited to pose in a mini photo studio for an experience the company is calling “15 Seconds of Fame.” Moments after, the customer’s photo will be projected onto 15,000 sq. ft. of LCD screens (25-stories high) outside the store for all of Times Square to see.

Customers can also write a quick message with their name and hometown to accompany their image. Since there is no minimum purchase and shoppers can participate as many times they want, I expect this will be a big hit, especially among younger shoppers.

I can just see their excited Facebook statuses now …

(Image via Associated Press)

Let's air a point-of-sale frustration

2009-11-04T12:07:00.011-05:00

I understand that Express wants to keep track of its customers by asking for an e-mail address at the register, but let me tell you how frustrating it is to type into a keyboard without seeing a computer screen in front of me. Why is only a keyboard provided? I'm pretty sure I must mess up my e-mail address every time.

That said, the company must be limiting the growth of its e-mail database due to these inevitable typos. If Express wants to save on computer screens, wouldn't it be just as easy to tell the cashier your e-mail address? Just saying ...

Macy's gets ahead of the game (but that's O.K.)

2009-11-03T10:00:00.007-05:00

O.K., so this might not have to do with Gen Y, but it does have to do with retail -- and as a Philadelphia-area native, it makes me very happy. (Though, I'm sure it angers a lot of my New York-based workers).

Macy's on Monday ran a pre-mature ad congratulating the Phillies on winning back-to-back championships. Click here for the full story.

Powell's Books adds the personal touch

2009-10-30T16:40:00.006-04:00

It seems like there are a bunch of bookseller updates these days, doesn't it? Next up: Powell’s Books.

The legendary Portland, Ore.-based retailer is gearing up to reach customers this holiday season with a targeted e-mail marketing campaign that delivers book recommendations to customers based on their preferences.

The company, which operates four general bookstores, two specialty stores and an e-commerce site, has been its testing e-mail marketing strategy throughout the year and has since seen an increase in online sales. In fact, its open-rate results are more than 70%.

The move to personalize the content of its e-mails comes as Powell's is expanding the reach of its e-mails and online marketing efforts with social media. It's done a lot to engage customers online -- and its strategies are worth a closer look. To find out more on what the company is doing, click here to read the Chain Store Age exclusive.

Click me!

Buy now, get 50% off later

2009-10-29T15:05:00.012-04:00

The Paradies Shops, an Atlanta-based bookseller that operates more than 500 stores in over 70 airports and hotels across the U.S. and Canada, is well known for its Read & Return Book Program. First introduced in 2003, the program allows travelers to buy a book and then return it within six months to receive 50% of the purchase price back. Books that are returned in good condition are then resold at half price, and those that aren't are donated to a local charity.

Curious about how the program is doing during a time where many cash-strapped shoppers are looking for ways to save, I checked in with Bobbi Passavanti, managing director of marketing and communications for The Paradies Shops -- and her answer was surprising:

"The program remains as strong as ever, but we actually don't measure the results," Passavanti told me. "Our book business has steadily increased about 20% over the years, but we're not as focused on the Read & Return program's numbers -- we just know it's successful by seeing how many loyal returning customers it brings in."

It's hard to believe that the company doesn't officially monitor the program's results, but even still, it's obvious it's working for them. "It's really grown over the past few years, mostly through word-of-mouth marketing," she said.

Passavanti said the program is especially popular among airport workers and flight crews, who have frequent access to its stores across the country. And when a customer purchases a book, the cashier either staples or tapes the receipt inside, along with a bookmark that lists all its locations.

How's that for smart marketing? Shoppers start thinking about when they can make a second trip to one of the company's stores even before they leave the one they're in.

Borders wants you to stay awhile

2009-10-29T11:25:00.004-04:00

Borders Group recently signed a deal with Verizon Communications to provide free WiFi service in "virtually all" of its more than 500 stores around the country. Although this is GREAT news, I'm surprised Borders is only offering this service to shoppers now. Booksellers and coffee shops should all be wireless by now -- though, I think in this case, the key word here is "free" WiFi.

It's also smart the company is informing its online shoppers of this new service with a bold message on Borders.com. A good move for Borders all around.

Wanna chat? Why yes, I do.

2009-10-29T10:57:00.003-04:00

A new study from RightNow to investigate online shoppers' attitudes towards the technology used for customer service found that consumers are foregoing traditional methods of communication with contact center agents, such as phone and e-mail, in favor of self-service and chat.

In fact, more than 64% of consumers who have engaged with an agent through a chat session said they would rather use this channel than speak with an agent on the phone; 69% said they would prefer to use chat than e-mail.

I fit right into this statistic. I always choose this option if it's available rather than picking up a phone or going into a store to ask a question. Sure, some might consider it lazy, but that's the brilliance of it. It's minimum effort with personal one-on-one customer service. What's not to love?

* As a side note, 1-800-Flowers.com plans to use its LiveChat tool to help answer questions during the holiday season. I suggest other retailers follow suit.

E-books to hurt booksellers

2009-10-29T10:44:00.007-04:00

Just as downloadable digital music affected the entire music retailing industry, analysts are expecting that a shift from physical to digital books will hurt traditional brick-and-mortar booksellers, analysts said as Barnes & Noble launched its new e-reader. Introduced last week, the Nook is designed to compete against Amazon.com’s Kindle, which has dominated the e-reader market, and Sony’s Reader.

While Barnes & Noble might become a major player in the digital book business, its e-reader could actually speed the downward trend in its revenue and profit, said Credit Suisse analyst Gary Balte, in an Associated Press report.

“As the math currently works, each sale through a Nook is not just unprofitable but potentially replaces a higher-margin sale at stores,” Balter wrote in a client note Friday.

One obvious risk is that downloading books reduces the need to go into stores, Balter said.

E-book readership is small, but growing fast. Forrester Research predicts 3 million e-readers will sell in the United States in 2009, and twice that many in 2010.

Although there will always be something special about walking into a bookstore, perhaps it's inevitable that consumers will choose immediacy and convenience over that in-store experience ...

Hhgregg goes social

2009-10-29T10:22:00.007-04:00

Appliance and electronics leader Hhgregg is opening a store in Memphis, Tenn., and in the Southhaven, Miss., area today -- the Southaven store is Hhgregg’s first store in the state of Mississippi. To introduce local-area shoppers to its brand, the company is turning to Facebook .

The Indianapolis-based retailer is launching its "Show Me Your State" Facebook photo contest to Tennessee and Mississippi residents until mid-November. Residents can download a picture of Hhgregg's mascot, "hh," take a picture of him at their favorite location in the state, and post it to his Facebook page for a chance to win a prize. It's another great way to encourage in-store shoppers to interact with the company online.

What is your company doing to bridge the gap?

PS - How cute is 'hh'?

Gap wants to connect

2009-10-16T11:57:00.010-04:00

Looking to create more interaction between its brand and customers, Gap Inc. is encouraging shoppers to click through to its Facebook, YouTube and Twitter pages via the bottom of its e-mail marketing initiatives.

Embedded flash messages occur within the e-mail: "Born To Fit," "Born to Party" and "Born to Connect." Then it asks, "What were you born to do?"

Shoppers are then pushed to information about the company's new "Born To Fit" campaign. On Facebook, for example, Gap's page is filled with videos, style ideas and tips to find the perfect jean for your body type.

Retailers are looking for new ways to push shoppers to their social networking pages, and e-mail marketing is another smart way to cross that bridge.

Embracing the shopping bag

2009-10-09T16:19:00.007-04:00

Express first started to get the word out about its social networking initiatives by encouraging shoppers to visit its Facebook page or follow its CMO on Twitter (@ExpressLisaG) via their receipts. Now, the company is taking it a step further by placing its messaging on the bottom of its shopping bags.

Although it might seem like an unusual place for this type of marketing, the shake up is surprisingly eye catching since customers are used to blank-bottomed bags. The attempt is successful in my book.

Amazon gives Twilighters a sweet treat

2009-10-05T15:12:00.008-04:00

Amazon.com is celebrating its 10th anniversary with 10 weeks of sweepstakes starting today and ending in mid-December. Prizes range from $10,000 diamond earrings to a high-def home theater and a dream kitchen.

This week, Amazon is taking a stab at luring Gen Y shoppers to its site by offering two tickets to attend "The Twilight Saga: New Moon" premiere in Los Angeles and a chance to meet members of the cast.

It's not a quick and simple enter-and-run giveaway, though -- you have to create, add to, or share an Amazon Wish List to automatically be invited to enter. And then the site will surely keep tabs on your list, reminding you it's there and encouraging you to purchase.

It's smart -- they're giving a little with potential to get a lot back.

Dressed to kill

2009-09-25T11:45:00.009-04:00

Lord & Taylor might seem like an unlikely choice to showcase fashion from the serial killer drama Dexter, but the retailer has teamed up with Showtime to prepare for the show's upcoming season premiere set to air this Sunday.

Lord & Taylor unveiled its Dexter-themed window displays last night at its 5th Avenue and 39th Street location in Manhattan. The windows captured the essence of the hit series, aiming to show how the character leads a secret double life. Dexter, played by Michael C. Hall, is a serial killer when not working at the Miami Metro Police Department as a blood spatter analyst.

Visitors at the unveiling had the opportunity to take a professional photo with a large Dexter display, enter to win a weekend getaway for two to Dexter's hometown of Miami, and the first 250 people to arrive at the scene received a Dexter gift bag, filled with books and DVDs, valued at over $100.

Those lucky enough to arrive early were given a ticket to pick up their gift bag inside the store, appropriately in the men's department. There, customers could enjoy complimentary Dexter-themed drinks, which included a Blood martini.

Although many discussed what might happen on Dexter this season, others shopped the area and eventually found their way to the nearest cash register. Blood martinis and killer fashion? A lethal combination indeed.

The power of friendly buzz

2009-09-18T09:34:00.006-04:00

Retailers know the value of word-of-mouth marketing, and although you'd think product recommendations from friends would have the most clout, an article from SalesandMarketing.com says otherwise: Online reviews actually influence shopping decisions more than those that come from a trusted friend.

Click, click, click.

(Image via ClipArtOf.com)

H&M lets you try it on

2009-09-17T12:16:00.008-04:00

I just love H&M's online fashion studio. No time to rummage through the racks of clothes at a local store? Now you can assemble outfits via its site. It's easy to use, encourages you to experiment with layers and different accessories, and even tallies the cost of the entire outfit for you.

If only all sites had this feature ...

Click here to try.

Moms just love Facebook

2009-09-17T11:57:00.003-04:00

Retailers trying to influence moms should pay close attention to the big social networking sites, according to a new Retail Advertising and Marketing Association survey conducted by BIGresearch.

Women with children at home are more likely to use Facebook (60.3%), MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4% and 15.0%, respectively), according to the survey. Additionally, 15.3% maintain their own blog.

“Retailers who aren’t engaging customers through social media could be missing the boat,” said Mike Gatti, executive director for RAMA. “Twitter, Facebook and blogs are becoming increasingly popular with moms as they search for coupons or deals and keep in touch with loved ones. The Web provides efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones.”

Click here to read the full story.

(Image via iStockPhoto)

How to court your customers

2009-09-17T11:43:00.005-04:00

“When wondering what to say or how you look, just remember she’s already out with you. She said yes, and she could have said no. It’s no longer your job to make her like you -- it’s your job not to mess it up” -- Will Smith giving dating advice in the film "Hitch"

Retailers spend a lot of time, energy and resources on luring shoppers to their sites. But consumers often face online usability issues that cause them to leave sites once they're there, costing retailers a significant amount of money in potential sales. It's also these small mistakes that that could stand in the way of building a strong customer-retailer relationship.

In my August/September e-commerce column in Chain Store Age, I discuss some low-cost, low-risk tips on how to avoid the small errors, and Megan Burns, senior analyst of customer experience for Forrester Research, Cambridge, Mass., weighed in.

Here are some teasers:

- Eliminate unnecessary content. Users shouldn’t have to wade through extraneous information to get to want they want. Make it easy for them by highlighting the most popular areas on the site, and remove what’s less important. But be cautious: Research shows that people often can’t find the content they want on the site. (A low-trafficked page might actually be high in demand and just harder to locate). Retailers should cross-reference their analytics data, and re-evaluate where certain features should be placed on the site so consumers can effectively find what they want.

- Help users recover from errors. Consumers often get far in the checkout process and end up leaving their cart due to unclear error messages. Burns said there are three characteristics that make a good error message. “They should be integrated into the page, explain the problem clearly and show how to fix it,” Burns said.

In the design process, many retailers allow the developers to write error messages. “But don’t,” she warned. “Give the error messages extra care and let the right people write them. Also, be sure to inform shoppers explicitly why an error occurred.” (e.g., The ZIP code doesn’t match the city and state.)

- The order review page shouldn’t look like a confirmation page. Shoppers often mistake the second-to-last step as the final one. Be sure to make the text, design and location clear, so people know they have one more step to go.

To read the full story, click here.

Keeping up with the social crowd

2009-09-17T11:05:00.003-04:00

Facebook and Twitter are powerful tools for retailers looking to communicate with customers, but are these social networking sites becoming their unlikely new competitors?

For Cleveland, Ohio-based American Greetings, a greetings card and e-commerce company, the answer is yes.

“Many consumers now send birthday and holiday messages via Facebook or Twitter rather than relying on cards and e-cards,” said Kathy Hecht, senior VP and general manager direct for American Greetings, during the recent eTail East conference held in Baltimore. “Our competitors are no longer just those companies that offer the same product, but free online sites that can provide a similar service.”

Facebook members can also send free or low-cost virtual goods to their online friends. However, some analysts think this niche area is limited since many social networkers aren’t ready or interested in making larger purchases on the site -- they’re there to socialize, not to shop.

Still, Hecht said American Greetings aims to up its game to stand out among these new trends and keep customers loyal.

Click here to read more about the company's new strategic initiatives.

Gap says bonjour to Merci

2009-09-11T10:09:00.018-04:00

Gap opened up its latest concept shop yesterday in cooperation with the French boutique Merci, next to Gap's flagship store in Midtown Manhattan. I went to check it out, and wasn't surprised to see the tiny space on Fifth Avenue flooded with local and out-of-town shoppers.

Merci Gap is open for a limited time only, until October 4, and the collaboration marks the inaugural Merci boutique in the United States.

Inspired by the original Parisian boutique, the Merci Gap concept store is offering a mix of Merci's signature products in addition to limited-edition Gap specialties.

The store also ties in a touch of Parisian culture by having its store greeter say, "Bonjour" and "Au Revoir" to each person who passes.

Though, of course it's done with a noticeable New York accent, which makes the attempt even more endearing.

All profits from Merci Gap, after production costs are deducted, will go to various children's charities and to provide work for impoverished youth in Madagascar. The same is true for the original store in Paris.

Bribe me with new music, and I'll love you forever

2009-09-08T10:23:00.003-04:00

I usually prefer Dunkin' Donuts over Starbucks for the occasional early-morning coffee run, but that's no longer the case on Tuesdays. Starbucks wins me over each Tuesday by handing out pocket-sized cards that feature a new artist on the front. The redemption code on the back then allows me to download the song for free from the iTunes Music Store.

I love this for many reasons. First, the obvious: Free music with my drink. But it's a smart move for Starbucks on several levels. It not only drives foot traffic into stores, but it also reinforces the company's presence in the music retail space. By promoting little-known artists on a national level, the company reminds those shoppers who have bought CDs or DVDs at Starbucks in the past about its new music offerings, while it also gets the word out to the rest of its customers.

And finally, I love that the card represents a bridge to the online world. Since customers can only pick up these cards in a physical location, the free download serves as a reward to those who continue their shopping experience online. And from the end-user's standpoint, that's what I call a gratifying multichannel experience.

Best Buy to offer a nightcap

2009-09-02T11:50:00.008-04:00

Ever have the urge to go shopping for CDs at 4:00 a.m.? Yeah, me neither. But just in case the situation ever presents itself, Best Buy is opening its first-ever 24-hour store, appropriately in the city that never sleeps.

The retailer plans to occupy the former Circuit City location in New York City's Union Square neighborhood. It will also be near the recently shuttered Virgin Megastore location.

To Best Buy's advantage, Union Square is hopping at all hours of the night. The area draws crowds from locals bars and restaurants, and you'll almost always find people hanging out at the adjacent park. But will Best Buy lure shoppers in after their night out?

The company seems to think so. It recently posted a Craigslist ad looking for overnight employees. And with several NYU dorms nearby, I'm sure finding those willing to work the graveyard shift won't be too hard. It's just finding people at 4 a.m. to buy CDs that might be a problem.

I only wonder how Best Buy will compete with iTunes and other Web-based platforms that can appease a late-night appetite for on-demand multimedia and don't require you to leave your home ...

Forever 21 works on its style

2009-08-26T23:58:00.018-04:00

I recently referenced how Forever 21's overwhelming in-store shopping experience is enough to drive a person crazy.

So when I went to the company's Union Square store in New York City the other day, I couldn't believe what I saw. Sure, the store still lacked product organization and had piles of clothing tossed about, but tucked away on the second floor was something completely unexpected.

Forever 21 often positions its men's section off to the side, but this time it was different. As I walked through a doorway leading to a separate room, it felt like I was entering a new dimension. An organized, pleasant and well-designed dimension.

Bear with me, I know these pictures are a bit blurry, but hopefully they get the point across.

The first thing I noticed was the lighting, which was dimmer than the piercing florescent lighting used on the main floor. There was open space in the middle of the room -- covered with a decorative rug -- and art hanging from the ceiling. Meanwhile, beautiful wooden tables helped display apparel.

I felt like I was in Abercrombie.

Needless to say, I was impressed. And sort of confused.

When did the men's department of Forever 21 become so chic? Now, if only the women's department could get its act together ...

Apple store backdrop for latest Web sensation

2009-08-20T20:06:00.005-04:00

Have you seen this viral video yet of 13-year-old Nicholi White lip syncing in front a Web cam at an Apple store in Manhattan? It's become much-discussed on the Internet -- and on TV, as seen in this clip.

White is getting as much publicity as the Apple store. Just another reason to make your brick-and-mortar location a destination spot for shoppers to spend some extra time.

Show it if you got it

2009-08-19T20:21:00.002-04:00

Take it from L.L. Bean, sometimes you just gotta talk yourself up.

I'm glad to see the retailer is highlighting on its homepage that its Thinsulate Fitness Vest made Oprah's coveted "O List." Celebrity endorsements or "As Seen on TV" banners actually do influence shopper's purchasing decisions, according to a Forrester Research analyst at the recent eTail East conference in Baltimore.

Whether a product has been worn by First Lady Michelle Obama or has been written up in a magazine, let your customers know (and give it a proper shout out so all can see).

Civic duty: The quiet blog days

2009-08-19T19:37:00.006-04:00

So yes, I've officially disappeared. Though only temporarily. I'm serving as a grand juror for the State of New York until September 1, and unfortunately, there's not too much chatter about Gen Y and e-commerce trends inside the courtroom walls these days. I hope to update the blog periodically though, so don't be shy about checking back in the meantime.

(Image via Flickr).

Ice cream and shoes

2009-08-10T15:21:00.006-04:00

If my blog entry from Friday was any indication, many women love shoes. With that in mind, Famous Footwear is cashing in on the idea with its clever new ad seen above, where women chase a shoe truck down the street as though they were running for ice cream.

The discount shoe retailer has certainly been on a roll these days with its engaging messages.

Watch and enjoy.

Kenneth Cole steps into midtown Manhattan

2009-08-07T10:58:00.028-04:00

I've never seen more women in my life than I did this morning during the launch of Kenneth Cole's latest footwear collection at his Rockefeller Center store in New York City. To promote his new 925 Technology silver edition collection, the designer was signing his products for anyone brave enough to face the lengthy line.

Some customers pre-ordered their products up to a month in advance, while others shopped the store this morning before meeting Kenneth Cole. And let me tell you, you'd never know we're in a recession by the way these ladies were shopping.

To pacify those in waiting, the store hired water boys to give out free bottles and coffee. Meanwhile, Cole greeted his fans warmly with hugs and personalized autographed notes, such as "Watch your step!" and "Thanks for the support and awareness."

After meeting the designer, fans were delighted to receive a polaroid snap shot of their meet and greet.

That's me in the picture above. (Ain't it nice they let press cut the line?) Although Cole told me he doesn't have other appearance events planned in other cities yet, it's something he'd consider. "It's been such a success so far," he said.

Quote of the day

2009-08-06T11:14:00.003-04:00

"I've started shopping online at Forever 21 because whenever I go into the store, I want to kill myself." -- My friend on liking Forever 21's fashions, but disliking its chaotic in-store experience.

H&M provides welcomed shelter

2009-08-06T10:55:00.012-04:00

H&M offered refuge to muddy, rain-soaked concert goers at last weekend's three-day Points West festival in New Jersey with its LiveLounge pavillion.

The set-up also allowed people to check e-mail, relax and drink water, and pick up a free H&M-branded chapstick.

It was one of the most popular landmarks and attracted a long line of people looking to escape the sun (and the sloppy, muddy concert grounds).

And yes, those are my dirty, muddy bare feet in the image (bottom left). Very classy.

1-800-Flowers.com sets up shop on Facebook

2009-07-29T15:54:00.006-04:00

1-800-Flowers.com is opening up the first Facebook retail store, allowing consumers a chance to shop for products directly through the social networking site, according to the Associated Press. Is this the next step for retailers on Facebook? Possibly so.

Since the company gets the majority of its orders online, it feels that mobile applications and the Facebook store are a natural step. The company launched an application for the BlackBerry last fall, and one for the iPhone followed shortly after.

Of course, the company still faces a few challenges. It's hard to find its fan page on Facebook unless you remember to include the hyphens and the ".com." 1-800-Flowers.com said it is aware of the problem. However, Facebook would have to change its search capabilities in order to fix it. Once you get to the page, however, the purchase process is relatively seamless.

There are roughly 300,000 active fan pages on Facebook for businesses ranging from Target to McDonald's, but this is the first time consumers can make a purchase from a retailer directly on the social networking site.

L.L. Bean wants to play

2009-07-29T15:26:00.012-04:00

Many retailers are trying to engage consumers with innovative, interactive iPhone applications -- and L.L. Bean is no exception.

The Freeport, Maine-based retailer recently launched its first ever iPhone game application, called “Moosentration." The free game is a twist on the classic Concentration memory card game and features three skill levels and 24 game variations.

I was a little skeptical at first, but the game is pretty great. Images hiding behind L.L. Bean-branded card tiles include L.L. Bean and such Maine iconic items as Bean Boots, lighthouses and wildlife critters. And I love the sound effects too.

“The Moosentration app is a unique and fun way for L.L. Bean to interact with its customers through mobile technology,” said Steve Fuller, L.L. Bean CMO.

L.L. Bean has teamed up with Maine software company Blue Ox Technologies and is offering free Moosentration downloads for six months. The iPhone game application is free to all users, and can be downloaded to iPhone and iPod Touch devices through the iTunes application store using search term “L.L. Bean.”

Is your company looking to engage shoppers via mobile apps too?

Sneak preview: J.C. Penney takes Manhattan

2009-07-23T12:07:00.023-04:00

I took a press tour yesterday of the new J. C. Penney store (Manhattan's first) at the newly renovated Manhattan Mall in Herald Square, close to Macy's New York flagship. The two-level 150,000-sq.-ft. store, which opens July 31 (soft launch today, July 23), is designed to serve an enormous customer base that includes local residents, commuters, business travelers and tourists.

I met with John Wise, VP director store planning and design for J.C. Penney, and he explained the decisions behind some of the store's unique touches.

For convenience and speedy checkout, the store features nearly 100 registers and an electronic queuing system that directs customers to available registers and informs customers of their estimated wait times. The system, by Lawrence Metal, is very cool and creates a seamless checkout experience without associates having to yell for the next customer to step down. Predicted wait times are also displayed on a flat-screen TV at the checkout area.

"We first heard about the system at Global Shop, and later tried it out in one of our Texas stores," Wise said. "We had great success with it there and after we made the change, our customer satisfaction rose 12 points, which is tremendous. If it succeeds here, and we know it will, we hope to roll it out to more stores moving forward."

Typical J.C. Penney stores have 10- to 11-ft. ceilings, but Wise was working with an 8-ft. one in Manhattan. "We didn't want shoppers to feel closed in, so we hung panels at different levels to give the ceiling depth and break up the eye. Plus, it gives the impression that you are in a New York City loft."

Continuing with that theme, the juniors and young men's department have graffiti in the dressing room. Meanwhile, brand names are wrapped around the stores' columns, which have faux brick wallpaper that further adds to the "loft" feel.

The store also has an interactive touchscreen unit that allows customers to browse JCP.com. (Think giant iPhone). I have to admit that it's pretty amazing. The company is testing this out in five other locations, and this alone makes me want to go back to the store soon.

The location also features LED lighting, and includes a 2,000-sq.-ft. Sephora beauty boutique.

Want to see more pictures? Check them out here.

Culture shock? Amazon buys Zappos

2009-07-23T11:23:00.006-04:00

"This is, in some ways, Amazon throwing in the towel on footwear because they've tried to compete with Zappos," said Forrester Research analyst Sucharita Mulpuru. "If you can't beat them, buy them."

It's officially true, Amazon.com plans to acquire rival online footwear retailer Zappos.com. The deal is worth about $928 million in cash and mostly stock. Read the full story here.

Sure, it's a smart move for Amazon.com, but I'm not sure how I feel about my favorite retailer being snatched up so readily by the online giant. What will happen to Zappos' unique company culture and its amazing customer service that helps it stand out the way it does?

Zappos CEO Tony Hsieh addresses the matter:

"A big part of the reason why Amazon is interested in us is because they recognize the value of our culture, our people, and our brand," Hsieh said in a letter on the company’s blogsite. "Their desire is for us to continue to grow and develop our culture (and perhaps even a little bit of our culture may rub off on them)."

Let's hope so.