Showing posts with label Advertising. Show all posts
Look at the bright side, it took all of one quarter for JCPenney to revert back.
Penney tries to clarify message on pricing change
J.C. Penney Co Inc is bringing back the word "sale" in its advertising in hopes of stemming a sharp slide in business.
The department store operator has been trying to wean shoppers off the long-used hundreds of sales events and coupons -- as part of a strategic overhaul by Chief Executive Ron Johnson. The chain blames the way it has communicated the strategy for contributing to a steep drop in sales in the first quarter.
Johnson said he recognized that shoppers did not understand the advertising of the new pricing model.
"It's just been kind of confusing," he said Tuesday at a Piper Jaffray investor conference in New York that was also webcast.
The new strategy includes some items on sale for an entire month rather than the shorter-term sales events of past.
But the retailer has avoided using the word "sale," instead calling the events "month-long values." That didn't work.
Sears Holdings today announced the launch of AdYourWay, a revolutionary new shopping tool that gets to know customers and personalizes the shopping offers that they receive. By combining the powerful marketplace product selection with personalized content and customized recommendations, AdYourWay helps customers manage their lives to save both time and money.
"We're living in a customer-controlled retail environment and it is imperative that we continue to reinvent the company through technology and innovation to improve our relevance with our customers," said David Friedman, SVP and president, Marketing, Sears Holdings. "AdYourWay is a unique shopping tool that puts control back into the hands of our customers, allowing them to manage and organize both the products and the offers that interest them."
From a single personalized page on Sears.com, and soon to come to Kmart.com, AdYourWay allows customers to receive personalized product recommendations based on previous purchases and product searches. Once a customer is logged into Sears.com or Kmart.com, AdYourWay technology works to provide customers with deals and offers on products of interest and those that are relevant to their lifestyle.
Innovations in the Point of Sale Advertising.
Point-of-Sale Advertising Goes High Tech
New in-store digital ads are using the latest technology to target messages to individual buyers, boosting sales and even helping to manage inventory.
When you order a morning coffee at a café owned by Israel-based Aroma Espresso Bars, an image of a croissant may suddenly appear on a digital display next to the cash register. Stop by for a sandwich or salad later in the day, and the display could flash a picture of a suggested beverage.
Aroma Espresso says sales of desserts and drinks featured on the screens have increased as much as 68% in outlets where it has installed the display systems, starting about a year ago. The company has about 100 cafés in Israel, the U.S., Canada, and Romania. Besides boosting sales, the system aids inventory control—for example, by encouraging customers to buy Danish sweet rolls when muffins are running low.
Welcome to the future of point-of-sale retailing. In-store digital ad displays have been around for a few years already. But stores and restaurants are now starting to use the technology for real-time promotions, instantly tailoring their sales pitches to match individual customers' selections or variations in product availability.
