March 8, 2019 MediaStruction


New Meaning To “Black Friday”
Just last week many retailers announced closures of 5,500 stores, collectively:

  • Payless 
  • Gymboree/Crazy 8
  • Things Remembered
  • GNC
  • Shopko
  • Gap
  • Tesla
  • Foot Locker
  • Destination Maternity
  • Charlotte Russe
  • Chico’s
  • Sears
  • Victoria’s Secret
  • Vera Bradley
  • Kmart
  • J.C. Penney
  • Henri Bendel
  • Southeastern Grocers
  • E.L.F. Beauty
  • Saks Off 5th
  • Lowe’s 
  • Macy’s
  • Target

And J.Crew, Kohl’s, Nordstrom, Whole Foods, Calvin Klein, Pottery Barn and William’s -Sonoma will shutter fewer than five stores, each. 
So it was with interest I read Inc.’s Best Buy case study. Amazon almost killed Best Buy, but Best Buy didn’t lie down. Comp store sales are rising, stock is surging – read their three-prong approach here. One other note: Best Buy leans in to a service offering, eliminating a consumer pain point in appliance delivery and setup. The US economy’s growth is in service businesses. Nail salons over shoe stores, for instance. Changing up a retailer’s core value prop toward customer service is a smart tactic in the rapid evolution of bricks and mortar retail. 

Clever Marketing Gimmick
The insurance industry more often plays defense than offense. That is to say, insurance marketers can be challenged to activate innovative ad tactics – lots of legal review. With that in mind, kudos to travel insurance company Squaremouth, whose “hidden in plain sight” contest was as innovative as you can get. Deep in the fine print of an insurance contract was instruction on claiming a $10,000 grand prize. “If you’ve read this far, then you are one of the very few Tin Leg customers to review all of their policy documentation.” That’s certainly worth the reward. Read more here. 

Friday Freebie
Click here to download a free guide for advertising on Amazon, courtesy of Search Engine Watch, Amazon rebranded its advertising offering last year. There are multiple ad units and even several payment models, including cost per click and cost per impression. This handy guide breaks down the offerings and provides anticipated measurement within each. 

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