STORES Magazine - April 2015 - (Page 12)

n trends DIRECT MAIL 2.0 In a world of digital connections and social media, it's rare for retailers to return to old school marketing ploys. It's even more extraordinary to find one that works like a charm. Pittsburgh's Top Hat Formals was looking to grow its customer base, and after exploring multiple options the formalwear retailer opted for a direct mail campaign using postcards and Google. Once Top Hat provided marketers PostcardMania with a mailing list of brides-tobe, the company created a card that featured a photo of a wedding party - along with several offers reminding prospects of Top Hat's products and services. Between 1,000 and 1,500 postcards were mailed each month for five months. What was the return on investment? Top Hat Tuxedos received 77 unique phone calls and 249,047 views of its Google follow-up ads. Given that the cost of a tuxedo rental averages $141, if just half of the calls resulted in sales, the tuxedo store could add more than $5,000 to its coffers. Edgy? No, but you can't quibble with the results. LIFE-SIZE VENDING It was trendy times two at Crocs' celebration of 10 years in Japan. The colorful shoe brand created a lifesize shoe vending machine for the Tokyo event and opened a pop-up shop that was staffed with drones. The publicity stunt, dubbed "The flying Norlin project," ran for just a few days and was intended to promote the Colorado shoemaker's new lightweight Norlin sneakers. To illustrate the sneakers' featherweight status, Crocs used a fleet of drones to pick up the Norlins and deliver them to customers. The custom-built drones were outfitted with "arms" capable of holding up to 1.5 pounds and designed to hook the sneakers. Shoppers used an iPad to select which style of Norlin they wanted. Then the drones went to work - flying over the store, swooping down over a selection of the sneakers and grabbing the customers' choice. Some described the whole process as being similar to a claw machine at an arcade - though on a much larger scale. The process was entirely automated and ultra-cool, save one little hiccup: Customers actually had to go to another Crocs location to purchase the shoes. HOW DO YOU WANT IT? If Domino's digital team had a fight song, it would be Journey's "Any Way You Want It." The pizza chain recently added a smartwatch app to the list of ways tech-savvy pizza fanatics can order their cheese fix: iPad, iPhone, Android, Windows Phone 8 and Kindle Fire - not to mention by phone or online order. The app, available for Pebble and Android Wear devices, allows users to order delivery in three clicks - provided they 12 STORES April 2015 NRF.COM/STORES http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - April 2015

A Most Complex Game
It's All Connected
Retail People
Selling Satisfaction
Editor's Page
President's Page
Retail Politics
NRF News
NRF Communities Update
End Cap
Business Operations
Online Fraud

STORES Magazine - April 2015