Category Archives: Merchandise

Sightings: Valentine’s Day 2011

Posted on February 9, 2011 by Paradysz Research

While traditional Valentine’s Day presents like gourmet chocolates, jewelry and roses remain ever popular, here are some marketers we’ve tracked promoting unique, and often customizable, gift options.

Note: Click on any promotion graphic for a more complete view.

Assuring the gift giver that the recipient will “fall in love again and again,” an email from Apple promoted its iPad as a truly memorable gift this Valentine’s Day. Romantic images appear on three iPads, highlighting the wide selection of apps, games, movies, books and more available via the tablet. Free personalization for the iPad (“Write your own romance”) and free shipping were offered with online orders.  Options in the Apple Store’s Engraving Gallery include the upcoming holiday (e.g. “Happy Valentine’s Day. I’m all yours. And so is this.”) as well as other occasions like birthdays, congratulations and thanks.

Vitals: email, delivered 1/30/11

An email from modern decor retailer West Elm encouraged recipients to “Give from the heart” and shop for gifts “you’re sure to fall for.”  The email featured several products that all incorporate a Valentine’s Day sentiment, including frames (“Now 20% off”), eGift Cards and handmade papier-mâché heart ornaments.  The hearts for Haiti are designed in coordination with the Hand/Eye Fund which is the philanthropic outlet of Hand/Eye magazine supporting an artisans collaborative in Port au Prince, Haiti.

Vitals: email, delivered 2/2/11

Ralph Lauren took a unique approach for Valentine’s by featuring dog polos in an email with the subject: “Puppy Love & Perfect Gifts: Valentine’s Day 2011.”  Shoppers were encouraged to “Find something special for your Valentine” by clicking through to categories like Men, Women, Boys, Girls, Baby, Pup.  Deadlines were given for holiday delivery and the email offered free shipping with $195+ orders and $8 flat-rate shipping on orders under $195.

Vitals: email, delivered 2/2/11

Continue reading →

Posted in Merchandise | Tagged , , , , , | Comments Off

Sightings: Black Friday 2010 Promotions

Posted on November 15, 2010 by Paradysz Research

Given all the press “Black Friday creep” has been getting, it’s not surprising how many Black Friday-themed promotions MarketRelevance has been seeing already this fall.  Originally reserved for the Friday following Thanksgiving, (and referring to when a retailer typically sees the accounting switch from red ink to black), “Black Friday” now clearly has been recast to refer broadly to sales and discount shopping. Beyond calling for “Black Friday Now,” most of the retailers we’ve rounded up below are also offering savings to consumers through membership clubs, layaway, in-house credit cards and discounted shipping. Notable MarketRelevance promotions covered below include Collections Etc., Woman Within, Tiger Direct, Sears and Kmart.

Note: Click on any promotion graphic for a more complete view.

Collections Etc.
Collections Etc. asks “Why fight the crowds and long lines next month, when you can get in on the action Now and Save Up to 65% + $1 Shipping. No minimum order quantity required… Shop Now!” The discount gift, home and general merchandiser sells most products for $14.99 or less. The email also promotes the marketer’s Green & Gold Savings Club, which qualifies the member for 10% savings on every purchase for a year.

Vitals: email, delivered 10/27/10

Woman Within
Redcats’ plus size women’s apparel marketer Woman Within sent an email announcing “Black Friday Now! Extra 30% off all orders, 48 hrs only.” The festive red and green creative includes a woman dressed in Santa gear and the text: “Holiday shop preview from $9.99.” Several product categories like “little black dress shop,” “50% off shop” and “national bra brands from $14” are highlighted. The promotion also features a catalog request link and allows recipients to click through to apply for the marketer’s affinity credit card, teasing, “save up to $300 annually when you open a Woman Within credit card account.”

Vitals: email, delivered 11/5/10

Continue reading →

Posted in Merchandise | Tagged , , | 1 Comment

Sightings: Thanksgiving 2010 Email and Catalog Promotions

Posted on November 2, 2010 by Paradysz Research

With Thanksgiving fast approaching, here’s a look at some promotions that cater to the Fall harvest tradition, and kick off the upcoming holiday season.  Noteworthy promotions tracked by MarketRelevance include efforts from Pottery Barn, Williams-Sonoma, NapaStyle, Bed Bath & Beyond, and Harriet Carter.

Note: Click on any promotion graphic for a more complete view.

Pottery Barn Offers Thanks
The November 2010 print catalog from Williams-Sonoma’s home furnishings brand Pottery Barn reads “Give Thanks” and displays a festive turkey-themed table setting on the cover. Inside, all the items needed to outfit the Thanksgiving Day celebration are available, from the dining room table to napkins and decor. Specific products include the Toscana Dining Collection ($3,632), individual Windsor Dining Chairs ($159 – $199), and the Bellora Chandelier ($239). Looking ahead to upcoming holidays, Christmas decor is also offered, including an assortment of ornaments, stockings, and wreathes. A few versions of the November effort were tracked, with varying page counts and incentives, including 10% off all orders and a 10% affinity credit card reward.

Vitals: direct mail, delivered 10/9/10, 10/12/10, 10/13/10, 10½” x 8”

A Few Favorite Things from NapaStyle
NapaStyle also kicked off its annual holiday season with a print catalog featuring 75 new products for entertaining.  Founded by Food Network personality chef Michael Chiarello, NapaStyle specializes in food, furniture, home decor and kitchen items that embody Northern California. Copy (“Bright Cooper Tumblers and… Warm Golden Candles…”) plays on “My Favorite Things” from The Sound of Music. A note from the founder lists some of Chiarello’s favorite products, including the Silverwood Bowls & Cheese Tray ($99 – $199), along with exclusives from the retailer like a Vintage Champagne Bucket ($249), and Vintage Bells by the Pound ($39 – $99).

Vitals: direct mail, delivered 10/5/10, 10½” x 8”

Continue reading →

Posted in Merchandise | Tagged , , | Comments Off

Multichannel Snapshot: The Gardening Sector

Posted on June 9, 2010 by Paradysz Research

Now that warmer weather is here, we decided to take a look at retailers that offer seeds, bulbs, plants and trees, along with gardening tools and gift items for those with a green thumb.  A quick review of both online and offline data shows that the sector has done well across channels — particularly in these more frugal, back-to-basics times.

Interest in vegetable gardens, for example, has increased in recent years, as many seek more control over their food sources and look for ways to save money in a lean economy.  Per a National Gardening Association survey, the reasons consumers give for growing their own food include better quality, better taste, food safety and money saved on food bills. The NGA survey reports a 19% increase in the number of U.S. households growing their own fruits, vegetables, berries, and herbs in 2009. Even First Lady Michelle Obama put in a vegetable garden at the White House in 2009, the first in over 50 years.

Continue reading →

Posted in Merchandise | Tagged , , , , , , | Comments Off

Recent Trends in the Gifts Catalog Market

Posted on April 9, 2010 by Paradysz Research

Last month I highlighted some of our MarketTrends findings for the Apparel catalog sector, noting that while list universes were down in 2009, things were looking up for the area in 2010.

On the flip side, one of our other recent studies covers the Gifts/Collectibles market, and while our findings show similar universe losses, signs of a speedy turnaround are not quite as obvious.  To be sure, the economy and unemployment have a significant impact on sales for non-essential gift items.  But equally important are changes within the category itself.  With the product expansion we’ve seen in larger gift titles, flat or discount pricing strategies, and the growth of smaller boutique books, the catalog gift market seems to be in the midst of its own unique transition.

For clarity, what we currently call the “Gifts/Collectibles” market is made up of marketers with a year-round product mix focused primarily on gift giving.  Mailers in this category include a variety of well-known titles like Potpourri, Red Envelope and Signals.  We do not include toy catalogers in this set.

To illustrate some of the challenges from the past two years, below is a look at the active 12 month buyer universe for over 100 gift catalogs.

Continue reading →

Posted in Merchandise | Tagged , , , , , , | Comments Off

Retail Trends: The Unstoppable Search for Free Shipping

Posted on April 1, 2010 by Glenn Lalich

From years of tracking promotions, we know that free shipping incentives have risen steadily across all consumer retail sectors.  On the offline side, our MarketTrends studies show that 24% of apparel catalog campaigns included a free shipping incentive in 2009, up from 21% in 2008.  Similar growth was seen in non-apparel catalogs.  

For online, the story has been much the same, but the data is more telling. In addition to retail competitive activity, search data also helps us gauge consumer interest and intent with regard to free shipping.  And today’s shoppers are very interested in free delivery, and more so every year.  

Click here to continue reading on the PM Digital Blog.

Posted in Merchandise | Tagged , , , , , , , | Comments Off

Black Friday Search Trends, Past and Present

Posted on November 13, 2009 by Glenn Lalich

“Black Friday” search data from Hitwise underscores how consumers are increasingly plugged-in to online retail research and deal hunting.

I sat in on a good session from Hitwise Research Director Heather Doughtery this week that looked back at Black Friday 2008 and offered some preliminary stats for Black Friday 2009. The findings are fairly predictable and mirror what we know from our own data:  consumers are researching earlier and looking for deals.  The bigger question for this season is to what degree the economy and unemployment will accelerate the thrifty, marketing-savvy behaviors already in play.  Below are a few takeaways:

Black Friday searches start earlier each year. Per Hitwise, early “Black Friday” searches in 2006 started the week ending 9/30; for 2009 those same searches started the week ending 8/8.  At this rate, “Christmas in July” may lose its oxymoron status by next year.  Of course we’re talking searches, not purchases.  But unless a retailer is sitting on headline-grabbing price reductions for late in the season, capturing mindshare early is crucial.  Consumers need to know where the good deals are coming from, and a retailer may have to expend more effort now if they haven’t laid the groundwork already.

Click here to continue reading on the PM Digital Blog.

Posted in Apparel, Merchandise | Tagged , , , | Comments Off

Catalog Buyer Files Continue to Reflect Tough Economy

Posted on October 6, 2009 by Paradysz Research

Most catalog sectors have seen universe declines over the past two years, but individual successes remain — especially for those with a focus on price and practicality.

WilliamsSonoma-CarolWrightA recent Metrics graph in The New York Times called Shoppers’ Shifting Priorities draws a not-too-pretty picture of retail sales from 2003 through 2009.  Dramatic falloffs abound, and not just for automobiles, but also apparel, home furnishings and department stores.  Folks that work in these beleaguered industries probably won’t be surprised to learn that the “liquor store” category is doing quite nicely.

The NYT study pulled data directly from the U.S. Census Bureau Retail Trade Report, which is a great (and free) resource for anyone looking for sales trends.  For direct marketers, another critical and more impactful measure of sector health can be found in housefile universes, specifically 12-month buyer counts.

Continue reading →

Posted in Merchandise | Tagged , , , , | Comments Off

Offline to Online: Using Print Catalogs to Boost Social Marketing

Posted on September 3, 2009 by Paradysz Research
FetchDog-Small

Click to Enlarge

It’s no secret that more retailers are using social networking platforms like Facebook and Twitter to further engage consumers with their brands. Emails and websites remain the primary agents for promoting social media initiatives, but marketers with print catalogs can also leverage their offline assets to get customers to log-on and sign-up. Here are recent examples of six marketers, ranging from FetchDog to Bliss, that are using catalogs to seek out new friends, fans and followers.

Continue reading →

Posted in Merchandise, Social Marketing | Tagged , , | Comments Off