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Verizon: Retailers should adjust to ‘Cyber Season’

BY Dan Berthiaume

NEW YORK — Overall retailers had a good 2015 holiday from a digital commerce standpoint, but some patterns changed.

According to the Verizon Retail Index, days that previously had unusual spikes in e-commerce activity, such as Black Friday and Cyber Monday, now show more normal levels of online traffic and purchase activity. Part of this shift is attributed to the widespread availability of high-speed online connections from consumer mobile devices.
 
“Days such as ‘Cyber Monday’ and ‘Green Monday’ are essentially being kept alive by retailers who only have an e-commerce presence,” said Michele Dupré, group VP of retail, hospitality and distribution for Verizon Enterprise Solutions. “Effective online engagement by the retail industry and fail-proof website platforms are essential throughout the season.”
 
In addition, Verizon Retail Index analysis shows broadband traffic attributed to e-commerce shopping activity began to taper off by Mon., Jan. 4, dipping dramatically from the New Year’s weekend highs (which ranged from 28-36%) to 12% above average daily levels, followed by 9% above on Tues. (Jan. 5) and 8%by Wed. (Jan. 6). This is a similar year-over-year pattern.
 
However, mobile traffic attributed to m-commerce returned to normal levels by Wed., Jan. 5. Year-over-year, overall mobile traffic was slightly lower than this same time the prior year.
 
New Year’s weekend actually produced higher traffic patterns than Black Friday weekend, reflecting another change in consumer holiday shopping trends.
 
“The message for retailers is don’t give up on your engagement strategies once Christmas arrives,” advised Dupre. “This season’s ‘sneak peek’ promotions in advance of Black Friday appeared to effectively entice consumers and the key is to evaluate these throughout the season to determine a winning formula for capturing wallet share. However, because the season began so early, many promotions started blending together, leaving consumers wondering if they were getting the best deal.”

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Kmart promotes fun, fitness, loyalty

BY Dan Berthiaume

HOFFMAN ESTATES, Ill. — Kmart is launching a new social media campaign called “Fit in the Fun” that promotes the enjoyment of healthy activities while also engaging members of its Shop Your Way loyalty program.

The program includes a dedicated Fit in the Fun website as well as a #FitintheFun hashtag campaign. In addition, celebrity fitness instructor Jillian Michaels (who has an established relationship with Kmart) offers online tips and also sells branded merchandise on the new site.
 
To promote social engagement, Kmart will reward the first 200 Shop Your Way members who post their wellness-inspired photos or videos to official Kmart social channels (tagging #FitInTheFun #ad and @Kmart) with a $25 gift card. Kmart is also tying the promotion to the brick-and-mortar channel with special Fit in the Fun discounts and Bluelight Specials, as well as free health/wellness giveaways, in stores.
 
Fit in the Fun reflects two growing ominchannel trends. First, retailers of health and wellness products are trying to become more involved in consumers’ daily lives with engagement programs tied to social media and even personal fitness and mobile devices.
 
Second, retailers of all types are increasingly realizing there are many “soft” benefits from social campaigns, such as increased brand awareness and visibility, worth pursuing. And of course driving store traffic and sales is a nice bonus if you can get it.

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Latest Osteo Bi-Flex ads improve joint comfort and tickle funny bone

BY Michael Johnsen

 
 
RONKONKOMA, N.Y. – NBTY will be promoting its recently-launched Osteo Bi-Flex Ease supplement with a pair of humorous ad spots during the Golden Globes presentation on Jan. 10, the company announced Friday. 
 
Watch baby boomers benefit from newfound joint comfort at the expense of their kid’s discomfort – such as dad attempting the Macarena at his son’s wedding because he no longer has joint pain; or a daughter's worst nightmare playing out as her mom attempts to set her up with the yoga instructor – during yoga class. 
 
"In just seven days your joint comfort can be your kids' discomfort," the ads boast. 
 
The Golden Globes pulled in 19.3 million viewers last year. And viewers tweeted about the show 2.6 million times, up 24% from the year prior, according to NBC. 
 
The new Osteo Bi-Flex Ease supplements are easier to swallow – 80% smaller than the originals. One mini-tab a day supplies Joint Shield, an herbal ingredient that helps with occasional joint flare-ups, and a natural source of collagen called UC-II that has been shown to improve joint comfort. People who take Osteo Bi-Flex notice improved joint comfort in as little as seven days. 
 
 
 
 
 

 
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