LeSportsac Uses AI to Build Omni-Experiences for Shoppers

As digital marketing practices evolve in the retail space, LeSportsac has had to shake up its strategy to keep apace. Using a combination of artificial intelligence and machine learning, LeSportsac has been able to modernize its marketing programs and more effectively serve its customers.

Ashley Furniture Uses Assistive Web Tech to Reach New Demographics

Selling furniture on the Internet has never been an easy proposition. People want to feel the fabrics on sofas and test the sturdiness tables before spending thousands on furniture purchases, but that hasn’t stopped Ashley Furniture from expanding its digital footprint in recent years.

Addressing Multi-Location Brands’ Digital Marketing Pain Points

Street Fight’s 2017 State of Hyperlocal analysis showed that selling to enterprise local marketers was one of the toughest challenges facing suppliers, right up there with raising their own company’s brand awareness and showing marketing attribution and ROI.

Under Pressure, Local TV Advertising Still Shows Lots of Opportunity

Local TV ad spending is set to take a big hit next year, projected to decrease at a double-digit pace after an election and Olympics year. Nonetheless, local TV represents a solid opportunity for smart media and marketing tech companies, as TV remains U.S. consumers’ primary time-sink.

Study Points to Opportunities to Help Big Marketers and their Affiliates

Brandmuscle’s analysis of its own customer base shows that co-op support is not aligned with digital and social media marketing. Nearly 60% of them manage their marketing themselves, though their digital efforts are more effective if they outsource management to agencies or vendors.

7 Platforms National Brands Can Use to Run Local Campaigns

The biggest challenge for national marketers targeting local markets has traditionally been scale, but new hyperlocal solutions are making it easier for major brands to reach hundreds, or even thousands, of markets with individualized campaigns that can be generated with the click of a button.

Why Enterprise Marketers Are Such an Elusive Market

A new report based on insights collected from 200 executives at some of the biggest brands and retailers, reveals a lingering preference for traditional media over digital. But it offers a glimmer of hope where it shines a light on the pain points that are keeping digital from realizing its full potential with enterprise marketers…

Survey: Some National-to-Local Marketers Still Need Convincing on Digital Effectiveness

Street Fight surveyed over 200 managers and decision makers at big companies in retail, financial services, and other industries. We asked them about spending patterns, perceived effectiveness, pain points, etc., around their local marketing and advertising efforts.

Survey: Many National-to-Local Marketers Use Home-Grown Management and Analytics Tools

Relatively few of these sophisticated companies make use of a common tool for managing and coordinating campaigns. That’s the case even though a third of respondents said various local programs were centralized at headquarters.

Survey: How National-to-Local Marketers Plan to Grow Their Digital Budgets

Street Fight recently surveyed decision makers at over 200 national-to-local marketers and found nearly half of them spend a third or more of their digital marketing budget in support of their franchises, branch offices, and distributors.

National-to-Local Marketers’ Top Pain Points Center on Integration

Nearly half of those who responded said they spend 1/3 or more of their digital marketing dollars to support their branch offices, franchises, and distributors — and 40% of them expect that budget mix to increase.

6 Marketing Strategies for National Retailers Managing Local Outlets

National retailers have access to expertise, money, and boatloads of data-driven marketing tools, but that doesn’t necessarily mean they’ve got it all figured out when it comes to local marketing. One-quarter of national brands say they’re unable to track ROI at the local level, and 33.8% aren’t even investing in local marketing. Here are six strategies that national brands should consider…

Case Study: Frozen Yogurt Chain Integrates Payments Into Mobile App

No clear frontrunner has shown up in the mobile wallet space, and businesses like Orange Leaf Frozen Yogurt are tired of waiting for one to appear. Instead of utilizing an existing mobile payment platform, the frozen yogurt chain is rolling out its own mobile wallet as part of an update to its iPhone and Android app. When its mobile payments solution debuts this summer, Orange Leaf customers will be able to pay for purchases with their smartphones at the POS…

Case Study: Heineken Uses Foursquare Partnership to Reach Target Demo

Size matters for Heineken, which is why the global beverage brand took a close look at Foursquare’s 40 million users and 3.6 million check-ins at bars, restaurants, and nightlife venues when deciding whether to partner with the vendor on its 2014 mobile campaign. “As a brand, we are always investigating new and innovative ways to bring our programs to life,” Heineken brand manager Bram Reukers told Street Fight…

Case Study: Hotel Chain’s Hyperlocal ‘Microsites’ Increase Online Bookings

Spurred by industry research showing that today’s travelers are more interested in creating memories than receiving discounts, Red Lion has launched a hyperlocal initiative that involves developing local “microsites” for each of the company’s hotel properties, along with localized menus, new transportation signage, and even employee nametags that offer localized tips for guests…

Case Study: Caribou Coffee Amps Up Holiday Sales With Mobile Gift Cards

In an effort to enhance Caribou Coffee’s mobile marketing capabilities, and spur a boost in gift card sales during the important holiday shopping season, vice president of marketing Michele Vig launched an eGift card initiative in early November. Now, customers who purchase eGift cards online can send their gifts to friends via email. Recipients can then redeem their gifts by showing their smartphones to a cashier or printing the gift card at home and handing over a paper printout…

6 Ways National Brands Can Improve Their Local Campaigns

The hyperlocal technology that brands need to reach consumers locally is available and ready, so why aren’t more brands taking advantage of the opportunity? Only 7% of national marketers say they have effective local campaigns in place, according to a 2013 study by Balihoo. Here are six strategies for helping brands make the most of their local campaigns…

Case Study: Lenovo Uses Local Search Tactics to Drive In-Store Sales

How does a brand without its own brick-and-mortar stores drive offline sales? That’s the question that Donna Bedford and Rick Medeiros have struggled with as they continue to develop Lenovo’s local search strategy. “We’re starting to think, how do we start becoming more hyperlocal? We’re a global company, so how do we develop that hyperlocal presence and really try to make sure that people clearly know who we are,” Medeiros says…

Case Study: Blimpie Closes the Loop With New Mobile Gaming App

“For a restaurant company like ours, millenials are hugely important,” says Steve Evans, vice president of marketing at Blimpie, the quick-serve restaurant with nearly 1,000 franchise locations. “They tend to be a huge customer base for years to come, and all the research that we’ve seen shows consumers make their brand choices — and their brand loyalty — early on in life. If you get people in their earlier years, they’re still open to change.”

Case Study: Lowe’s Builds On Mobile Strategy With In-Store Item Locators

As consumers get savvier in the way they use mobile technology while shopping at brick-and-mortar stores, retailers are beginning to provide their own tools to combat the showrooming effect. For Lowe’s, that means offering mobile tools that shoppers can use to locate items in-store, scan barcodes, read product reviews, check out image galleries, and manage their own loyalty program accounts…