Place Your Bets on Store Windows, Literally

To promote tune-in for the season premiere of Bravo's Top Chef: Las Vegas on Aug. 19, Monster Media and Fallon Worldwide cooked up an interactive casino in the storefront of the NBC Experience Store window in Rockefeller Plaza, N.Y.

The campaign, which runs through Aug. 31, uses eight linked LCD walls to feature two interactive slot machines that pedestrians can play by texting on their cell phones. Once pedestrians engage with the Top Chef display, they receive text messages back, and if lucky enough, receive a message that tells them how to redeem a prize. All texters are entered in a contest to win a grand prize of $5,000 or a trip to the Top Chef kitchen in Las Vegas.

"The goal of the campaign is to increase awareness of the show, drive traffic to the Bravo Web site and encourage users to sign-up for Bravo's mobile club, where members can receive games, show updates, and more, on their cell phones," said John Payne, president of Monster Media.

The interactive window also tracks the number of texters and the time of all texts, giving Bravo a measure of the campaign's effectiveness. Did you hear that retailers? A way to track effectiveness! Gotta love that. Bravo to Bravo for implementing such a high-tech window campagin!

--Katy Bachman

Ace Your Face

Ace Hardware is going viral this holiday season. With more than 4,600 Ace stores across the globe, the hardware company recently launched “Ace Your Face,” a viral campaign that allows consumers to send holiday greetings to family and friends...oh and coworkers too.

The online tool lets you upload a photo of you and your loved ones--be it family members or pets or whatever/whoever else you hold dear--to create customized holiday scenes. The eight settings feature kitschy group shots with matching snowman sweaters, winter sports adventures and Santa visits. And, it's amazingly simple to do...upload, zoom, rotate, voila! “Ace Your Face” was designed to be easily shared via e-mail, social media sites and blog links--thus the viral spread.

The marketing and advertising promotions for the campaign include direct e-mails to corporate employees and to members of Ace’s customer loyalty program; banner ads on social media sites, such as Facebook, and sites like AOL and Yahoo!; and paid search initiatives. To date, the “Ace Your Face” site has attracted nearly 60,000 visitors. More than 12,000 of those visitors created cards and sent them on to an average of two people each.

I have to admit, I like the catchy, rhyming name, but I wonder how much holiday cards will inspire people to shop at Ace Hardware? Perhaps just getting their name out there and being seen will be enough to remind shoppers that they have options on where to buy Dad that new toolbox/chainsaw/super-manly gift. Do you think viral campaigns work? Let us know!

--Jessie Bove

Photo: I Aced my dog's face.

The End of Traditional Grocery Shopping?

Grocery shopping is one of the necessary evils of life, complemented by other loathsome tasks such as ironing, mopping and plucking one's eyebrows. Let's assess: you've got lots of lines, massive amounts of people, carts with only one properly working wheel (requiring a vice-like grip that leaves your biceps sore afterwards--well for us weenies, anyway) and of course, comatose cashiers.

Amazon.com seeks to put an end to the torture that is grocery shopping with its AmazonFresh delivery service. According to Seattlepi.com, the online retailer has been testing the service for some time now, and is expanding its service areas to greater portions of Seattle. I remember when grocery delivery service first hit the scene many, many years ago (Homegrocer, anyone?) and I loved it. But, like some innovative ideas, it seemed to fade into the background with the dot-com bust.

Amazon is doing its part by making some unique tweaks to the home grocery delivery system, such as:

-Free bags of produce.
-Paying sales tax on all taxable goods.
-Competitive prices on staple foods, such as milk and eggs.
-Quick delivery--when a customer orders before midnight, groceries are delivered before dawn.
-For pre-dawn delivery, there's no shipping fee for orders of $25 or more.
-Beer and wine are also on the grocery menu, although a customer must be present to accept deliveries.
-Drop-offs at a particular time must exceed charges of $50 to avoid a shipping fee.

Right now, I'm wishing I lived in Seattle (even though they get more rain than Portland!) just to test this out. As a huge fan of all things Amazon, I believe they might be able to make this food delivery service stick. They've been attempting to do so since 2003, and in August 2007 they started the AmazonFresh concept as a test.

"Right now, AmazonFresh is a test," said Tom Szkutak, CFO of Amazon.com. "It's very early. We're doing a test in the local Seattle market, and it's exactly that."

Test or not, it would be great to see a competitively priced and quality grocery delivery service come back on the scene in a big way. Then, I wouldn't have to strain my poor bicep muscles pushing around those one-wheeled carts.

Do you live in Seattle? If so, try out the service and leave your comments here--we'd love to hear about it! Know of a quality grocery delivery service? Tell us about it.

--Heather Strang

Hold the Hand Sanitizer, Please

I don't know about you, but I love food. And in order to get my food, I must visit any one of the many grocery retailers that exist in this great country. All I have to do is walk into a large store, push a germ-infested cart around and load my food up to take it home.

Often, as soon as I get back into the car, I immediately slather my hands with hand sanitizer. If you think about it, those grocery carts get more action than any other part of the store.

Chevy Chase Supermarket in Chevy Chase, Md. decided to put an end to the cart contamination. The locally owned grocery store has implemented a car wash for carts using the Pure Cart System. The system coats carts in a peroxide-based mist that allegedly kills up to 99.9 percent of germs. It has also been approved for use by the FDA and EPA.

In a recent NPR.org story, Jason Kirsch of Chevy Chase Supermarket had this to say about the new system, "Shopping carts are one of the most infested, germ-harboring items there are. Shopping carts are worse then a public restroom toilet seat, a soap dispenser, a pay phone--the few that are left."

Eek! Not only does Jason have a point, but he's kind of freaking me out. I touch a grocery cart weekly. Somebody, quick, get a Pure Cart sanitizer system--stat!

Now, I am a little skeptical about having a peroxide solution on my hands (although at this point, it's better than germs, right?!). But have no fear, Pure Cart Systems president, Jim Kratowicz explains the details, "The science behind it is fairly simple. The chemistry is basically a peroxide-based solution that breaks down into carbon dioxide, so it's very similar to what you would put on a cut--only in a very diluted form."

So far, only 20 systems exist throughout the U.S. and South Korea. Why South Korea, I don't yet know--they must be super germ-conscious--in which case, I'm sending them a virtual high-five.

In any event, I would love to see more cart sanitizers in the grocery world, what about you? Is it a bit too fear-inspired or the perfect answer to germ-infested grocery carts? Tell us about it here!

--Heather Strang

Shop and Do Good

The other day, while unloading my groceries from the car, a young college kid approached me to see if I would be interested in donating money to a children's hospital. A week later, while walking to Whole Foods, a young man stopped to ask me if I would sponsor a little girl in Zambia. I started wondering if this was the new face of charity outreach work today. Just a random stranger walking up to another random stranger asking for money? That hardly seems like much fun, and frankly it's a little startling.

Goodshop.com, powered by Yahoo!, decided to put the fun back into charity giving. The site allows consumers to shop and donate to the charity of their choice. How cool is that?! Here's how it works:

-Search to find your favorite charity.

-Once your charity comes up (mine is Kiva), choose the retailer you wish to shop at (Amazon.com for me).

-Next you'll be routed to a page that states, "Your purchases will automatically generate a donation and will be displayed on GoodShop after confirmation by the merchant (this could take several weeks)."

Note: while I'm a little bummed that it takes several weeks to process this, I'm stoked that I can shop and donate to the charity of my choice.

-After that, shop to your heart's content!

More than 700 retailers donate anywhere from 0.5 percent (c'mon Best Buy, you can do better than that!) to 7 percent (great job 1-800-Flowers.com!). Retailers on the site include Target, Apple, Macy's, Barnes & Noble, Gap, Bloomingdale's and many others. More than 63,000 non-profits are represented on Goodshop.com; with search capabilities hosted by its sister company GoodSearch.com.

In addition, every search conducted on the site results in one penny being donated to the user's selected charity. While one penny isn't a lot of cash, according to the company, if 500 people search four times a day it results in a donation of roughly $7,300 annually. Not too bad for a lot of aimless searching.

Goodshop.com also utilizes star power, featuring celebrities such as Jessica Biel, Montell Williams and Rob Thomas (one of my faves!) who have all created videos on behalf of their selected charities.

So, let me get this straight: I can shop, while donating to my favorite charity and view a YouTube video of hottie McHotterton Rob Thomas? Where do I sign up?! Seriously, online shopping never looked so good! It makes me wonder why I would ever shop Amazon.com without going through Goodshop...

What do you think of the online shopping/charity donation genius of Goodshop? Have you used it before? Tell us about it here!

--Heather Strang

Retail Recycling

Al Gore started it. That's all I'm saying. Today, we all know that recycling is good for the environment (we have the Power Point slides to prove it!), and so we dutifully recycle our paper, plastic, cardboard, newspaper and glass goods.

But, there are certain items that require more than simply dumping them into a blue bin. And that's where we get stuck. What are we supposed to do with things like cell phones or compact fluorescent light bulbs?

Retail to the rescue! Verizon Wireless has been offering in-store cell phone recycling for quite some time. And recently, Home Depot announced its commitment to recycling compact fluorescent bulbs in all 1,973 of its stores. According to the company, 75 percent of the nation's households are within 10 miles of a Home Depot store, making the company's recycling program the largest in the country. Impressive, eh?

There are, however, other retailers committed to the cause. Ikea, True Value and Wal-Mart also offer recycling to customers. But, Home Depot's program is different because of its size, making compact fluorescent light bulb recycling more readily available nationwide. That's good news, because as it stands, a mere 2 percent of bulbs are currently being recycled, according to a recent New York Times article.

“We’re trying to do the right thing,” said Ron Jarvis, senior vice president for environmental innovation at Home Depot. “Some of the things that we do are for the community and not for the bottom line." I just love it when it's not about the bottom line, Ron.

Additionally, here's some data worth mentioning--in 2007, Home Depot reported selling 75 million compact fluorescents, up from 50 million in 2006. That's a lot of light bulbs.

The question is will this added customer benefit actually impact the bottom line? If I'm going to Home Depot to recycle my CFLs (I just couldn't type that one more time and it is the industry standard acronym), I might as well buy some more, and then maybe pick up a bath tub or something. Will more shoppers hit up Home Depot to recycle and then stay awhile to buy some 2x4's and a shower rod? You just never know...but if I was Home Depot, I would be hoping so.

Either way, I love that the big Depot is expanding CFL recycling. Way to go! Perhaps this action will motivate more retailers to do the same--Wal-Mart has more locations than Home Depot but has been unable to put together a nationwide effort. So, let's get to it Wal-Mart!

Will you buy and recycle your bulbs at Home Depot now? Do you think the recycling program will bring in more sales? Tell us about it here!

--Heather Strang

FYI for those of you not aware (and who didn't watch An Inconvenient Truth): compact fluorescent light bulbs can dramatically impact energy bills. In fact, the average household's energy costs can be reduced up to $8 a month or more just from use of the bulbs alone.

Customer Retail Love Sizzles and Fizzles

One minute they love you. The next minute, they don't. At times, customer loyalty can be tough to pin down. How do you know if customers shop at your store because they adore you, or because you just happen to have the lowest prices this week?

Are you a mere fad or do you have a strong, loyal customer base? Whatever the case may be, there are some retailers who consistently maintain long-term customer loyalty regardless of economic conditions.

Recently, Milford, Ohio-based COLLOQUY introduced its Retail Loyalty Index, featuring results from 3,000 U.S. consumers in six demographic segments: young adults, women, seniors, affluent households, Hispanics and a general population control group. Check out the not-so-surprising results below:

-Costco received the most customer loyalty in the grocery category, followed closely by Publix and H-E-B.
-Costco was also the Personal Care retailer favorite, with Wal-Mart close behind.
-Rite Aid won in the standalone pharmacy category.
-Macy's had the most loyal shoppers for department stores, followed by Wal-Mart, and a tie between Target and J.C. Penney.
-Costco won in the mass merchant category, with Target and Wal-Mart immediately following.

What's interesting is that while Wal-Mart rules in shopping frequency, it didn't win top honors (although it certainly came in a close second or third) in loyalty. Could it be that super low prices don't necessarily translate into customer loyalty?

Rick Ferguson, COLLOQUY’s editorial director had this to say about the survey, "The survey results demonstrate that the traditional marketing mix has taken a backseat to a relentless focus on price. A marketing strategy focused solely on sale prices and promotions not only faces diminishing returns, but can also actually breed disloyal customers. Our research results demonstrate that retail marketers have an opportunity to shift their focus from EDLP (everyday low prices) towards loyalty drivers that build true customer engagement, larger transactions and improved margins."

Amen, Rick. Costco is certainly not the low-price leader, but they do maintain high customer loyalty. Why? They're consistent, customer-centered and they cater to American's obsession with size--we just love having a lot of stuff in extra large quantities. We can't help it. And Costco knows this. Besides, there's something really enticing about buying a 40-gallon jar of peanut butter filled pretzels.

So who are you most loyal to? For me, it's Target. The best gift I can ever get is a gift card to Target (hint, hint). Why? I can get everything there--clothes, makeup, dishes and furniture. It's fairly inexpensive and the quality is consistently solid.

How about you--what retailer are you most loyal to? Leave your comments here.

--Heather Strang

Gap Introduces Us to the Universe

In the big wide world that is the Web, retailers are always on the lookout for new ways to add value to the customer shopping experience. More retailers than ever before are giving consumers breaks on shipping and throwing in freebies whenever possible.

In addition, retailers like Nordstrom, Best Buy, Borders and Talbots are giving customers more options by allowing them to shop online and pick up purchases in-store. So, what's next? Meeting the Universe, of course.

Not to be outdone by anyone, Gap Inc. recently launched its latest online shopping feature--Universality. Sounds a little omnipotent and all-encompassing, doesn't it? I'm pretty sure that's the point. The new online tool allows customers to shop all four Gap brands--Gap, Banana Republic, Old Navy and Piperlime--at one time, for one flat shipping charge of $7; with orders shipped out in one box. Piperlime (which I hadn't heard of before) orders are shipped separately, but to keep things fair includes free shipping.

While I can't blame Gap Inc. for thinking big, the larger-than-life name seems a bit much. However, the concept does supply customers with increased value. I happen to shop at all (minus Piperlime) of Gap's stores regularly, so being able to go online and purchase anything I want from all of them for a flat $7 shipping rate is fabulous. Plus, it makes my life easier. And any retailer that can successfully make life easier is a retailer worth throwing cash at!

To accommodate this incredibly hot feature, Gap completely overhauled its Web sites, giving it a new look and accelerated shopping capabilities. It's to be expected, because c'mon, it is the UNIVERSE we're talking about here. What else were they going to do?

As Gap's Universality concept illustrates, the bar for online shopping continues to get higher and higher, as retailers compete to offer the most outstanding services possible. It's exciting to watch as retailers create innovative and truly universal concepts to cater to customer needs.

What do you think of Gap's 4-in-1 Universality concept? Know other major retailers that are doing this? Love it or hate it? Leave your comments here!

--Heather Strang

Retailers Support Digital Broadcasting

You have less than 9 months. At midnight on Feb. 17, 2009, television as we know it will change. Forever. While it hardly seems as momentous an occasion as it sounds, the government has made quite a big deal about the upcoming switch to digital broadcasting.

Allegedly, with digital broadcasting, we'll not only have a clearer television picture (such an important part of the American experience), but also increased programming options (great, now I can waste even more of my life in front of the TV!). The change will also free up the airwaves for greater use by emergency responders.

The new transition may do a lot of good for the world of digital broadcasting, but for everyday people, buying a new digital TV (ranging from $270 for a 15 in. to $3,000+) is a tough purchase to swallow. Especially when it is government mandated. The good news is that major electronics retailers are stepping up to educate the public about the realities of the switch over.

Early on, throngs of consumers ran out to buy new televisions, but that isn't exactly necessary. Digital converter boxes can be purchased for $49.99, making the need to buy a new TV unnecessary. Even better, the government is giving out $40 coupons, easing the pain even more. Thanks guys!

And retailers want to help too. Hhgregg is selling digital converter boxes in-store and directing customers to the government coupons, so they can get the best deal. In addition, stores such as Best Buy and Circuit City have FAQ sections online educating customers about the upcoming change. Both Hhgregg and Best Buy have information immediately accessible to customers. Hhgregg and Best Buy are selling DTV converters in-stores, but I was unable to find the same info for Circuit City on their Web site.

Ultimately, I'm curious to see just how "different" digital broadcasting really is. I wonder, will it be like Y2K, a big to-do about nothing? Just to be sure, I'm going to purchase my digital converter before I drop hundreds of dollars on a new television...

What are your plans? Have you already caved in and purchased a new digital TV? If so, leave your recommendations on the best place to buy here. (I know someone is going to recommend Costco!) Or are you going the DTV converter route? Tell us all about it here.

--Heather Strang

Holy Hallucination!

Who needs a real cross when you can make one with light? State-of-the-art technology in a church--the next chapter in design revolution. This art installation, “Spero Lucem,” which can be found in St. Agnes’ Church in Cologne, Germany, was created by light artist Michael Bleyenberg.

“Spero Lucem“ is a light design in the shape of a cross on a glass screen. The exhibit was created using HoloSign, one of the latest  technology developments by G+B pronova GmbH. The technology allows for a predetermined motif to be “embedded” in the screen, rather than projected. A homogeneous light source (including the sun) then makes the motif glow in rainbow-like colors--the white light is separated into its spectral components by holographic optical elements. A change in light or movement from the observer results in a spectrum of new colors (if you squint hard, it's really kind of trippy...er, I mean "spiritual").

This "cross of light" is unique in that, for every new viewer, there is a new experience with the cross that appears before them. I suppose this is what appealed to the German church from the beginning. I pity the poor school kids who, dazed out by the hallucinogenic colors, knock it off the pedestal on a class field trip. Amen to church!

--Alison Embrey Medina