Target and Neiman Marcus: Happy Holidays!

Although Target was subject to my criticism last week with their pre-Halloween holiday advertising strategy, I commend them for leading the forefront in blending mass merchants with luxury for Holiday 2012: Target + Neiman Marcus available in both retailers December 1, 2012.  Designer partnerships are not a new venture for Target and certainly not new for Neiman's but this collaboration is more than anything they've ever done and one that I predict will bring in mass dollars this holiday season.  

This season Target did the unthinkable - partner with another retailer!  In a time where every retailer across the board is battling for market share Target and Neiman's realized an opportunity to expand each retailer's target demos by collaborating in a way that brings value to all shoppers.  

With names like Alice + Olivia, Brian Atwood, Carolina Herrera, Diane von Furstenberg, and Marc Jacobs, Target and Neiman's are giving each of their shoppers something mutually beneficial.  For Target, it's providing Luxury to the aspirational shopper.  It's the mom who has always been in the forefront of fashion but now has a family and may not be able to shop the way she once did.  For Neiman's, it's the luxury consumer who may have the money but looking at value options to ease the pain of the current economy.

We shall see how this partnership plays out and if successful, which retailers are the next to follow in their footsteps.  

MyLowe's Revamped Loyalty Program Just in Time for Holiday 2012

While catching up on some DVR this past weekend the all dreaded came true... I was subjected to my first holiday commercial 17 days before Halloween by Target, one of my favorite retailers!  Working for a real estate company specifically focusing on retail may have me a bit more trained than the average eye.  However, as a consumer, I am not very appreciative of watching holiday ads pre-Halloween.  

Some retailers are pushing for customers holiday mind share and share of wallet in a more discrete way.  Been in a situation where paint was thrown away and now need to do some touch ups?  Out shopping and can't remember the size of the living room blinds?  Or how about the aerator is shot in the kitchen sink and can't remember exactly what size is needed?     

One of the most interesting things I've seen this week in interactive marketing was the launch of MyLowe's from Lowe's.  MyLowe's encourages shoppers to sign up (or sign in with existing account), register their loyalty card and track purchases made within the store.  What the program promises is to ensure that every single purchase made is tracked to create ease of mind for future purchases along with exclusive discounts for being a member.  This isn't something that's revolutionary to a loyalty program but does provide something different to the consumer (from my loyalty program experience) while giving Lowe's a point of differentiation.  

The launch of the program is timed impeccably with the all anticipated fourth quarter sales that are critical to a retailer's success.  To encourage participation, Lowe's promises to share an exclusive sneak peek when a consumer register's their card by October 31, 2012.   

If I lived in the burbs and had continuous home improvement projects this would be a lifesaver.  However, at this point, my cozy condo is pretty self sufficient.