An Interesting Take on “Free” Shipping from Vermont Teddy Bear

Posted on August 23, 2013 by bermanevansretail
Free shipping is certainly a hot button issue for many online shoppers and the retailers that serve them. With that in mind, let’s take a look at the strategy of Vermont Teddy as to shipping fees.
As reported by Tim Parry for Multichannel Merchant: “Speaking at eTail East in Philadelphia, Victor Castro, director of E-commerce for Vermont Teddy Bear, said his company offers coupon codes for free shipping year round, but consumers hardly use them. ‘As a promotion, free shipping works,’ Castro said, but in its rush seasons – Valentine’s Day, Mother’s Day, and Christmas – Castro said last-minute customers will pay a premium for shipping. ‘Our customers are late to buy, so we make them pay big,’ Castro said. ‘We’re saving them, and we’re saving their relationship. Not only can we get away with charging a premium [for shipping], our customer is willing to pay for it.’ Not all Vermont Teddy Bear’s customers are willing to pay a premium for shipping. Looking at his company’s analytics, Castro said it’s clear that female buyers will wait for free shipping offers before they make a purchase. And they also do not wait until the last second to purchase a gift from Vermont Teddy Bear.”
Click the image to read Parry’s full story.

 

 

Posted in Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer | Tagged , , , , , , , , , , | 1 Comment

Bravo, Office Depot’s Anti-Bullying Campaign

Posted on August 22, 2013 by bermanevansretail
Bullying has become a global concern, with particularly nasty social media posts leading to depression and even some suicides among those being bullied. So, here’s a “bravo” to Office Depot for teaming up with the popular youth-oriented band One Direction. 
As reported by Patrycja Malinowska for Path to Purchase Institute: 
“Office Depot recruited popular boy band One Direction to front a multi-faceted anti-bullying initiative headlining the retailer’s 2013 back-to-school marketing campaign. The ‘1D+OD Together Against Bullying’ campaign is built around an exclusive collection of limited-edition school supplies and collectibles depicting members of the band and their self-selected words of empowerment. Launched on July 5, the line includes three-ring binders, notebooks, pens, memo pads, wristbands, and nail polish, all priced under $10.”
“A portion of product sales is slated to benefit the Office Depot Foundation’s anti-bullying educational program. Launching at middle schools across the U.S. this season, the program will send youth crisis counselor Brooks Gibbs to schools to conduct ‘Be The Difference. Speak Up Against Bullying’ assemblies for students as well as sessions for parents, teachers and administrators.”

 

 

Posted in Part 3: Targeting Customers and Gathering Information, Part 7: Communicating with the Customer, Social Media and Retailing | Tagged , , , , , , , , , | Leave a comment

An Interview with Auntie Anne’s Founder

Posted on August 21, 2013 by bermanevansretail
Anne Beiler is the founder and CEO of Auntie Anne’s. Recently, she sat down for an interview with Fortune about her career and life.
As Dinah Eng notes in the lead in to the interview: “When Anne Beiler bought a stand in a weekly Pennsylvania farmers’ market, her ambitions were modest. The founder and CEO of Auntie Anne’s started the company after enduring personal and family trauma. Today, it’s the largest soft-pretzel franchise in the world, and its 1,200 outlets can be found in malls, airports, and boardwalks in 26 countries. Auntie Anne’s is now owned by Focus Brands, and it generated sales of $410 million in 2012.”
Click the image to read Anne Beiler’s story.
Photo by Mark Peterson

 

 

Posted in Career Useful Information, Careers in Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 4: Store Location Planning, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Part 8: Putting It All Together | Tagged , , , , , , , , , , | 1 Comment