Tuesday, August 19, 2008
It's striking how different the paper design of an FSI is compared to a web site. I always new this (web vs. catalog for all retailers), but the images are even more contrasted in the office supply space. Staples website looks like a dictionary compared to their jump-out-at-you circular. OfficeMax.com looks like an indexed binder. I'm sure these sites serve them well, but I expect that the coming years will change how we can interact with sites with an enormous amount of SKUs.
Office Depot's idea of back to school was free pizza.
Wal-Mart added College 08 ad. Target added a text ad on the left navigation and a college tab to their top navigation. The Target FSI focused on college dorm furnishing.
Amazon was another focused a variety of college oriented themes. JC Penney addressed both college (dorm life) and apparel for school. They also have a very interesting video advergame.
The visuals follow. (You can click on any image to see full screen.)
Stores Magazine President's column focused on back-to-school this month.
Advertisement: Free Holiday Snapshot for Retailers
My company is offering a free Holiday Snapshot for qualified retailers. See
JCPenny Advergame Splash Page
Wednesday, August 13, 2008
For those of you who are interested, I'm making available a piece of our website archive that supports this blog.
As the holiday season approaches, I imagine you have a lot of planning activities going on. An important foundation to this planning is competitive analysis. I believe I can help enhance your planning by giving you insight into your competitors’ web sites from last year’s holiday season.
As part of my software company, DragonVista, I have a compiled an archive of the Top 500 Internet Retailer home pages for the past two years. My gift to you is a 2007 Holiday Snapshot for one of your competitors. Click on Macys-Holiday-Snapshot-2007 for a sample. If you are interested, simply let me know the name of the website you would like to see. If it is in the archive, I will send you a Holiday Snapshot for free.A review of your competitor's website from Holiday 2007 can provide
- insight into promotion strategies (e.g., when did they start to offer free shipping, and at what threshold?)
- information on their changing merchandising
- inspiration for new ideas of your own
If you are interested in your custom snapshot, just write to me via the "Suggest a Topic" box on the right. Please include the URL of the site you are interested in and your email address so I can send the Snapshot to you.