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Выбор редакции
24 марта, 16:46

Как украинцев привязывают к брендам

О построении лояльности в последнее время говорят много. На сайтах компаний то и дело встречаются лозунги «забота о клиентах», «долгосрочное партнерство» и пр. В чем же заключается лояльность, как ее завоевать, и чем она выгодна […]

24 марта, 14:15

Why Is Macy's (M) Down 12.3% Since the Last Earnings Report?

Macy's (M) reported earnings 30 days ago. What's next for the stock? We take a look at earnings estimates for some clues.

24 марта, 12:27

10 Amazing Beauty Sets for Those on a Budget

With these beauty kits, you can look your best without having to spend a fortune on high-end makeup and skin care products.

23 марта, 16:07

Macy's (M) Stock Touches 52-Week Low: Should You Worry?

Shares of Macy's (M) touched a 52-week low of $27.83 yesterday, before recovering a bit to close the day at $28.37.

23 марта, 02:08

Sears (SHLD) Stock Plummets 12% After SEC Filing Clouds Future

When was the last time that you stepped foot in a Sears retail store? Customers might find themselves unable to locate their familiar Sears store soon.

22 марта, 14:00

What Creativity in Marketing Looks Like Today

What makes marketing creative? Is it more imagination or innovation?  Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous. Marketers need to master data analytics, customer experience, and product design. Do these changing roles require a new way of thinking about creativity in marketing? To explore this question, we interviewed senior marketing executives across dozens of top brands. We asked them for examples of creativity in marketing that go beyond ad campaigns and deliver tangible value to the business. Their stories — and the five wider trends they reflect — help illustrate what it means to be a creative marketer today. 1. Create with the customer, not just for the customer Everyone likes to talk about being “customer-centric.” But too often this means taking better aim with targeted campaigns.  Customers today are not just consumers; they are also creators, developing content and ideas — and encountering challenges — right along with you. Creativity in marketing requires working with customers right from the start to weave their experiences with your efforts to expand your company’s reach. For example, Intuit’s marketing team spends time with self-employed people in their homes and offices to immerse themselves in the customer’s world. Through this research, they identified a pain point of tracking vehicle gas mileage. Based on these marketing insights, Intuit created a new feature within its app that combines location data, Google maps, and the user’s calendar to automatically track mileage and simplify year-end tax planning. Brocade, a data and network solutions provider, created a “customer first” program by identifying their top 200 customers, who account for 80% of their sales. They worked with these customers to understand their sources of satisfaction and identify areas of strengths and weakness. Brocade then worked with sales teams to create and deliver customized packages outlining what Brocade heard is working or not working, and what they would do about those findings. Later, Brocade followed up with these customers to report on progress against these objectives. The results? Brocade’s Net Promoter Score went from 50 (already a best in class score) to 62 (one of the highest B2B scores on record) within 18 months. 2. Invest in the end-to-end experience  Every marketer believes the customer experience is important. But most marketers only focus on the parts of that experience under their direct control. Creative marketers take a broader view and pay attention to the entire customer experience from end to end. This includes the product, the buying process, the ability to provide support, and customer relationships over time. That takes time and resources – and it also requires bringing creative thinking to unfamiliar problems. Kaiser Permanente believes that as health care becomes more consumer-oriented, the digital experience becomes a key differentiator. The marketing team instituted a welcome program to help improve the experience for new plan members. Members are guided on how to register for an online member portal, which provides access to email your doctor, refill prescriptions, make appointments, and more. The welcome program required coordination with many areas of the business. As a result of this program, about 60% of new members register within the first six months. These members are 2.6 times more likely to stay with Kaiser Permanente two years later. Like many retailers, Macy’s has traditionally spent 85% of its marketing budget on driving sales. Each outbound communication is measured individually for immediate ROI. However, recently they began to take a more holistic approach, focusing on lifetime value and their most profitable segment, the “fashionable spender.” This group looks across the business to gather behind-the-scenes information on the runway, newest clothing lines, and aspirational fashion content. The metrics also changed. Macy’s started evaluating engagement per customer across time and platform instead of per marketing message per day. The results? In the last year, customers in the top decile segment increased digital engagement by 15%, cross shopping by 11% and sales by 8%. 3. Turn everyone into an advocate In a fragmented media and social landscape, marketers can no longer reach their goals for awareness and reputation just through paid media and PR. People are the new channel. The way to amplify impact is by inspiring creativity in others. Treat everyone as an extension of your marketing team: employees, partners, and even customers. Plum Organics gives each employee business cards with coupons attached. While shopping, all employees are encouraged to observe consumers shopping the baby category. When appropriate, they ask a few questions about shoppers’ baby food preferences and share business cards with coupons for free products as a gesture of appreciation. For Equinix, surveys revealed that a third of employees were not confident explaining its company story. The company introduced an internal ambassador program for its more than 6,000 employees. This program gives employees across all disciplines and levels tools to educate them on the company, its culture, products and services, and how they solve its customer’s needs. More than 20% of employees took the training online or in workshops in the first few months of the program, and employee submissions to its sales lead and job candidate referral programs were up 43% and 19% respectively. Old Navy has traditionally dedicated their media budget to TV, particularly around back to school. However, over the past few years, they’ve focused on digital content to engage kids around positive life experiences and giving back. Through this approach, the 2016 #MySquadContest led to 32,000 kids sharing their “squads” of friends for a chance to win an epic day with their favorite influencer, creating 3 million video views, a 60% increase in social conversation about @OldNavy, and a 600% increased likelihood of recommending Old Navy to a friend (versus those that viewed TV ads only). In addition, the program led to record breaking donations for their partner, The Boys & Girls Club. 4. Bring creativity to measurement  The measurability of digital engagement means we can now know exactly what’s working and not working. This gives marketing an opportunity to measure and manage itself in new ways. In the past, marketing measured success by sticking to budgets and winning creative awards. Today, the ability to measure data and adjust strategies in real-time enables marketing to prove its value to the business in entirely new ways. Cisco has created a real-time, online dashboard where the entire marketing organization can look at performance. The leadership team conducts a weekly evaluation to assess, “Is what we’re doing working?” This analysis can be done across different digital initiatives, geographies, channels, or even individual pieces of content. The result is an ability to quickly adjust and re-allocate resources. Zscaler, a cloud-based security platform for businesses, created a Value Management Office. The Office helps each client define, quantify, and track their unique business goals associated with Zscaler implementation. Zscaler and their clients hold each other accountable to specific, measurable, time-based results. OpenTable recently launched a companion app just for restaurants to make better use of the data they’ve been collecting through their reservation system. Restauranteurs can now get a handle on their business right from their smartphone, allowing them to easily answer questions like “How did your last shift perform?” The app can tell them if they are running light on bookings, and soon they’ll be able to activate marketing campaigns to increase same day reservations. More than 50% of restaurant customers on OpenTable’s cloud-based service are already using the app, visiting an average of 9 times a day, 7 days a week. 5. Think like a startup In the past, marketers needed to be effective managers, setting goals well in advance and then working within budget to achieve those goals. Today, creative marketers need to operate more like entrepreneurs, continuously adjusting to sustain “product/market fit.” The start-up Checkr represents a trend we are seeing more of in the Bay Area in particular. Marketers are adopting the business practices of entrepreneurs such as lean startup and agile development. For its background check solution, Checkr wasn’t getting the results it wanted from traditional sales and marketing tactics as it expanded into new market segments. They realized they had to think beyond marketing as promoting an existing product. Adopting an agile method of customer testing and rapid iteration, they worked with engineering to rethink the product and bring a “minimum viable product” to market for these new buyers. As a result of this integrated, agile approach, the company easily hit some early 2017 revenue targets with conversion rates that are four times what is traditionally seen in the industry. The changes happening in consumer behavior, technology, and media are redefining the nature of creativity in marketing. The measure of marketing success isn’t the input, whether that’s the quality of a piece of content or a campaign, but rather the value of the output, whether that’s revenue, loyalty, or advocacy. Marketers of the past thought like artists, managers, and promoters. Today’s marketers need to push themselves to think more like innovators and entrepreneurs — creating enterprise value by engaging the whole organization, looking out for the entire customer experience, using data to make decisions, and measuring effectiveness based on business results.

22 марта, 14:00

What Hardcore Conservatives Really Want for Health Care

According to the Heritage Foundation—which opposes the GOP replacement bill—the market should rule all and there should be Netflix for doctors.

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21 марта, 16:30

The Zacks Analyst Blog Highlights: CBL & Associates Properties, Macerich, Pennsylvania Real Estate Investment Trust and Ramco-Gershenson Properties Trust

The Zacks Analyst Blog Highlights: CBL & Associates Properties, Macerich, Pennsylvania Real Estate Investment Trust and Ramco-Gershenson Properties Trust

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21 марта, 14:10

Target Will Battle Macy's In Herald Square

Target will open a small store in Herald Square this Fall. It will compete with Macy's. Brian Cornell, Target's CEO, has made New York a priority location. Target's earnings outlook is bleak since it adds costs as it improves the supoply chain and grocery business.

20 марта, 21:38

4 Mall REIT Stocks to Avoid as Retail Crash Intensifies

Despite an improving economy and upbeat consumer confidence, the performance of the mall real estate investment trusts has been lackluster in recent times.

Выбор редакции
20 марта, 20:33

"Retailers Are Running Out Of Time": Channel Checks Show 13% Collapse In Traffic

While the market is treading water, with the S&P modestly in the red, offset by some strength in the DJIA, retail stocks are broadly lower, with 83 of 91 components of the S&P 1500 Retail Index trading in the red, led by Tuesday Morning, Caleres, Express, Shoe Carnival, Francescas as BBG notes. Some observations: according to Wells Fargo's Ike Boruchow, it’s “increasingly clear that retail is under significant pressure" adding that store traffic remains weak (likely to get softer this week due to Easter shift), while markdown rates are not only elevated on an annual basis, but also getting sequentially worse. He concludes that "retailers are running out of time” to reach elevated Q1 numbers as consumption is failing to rebound. In a separate note, Cowen's retail team conducted channel checks and found that March week 3 traffic declined 13.3% vs -2.4% y/y, “slightly worse” than Cowen’s estimate down 11%-13%, vs last week’s -10.6%, citing national traffic devices. And then there were various overnight news, among which: Movado reported 4Q sales that missed estimates and issued forecast for year EPS and sales that also trailed Caleres cut to nuetral vs positive at Susquehanna (PT to $31 from $40); cites disappointing 4Q results, forecast Target announed plans to open 43k square-foot small-format store in NYC’s Herald Square Macy’s, whose flagship store is also located in Herald Square, is down as much as 2.7%, to lowest intraday since Feb. 1 For Macy’s, TGT’s entry could put some pressure on apparel business given TGT’s strength in signature categories, Bloomberg Intelligence analyst Poonam Goyal says in email She adds that Macy’s challenges “are far beyond TGT’s entry,” traffic at other non-flagship locations must turn, which appears “a difficult task given move to online” EBay Plans to Guarantee 3-Day Delivery for 20m Eligible Items Consumer sell ideas include AEO, BBBY, DDS, GCI, GIII: MKM managing director and chief market technician Jonathan Krinsky Amazon’s Clothing Success Could Doom Department Stores and Malls: Fox Business House Ways and Means Committee Chairman Kevin Brady hopes a tax reform bill will be ready for markup this spring: Bloomberg Fly reported M Science issued Street-high 1Q rev. forecast for Wayfair (up as much as 1.9%) In short, whether due to displacement (from online vendors), due to concerns about border tax, or simply because the US consumer's plight - despite the recent surge in Trump=induced animal spirits - has not changed one bit, the pain for US retailers continues, and as a result, the outlook for malls and other retail-associated secondary industries will remain bleak for the foreseeable future. Finally, a quick look at "the next (original) big short", i.e., CMBX, shows that recent negative trends are accelerating to the downside.

Выбор редакции
20 марта, 17:52

Target to open a new store across from Macy's flagship New York City location

Call it the new Miracle on 34th Street -- a department store chain actually announced plans Monday to open a new store there.

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20 марта, 15:30

Retail Roundup: Chilly Updates From Macy's, L Brands, Sears, & Walmart

Was this the winter of retail’s discontent?

18 марта, 03:32

The "Recycling" Of Department-Store Shoppers -- And Why Amazon Could Gain From Macy's Closures

Who wins with Macy's closing stores? Amazon. According to Prosper Insights & Analytics, Macy’s shoppers show a higher tendency to also shop at Amazon for apparel than shoppers at rival department stores. Read more in my report.

17 марта, 16:32

Finish Line (FINL) to Post Q4 Earnings: What's in the Cards?

Finish Line (FINL) is scheduled to release fourth-quarter fiscal 2017 results on Mar 24.

16 марта, 17:57

Can Canada Goose Sustain Growth Momentum After the IPO?

Canada Goose looks like a solid investment bet from its growth journey so far and the future plans. The company has been setting a fashion statement and gaining in popularity given its strategies and vivacious product lines.

16 марта, 17:56

Will Soft February Retail Sales Raise Investors' Concerns?

U.S. retail sales in February recorded the smallest gain in six months. This raises concerns about the health of the economy at a time when things have just started to look up under the Trump regime.

Выбор редакции
15 марта, 20:41

LET’S GO TO THE MALL: Wall Street Has Found Its Next Big Short in U.S. Credit Market. It’s no s…

LET’S GO TO THE MALL: Wall Street Has Found Its Next Big Short in U.S. Credit Market. It’s no secret many mall complexes have been struggling for years as Americans do more of their shopping online. But now, they’re catching the eye of hedge-fund types who think some may soon buckle under their debts, much […]

04 октября 2014, 20:51

Пол Крейг Робертс. Плохие новости с фронта вакансий.

 http://www.zerohedge.com/sites/default/files/images/user5/imageroot/2014/09/monthly%20change.jpg  Прежде чем мы с вами прочитаем статью Пола Крейга Робертса, изучим сначала рекогносцировку местности поля боя, поэтому прочитаем сводки, поступающие с экономических боевых полей США, а именно, с рынка занятости. Первым делом нам важно знать, из-за чего, собственно, сыр-бор и гнев  бывшего помощника министра финансов? Читаем донесение, картинка выше: Количество рабочих мест в экономике США увеличилось в сентябре на 248 тыс. после роста на скорректированные 180 тыс. месяцем ранее, подтверждают данные министерства труда страны. Безработица в США в сентябре снизилась до 5,9% - минимального уровня с июля 2008 г., по сравнению с августовскими 6,1%. Экономисты не ожидали изменения безработицы по сравнению показателем предыдущего месяца. Число американцев, впервые обратившихся за пособием по безработице, на прошлой неделе снизилось на 8 тыс. до 287 тыс., говорится в отчете Министерства труда США. Согласно пересмотренным данным на предыдущей неделе было подано 295 тыс. заявок, а не 293 тыс., как сообщалось ранее.Число продолжающих получать пособие по безработице американцев за неделю, завершившуюся 20 сентября, упало на 45 тыс. до 2,398 млн человек, минимального уровня с июня 2006 г. 4 Of 5 Top Job Additions In September Were Low Or Minimum Wage Зерохедж:4 из 5 нанятых были заняты в низкооплачиваемой работе. Преимущественно в розничной торговле, досуг и гостеприимство, образование и медицина и амбулаторное исследование.  Labor Participation Rate Drops To 36 Year Low; Record 92.6 Million Americans Not In Labor Force Зерохедж: Самые низкие показатели доли рабочей силы за 36 лет- 62, 7% ; 92,6 миллионов американцев пребывают вне рынка труда.  диаграмма занятости к общей численности  "Hiring Grandparents Only": 230K September Jobs Added In 55-69 Age Group;10K Lost In Prime, 25-54 Group Зерохедж: "Наем только бабушек и дедушек". Наем сотрудников осуществлялся преимущественно 55-69 лет- 230000; 25-54 года- потеряли 10000, 20-24 года- 72000  The Wageless Recovery: Average Hourly Earnings Suffer First Monthly Decline Since July 2013 Зерохедж: Средняя почасовая оплата составила $ 24,53 против $ 24,54 в августе  Далее нам попадается информация об увольнении шахтеров из Западной Вирджинии: Congress Considers Federal Assistance For Laid-Off Coal Miners Конгресс рассматривает возможность федеральной помощи увеленным шахтерам. Крупная угледобывающая компания Alpha Natural Resources, третья по величине в мире поставщик коксующегося угля, сообщила 26 сентября, что намерены уволить 261 человека; т.о. с 2011 года уволено 20 000 человек.  По состоянию на март 2014 года, насчитывалось около 79 000 рабочих мест в угольной промышленности в США, что на 8,3% меньше, чем годом ранее.При этом в солнечной энергетике занято 143 000 человек. (я это объясняю просто- солнечная энергетика, хоть и банкротна, но позволяет создавать излишнюю накрутку энергетическим компаниям. Например, даже если ты приобрел солнечные батареи в собственность,а потом их установил на своем участке, то все равно за выработку э/э ты платишь энергетической компании, так как выработка э/э разрешена только им, т.е. ты платишь буквально за пользование солнечным светом).  Егишянц: безработица упала на то же число людей, сколько было изгнано их из рабочей силы: 2 млн. человек за последний год, в т.ч. 300 тыс. за месяц – иначе говоря, реально безработица остаётся прежней. Более того, совокупный прирост занятости оказался много ниже прибавки числа рабочих мест с частичной загрузкой (part-time workers) и самозанятых (self-employed) – причём радоваться  тут нет даже минимального повода: к примеру, последние (по методике статистиков) суть вовсе не настоящие фрилансеры или мелкие предприниматели, а как раз те самые изгнанные из рабсилы и имевшие неосторожность, допустим, продать через интернет какую-нибудь безделицу – таковых Бюро трудовой статистики тут же объявляет сачками и вообще перестаёт учитывать как ищущих работу. Весьма характерно, что обычная полная занятость (т.е. число людей, которые имеют работу и получают за неё зарплату) даже уменьшается – и довольно активно. К тому же ещё упала ещё и почасовая оплата труда – и единственный позитив на самом деле дало лишь снижение застойности безработицы: а восторгу-то на рынках! – мда, вот уж где Оруэлл и Кафка отдыхают… Тактим образом мы с вами морально приготовились принять жесткую и тяжелую правду-матку, которую нам будет резать Пол Крейг Робертс, в очередной раз развенчивая неудачные манипуляции факира, на этот раз BLS More Bad News From The Jobs Front Бюро статистики труда нам с утра сообщает:" Количество рабочих мест увеличилось в сентябре на 248 тыс., уровень безработицы снизился до 5, 9%". Как такое может быть? Как я уже сообщал, американские корпорации инвестируют в выкуп собственных акций, а не в создание новых предприятий с новыми рабочими местами. Согласно докладу о бедности Бюро переписи населения США реальный средний реальный доход семьи снизился до уровня 1994 года.Потребительский кредит и реальные розничные продажи не растут. Строительство ограничивается арендным жильем. Строительство показывает 16000 рабочих мест, половина из которых является "специальными торговыми подрядчиками" или домашние мастера. Нам сообщается о 35300 новых рабочих мест в розничной торговле. Но как это возможно, если ритейлеры JC Penny's, Macy's, Sears и the dollar store закрыли свои магазины, сдавая свои площади в аренду? В то время, когда имеется избыток офисных зданий, создающих всего 500 рабочих мест в промышленном и гражданском строительстве, говорится о создании новых 6000 рабочих мест в "архитектурных и инженерных услугах". Какую работу они могут сделать? 4900 рабочих мест в компьютерной отрасли (computer systems jobs)  , скорее всего, являются краткосрочными от 6 до 18 месяцев. Те, кто имеет рабочие места, оформлены как "независимые подрядчики". Можно обратить внимание на необычно высокое число - 81000 , приходящееся на "профессиональные и деловые услуги" (“professional and business services”) , из которых 60000 являются "административные и незначительные услуги" (“administrative and waste services), которые в первую очередь нужно понимать как "временные". Здравоохранение и социальная помощь (“Health care and social assistance”) составляют 22700 рабочих мест, из которых  63% приходится на "амбулаторные медицинские услуги" (ambulatory health care services”). Исполнительное искусство и зрелищные виды спорта (“Performing arts and spectator sports”) дали экономике 7200 рабочих мест, 20400 американцев нашли себе работу в качестве официанток и барменов. Государственными чиновниками было нанято 22000 человек. Давайте вышедший доклад , дискредитировавший модель " рождения - смерти" , завышающий в среднем ежемесячную зарплату 50000 и манипуляцию сезонных корректировок , проигнорируем и допустим,что предложенные нам цифры реальны. Какую экономику мы увидим? Мы увидим рабочую силу страны третьего мира с обширным предложением низкооплачиваемого труда сервисных работ. Люди, работающие неполный рабочий день и на подряде , не имеющие возможность содержать домохозяйство или получить ипотечный кредит. Джон Тита, Дэйв Кранцлер и я показали,что эти рабочие места заполняются лицами старше 55 лет , которые соглашаются на низкооплачиваему работу, чтобы получить скудный доход для выхода на пенсию. Бэби-бумеры являются лишь частью рабочей силы, но той, участие которой в рынке труда быстро растет- 93% от всех нанятых за сентябрь. Поскольку американская рабочая сила продолжает свой переход от первого мира к третьему ,реальный средний доход семьи будет продолжать снижаться. Социальные лифты (в американском варианте звучит как "лестница восходящей мобильности" Ladders of upward mobility) продолжают быть демонтированными, доход и благосостояние по-прежнему продолжают концентрироваться в руках (карманах) одного процента. Америка действительно является страной возможностей для немногих. America is truly a country run for the few.