What do you hope to bring home from DMA07 this month? For my money, the best souvenir would be a few good ideas.
I don't necessarily mean things that will change the universe as we know it. I mean simple thoughts that might help you run your business a little better — and win points with customers in the process.
Here's a few “Hey, that's neat!” ideas I've come across recently:
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In the past, I typically used to toss out checkout coupons. It always irritated me that in response to my purchase of premium orange juice, the register spat out a coupon for store-brand concentrate. What were they trying to do — downsell me?
But intentionally or unintentionally, one retailer got it right this summer. I ran into a local Target to purchase a kiddie pool. What coupon did I get in response? $1 off Band-Aids. Children + running around like maniacs on wet grass = boo-boos! Brilliant!
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Similarly, I'll give a thumbs up to Shaw's for streamlining its points-collection system. In the past the store has run promotions where you have to collect points and register tapes to get a grocery discount coupon. Now you only have to collect the points, printed out on the coupons. It makes the promotion much easier to participate in and also gets me to look at the coupons, so I can collect my points.
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American Express did something even more basic in a Valpak co-op coupon mailing recently. AmEx immediately stood out by simply printing its ad on a different size and stock paper. It got me to look.
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In an increasingly overcrowded sea of preschool cable channels, PBS Kids Sprout is carving an identity for itself by encouraging both child and parent interaction. Toddler photos and art are regularly featured, both on the Web site and between programs. Plus, the art projects demonstrated are easy for kids (and overextended moms) to accomplish.
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We all know that free shipping and returns is the way to go when it comes to selling shoes online. Sites like Zappos and ShoeBuy have made a good fit out of this tactic. But when Amazon launched its Endless shoe and accessories site this summer, it took the approach one step further. Shipping wasn't only free, it was negative $5. That's right. With every order, $5 was immediately deducted on your invoice's shipping line.
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Nordstrom opened its first Massachusetts store last month in the newly revamped Natick Collection mall. To create a bit of excitement on opening day, the store hosted a “Cosmetics Tailgate Party” in the parking lot, where early risers could meet consultants and try products before the store officially opened for business.
Seen any good ideas lately? Send them to beth.negus@penton.com.
