It’s upon us! 5 weeks to Black Fri­day. Most of our clients are now — or are soon enter­ing — hol­i­day analy­sis lock down mode. This week, the trade arti­cles really started to get into the sea­son and explore some of the key retail­ers’ strate­gies. Here’s to a great season!

Mixed Results: We’re a Long Way from Digital-Only Com­mu­ni­ca­tions in Retail­ing [Hub Mag­a­zine]
I loved this com­men­tary, which is why it’s fea­tured first this week. Pay close atten­tion to the four recommendations/insights at the end, and give care­ful con­sid­er­a­tion to how you’re work­ing through them. They’re key to many of the strate­gic dis­cus­sions I’ve been involved with among our team and our clients over the last year.

Brands’ Offline Insights Drive Online Advertising’s Future [Online Media Daily]
This is pre­cisely what we’re help­ing some of our largest retail clients do with the com­bi­na­tion of dig­i­tal data from Adobe Site­Cat­a­lyst and offline/store/customer data from their in-house sys­tems, com­bined in a uni­fied view of the cus­tomer in Adobe Insight.

Big Jump in Retail Sales (Up 1.1% in Sep­tem­ber) [BI Money Game]
Good macro news for retail.

More Hol­i­day Shop­pers Head Online [Inter­net Retailer]

U.S. Postal Ser­vice Will Test Same-Day Deliv­ery for E-Retailers [Inter­net Retailer]
Only a test at first — In San Fran­cisco, for orders placed until about 2 or 3 P.M., picked up after 3, and deliv­ered between 4 & 8. For major mar­kets where there is a dis­tri­b­u­tion point, this type of solu­tion could be key for online retailers.

Tar­get Pledges to Match Amazon’s Hol­i­day Prices [Mashable]

Why Hol­i­day Price-Matching Could Back­fire for Tar­get & Best Buy [BI Retail]
The other side of the story. I felt I had to include it, but don’t think it really holds weight. No one is going to price-check a pack of gum in the check­out to save 16 cents. Or wait — I might have in col­lege. But if I’m buy­ing gum, it’s likely because I need it now, and I’m not going to wait a day for Ama­zon to ship it to me. On the other hand, there are a few other decent points in the WSJ arti­cle linked.

How Tar­get Plans To Win Its Upcom­ing Bat­tle With Wal­mart And Ama­zon [BI Retail]
6 key points that hap­pen to be key themes we’re hear­ing across retail this year.

Macy’s Wants To Dra­mat­i­cally Change Its Core Cus­tomer [BI Retail]
Shift­ing focus to a younger generation.

Online Retail Sales Boom­ing Because Men Don’t Have to Shop at the Mall Any­more [BI Retail Contributors]

Smart[Phone] Engage­ment: Embrac­ing the Mobile Shop­per In-Store (Info­graphic) [Milo]

Gap Launches Two E-Commerce Sites in Japan [Inter­net Retailer]

Under Armour Found an Amaz­ingly Sim­ple Way to Drive Sales [BI Retail]

Ace Hard­ware Builds a Handy Mobile Com­merce Site [Inter­net Retailer]

2012 Web Sales for Costco​.com were Solid, but not Spec­tac­u­lar [Inter­net Retailer]

Retail­ers are Scram­bling to Work With Costco & Sam’s Club [BI Retail]


If you’re in the retail or travel indus­try, are you tak­ing full advan­tage of the indus­try & dig­i­tal mar­ket­ing experts on our retail & travel con­sult­ing team? Most of our con­sul­tants have 4+ years of work and/or con­sult­ing expe­ri­ence in the retail or travel indus­tries, plus expert knowl­edge and skill with our Dig­i­tal Mar­ket­ing Suite solu­tions and with nur­tur­ing, men­tor­ing, and devel­op­ing mature dig­i­tal ana­lyt­ics and opti­miza­tion prac­tices within our clients. We’re eager to engage with you more deeply to help grow and mature your analy­sis and opti­miza­tion of your dig­i­tal mar­ket­ing and online prop­er­ties, and to fur­ther inte­grate both the online and offline views of your cus­tomers for max­i­mum optimization.

Michael HalbrookMichael Hal­brook is a man­ager in Adobe Con­sult­ing focused on dig­i­tal strat­egy, ana­lyt­ics, and opti­miza­tion in the retail & travel indus­try. His team serves retail & travel clients with the Adobe Dig­i­tal Mar­ket­ing Suite, help­ing retail­ers with online & offline mea­sure­ment of retail & travel acqui­si­tion, opti­miza­tion, and con­ver­sion, and devel­op­ing & exe­cut­ing on new dig­i­tal mar­ket­ing strate­gies. He tweets at @Hal­brook.