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  • March 14, 2012

AM Inbox: Further blurring of entertainment and commerce

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Saks Fifth Avenue, 3/13 — NBC's Fashion Star: Watch (and shop) tonight!
The blurring of the lines between entertainment and commerce has grown steadily over the past decade, with the growth of product placements, sponsored events, branded news segments, stadium namings, and sponsored challenges on reality shows. In particular, reality shows have really pushed the limits and pioneered new arrangements. American Idol is a great example, with the contestants filming a Coke commercial every week and with their performances available for purchase on iTunes after each show. Project Runway has been another pioneer, with their sponsorships with Bluefly (see Nov. 29, 2007 AM Inbox), Macy’s (see Aug. 4, 2008 AM Inbox), and most recently Neiman Marcus (see Jan. 9 AM Inbox). In this email, Saks promotes their sponsorship of a rival fashion reality show, Fashion Star, with the new commercial twist that you can buy the winning look online after the show and the next morning in Saks stores. That in-store opportunity is novel and is a deeper level of integration that we’ve seen with past sponsorships. I speak frequently about retailers being publishers and this example is just more evidence of the trend toward retailers becoming entertainers and educators, especially for non-discounters.

Mar. 13, 2012 Saks Fifth Avenue email
View this email full-sized.

SUBJECTIVITY SCANNER: Select noteworthy subject lines
Newegg, 3/13 — Game On! March Deal Madness: Score Awesome Deals in Electronics, Components and More!
JC Whitney, 3/13 — Don't Drop The Ball! Order Now and Save 15%!
Brookstone, 3/13 — Chill out, chat, enjoy cocktails in a private gazebo...
Montgomery Ward, 3/13 — Last 2 Days: Save up to $20 + Shop New Outdoor Arrivals
Lands’ End, 3/13 — The 2012 swimsuits are here! You'll be swimming in compliments...
dELiA*s, 3/13 — Free Shipping No Minimum + ALL Swim on Sale
Nordstrom, 3/13 — Good-Looking Performance Gear that Works as Hard as You Do
L. L. Bean, 3/13 — Worry-Free Wardrobe + Free $10 Gift Card
Spiegel, 3/13 — Textured message: Shop this sale & save up to 80%
Art.com, 3/13 — Take a Spin through our New, FREE App for iPad
Dell, 3/13 — People are talking...
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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