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  • April 30, 2007

AM Inbox: Out of focus brand image

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Sharper Image, 4/29 — Trump Steaks "The World's Greatest Steaks" - Delivered to Your Home!
From a marketing perspective there’s nothing wrong with this email about the introduction of Trump Steaks, but from a brand consistency point of view, I find it pretty vexing. First, when I think of Sharper Image, I think of electronics, gadgets and slightly upscale sports and home stuff. I don’t think of food. As near as I can tell, Trump Steaks are the only food they sell currently. And second, while some items in Sharper Image’s assortment are truly expensive (their massage chairs leap to mind), I don’t think of Sharper Image as attracting the kind of wealthy consumers that are willing to drop $1,000 on steak. That seems more like a Saks or Neiman Marcus customer to me. I wonder if Shaper Image is making a hard turn upmarket as a way of dealing with its continuing sales woes.



Circuit City, 4/29 — Get Mom what she really wants at Circuit City
Circuit City, 4/29 — Dream Deals! Perfect gifts for Mom!
Looks like Circuit City was doing some subject line A/B testing and I got hit with both emails (which were otherwise identical). Circuit City has done this before. (Explore tag: A/B Testing.)

SUBJECTIVITY SCANNER:
Costco, 4/28 — Order in Time for Mother's Day May 13
REI, 4/27 — Award-winners - the Best Gear of 2007
JC Whitney, 4/27 — Ready for Traveling?
JCPenney, 4/27 — It's a FREE SHIPPING Weekend!
Brookstone, 4/27 — Beautifully patterned outdoor rugs for patio, porch and poolside
ShopNBC, 4/27 — Reminder! Up to 70% Off + More Ways to Shop Now
Ross-Simons, 4/27 — Exclusive Offer! Save $40 on a Cultured Pearl & Turquoise Torsade!
Neiman Marcus, 4/27 — FREE SHIPPING: Final day + Patio Dresses–how to wear the spring essential
Neiman Marcus, 4/27 — FREE $100 GIFT CARD with your $500 purchase!
J. Crew, 4/28 — crewcuts...new summer shirts for boys
Sportsman’s Guide, 4/28 — Super-Saver Tool, Auto & ATV Deals from The Sportsman's Guide
Dell, 4/27 — 4 days only. Save up to $350 on select Dell PCs
TigerDirect, 4/29 — Free RAZR Mania: Verizon, Cingular, T-Mobile & More...Ends 4/30

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