Housewares, Home To Be Featured In Target’s Deal Days Promotion

Housewares and home products will play a key role in Target’s Deal Days promotions that will run over two days beginning July 15. Sale items will be available at Target.com. The Deal Days promotion will overlap Amazon’s Prime Day, which this year is also running over two days on July 15 and July 16. On July 15, Target will offer 40% off select furniture and indoor rugs and deals on various kitchen brands including Instant Pot and KitchenAid. In addition, products from several floor care brands including Shark, Dyson and Hoover will be featured. Day two, July 16, will see Target offer 30% off its selection of exclusive home brands and 30% off on select small appliances, cookware and floor care products. Throughout Target Deal Days, shoppers can use the retailer’s pickup and delivery options, same-day pickup with Drive Up through the Target app, or in-store order pickup through the app or Target.com. Same-day delivery options will also be offered through Shipt. This is the sixth installment of a special series, presented by the National Hardware Show, exploring key trends and developments driving the growth of housewares and home goods in the home improvement retail business. Home...

Email Case Study: Wayfair’s Triggered, Personalized Campaigns

Recently I logged onto Wayfair’s mobile app to shop for a bed for my daughter. I looked at lofted beds with storage as well as bunk beds. With a large selection, I spent a bit of time refining by features, price, and size. I then left the app since I was in the research stage. Shortly after that initial visit, I received a series of personalized emails from Wayfair based on what I was shopping for. Some of the most successful marketing emails are triggered by shoppers’ behavior. This was the case with Wayfair. Its series of emails to me is a good example of a personalized, browse-recovery campaign. Subject lines. According to a study by Campaign Monitor, personalized subject lines produce a 26 percent higher open rate than non-personalized. A 2016 study by Statista found the open rate for marketing emails with a personalized message was 18.8 percent, compared to 13.1 percent without personalization. Thus a triggered email should include a personalized subject line that contains references to the featured products. Every subject line in the series included a reference to the product I was shopping for. Also, each subject line is different from the previous one. The formatting an...