the halogen blog

“Linking Customer Loyalty With Social Networking” (NY Times)

PEPSICO wants to sell its customers sodas whether they are near a grocery store, a restaurant or a gas station. With a new partnership that weaves its loyalty program into the location-based network Foursquare, PepsiCo gets a live notification when its customers are close to those sites, and can present offers that get them into the stores.

“Clicks trump bricks: After a slow start, internet shopping explodes in China” (Economist)

Consumers in some places (notably America) have been slow to use the internet to make everyday purchases such as groceries. But in China the low cost of delivery and the high cost of property are feeding an e-tailing frenzy.

“Google Is Judging Your Brand (Maybe)” (BrandChannel)

The big brands are getting more exposure in the Google search results than possibly ever before… how do brands get the ability to show up in these brand boxes? Are they reserved for only large brands?

“Global Smartphone Market Soared 50 Percent Over Past Year” (MocoNews)

The global smartphone market saw its best quarter for the first time in almost three years, according to Strategy Analytics, a research firm. It found that global smartphone shipments jumped by a gigantic 50 percent to 54 million in Q1 from 36 million in the year-ago period. Smartphones accounted for 18 percent of all smartphones shipped.

“The Wisdom of Crowds” (Warc)

Collaboration, co-creation, crowdsourcing: it’s all about opening up and letting the people in to engage with your brand. It can be unpredictable, but fun says Mark Earls.

“The Newest Amenity in High-End Hotels: Real Art” (Huffington Post)

Along with the high room rate, there are certain characteristics to be found in luxury (increasingly called “boutique”) hotels these days. The new beds and sheets and TVs are in the way of the usual upgrade, a form of pampering, but the original art is the result of a rethinking of what the luxury experience entails.

“BMW replaces Toyota as most valuable global car brand” (AutoNews)

BMW AG has overtaken Toyota Motor Corp. as the world’s most valuable automotive brand, an annual ranking of the world’s top brands showed. Ford Motor Co. and Volkswagen AG improved their brand value, according to BrandZ Top 100, a survey compiled by the market research company Millward Brown.

“LinkedIn pulls a Twitter, adds Company Follow feature” (VentureBeat)

LinkedIn is beginning to look a lot more like Twitter. Today the social network announced a new Company Follow feature that will allow users to keep track of real-time updates from companies they’re interested in. Specifically, the feature will let users track job openings, and other business developments for all the companies on the site — which currently number near one million.

“The World’s 10 Most Powerful Luxury Brands” (Fashionista)

Here are the top ten most powerful luxury brands in the world, according to Millward Brown…

“Jimmy Choo uses Foursquare for real-time shoe giveaway” (Brand Republic)

Over the next few weeks, a single pair of trainers from the new Jimmy Choo trainer range will check in at fashionable hangouts around London, and will send real-time updates about their whereabouts. The idea was conceived by social media agency FreshNetworks and it is the first time Jimmy Choo has used a social media tool to engage its audience both online and offline simultaneously.

“The Ultimate Guide To 11 BIG Facebook Changes–And What They Mean” (Huffington Post)

It’s been a big week for Facebook. The site rolled out a new “Like” button, shuttered Facebook Lite, introduced “Community Pages,” and announced a host of other significant changes at the F8 Facebook conference. What do these Facebook changes entail–and what do they mean for you? We’ve put together the ultimate guide to Facebook’s most recent revamps, and how they’ll affect users.

“Armani-Reebok Line Fuses Fashion, Function” (WWD)

Giorgio Armani and Reebok are ready to hit the gym and the streets. They are combining to produce an activewear collection for men and women called EA7/Reebok that will arrive in select stores, as well as gyms, worldwide in July. The line will feature apparel and footwear designed for fitness activities. There also will be a lifestyle footwear offering under the Emporio Armani/Reebok label.

“Luxury brands are looking to trainers for new business” (TheIndependent)

Designer denim used to be the go-to strategy of luxury labels to lure in new customers, but now it seems as if trainers are the new jeans. While brands like Dior Homme, Hugo Boss, and Louis Vuitton have long been in the market of men’s designer trainers – with the latter’s collaboration with rapper Kanye West selling out in no time last year – women’s counterparts are just now gaining momentum.

“Giorgio Armani opens his hotel in the world’s tallest building, Burj Khalifa, in Dubai” (Telegraph)

Back in the good old days, it was enough for a billionaire designer at the top of his or her game to own a super-yacht, a private island, a Manhattan penthouse, a Tuscan villa and a chalet in Gstaad. Not any more. To truly be a 21st century, global lifestyle superstar you need to own a hotel, as well.

“Diamonds are running out, says De Beers” (Telegraph)

De Beers says it will reduce its production to extend the life of its mines. Taking into account the moderated output diamond prices could rise by at least 5 per cent a year for the next five years, according to Des Kilalea, a diamond analyst at RBC Capital Markets.

“Crocs Back on Track” (WWD)

With a new marketing campaign, two flagship stores opening next month and a fresh assortment of product, Crocs Inc. President and CEO John McCarvel is optimistic about 2010.

“Luxury brands snatch away online bargains” (TimesOnline)

Time is running out for bargain hunters seeking discount designer labels on the internet. Online shoppers face higher prices for luxury clothing, perfumes and handbags because high-end brands have won new powers to block discount websites from selling their products.

“Online Shoppers Value Reviews, Ratings, Search” (MarketingProfs)

Online research is central to consumer shopping behavior: 50% of online shoppers say they conduct research online for at least one-half of their purchases, and 64% consistently read online reviews prior to making product purchase decisions. Online shoppers prefer research conducted on the Web because it saves them time and increases their confidence in purchase decisions.

“Cinema à la Prada” (WSJ)

With the Internet and digital technology, industry executives say short online videos have become an essential part of the fashion marketing tool box, offering customers a new way to interact with a brand and show clothing in motion. Yves Saint Laurent, Marni, Rebecca Taylor and Steven Alan have all released online films within the last six months.

“Youth Among Keys to Luxury Rebound” (WWD)

Affluent young shoppers helped limit the damage to the luxury sector last year and set it on a course for recovery earlier than other parts of the economy.

“Rolex taps mobile to make print ad more interactive” (MobileMarketer)

Rolex has mobilized its print ad in the April issue of W Magazine, letting consumers get information and deals from the brand, as well as enter for a chance to win $1,000. The luxury brand is just one of several companies that took part in the image recognition-enabled ads that are included in this month’s issue.

“Luxury Marketing in a World of Tweets and Texts” (HospitalityNet)

Not too long ago, only birds tweeted. Now, Twitter, that tiny cousin of the text message, is becoming a preferred public forum. Not only are people tweeting personal tidbits among their “followers,” but so are business owners discovering this newer marketing tool.

“IPad Poised to Revolutionize Retail Industry” (AdAge)

In the first weeks of the iPad launch, retailers have been largely left out of the conversation. But industry executives believe the device could have a major impact on everything from retailers’ catalogs to e-commerce to enhancing the in-store experience.

“Online Ads Surpass TV Ads In Recall, Likability” (MediaPost)

New online advertising research has again shown what other studies have suggested: Online commercials get better recall than television messaging. In every recall measure — general recall, brand recall, message recall, likability — online proves superior.