As this year’s wave of holiday commercials start hitting televisions across the nation, look for newcomer J.Crew among them.
The retailer, which says the video above is its first national TV ad, is running a marketing campaign with MasterPass, the digital payment platform that MasterCard introduced in February. Like other digital wallet apps, customers can store their billing and shipping information in MasterPass — whether it’s MasterCard, Visa, American Express and so on — to avoid reentering the data, in a bid to make online shopping more seamless.
J.Crew, like other retailers, has seen a growing proportion of its revenue come from the Internet in recent years. Online and catalog sales accounted for about 30% of the company’s $2.2 billion in annual revenue through February. By working with MasterPass, the hope is that customers will get better service and possibly buy more or more frequently thanks to an easier shopping experience. This year, with a shortershopping season and middling consumer confidence, retailers are also trying everything to get shoppers’ dollars.
The 30-second spot showcases J.Crew’s holiday collection — complete with square frames — through a family photo shoot. (Interestingly, children’s clothes only make up 6% of J.Crew’s annual sales.)
It will air on network and cable TV from Nov. 4 through Dec. 8th, as well as on YouTube and Hulu.