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TAXI Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nikki J. | Associate Director, Creative | BC | ||||||||||||
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| Lizzie D. | Head, Strategy - TAXI Vancouver | BC | ||||||||||||
| Tim P. | Head, Integrated Production | BC | ||||||||||||
| Alyssa F. | Senior Copywriter | BC | ||||||||||||
| Jackie P. | Managing Director | BC | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Destination XL ceases media spend, shifts marketing strategy in response to global pandemic (Score 71)
In response to the global pandemic,
DXL also eliminated the CEO role and instead appointed VPs, directors and managers to spearhead its business; this has led to strategic shifts. Per the call, the company's strategy currently centers around four marketing initiatives:
- data analytics & customer insights;
- customer relationship marketing (CRM);
- digital marketing efficiency;
- digital operations execution.
According to 
iSpot, DXL's 2019 spend nearly halved to around $7.6 million from around $13.7 million in 2018; last year's commercials targeted male, sports-oriented audiences (see targeting right).
On the other hand, Adbeat estimates that 100% of the $13.2k spent on digital display ads after March 2018 was spent after March 2019. Spend in this channel should continue to increase once DXL starts advertising again. Most of the past year's ads were programmatic placement via Google Search Partners ($8.5k) and Google ($3.3k). Google Search Partners placed ads onto sites such as ebay.com ($3.4k), kohls.com, kmart.com, sears.com and salary.com; most of Google's placements were on whosdatedwho.com ($648), baseball-reference.com, cheezburger.com, gamespot.com and hours-locations.com.
Again, DXL is not currently advertising, but once this changes, be prepared to offer national TV, digital display, OOH, radio and local broadcast ad space targeting male, sports-oriented consumers. We may easily see the company return to marketing its e-Commerce business before it reopens its retail locations.
Agency & martech readers - Since DXL also ceased its hiring, the chances of reviews are relatively low; read elsewhere for now. TAXI handles creative, to the best of our knowledge.