Lord & Taylor will soon start selling on Walmart.com. It's a major move by the retailer, owned by Hudson's Bay Company, which will feature product this spring on a so-called "flagship" store on Walmart's website. Ted Rubin, CMO at Brand Innovators, says he sees this as a desperation move, but it is worth a try. Lord & Taylor appeals to a different consumer than Walmart, so it's an opportunity for both retailers. On whether this type of deal will become more common, Rubin says these companies are trying to save the day. Another retailer in the spotlight is Dick's Sporting Goods, whose shares plummeted this week. The retailer reported same-store sales fell 0.9 percent in its latest earnings report. In what Rubin says is a sign of desperation, Dick's Sporting Goods is already promoting its Black Friday deals weeks in advance.