Retailer Campaigns

One of my favorite times of the year is teaching at the ICSC University of Shopping Centers. I co-teach “Marketing & Social Media: Shopping Centers in the Digital Age” with Tim O’Connell, assistant VP, director of digital marketing and communications, at RPAI. While we present stats, trends and case studies, what energizes me most are the collaborative class discussions on how other shopping centers owners are progressing with their social media efforts.

There are a lot of options in decorating a home, and Los Angeles-based Z Gallerie wants to match its offerings to customer tastes.

“We’ve been known for one particular style, which our customers love and that we’ve done quite well with,” said Chris Nicklo, VP customer and chief marketing officer of Z Gallerie. “But to grow, we knew we would need to appeal to a broader spectrum of customers.”

Serena & Lily has opened a flagship in a landmark structure in Wesport, Connecticut.

The 3,100-sq.-ft., three-story store is located in the historic Kemper-Gunn House, which was built in 1889 in the Queen Anne Victorian style. The retailer worked to preserve the original charm and character of the house, from the elaborate detailing in the exterior façade to saving the interior trim, hardware, hand-carved staircase, and stained glass windows.

Retailers who can get consumers to generate social and online content about them have a decided competitive edge.

According to the new “CGC Index” from social marketing technology provider Bazaarvoice, consumer-generated content (CGC), or digital content that people create about a product or service they have experienced, used, purchased, or considered, can have a significant impact on retailer performance.

Wireless provider T-Mobile is launching a major retail expansion drive this year.

The company plans to open 400 of its own branded stores this year, according to a report by Fortune.

“We always just follow what the customer really wants,” T-Mobile’s chief operating officer Mike Sievert told Fortune, and customers, he added, have been “very clear” that “they prefer to do business at a fully branded store.”

The J.C. Penney Co. Inc. is teaming up with a well-known social network to help draw traffic and sales at select mall-based locations.

According to Advertising Age, Penney will display digital Pinterest boards in 10 malls around the country as part of a Mothers’ Day promotion. The boards will display apparel, hair and beauty products that are available in nearby Penney stores at the mall. The promotion will also include featured in-person appearances by well-known fashion bloggers.

As more members of the millennial generation reach the age where they start settling down and buying homes, Lowe’s wants to be sure it reaches them in a format they find relevant.

Billabong is deploying an in-store sound and scent strategy to offer customers a more immersive experience.

The board sports apparel retailer tapped Mood Media to create a custom sound and scent strategy for select Billabong stores in France and Spain. Billabong wanted to reflect the “board culture” and values of the brand — youth, dynamism and fun.

Mood renews the strategy every two months to ensure it is kept original and that Billabong’s customers have a unique experience on each visit to its stores.

American Family Association has called on its members to boycott Target Corp. over the chain’s decision to allow transgender employees and customers to use bathrooms that correspond with their gender identity.

The group said it had gathered 172,494 signatures on a boycott petition by mid-morning on Friday.

Eighty-eight percent of consumers plan to celebrate Mother’s Day 2016 and clothing is this year’s big winner.

That’s according to the annual Brand Keys Mother’s Day survey, which found that consumers intend to spend on average $205.00 this year, up 6% over 2015.

Men, following a long-standing tradition, intend to spend more than women, reporting an anticipated average spend of $228. Women reported an anticipated spend of $182.