In-Store Media

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.

Fully interactive, cloud-based digital displays help enhance the customer experience and give businesses a boost at TurnStyle, the new retail/dining center at the Columbus Circle subway station in Manhattan.

The installation marks the first retail application of the On Smart Media platform, from Outfront Media. The platform allows retailers and advertising partners to deliver contextual messages in real-time.

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.

The world’s largest ice cream manufacturer has opened its first U.S. storefront, a pop-up in Manhattan’s SoHo neighborhood.

Unilever is opening custom-dipping shops for its Magnum Ice Cream brand around the world, and the SoHo outpost is its first U.S. storefront. (Unilever’s other ice-cream brands include Ben & Jerry’s, Fudgsicle and Klondike.)

For all their differences, the shopping center owners and brokers from around the world who will gather at the end of May in Las Vegas for retail real estate’s annual RECon confab are alike in they will all be on the lookout for new retail concepts to entice shoppers.

The good news is that are plenty of brands ready to spread their wings. Some have been around for a couple of years, but are now flush with new financing. But many are formerly pure players that are now turning their attention to physical stores.

The number of Sephora shops inside J.C. Penney stores is about to increase.

The department store retailer announced it will open 60 additional Sephora shops in Penney stores, including a flagship set to open in November.

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.

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.

Inspired by the history of Hollywood, Starbucks has set up shop at Universal Boulevard, a new main street-styled retail destination at Universal Studios Hollywood.

The façade of the 5,000-sq.-ft. store is broken up into multiple buildings, as if it had originally been the site of several small shops. The interior is fashioned as one grand space. A banquette made of reclaimed black walnut wood curves like a siren’s tale, creating seating eddies.

Office Depot Inc. is turning to virtual reality (VR) to enhance how products are displayed and merchandised in its stores.

The retailer is leveraging the ShopperMX online 3D VR platform from InContext Solutions to create engaging in-store experiences that provide customers with hyper-realistic virtual simulations. This may include virtually enhanced signage and product displays, as well as entirely new store concepts.