Marketing Tactics

Reflecting the brand tagline, “Never Stop Exploring,” the new global prototype of The North Face is meant to inspire customers to get outside and experience the great outdoors. Designed by Gensler, the store has a sleek, streamlined modern look and is composed of natural elements and textures. Trail markers, built of wood, stone and metal, distinguish the retailer’s core categories: outdoor, action sports and performance.

San Francisco -- 5th Finger, a leading mobile marketing technology firm, has announced plans to bring in-store mobile trials to JoS. A. Bank Clothiers. 5th Finger will be testing the role of the mobile device to drive "consumer outcomes" including ensemble inspiration, shopper education and offer redemption "in store" leading up to the summer season.

Boca Raton, Fla. -- Office Depot is launching the 2011 Green Business Challenge in partnership with Local Governments for Sustainability USA (ICLEI) and elected officials from across the United States.

New York City -- Retailers across the nation issued updates on their environmental initiatives in the days leading up to Earth Day, April 22. Starbucks Coffee Co. released its tenth annual "Global Responsibility Report," noting it has reduced water use, increased its renewable energy purchases and is testing a new energy management story (see story here).

Cincinnati -- Macy's announced that it is taking new steps to become a more sustainable company.

"Our company has embraced the principles of sustainability, and we continue to take actions that are tangible, measurable and meaningful in reducing our use of scarce resources and improving the efficiency of our business in serving customer needs," said Tom Cole, Macy's chief administrative officer. "We have made significant progress over the past several years, and we continue to move forward with new ideas in 2011 and beyond."

Troy, Mich. -- Oakland Mall is using social networking as a tool to get shoppers involved this Mother's Day to benefit Moms at Detroit Rescue Mission Ministries (DRMM), a non-profit agency dedicated to assisting the homeless and getting them back on their feet.

By Jeff Weidauer, jweidauer_@_vestcom.com

One of the drawbacks of today’s connected global economy is the pervasive homogeneity in nearly everything. One can visit any state -- indeed, nearly any country -- and see many of the same stores and restaurants offering the same products.

New York City -- Oakley has opened a store in New York City’s Times Square. The shop features an Oakley Custom bar where customers can create their own renditions of Oakley eyewear and goggles. An on-site etching machine allows customers to personalize their designs with engraving.