Marketing Tactics

Oculus Populi: The mall at the center of the World Trade Center

There is little doubt the public’s fear about safety has been heightened. In fact, the news these days is saturated with danger signals. Some people feel the threat of public spaces more acutely than others.

Having been trapped in a building two blocks from ground zero on 9/11, I myself have become hyperaware. I’ve devoted a lot of thought to how we can make shoppers feel more secure in the spaces we design so that they will be drawn to a store, be comfortable staying, and finally, lose themselves in the experience and want to return another day.

Target Corp. is thinking out of the box in urban and other select areas.

The retailer’s flexible format store is designed to allow it to open in locations — ranging from downtown areas to college neighborhoods — that can’t accommodate a big-box footprint. The stores, which also serve as convenient pick-up destinations for online orders, run the gamut in size depending on their location. But most seem to average from about 20,000 to 40,000 sq. ft. The smallest, at 12,000 sq. ft., is in Berkely, Calif.

As digital disruptors continue to alter retail operations, brands are working to harness these emerging innovations to drive engagement among shoppers and employees. Look for the National Retail Federation’s upcoming 106th annual convention to educate attendees on these and other critical business strategies.

New app allows shoppers to skip the checkout line

Sam’s Club is no stranger to embracing digital disruptors. In one of its most recent initiatives, the retailer is rolling out a free app that allows members to use their smartphone to completely bypass the checkout lane at any Sam’s Club location nationwide. The chain sees the program — called Scan & Go — as an early holiday gift for its harried, time-starved shoppers.

The past year saw the opening of dozens of exciting new stores in Manhattan. Here’s my annual list of faves:

• Barneys: In a spectacular homecoming, the upscale retailer opened a stunning flagship downtown on the same block the company was founded in 1923. The multi-level, 55,000-sq.-ft. store combines the ultimate in modern luxe with the latest technology, from beacons to a store clienteling app to mobile checkouts. (101 Seventh Ave.)

Retailers’ returns policies are critical factors in consumers' purchasing decisions. But many consumers are far from pleased with their experience.    This was revealed in Voxware’s third biennial report, which highlights why consumers return items purchased online or by phone and how their experiences with the returns process affects their future intentions to shop with retailers.  

As we head into 2017, retail chief marketing officers are under the gun more than ever before to produce measurable results. Jobs are on the line, as CEOs demand evidence that increased marketing technology investments are paying off. And that spending won’t slow down soon: Gartner recently doubled down on its prediction that CMOs will outspend their CIO counterparts on technology in this coming year.   

Saks Fifth Avenue Off 5th will open its first location in Montreal, at CF Galeries d’Anjou. The approximately 30,000-sq.-ft. store will open this summer.   “We have now announced four locations across Quebec and we look forward to bringing the Off 5th experience to these areas, said Jonathan Greller, president, Saks Off 5th and Gilt.    CF Galeries d’Anjou is managed by Cadillac Fairview, and jointly owned by Cadillac Fairview and Ivanhoé Cambridge.  

Gracious Homes’ lease on a 17,000-sq.-ft. store in the Chelsea neighborhood of Manhattan is on the auction block.   The location, which has 70 ft. of frontage on 25th Street between Broadway and 6th Avenue is being made available at a “substantially below market” rate, according to Andy Graiser, co-president of A&G Realty Partners, which is handling the auction for the retailer that recently filed for bankruptcy protection.