Marketing Tactics

A majority of millennials are purchasing gift cards, but not for the obvious reasons.   According to a new report from analyst firm Mercator Advisory Group, nearly three-in-five young adults said they bought refillable retailer-specific gift cards during the previous year, up from less than half of shoppers who reported making these purchases in the 2015 study. The biggest jump was among 18- to 24-year-olds, which climbed from 44% to 53%; followed by those aged 25 to 34, which increased from 48% to 57%.  

WithMe, an interactive brick-and-mortar shopping experience that features limited runs of traditional and pure-play retail brands, has opened three new pop-ups in its flagship space at Santa Monica Place, Santa Monica, Calif.   

A new beauty format aimed at men is expanding through franchising.   Hammer & Nails | Grooming Shop for Guys announced it has sold franchise rights for 27 locations in Sacramento, California and in the San Francisco Bay Area, and for 55 franchises in Texas and New Mexico.  

PREIT unveiled Amazon lockers at 15 of its mall locations on the East coast, making it one of the first mall owners to engage in this most physical of online-offline integrations.   Amazon shoppers who choose the locker option when checking out are notified when their packages have been delivered and can go to the locker location to pick them up. Consumers gain an added convenience and mall tenants get Web shoppers in their stores.  

Department store retailer Belk is giving its Crown & Ivy private-label brand its very own freestanding location.    The brand, which Belk launched in in 2014, will open a store at Crabtree Valley Mall, Raleigh, North Carolina, according to a report by the Charlotte Observer.    Crown & Ivy offers preppy-styled apparel for women. 

Mexico City-based developer Grupo GICSA announced plans for 14 new experiential retail centers it will format under the trademarked term, “Mallterntainment.” GICSA is perhaps best known as the developer of the Paseo Arcos Bosques retail center in Mexico City (above).   Malltertainment developments will hew to four pillars, according to GICSA:   • Average area of 2 million sq. ft.;  

Ikea is giving new meaning to do-it-yourself retailing.   The home furnishings giant will open a pop-up DIY restaurant in the Shoreditch section of London where patrons will build their own meals, serving as the chef and preparing food for their group.    

Vera Bradley in entering the New York City market, opening a digitally-savvy flagship in Manhattan’s SoHo neighborhood.      Scheduled to open in September, the two-level, 2,700-sq.-ft. store will carry the complete Vera Bradley collection, ranging from handbags and travel items to eyewear and jewelry, and debut the brand's newly redesigned logo and store concept.