Marketing Tactics

Smoothie operator Tropical Smoothie Café has refreshed its brand by blending a coastal atmosphere and elevated customer experience – with plans to take the new look and feel to locations nationwide.   "As Tropical Smoothie Cafe continued growing and evolving over the past several years, it became obvious to us that our brand's image needed to follow suit,” said Mike Rotondo, CEO. The company launched the rebranding via a new restaurant design that it plans to introduce to new and existing stores.

News of Dollar Shave Club’s recent $1 billion sale to global packaged-goods giant Unilever came like a splash of cold water to the face of most in the retail business.    But it shouldn’t have come as a surprise.    The booming success of subscription services is just the next step in the evolution towards seamless, contactless retail that emphasizes ease, convenience, common sense and just a touch of personality and cheeky humor.   

Americans – in particular, some New Yorkers – can continue to run on Dunkin’, as the donut purveyor forged a partnership to offer delivery to select areas of Brooklyn and Manhattan.   Dunkin' Delivery will be offered through on-demand delivery service DoorDash, which through the DoorDash app or website will allow customers to order with a tap or click from home or work. Delivery time is 45 minutes or less.   

Clicks-to-bricks phenomenon Bonobos’ retail journey will soon extend to Manhattan’s Madison Avenue. The company has signed a 10-year lease for 1,725 sq. ft. on the ground floor of 488 Madison Avenue near St. Patrick’s Cathedral.   Neighbors of Bonobos at its new location include Saks Fifth Avenue, Tourneau, Burberry, and Nordstrom’s Trunk Club. The Feil Organization recently completed major renovations on the building, including a two-story glass curtain wall in the office lobby.  

Leasing has begun on HELM Miami, a mixed-use development destined for a full city block in Miami’s Design District, a neighborhood carved out in an under-developed area north of downtown near Biscayne Bay.   Newmark Grubb Knight Frank Retail will handle leasing, led by executive managing director Thomas Citron and executive VP Mitchell Friedel.  

A key player in Under Armour’s effort to increase sales of women’s goods is leaving to join Starbucks Corp. But first she has to learn how to serve up espresso.     

Amazon has launched an online shop dedicated to innovative products from start-up companies.   Amazon has teamed up with popular crowdfunding site Kickstarter to showcase a collection of products that have been successfully funded on the platform. The Kickstarter Collection is featured on Amazon’s Launchpad section, the company’s storefront for hardware startups and crowdfunded projects. The new collection has more than 300 products, and covers a wide range of categories, from electronics and toys to home and kitchen.

Ulta Beauty is expanding its popular Ultamate Rewards loyalty program.   The retailer is partnering with  Alliance Data Systems Corp. Alliance will develop and manage the Ultamate Rewards Credit Card, which is designed to enhance the benefits of the chain’s loyalty program.   Alliance will provide private-label and co-branded credit card services for Ulta, the largest beauty retailer in the United States, operating 886 stores nationwide.