The Retail Chain Advantage

Sales Promotions, Sales Promotions & More

Mecca takes its After Party experience to Westfield malls in “beauty Coachella” style.

It's easy to turn your nose up at marketing concepts that were developed at company headquarters and replicated at several points of sale—what's the creative excitement in that? When you factor in the ability to supersize retail activations, h[...] Read More...

High-tech Escape: IBM at Bikini Berlin

Live Demonstrations, Sales Promotions & More

This pop-up experience was split into two very different consumer touchpoints.

When consumers think of IBM, they mostly envision PCs and enterprise information systems. The company recently brought its Pop-up Experience to Germany's Bikini Berlin, intent on widening that perspective. Until June 29, IBM will use one of the [...] Read More...

How Far Would You Take a Mini-me Strategy?

Food & Beverage, Sales Promotions & More

Pint-sized amenities and services are trending, even in the coffee F&B category.

Yeah, she's fallen for tasty hot beverages and with a little luck, her parents will take her to her local BabyCino Bar next weekend. It's just the latest grown-up experience to have been re-packaged to fit kids' increasingly refined lifestyles. [...] Tactics Subscribers Read More...

Welcome to Le Grand Marché

Food & Beverage, Sales Promotions & More

This reincarnation of a former early 20th-century expo pavilion is designed and leased for dwelling.

Street vendors with fresh produce stacked high in crates, children running through back alleys to meet up with friends at the playground, mini-theater stages popping up in the main square, and wanderers taking a breather on bleachers. It must be[...] Tactics Subscribers Read More...

Urban Targets: Foodie Commuters

Food & Beverage, Sales Promotions & More

Tourism outfits and transportation authority teamed up to create a hop-on-hop-off scheme for culinary buffs.

Metro Vancouver is one of the most culturally diverse regions in Canada. If you're a tourist looking to eat your way around the world, this would be a good place to do it. Just hop on the SkyTrain and "dine the line." Earlier this month, the [...] Tactics Subscribers Read More...

Divide & Conquer: Shopping Days for Him & Her

Sales Promotions & More, Special Events

While some retail destinations embrace to the gender-neutral trend, Shoppi Tivoli tries to tap into female and male sensibilities.

Consumers might be in full control of their shopping journeys, but it doesn't mean that retail teams shouldn't do everything they can to anticipate their customers' needs. Shoppi Tivoli (Spreitenbach, Switzerland) occasionally takes the divide-a[...] Tactics Subscribers Read More...

Foodies Flock to the Urban Pantry

Food & Beverage, Sales Promotions & More

When properly planned, an experiential marketing event can generate a return in retail sales.

It's tough to walk past a white event canopy without becoming a little curious about what's going on underneath. Add food and drink samples, and that FOMO feeling fully kicks in. Before you know it, line-ups form, the pace of passersby slows dow[...] Tactics Subscribers Read More...

CCD Flips the Switch on Seasonal Fashion

Sales Promotions, Seasonal Giveaways

An experience-with-purchase offer tapped into shoppers’ fashion and beauty obsession.

Franka Lange is the first one to admit it—placemaking has become a bit of a go-to buzzword in retailing. She tackled it during her workshop on Day 1 of the ICSC European Conference, exploring how the marketing concept could give shopping cente[...] Tactics Subscribers Read More...

This Texas Mall is Playing with Shoppers

Food & Beverage, Sales Promotions & More

North Star’s little online game raises the center’s profile online and boosts traffic on-site.

North Star Mall (San Antonio, Texas) often makes its marketing pitch on Facebook to help drive traffic to its eateries. Last week, it got creative. Instead of uploading the usual picture-and-caption combo, it posted an F&B riddle. Anyone who lik[...] Tactics Subscribers Read More...

Trinity Leeds Says It’s Time to Go

Sales Promotions, Sales Promotions & More

The UK center taps into a natural niche: local workers.

Getting through "hump Wednesday" sometimes takes extra motivation and Trinity Leeds (UK) is stepping in with a proposition for local workers: Reward yourself with a little shopping outing. Yesterday, the center launched its first "Work Perk Wedn[...] Tactics Subscribers Read More...