MARKETING/SOCIAL MEDIA

AKA Codes launches coupon/deals site

BY Dan Berthiaume

San Diego – Also Known As Codes (AKA Codes) has rolled out its new website featuring unique coupon codes and online deals for men’s and women’s shoes, appliances and home furnishings. The website’s staff also searches the Internet for sales and promotions.

AKA Codes is connected with various online retailers and operates 24/7, 365 days a year. Thus already discounted prices can further be reduced with one of the website’s coupon codes.

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OPERATIONS

Bebe shuffles board membership

BY Dan Berthiaume

New York – Bebe Store Inc. has named Seth Johnson, Blair Lambert and Brett Brewer to replace Caden Wang, Barbara Bass and Cynthia Cohen on the company’s board of directors, effective immediately. Johnson previously served as CEO of Pacific Sunwear of California Inc.

Johnson also served as COO and CFO of Abercrombie and Fitch. Prior to joining Abercrombie and Fitch he held positions at The Limited Inc., Batus Retail Group, Conoco, and Dayton Hudson (now known as Target).

Lambert, owner of Lambert Family Vineyard, also served as COO and CFO of The Gymboree Corporation and CFO of Illumination and of Bebe. Brewer currently serves as the co-founder and managing director of CrossCut Ventures and vice chairman of Acknowledged Inc. Brewer has more than 15 years of experience as an internet entrepreneur, including having served on the board of directors of Transworld Entertainment, a specialty music and video retailer. In addition, he co-founded Intermix Media which launched Myspace.com, Skilljam.com and Alena.com.

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News

E-commerce company Birchbox takes Manhattan

BY CSA STAFF

Leading beauty and grooming e-commerce company Birchbox is preparing to open its first brick-and-mortar store in Manhattan’s SoHo neighborhood.

The store will feature a curated product assortment that includes 2,000 products from 250 brands including Smashbox, Caudalie, Jouer, Supergoop!, Cynthia Rowley, Baxter of California, Lab Series and Art of Shaving. Testers of every product in the store will be available.

The brand is employing a vertical merchandising strategy in the store that will allow consumers to shop by category instead of by brand. For example, a shopper could come in looking for a red lipstick and compare different types in the makeup section of the store.

The store will also have a dedicated B.Y.O.B. — or Build Your Own Birchbox — section where shoppers can hand-pick five sample size products of their choice for $15, as well as a “Try Bar” where customers can try on different products.

Birchbox will make beauty services for hair, nails and makeup available by appointment — with some walk-ins welcomed, schedules permitting — at its new store. It will also offer group classes there on a variety of topics. Classes are designed to appeal to all types of beauty consumers and allow them to sample, try and learn about the products. Classes will be free for Birchbox subscribers and $30 for non-subscribers.

“Our goal with Birchbox has always been to make it easy, efficient and fun for people to discover new brands and products fit for their lifestyle,” said Katia Beauchamp, co-founder and co-CEO of Birchbox. “We have learned so much about how we can drive customers to change their behavior online, and we see an opportunity to extend into offline retail to evolve with our customers’ needs.”

The brand is bringing to the physical store the type of personalization through technology and content that it offers in the e-commerce space. With touchscreens throughout the store, customers will be able to answer a few questions about themselves to source product recommendations, along with customer reviews and video demonstrations to assist consumers in their product selection.

The Birchbox store, located at 433 West Broadway in New York, opens July 11.

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