Anthropologie and Cork Forest Conservation Alliance team up for Earth Day
Salem, Ore. — Anthropologie and the Cork Forest Conservation Alliance (CFCA) announced a joint initiative in all 153 Anthropologie stores in the United States and United Kingdom to increase awareness and promote the preservation of Mediterranean cork forests, one of the planet’s most important ecosystems.
The CFCA donated two million corks, which were distributed among the 153 stores to be fabricated into unique, design-rich window displays that support the preservation the of cork forests. The installation of the window displays were designed to coincide with the worldwide Earth Day event on April 22.
“We are honored that for the first time in Anthropologie’s history they have devoted window display space to a partner organization, philanthropic or otherwise,” CFCA executive director Patrick Spencer said. “Anthropologie’s customers tend to be creative, environmentally and socially responsible — it’s a great fit for us.”
Striped Shirt Cinema of Portland, Ore., will produce a short documentary showcasing the creative process and installation of the window displays. The three Anthropologie stores featured in the video are Rockefeller Center in New York City, Washington, D.C., and Portland, Ore.
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Forest City and PlaceWise Media introduce Shoptopia Network
Cleveland — Forest City Commercial Management, in partnership with PlaceWise Media, announced Tuesday the launch of the Shoptopia Network.
Shoptopia combines online, social, mobile and digital screen-based communications into an interactive experience and relationship with consumers. This expansion of the original Shoptopia service, an online shopping community jointly created by Forest City and PlaceWise Media, is a network designed to enhance the relationship among malls, retailers, brands and shoppers with an interactive experience before, during and after shopping.
“The Shoptopia Network engages our shoppers with insights to all things fashionable, special offers and feedback from their peers,” said Jane Lisy, Forest City Enterprises VP of marketing for Commercial Management and chairwoman of the Shoptopia Network Advisory Board. “It’s a perfect integration of all the digital and physical shopping experiences. Shoppers are engaged, informed and rewarded for their participation.”
Shoptopia enables shoppers to gain insider knowledge and receive special offers, rewards and event invitations. Content is syndicated and broadcast through personal computers, mobile devices, tablets, and in-mall digital experience walls, providing consumers with real digital interactions that are natural extensions of the shopping experience.
As PlaceWise’s charter partner for the original Shoptopia community, Forest City conducted a two-year study to explore the future of retail center marketing. A key focus of the study was the need to better understand digital channels and their influence on both online and bricks-and-mortar purchasing habits. Finding that frequent online shoppers still highly value the in-mall shopping experience, Forest City recognized that the integration of social networking channels with in-mall shopping was necessary to engage shoppers and provide them with a complete experience.
At launch, Shoptopia is at 16 Forest City retail centers and will reach 12 million monthly shoppers. By the end of 2011, it is projected that the Shoptopia Network will include 150 retail centers and reach over 100 million monthly shoppers.
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