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Baton Rouge center recruits bloggers in re-brand

BY Al Urbanski

“Our belief is that retail and mixed-use places need to evolve or risk irrelevance,” said Trademark Property Co. CEO Terry Montesi, who’s putting that belief to the test at a mixed-use center in Baton Rouge, Louisiana.

Local fashion bloggers Krystal Faircloth and Jennifer Palpallatoc have been recruited by Trademark to star in a multimedia ad campaign that aims to re-brand the 10-year-old Perkins Rowe lifestyle community. Fashionable tenants there like Sur la Table, Kendra Scott., J. Crew, and Altar’d State share space in the town center-style retail row with CVS, Barnes &amp Noble, and Cinemark.

The campaign also calls attention to a multi-million-dollar redevelopment at the site that will provide more public amenities and community programs. Trademark hopes the two bloggers, who have a combined following of nearly half a million people, will encourage locals to take advantage of them.

Trademark is known for its community involvement efforts, so it’ not surprising it would look improve that aspect of the center it acquired just last year.

“I’m confident everyone will agree the coming changes will generate new enthusiasm for both Perkins Rowe and Baton Rouge,” Montesi said.


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ECOMMERCE

Target in new deal with Pinterest

BY Marianne Wilson

Target Corp. is using technology to make it easier for online shoppers to search for exactly what they are looking for — be it a sweater that was worn by a co-worker or nursey decor as seen in a magazine.

The discounter announced it will integrate Pinterest’s visual search technology, Lens, into Target’s mobile app and desktop website.

Instead of typing “modern crib” into a text search bar, shoppers can snap a picture of what they are looking for, click on it and, in seconds, a curated set of Target items that resemble or complement the photo will appear on screen. Target is the first — and exclusive — U.S. retailer to bring Pinterest Lens directly into its apps.

Target plans to bring Pinterest Lens — along with insights from its massive catalog — into the chain’s registry experience. From there, it will add the visual search tech into its Target app.

“This Pinterest partnership quite literally helps us shorten the distance from when our guests have an idea to when they’re ready to make a purchase,” says Rick Gomez, chief marketing officer, Target. “It’s another way we’re making it easy and fun for our guests to explore and find new products. Plus, as we start to understand what shoppers are really looking for, it’ll help us better anticipate — and plan for — the latest styles and trends. We look forward to unlocking new potential, together.”

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MARKETING/SOCIAL MEDIA

Walmart targets rival with relaunch

BY Marianne Wilson

Walmart is looking to expand its share of the lucrative market for baby products.

The discounter announced it is relaunching its Parent’s Choice line of baby essentials with an expanded line of products and a new logo. Parent’s Choice, which began 20 years ago with just baby formula, will grow to 275 items. The relaunch comes as Target Corp. has been focusing on baby with new Cloud Island baby brand, which recently added has bedding and nursery decor to its assortment.

The centerpiece of the Walmart launch, which is ongoing and will continue through January, is the brand’s first-ever premium diaper product and a 53-piece bedding line. Both are now available in stores, and will be on the chain’s website starting in October. All items in the bedding collection are $40 or less, with many items priced less than $13.

Baby is a category of focus for rival Target Corp. which has launched lines like PillowFort and Cloud Island in recent months. Wal-Mart shares are nearly flat in premarket trading and up almost 15% for the year so far.

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