MARKETING/SOCIAL MEDIA

Dunkin’ Brands partners with Liverpool FC

BY Dan Berthiaume

Canton, Mass. – Dunkin’ Brands Group, Inc., the parent company of Dunkin’ Donuts and Baskin-Robbins, has entered a multi-year marketing partnership with Liverpool Football Club (FC) to support global expansion of the Dunkin’ Donuts and Baskin-Robbins brands. Under the agreement, Dunkin’ Donuts will become the official coffee, tea and bakery partner for Liverpool FC, and Baskin-Robbins will become the official ice cream partner.

The partnership will help both Dunkin’ Brands and Liverpool FC further engage with their fans around the globe through joint promotions, digital and print advertising, and appearances during pre-season tours. Key elements of the Dunkin’ Brands and Liverpool FC marketing partnership include:

• Access to match day LED field board signage at Liverpool FC home games for Dunkin’ Donuts and Baskin-Robbins.

• Joint participation in pre-season tours to boost guest and supporter engagement.

• Access for Dunkin’ Donuts and Baskin-Robbins in Liverpool FC global digital media, as well as print ads in monthly magazine and programs, and spots on Liverpool TV.

• Liverpool FC tickets and autographed items for joint promotions and sweepstakes.

"With 18 English league titles and five European Cups, Liverpool FC is one of the world’s most renowned football clubs, so we’re very excited to partner with them as we continue to grow our two winning brands, Dunkin’ Donuts and Baskin-Robbins, around the world," said John Costello, president, global marketing and innovation for Dunkin’ Brands. "We look forward to working with Liverpool FC on a number of exciting marketing initiatives and engaging with football fans worldwide in the coming years through this partnership."

Dunkin’ Brands’ marketing partnership with Liverpool FC continues the company’s ongoing relationship with Fenway Sports Group, owner of Liverpool FC and the Boston Red Sox. The company also has a long-standing marketing partnership for Dunkin’ Donuts with the Boston Red Sox.

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News

The Cellular Connection implements RetailNext store analytics

BY Dan Berthiaume

Camdenton, Mo. – The Cellular Connection, a 300-unit national operator of Verizon Wireless stores, has selected RetailNext to develop staffing models, help with store design by analyzing customer’s path to purchase, and monitor traffic and conversion rates to help gauge the success of advertising campaigns. This will include testing and optimizing store layouts and product placements for their interactive touch screens, device wall, KidZone, and smart accessories (e.g. headsets, speakers, etc.) in order to offer customers the best in-store experience.

With RetailNext, TCC hopes to gain insights into where customers spend time in the store and how patterns connect to conversions at the register.

“RetailNext provided people counting plus a full suite of in-store analytics products that empower TCC to leverage a single system for traffic and conversion monitoring, shopper engagement, staffing models, loss prevention, POS exception reporting, and interior shopper analytics through the shopper’s path to purchase,” said Jason Buck, TCC VP of marketing. “Through RetailNext’s unified platform, we can gain valuable intel like when a store sells 150 SKUs with half the traffic of other stores, so we can take a closer look and replicate that success. We can also map staffing models to traffic counts to put the best people to work during the busiest times.”

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REAL ESTATE

Sears subleases with Dick’s Sporting Goods at King of Prussia Mall

BY Dan Berthiaume

Hoffman Estates, Ill. – Sears Holdings has signed a sublease with Dick’s Sporting Goods to occupy a portion of its second floor at the King of Prussia Mall in King of Prussia, Pa. The two-story anchor building will be renovated with Sears maintaining exterior entrances on both levels and the mall entrance on level one.

Dick’s Sporting Goods will have exclusive use of the mall entrance on level two and have its own exterior entrances. The Sears store, on a long-term ground lease with Simon Property Group, currently occupies 215,000 square feet on two levels. Dick’s Sporting Goods will occupy the upper level. King of Prussia Mall is owned and managed by Simon Property Group.

"The sublease agreement with Dick’s Sporting Goods is a great example of Sears Holdings selectively redeploying its asset base to dramatically improve our retail shopping experience while working to create long-term shareholder value," said Alan Shaw, VP, Real Estate Leasing and Development for Sears Holdings. "King of Prussia Mall customers and our Shop Your Way members will also benefit from the sublease as we use this opportunity to enhance the store shopping experience for them."

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