OPERATIONS

Eli’s Cheesecake meets traditional goals with new media

BY Dan Berthiaume

Chicago — Eli’s Cheesecake, which sells cheesecakes and other baked goods from a retail store in Chicago as well as an e-commerce site, uses emerging social media tools to meet traditional marketing goals. At the recent Internet Retailer conference in Chicago, Debbie Marchok, VP of marketing for Eli’s Cheesecake, reviewed how the retailer meets the four traditional marketing goals of attention, interest, desire and action with social media.

“We gain attention with fans, followers, visitors and views,” said Marchok. “Interest is driven with clicks, retweets, likes and shares. We generate desire with email, downloads and customer reviews, and create action with buys and endorsements.”

To help meet these goals, Marchok said Eli’s Cheesecake uses social media to tell the brand story.

“We discuss cakes, ingredients and our community efforts,” she stated.

Marchok said the retailer also responds to every single customer engagement made via social media. Seven full-time employees manage social media activities across 12 channels, including email.

“Email is a big part of social media,” she said.

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OPERATIONS

Hansen resigns from Delhaize board

BY Staff Writer

Brussels, Belgium — Jean-Pierre Hansen is resigning from the board of directors of The Delhaize Group effective June 30. Hansen, who initially joined in 2011, said the position required more time than he anticipated and he needed to attend to commitments in the energy sector and other unspecified duties.

“I have very much enjoyed working with great colleagues on the Board and wish the company well in its future growth," said Hansen.

"A prominent figure in the European business world with impressive experience gained outside of our sector, Jean-Pierre Hansen brought a very thoughtful and highly valued contribution to the board and he will be greatly missed" said Mats Jansson, chairman of the board.

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Dawn Lepore joins TJX board

BY Staff Writer

Framingham, Mass. — Dawn Lepore, who has previously served as interim CEO of Prosper Marketplace and also held executive positions at drugstore.com and The Charles Schwab Company, has been named to the board of directors of The TJX Companies.

TJX is expanding the size of its board with this appointment and Lepore joins 10 sitting board members.

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