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ePrize becomes HelloWorld, releases SaaS platform

BY Dan Berthiaume

Pleasant Ridge, Mich. – Digital engagement firm ePrize today announced a new name, “HelloWorld.” HelloWorld is also releasing a SaaS-based rich engagement platform including the following solutions that can be deployed across microsites, SMS, social, mobile sites, apps and in-store.

● Mobile marketing: SMS, in-app push notifications, custom mobile app experiences, mobile clubs, alerts, mobile coupons and location-based services.

● Live event activation: Jumbotron games, photos, tweets and texts to screen, for concert tours, sporting events, tradeshows and retail.

● Promotions: Sweepstakes, instant-wins, trivia, photo contests and advergames.

● Loyalty programs: Points-based, social engagement or advocacy programs with a range of reward options and prize catalogs.

● In-store activation: Digital coupons, scavenger hunts, mobile clubs, and POS integration.

"Rapidly-evolving technology like smart phones and social networks have created marketing opportunities, but have also made engaging with consumers complicated with multiple vendors and complex software," said HelloWorld CEO Matt Wise."In the same way Salesforce.com and Oracle solved this problem for CRM, the HelloWorld SaaS platform solves this problem for rich consumer engagement. It was time to reinvent the way things are done and build one platform to help brands connect with consumers across channels. We’re proud to pave the way for brands to take advantage of this exciting and evolving medium.”

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Matrix launches Google Glass beauty app

BY Dan Berthiaume

New York – Hair care brand Matrix, a subsidiary of L’Oreal USA, is launching Matrix Class for Glass, a new Google Glass app. Class for Glass features a three-phase rollout, including an exclusive blogger video series, the Matrix Eye for Style Google Glass Salon Chair and a salon professional education platform.

Also coming in late spring 2014, Class for Glass will house an exclusive library of content that can be downloaded by consumers and professionals. The blogger video series will feature tutorials that capture styling sessions directly from the eye of the stylist, and Eye for Style will offer appointments with celebrity stylist George Papanikolas, who will capture each person’s style and finish service via Google Glass and subsequently email the video to the client to serve as a personalized at-home tutorial.

"This new initiative will completely transform the hair styling experience," said VP and general manager of Matrix Paul Schiraldi. "Wearable technology is the next frontier -poised to revolutionize the way we live and work, in the same way that smartphones and tablets have done. We’re extremely excited to be leading the way in professional and consumer hair education with this initiative.”

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Target to test Express concept this summer

BY CSA STAFF

A 20,000-sq.-ft. store called TargetExpress is set to become the newest addition to the retailer’s portfolio offormats when it opens this July in downtown Minneapolis.

In an interview with The New York Times, Target EVP for property development John Griffith said Target signed a lease last week for a space on the ground floor of an apartment building called the Marshall which is under construction near the University of Minnesota campus. The store is scheduled to open July 27.

As more people, and especially young people, opt to live in cities rather than suburbs, Target wanted to remain convenient, according to Griffith.

“Many of them grew up with a Target experience,” Griffith was quoted as saying in The New York Times. “Now, they show up at their cool little bungalow they’re redoing, they’re five miles from downtown, and yet, Target is a little bit of an effort to get to.”

Introduction of TargetExpress follows the opening two years ago of a much larger format called City Target that was designed for urban markets. Early versions of City Target were in the vicinity of 100,000-sq.-ft. which limits the expansion potential of a format whose name implies it was created for dense markets. The typical Target store in a suburban location measures around 135,000-sq.-ft., while the Super Target concept is roughly 175,000-sq.-ft.

The name TargetExpress is reminiscent of a format Walmart introduced several years ago in Northwest Arkansas and select markets nationwide. Like Target, Wamart located one of its approximately 15,000-sq.-ft. stores near the campus of the University of Arkansas. It also opened a few in select urban locations such as Chicago, but the majority are located in rural markets where Walmart is looking to fend off competition from the likes of Dollar General and Family Dollar. Target does not face the same competitive pressures from dollar stores, but its initial Express format is said to stock a familiar and highly edited mix of grocery, healthcare, apparel, home décor and electronics.

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