MARKETING/SOCIAL MEDIA

Gap launches omni-channel spring campaign

BY Dan Berthiaume

San Francisco – Launching Feb. 18 "Lived-In,” Gap’s global marketing campaign, features magazine, outdoor and social components. These include Gap’s Facebook, Twitter, Pinterest and Instagram communities, with the hashtag #LivedIn.

In addition, in partnership with Vogue magazine, Gap created a tactile fabric print ad for their March issue, which includes a fabric logo made from the cotton of a worn-in tee. The campaign includes Trinidadian-born American recording artist Theophilus London; English singer-songwriters Birdy and Anna Calvi; American actors RJ Mitte and Julia Garner; Swedish photographer Lina Scheynius; and American singer-songwriter and record producer Ernest Green (performing under the stage name Washed Out). Each artist was photographed by David Sims. The campaign was developed in Gap’s Creative Center in New York in partnership with Peterson Milla Hook.

"We are proud of our tradition of finding emerging talent from around the globe and sharing them with the world in an authentic and meaningful way," said Seth Farbman, Gap’s global chief marketing officer. "For 45 years, Gap has celebrated individual style, and as demonstrated through ‘Lived-In,’ there’s just something about a well-loved denim jean or washed out cotton tee that truly expresses a person’s character."

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REAL ESTATE

Apple opens first South America store

BY Dan Berthiaume

Cupertino, Calif. – Apple opened its first South American store in Rio de Janeiro, Brazil on Feb. 15. Brazil is a leading global market for smartphones and media reports indicate more than 1,700 customers attended the opening of the store.

The new Apple store is located in the VillageMall upscale shopping center in the Rio de Janeiro borough of Barra da Tijuca. The store has a single floor, pavilion-style design with a curved glass exterior. The layout is split concept with one half of the store dedicated to product demo and the other half to sales and services. Apple already operates a Brazilian iTunes store.

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News

Lindt taps IBM Smarter Commerce on cloud through CrossView

BY Marianne Wilson

Research Triangle Park, N.C. — CrossView, a provider of cross-channel commerce and retail solutions, announced that it is using technology from IBM’s Smarter Commerce portfolio to help premier confectioner, Lindt Chocolate, deliver personalized shopping experiences, increase online conversion rates and grow mobile sales.

Lindt recently launched a new online storefront powered by IBM WebSphere Commerce and deployed by IBM Business Partner CrossView. The IBM WebSphere Commerce platform, delivered through the cloud, enables Lindt to quickly build and execute personalized seasonal promotions around the holidays – from Valentine’s Day to Christmas and everything in between. In fact, the company saw its online conversion rates increase by 200% over the recent holiday season, with mobile sales growing by nearly 300%

"The new site allows us to engage customers with highly personalized promotions and offers that enhance their shopping experience, whether they are browsing online or through their mobile device," said Thomas Linemayr, president and CEO, Lindt & Sprüngli. "The new platform helps orchestrate personalized content and promotions across our online and mobile channels, including the look, the feel, the navigation, all in a way that culminates with the checkout process. Each step must delight, and that is exactly what we’ve achieved with help from IBM and CrossView."

Through its new personalized storefront, Lindt can launch holiday-based promotions and campaigns that sell highly targeted offerings. With its new cloud-based storefront, the retailer can quickly scale capacity as demand increases, and use advanced personalization to allow shoppers to mix and match their favorite confections, or design custom gifts with custom packaging. Most importantly, the storefront allows Lindt to deliver a seamless shopping experience across online, mobile and physical touch points, helping reinforcing the Lindt brand.

In related news, CrossView has been awarded IBM’s Gold Level Accreditation for WebSphere Commerce, the highest level of services accreditation. CrossView is one of the first IBM Business Partners to receive this coveted accreditation, which recognizes CrossView’s status as a leading solutions provider.

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