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ICSC Study: U.S. office workers provide daytime selling opportunities

BY Katherine Boccaccio

New York City — A study released Wednesday by the International Council of Shopping Centers found that determining what office workers spend going to work, during the business day, and immediately after work prior to returning home can provide a better understanding of the opportunities that exist for retail, restaurant, and service establishments in proximity to office parks or buildings.

Among the survey highlights:

  • Office workers account for approximately one-fifth of the U.S. workforce and they spend about $195 per week on all expenses associated with commutation and purchases on goods and services made within the vicinity of their office building.
  • In markets deemed to have ample retail offerings total spending was about 2.5 times higher than markets deemed to have limited offerings.
  • The average weekly spending on goods and services is about $102 per week. Of that, the highest is grocery stores at close to $20 per week, followed by discount stores at a little over $10 per week.
  • The largest single cost incurred by office workers is on transportation, which accounts for approximately 18% of total workweek expenditures.
  • Online personal spending accounts for 15% of the typical average weekly expenditures – this fluctuates greatly by market with suburban having by far the highest total share of online spending.

“The study revealed that significant opportunities exist for some types of retailers, restaurateurs and service establishments given low sales penetration rates with office workers,” said Michael P. Niemira, chief economist and VP of research for ICSC.

The study found office worker spending on goods and services and on meals generates $184 billion over the course of the year. Moreover, office worker spending increases by approximately 140% in markets with ample retail offerings over limited ones, suggesting that there is potential for additional offerings in these limited areas.

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Sephora launches iPad program

BY Staff Writer

New York City — A Tuesday report by Venture Beat said that Sephora is testing an iPad program in 20 stores during the month of March.

Sephora’s goal, according to the report, is to provide extra product details that could only be offered through the Internet, such as reviews and specific product information.

“We see a high overlap between Apple products and our consumers,” Julie Bornstein, senior VP for Sephora Direct, told VentureBeat.

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Applebee’s and Transaction Wireless team for Facebook app

BY Katherine Boccaccio

Las Vegas — Digital gift card solution-provider Transaction Wireless said Tuesday that Applebee’s expanded its offering with the Transaction Wireless platform to provide its sports fans with personalized digital gift cards as part of its “Catch the Game” invite application on Facebook.

The app is timed to launch in concert with the March Madness NCAA basketball series. Basketball fans visit the Applebee’s Facebook page and schedule a viewing party at any Applebee’s location to invite family and friends to attend.

The host and any attendees are prompted to purchase a digital gift card as part of the invite. As guests RSVP for a game-viewing event, they will be prompted to purchase a digital gift card that can be personalized with an image, text and audio message for the host, guests or anyone else.

“The personalized digital gift card component from Transaction Wireless gives everyone an added fun and unique way to share the game day spirit,” said Bridget Moen, director, gift cards, Applebee’s Services.

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