REAL ESTATE

M&M’s store opens in Paris airport

BY Marianne Wilson

New York — Mars International Travel Retail (MITR) has opened the first M&M’s store in France, in Terminal 2A at Paris-Charles de Gaulle Airport.

The shop, managed by LS Travel Retail, combines M&M’s iconic characters and the magic of Paris. The entrance is designed as a replica of the Arc de Triomphe, with M&M’s characters on either side. Each character is shown in a location in the capital city and illustrates a typical scene from Parisian life, from the painters of Montmartre to the tourist with map in hand. There is a space next to each character to allow for photo taking.

"We are delighted to be the first airport in France to welcome a concept store like M&M’s and the only one in the world to offer our passengers the chance of making their selection from the legendary ‘wall of colour.’ The aim is to surprise our travelers, both big and small, and offer them a final deliciously amusing image of Paris and France," explained Mathieu Daubert, retail director at Aéroports de Paris.

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REAL ESTATE

American Girl to open store in Scottsdale, Arizona

BY Marianne Wilson

Middleton, Wis. — American Girl, a division of Mattel, announced plans to open its newest store at Scottsdale Quarter, an open-air lifestyle center owned by Glimcher Realty Trust and located in Scottsdale, Arizona.

The 12,000-sq.-ft. store is slated to open in late summer of 2015 and will be located within a new 180,000-sq.-ft. expansion of the property.

“For 16 years, American Girl retail stores have created unforgettable memories for millions of girls and their families, and we’re thrilled to now bring the American Girl experience to even more fans in the Phoenix/Scottsdale area,” said Wade Opland, American Girl’s VP of retail.

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MARKETING/SOCIAL MEDIA

Kenshoo matches clicks on search engine ads to Facebook audiences in real time

BY Marianne Wilson

San Francisco — Kenshoo, a provider of predictive media optimization technology, announced the beta release of its newest digital marketing targeting solution, Intent-Driven Audiences (IDA), which matches clicks on search engine ads to audiences on Facebook in real-time. This allows marketers to show ads to consumers that have searched for specific keywords and also use Facebook’s targeting capabilities to find more customers like them.

Kenshoo IDA gives marketers access to Facebook’s entire ad inventory, including mobile, as well as Facebook’s advanced filtering capabilities to further refine targeting on top of consumer search intent data.

Throughout a multi-month test period for a leading national retailer, Facebook campaigns targeting Intent-Driven Audiences achieved up to 110% higher ROI and 66% lower CPC than their analogous SEM campaigns, according to Kenshoo. Also, IDA campaigns on Facebook had significant positive impact on paid search campaign performance with SEM campaign conversion rate increasing by 19%, lifting paid search revenue by an incremental 22%.

"Facebook’s Custom Audience targeting capabilities allow marketers to reach the people that matter most to them – their loyal customers. Kenshoo’s Intent-Driven Audiences allows advertisers to bridge audiences across marketing channels by bringing together consumer intent signals from search campaigns and Facebook’s Custom Audience targeting capabilities to drive better results for their marketing efforts,” said Blake Chandlee, VP of partnerships, Facebook.

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