REAL ESTATE

Nespresso opens redesigned Boston flagship

BY Staff Writer

New York — Nespresso announced the opening of its redesigned Boston flagship. The 2,400-sq.-ft. space is located in Boston’s Back Bay neighborhood.

“We are thrilled to offer an enhanced premium coffee experience to Boston residents and visitors with our newly redesigned Boutique,” said Frederic Levy, president, Nespresso USA. “The Boutique will offer visitors a chance to connect with the brand in a uniquely sensorial way, and is exemplary of Nespresso’s commitment to the highest-quality coffee, products, and customer service.”

The Boston flagship offers customers a relaxing experience in contemporary surroundings. The redesign is the latest indication of the brand’s commitment to expanding its U.S. presence.

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OPERATIONS

Gap in big marketing push; returning to TV ads

BY Marianne Wilson

New York — Gap is celebrating its brand heritage with a fall global marketing campaign – Back to Blue – that is one of the broadest reaching in its history. The campaign spans outdoor, direct, social, in store, digital and also includes a return to television.

"Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin," said Seth Farbman, Gap’s Global chief marketing officer. "It’s both a statement of how we feel as a brand, and how our customers want to live their lives and make their decisions."

The campaign includes new digital content every day, across many global platforms, including a partnership with Tumblr’s mobile platform. Gap has also updated its Styld.by platform – which partners with popular bloggers and style experts to curate the best fall looks – to include video, with a series on style advice from the costume designer for HBO’s hot show, “Girls.”

Extensive lo-fi digital content features 24 influential Millennials sharing simple, raw and relatable stories about what it means to be one’s most authentic self. Each wears their favorite pieces from the fall Back to Blue collection in short films, photographs and animated GIFs.

Kicking off with highly visible outdoor advertising in its top markets and magazine advertising in August issues worldwide, campaign features clothing from Gap’s fall collection, which is rooted in denim, chambray and classic Gap items. Debuting on TV for the first time in four years, the Back to Blue TV spots will be launched in mid-September.

Starting immediately, Gap is launching a contest on Tumblr, which encourages digital artists to share what Back to Blue means to them by creating an original piece of content. On Aug. 29, the winning works will be featured on Gap’s Tumblr and turned into Tumblr mobile ads. This is the first time a brand will own all of Tumblr’s mobile ads in one day.

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News

Coupon Express appoints new CEO

BY CSA STAFF

NEW YORK, N.Y. — Coupon Express, Inc. has appointed Glenn Gardone as its CEO and chairman of the board.

Gardone is a consumer packaged goods sales and marketing executive with more than 20 years of experience working in all retail and wholesale channels throughout North America. Prior to joining Coupon Express, he worked at PepsiCo, Coca-Cola, Kellogg and Del Monte.

"Coupon Express’ business model enables the retailer to enhance a consumer’s in store shopping experience while also offering the manufacturer the opportunity to get their branding message directly to loyal users of their products,” said Gardone. “Coupon Express has the potential to build upon its current platform and grow long term sustainable results for our shareholders. I am proud and honored to lead this organization during its next growth phase."

"Coupon Express is pleased to have Glenn lead the organization. His management capabilities and wealth of experience in retail have prepared him well to drive our business agenda for 2013 and beyond," added Alan Schor, interim CEO.

Coupon Express, Inc. provides innovative interactive customer communications systems and applications that support targeted marketing programs with unique point-of-purchase services and information that serve shoppers and distributors while building loyalty and revenue for the company’s primary clients. Through its proprietary multifunction kiosks and services, it provides in-store customized couponing, in multiple languages, for immediate impact in regional, independent retailers in the grocery and convenience store industries, enabling retailers to quickly determine ideal price-points for new products and mitigate losses from hard-to-sell items.

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