REAL ESTATE

Sacramento Sam’s Club morphs into Burlington Coat Factory

BY Michael Fickes

Colton, Calif. — The Hodgdon Group, a brokerage, development, construction and project management firm, has converted a former Sam’s Club in Sacramento into a 60,000-sq.-ft/ Burlington Coat Factory.

The new store opened last week. Hodgdon Group Realty and CBRE Sacramento represented the investor in the acquisition of the Sam’s Club building, as well as the landlord in the lease transaction. Retail West Inc. represented Burlington Coat Factory. An additional tenant has leased the remaining space and plans to open soon.

Hodgdon recently converted a former Sports Authority building in Broadstone Plaza in Folsom, Calif., into an Ashley Furniture HomeStore. The 32,000-sq.-ft. freestanding store opened last month.

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REAL ESTATE

Famous Footwear leases second Manhattan location

BY Michael Fickes

New York — Famous Footwear has leased its second Manhattan location at 48-50 West 14th Street between Fifth and Sixth Avenues in Union Square, according to Winick Realty Group. The 7,800-sq.-ft. store is a block-through retail site with 50 feet of frontage on 14th Street and 25 ft. of frontage adjacent to the New School entrance on 13th Street.

Ripco represented Famous Footwear in the transaction. Winick represented the landlord, CB Developers.

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News

Belk Keeps Eyes on Omnichannel Loyalty Prize

BY Dan Berthiaume

Family is all about loyalty, and as a family-owned business, 301-store, Charlotte, N.C.-based Belk, Inc. makes an effort to maintain and reward loyalty from its customers. So when Belk reached its 125th anniversary this year, the retailer decided to launch a campaign that would reward loyal shoppers while also boosting its presence in channels such as mobile and social.

Prized customer engagement
Working with digital engagement technology provider ePrize, Inc., Belk crafted a strategy for a campaign called “Belk’s 125 Days of Prizes.” The campaign provided a prize a day for 125 days to new and existing Belk customers who signed up across a microsite, Facebook, and mobile channels.

“ePrize’s platform functionality and engagement expertise made perfect sense to host this campaign," explained Jon Pollack, executive VP, sales promotion, marketing & e-commerce, Belk. "We were pleased with the campaign engagement across digital, mobile and social channels.”

Registering strong results
One specific result that pleased Belk was the registration of nearly 220,000 consumers in the promotion.

“To hit almost 220,000 registrations was a big win for us, especially with almost 80% opting in to receive additional information on future promotions,” said Pollack. “Specific to mobile, the campaign significantly helped us in boosting our mobile interactions, as 13% of registrants opted in to receive exclusive offers via text message. Social engagement also increased, with Pinterest followers doubling from 7,000 pre-launch to 15,000 post-campaign, and more than 61,000 Facebook posts about the campaign."

Another clear sign of customer engagement was the level of activity among the 220,000 contestants. There were more than 2 million sweepstakes entries with an average of 9.6 entries per registrant. Consumers uploaded more 24,000 photos sharing their favorite Belk memories.

The game continues
Based on its success with its entry into the realm of omnichannel gamification (using a contest to drive social engagement and reward loyalty among consumers), Belk plans to continue working on similar projects with ePrize.

“Belk has continued to work with ePrize on digital campaigns, including our most recent ‘Share Your Wedding Style Sweepstakes’ campaign on Pinterest,” Pollack said. “We are very pleased with the social and mobile success seen through working with ePrize and will continue to make it a priority integrating multichannel engagement in our overall marketing efforts.”


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