MARKETING/SOCIAL MEDIA

Shell launches social contest for loyalty members

BY Dan Berthiaume

Houston – Shell has launched “How I FRN,” a contest that invites consumers to submit a photograph or video via Instagram or Twitter that represents the individual’s experience with the Shell Fuel Rewards Network (FRN) loyalty program. Consumers are encouraged to think creatively about how they might be able to demonstrate their experience with and understanding of the program, as Shell will be selecting one weekly winner per week, along with a grand prize winner, first runner-up and second runner-up whose entries best convey the features and benefits of the FRN program.

From Jan. 31 through March 14, FRN members are invited to submit a photograph or video via Instagram or Twitter that represents the individual’s experience with the FRN program. To be eligible for a prize, each entry must be tagged with the official How I FRN Contest hashtag: #HowIFRN, and must also be accompanied by a brief caption describing how the FRN member uses or plans to use the FRN program to save.

"We’re excited to see the creative and cost-effective ways our customers interact with the FRN program," says Jim Perkins, North American marketing alliance manager at Shell. "As we start out the new year Shell knows that saving money is a top priority, and we’re excited to provide the opportunity for drivers to win big just by showing us how they save through the program."

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REAL ESTATE

RadioShack opens first custom New York concept store Feb. 1

BY Dan Berthiaume

Fort Worth, Texas – RadioShack is opening its first custom concept store in New York on Saturday, Feb. 1. Situated steps from Grand Central terminal, this location and its design evoke a sleek 1960s-retro feel, paired with a modern product assortment.

Interactive areas throughout the store encourage shoppers to discover personalized solutions, connect with sales associates and realize the unlimited potential of technology. All RadioShack concept stores showcase an upgraded shopping experience with:

• A speaker wall controlled by in-store tablets, empowering customers to experience a dozen different speakers.

• Interactive displays that encourage shoppers to compare products, including headphone demo stations; a remote control toy exploration center; and a GoPro camera display, demonstrating the capabilities of several camera models.

• Idea Center where consumers can bring their ideas to life through collaboration with store associates at a convenient work space.

• Technology that makes shopping interesting and playful, including touch-screens and apps to help shoppers understand product benefits.

Every detail within this custom concept store is customized to celebrate RadioShack’s history and the heritage of the 1964 New York World’s Fair in a modern, exciting way. Design elements unique to this location include:

• A hanging globe that pays homage to the 12-story steel Unisphere, which stands in Queens as a symbol of the 1964 World’s Fair.

• Custom videos throughout the store highlight the sights, sounds and architecture that symbolize the heritage of the 1964 World’s Fair.

• Mid-century modern aesthetic reflected throughout the store’s interior featuring vintage art, a custom color palette and materials reminiscent of 1960s architecture.

The 150 E. 42nd St. store is the second custom-designed location to open in the nation and the twelfth concept store to open in the New York metro area, since RadioShack’s concept stores debuted in 2013. These new stores reflect the company’s strides toward reinvigorating its stores, revamping its product assortment and repositioning the brand. The other custom concept store is in Ft. Worth, Texas, near RadioShack headquarters.

RadioShack continues to make improvements at its more than 4,300 stores throughout the nation to ensure consumers have an even better shopping experience. Stores are receiving a range of updates, from updated signage, to bright, redesigned interiors, to interactive product displays for comparing new products.

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OPERATIONS

NRF exec to testify before Senate on data security

BY Dan Berthiaume

Washington, D.C. – The National Retail Federation (NRF) is scheduled to testify before a Senate committee the week of Feb. 3, as lawmakers begin to look into criminal attacks in which millions of consumers’ credit and debit card numbers were stolen.

NRF senior VP and general counsel Mallory Duncan will represent retailers before a subcommittee of the Senate Banking, Housing and Urban Affairs Committee Monday afternoon. Also testifying are officials from the Secret Service, the Federal Trade Commission, the American Bankers Association, the U.S. Public Interest Research Group and the Payment Card Industry Security Standards Council.

NRF recently asked Congress to give final approval to the Cyber Intelligence Sharing and Protection Act, House-passed legislation pending in the Senate that would make it easier for the commercial sector to share information about threats and ensure that cyber crimes are thoroughly investigated and prosecuted. NRF also wants Congress to replace the varying data breach notification laws currently on the books in 46 states and the District of Columbia with a single nationwide standard.

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