MARKETING/SOCIAL MEDIA

Thorntons boosts loyalty program with Paytronix

BY Dan Berthiaume

Louisville – Convenience chain Thorntons Inc. has implemented the Paytronix Loyalty Platform to support its new Refreshing Rewards customer loyalty program across 174 locations. Leveraging the Paytronix loyalty engine enabled the c-store chain to quickly test a variety of elements in a secure, market-focused pilot program and then rapidly roll out the program to all its stores.

A relationship-driven consumer loyalty program, Thorntons Refreshing Rewards features three distinct levels: Welcome, Premium, and VIP. Built with the Paytronix Rules and Wallets engine as its foundation, the program leverages the technology to identify customers with high potential value and nurture them to become their best customers. The technology enables Thorntons to deliver varying levels of rewards based on guest visit, spending, and purchase behavior.

Following a successful 22-store pilot program in Lexington and Nashville, Thorntons Refreshing Rewards rolled out across all of its stores between July and September. With an initial goal of more than three quarters of a million members by the end of the year, Thorntons Refreshing Rewards is already demonstrating an impact by generating additional revenue per store each week. With Paytronix, Thorntons was able to achieve rapid deployment, one-to-one loyalty marketing, improved CPG collaboration, and real-time behavior-triggered messaging.

“Thorntons has a long, unwavering commitment to its customers,” said Tony Harris, president, Thorntons, Inc. “With the technology Paytronix provides, we expect that our new loyalty program will help us gain a deeper understanding of our customers’ needs. That insight will enable us to deliver unique customer experiences. Refreshing Rewards enables us to track guest behavior and interactions with various product categories and then use that data to collaborate with our CPG vendors to the individual buyer level. Through several channels, we’ll be able to actively thank our customers for choosing Thorntons.”

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REAL ESTATE

MG Properties, Hines, partner on New York mixed use project

BY Dan Berthiaume

New York – MG Properties, the real estate investment and development arm of McCourt Global, is entering an equity and development partnership with Hines, the international real estate firm, on the development of its mixed-use project at 360 Tenth Ave. in New York City. MG Properties and Hines have selected SHoP Architects to design the project.

In 2013, 360 Tenth Avenue was purchased from Sherwood Equities for approximately $167.5 million. The property is zoned for up to 733,406-sq.-ft. of Total Zoning Floor Area (ZFA).

“We are very pleased to have the world class team at Hines join us on 360 Tenth,” said Drew McCourt, president of MG Properties. “The addition of SHoP’s creativity and innovation is a significant enhancement to the project as we look to blend the residential, retail, and commercial elements into an architecturally-significant addition to the North Chelsea/Hudson Yards neighborhood.”

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OPERATIONS

Manhattan Associates launches ‘Available to Commerce’ capability

BY Dan Berthiaume

Atlanta – Manhattan Associates Inc. is releasing a new capability within its omnichannel Order Management application. Known as Available to Commerce (ATC), this capability gives retailers the power to offer specific units of inventory available for sale in the most appropriate channel (online, store, same-day delivery, etc.) and then optimize how the order is fulfilled, all based on a variety of strategic planning and daily operational variables.

For example, a fashion retailer can now set a rule to delay offering inventory available for sale online that is selling well at full price in certain stores. Alternatively, slower moving styles or distressed units in stores can be actively directed to other channels to prevent markdowns later in the season. Retailers could also redirect fulfillment for their e-commerce channel to store locations that are projected to have excess labor capacity.

ATC takes into account all inventory transactions, synthesizes them with configured business rules, and produces an effective availability picture of all inventory in real-time. ATC can ensure that profitability and ability to execute are considered before the fulfillment promise is made to the customer.

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