Case Study: Victoria’s Secret Uses Snapchat to Bring in Consumers
Victoria’s Secret is using the Snapchat mobile app to help bring customers into their stores. Mobile Marketer magazine reported the retailer recently used the popular mobile communications app to hold a contest for its more mobile-savvy followers. The contest offered the chance to win a free a tote bag with a winner picked at random from people who used the app’s doodle feature. The retailer then went on to promote the contest on other social media using #BlackFridayContest. The article’s author, Brielle Jaekel, suggested the online effort would benefit in-store retail efforts. “Victoria’s Secret may now also see an influx of customers visiting stores to receive their own tote bag, who did not win the contest but are still interested in the bag,” Jaekel noted.
Hard to Believe, but, “Not for Sale” on Amazon
If convenience were the only thing people were concerned about, then we’d all be eating fast food and watching movie trailers exclusively instead of the full-length movies. But just as people still watch 3-hour motion pictures and yearn for a savory meal that needs to be prepared just right, people, too, will desire in-store shopping experiences as well. For example, there are luxury brands, according to a recent piece on RetailDive.com, that will never be for sale via Amazon, noting concerns that “Amazon’s reputation in some respects has grown to mirror an online flea market.” Giant brands such as Nike, tend to keep the best stuff off Amazon, and sometime available in-stores exclusively. “They tend to sell their best, most innovative product with premium retailers who demonstrate the product in the most amazing light,” said Matt McClintock, Barclays senior retail analyst.
Yogi Berra: the Inspiration for Reserved Parking at NJ Mall?
Your humble newsletter editor is particularly pleased with himself this day, quoting Yogi Berra in this article. Yogi is often credited with claiming that no one goes to a particular restaurant in St. Louis “because it’s too crowded.” The quote nicely summarizes mall shopping and parking situations during the holidays. Retailers are yearning to have that unique treat everyone has to have, and the resulting crowds create cramped parking situations but everyone goes anyway. One mall in New Jersey has figured out how to accommodate everyone’s tastes and make a few bucks doing it. Behold, the “MyPark reserved parking” system at Westfield’s Garden State Plaza in Paramus. It features 33 individually-numbered spaces on the second level of the mall’s Parking Deck B. “If you can say parking space XYZ is yours, you can change their view on how big a hassle it is to come to the mall,” Jan R. Kniffen, of the retail consulting firm J. Rogers Kniffen Worldwide Enterprises LLC, told NorthJersey.com’s Joan Verdon.
DMM: DMM at ICSC’s Deal Making Show 2016 – 10% off new online access to Shoppingcenters.com ’til 12/31/16 – Promo Code: NY2016
Thanks to everyone who stopped by the DMM booth (#1318) during ICSC?s 2016 NY National Conference & Deal Making Show earlier this month at the Jacob K. Javits Convention Center, NYC. We enjoyed talking to everyone about our new, mobile device data-driven, RealSite Trade Areas and Geofence dataset for analyzing property boundaries and proximity studies and about how DMM and ShoppingCenters.com have grown to become the industry’s most comprehensive and accurate source for major shopping center and retail data. What was your favorite part of the show? Tell us via Twitter or on our ‘Contact’ page.