strategic marketing
ON PINS & NEEDLES
LETTER FROM THE EDITOR publisher : Brian Lehn editor-in-chief : Myriam Beaugé art director : Christina Lehn freelance writer : Laura Shirk advertising sales and subscriptions : Marianne Svensson accounting : Fang Lu
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Instead of anxiously waiting to find out what the future of retail holds for its luxury brand , Coach is solliciting the help of its fashion-savvy customers to craft it . Call it DIY x Web 3.0 .
Here ' s a question for you : How much would consumers pay for the privilege of co-creating a luxury brand ' s designer accessories or footwear ? As it turns out , a fair amount and Coach is all over it . If you haven ' t heard of its Coach Create online service yet , chances are you will soon . It allows shoppers to customize their favorite bags , wallets , and sneakers in a few easy steps . Step 1 : Pick an item from the roster posted on the Coach website ( you get to choose the merchandise category , style , and color ). I chose the Saddle 23 glove tanned leather bag in washed red and brass color , with a base price of US $ 395 . Step 2 : Select a customization technique — in my case , Prairie Rivets . Step 3 : Choose a Pattern . Liking a lot of rivets to adorn the front flap of my bag will cost an additional US $ 100 . Step 4 : The metal type ? Light antique nickel for me . Step 5 : The stone : pearl finish . This one is a freebie . Since this bag will be made just for me , it will take three to five additional days to ship . For the same reason , it will be tough luck if I have any second thoughts — no returns or exchanges allowed . Mind you , I could play it safe and just pay the base price to get a plain bag and identify it with a monogram , which is free . What ' s the fun in that ? My bag , my choice … at a 25-percent premium . That ' s the
lure and retail opportunity of the DIY trend in the luxury category , even if this time I opted to abandon my cart .
The Trendz Twist : Instead of having your center ' s stylist tell shoppers what they should buy and from which stores , offer co-designer sessions to develop seasonal wardrobes and personalized online look books .
Click on the window below in our digital edition to view the Coach Create promotional video .
Myriam Beaugé
Editor-in-Chief , Mall Media Inc . myriamb @ marketingtrendz . net
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Trendz is published monthly by Mall Media Inc .
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GOING ON A TREASURE HUNT
Amazon stylishly integrates online and on-foot shopping
With more than 100 retail properties located across America , the GGP real estate investment trust is actively working to grow its relationship with one of the top tech giants in the world : Amazon . With plans to expand its partnership at a national level , GGP has already established connected kiosks and in-line stores at a list of properties and played a role in introducing Treasure Truck , a new way to shop with Amazon . Having recently celebrated two years on the road , Treasure Truck mashes up the online and on-foot shopping experiences . Traveling day-to-day across more than two-dozen cities across the country , the “ mobile mall ” meets , greets , and targets savvy shoppers .
As the partners note online , this is how it works : The company hand picks one must-have product at a time and sends a text to those inthe-know , revealing the special offer on the day of its selection . Then , customers have to purchase the product on the Amazon app and pick it up at the truck . So much more than a point for pick-up , Treasure Truck brings fun into the mix and celebrates key dates on the calendar in its own quirky way , be it by making a mini pumpkin patch for Halloween , staying up late and handing out copies of the Harry Potter and the Cursed Child novel on its release date , or transforming into an ice cream truck and giving away free treats from Ben and Jerry ’ s to embrace the cold weather .
With sections on its website such as Finding Treasure , How We Roll , and Meet the Fleet , questions like FOMO ?, and hashtags like # WhatsOnTheTruck , Amazon simultaneously creates an inclusive and exclusive experience for all shoppers . Those interested can sign up online to receive texts and join in the fun .
While stopping by Portland ( OR ), Clackamas Town Center ( a GGPowned property ) is one of the Truck ’ s pick-up locations and an example of how the partnership positively impacts both parties .
“ The main purpose of teaming up with Amazon ’ s Treasure Truck is to give our shoppers even more benefits [ for ] coming to [ Clackamas Town Center ]. In recent years , it ’ s been fun to see new uses such as gyms , grocery , and entertainment coming into our properties across the portfolio . We like to be able to provide everything to our guests under one roof . Amazon ’ s Treasure Truck enhances the variety and diversity of
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