Marketing Trendz Volume 23 Spring 2018 Sample | Page 2

strategic marketing
No Basis was one of the
retailers featured in the
Battle of the Pop-up.
SEEKING THE NEXT POP-UP
Starwood Retail Partners rewards retail innovation with rent
After conducting a pilot project at three participating properties, Starwood
Retail Partners recently launched its first full-scale “The Challenge: Battle
of the Pop-Up” program across America. Expanding the initiative by more
than a dozen properties, the company is looking to facilitate innovative
thinking and change the world of retail.
“The mission of the challenge is to find and support local entrepreneurs.
Starwood Retail Partners truly believes both in becoming part of the
community it serves and in creating the retailers and experiences of
tomorrow. The Challenge takes care of both,” said Catherine Loy, VP,
specialty leasing, Starwood Capital Group.
Our goal is to diversify the products
and services we offer our guests...
Starwood is encouraging individuals to submit their most original
product, concept, or business strategy for the chance to win four months
of free rent. Applicants are expected to be committed to their community,
willing to learn, and in the early stages of development.
“Our goal is to diversify the products and services we offer our guests and
to let our communities know that we are not just a place to buy things, but
an integral part of their lives,” Loy added.
Thinking ahead, the team is hopeful that providing local businesspeople
with a brick-and-mortar destination will lead to full-time tenants and
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permanent partnerships. Free of restrictions, top submissions will offer
something brand new to the market. The pilot program introduced two
apparel retailers and three gift retailers to a larger audience, each winner
with a unique sense of style.
To generate awareness and engage the community, Starwood implemented
a multi-media marketing strategy. It featured traditional press releases in
local newspapers, in-center signage, and social media announcements via
each center’s Facebook, Instagram, and Twitter channel. As a result, the
competition got a great response. With two rounds of review, submissions
are read first by those closest to the market and second by those with an
arms-length perspective. While in-center management takes note of every
product, concept, and strategy, only select submissions move on to a team
at company headquarters, where the final decision is made. Win or lose,
Starwood follows up with all of those believed to be promising candidates.
Looking at the big picture, the initiative has increased word-of-mouth
communication at the company and strengthened community ties. Once
the winners from the pilot program settled in, each of the related properties
experienced an increase in traffic and retail sales. Locals simply wanted to
check out the goods and get in on the action. The opening of H.Flynn, a
custom apparel retailer for women and girls at Gateway Mall, was most
effective at boosting numbers and attracting visitors.