Marketing Trendz Volume 25 Spring 2020 Edition | Page 2

digital marketing 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 CANADA 4416 Dawson St. Burnaby, B.C. V5C 4B9 phone: [phone] fax: [phone] (Patagonia concept store) COVID-19 HALFTIME IS ALMOST OVER Time is ticking down for retailers and mall operators to to get insider information on topics that interest them. upgrade their "phygital" marketing skills They pose the questions and Adidas big-wigs such as YEEZY GM, Jon Wexler; and Adidas Running creative When the big brick-and-mortal retail game eventually director, Sam Handy answer. The product provider role resumes, many of the players, big and small, will be remains paramount, but how the brand takes shoppers stunned to find that the goalpost has been permanently along the buying journey will now look different. Over at Fashion Show in Las Vegas, the current F&B moved. Consumers have had plenty of time to (re)assess what their core values are, which of the goods they buy GWP offers customers a US$20 reward card when they and services they seek out are that essential to them, and spend US$50 on takeout and delivery orders. And when whether or not the ultimate lifestyle they spent money they share a photo of their meal on Instagram, tagging to achieve pre-pandemic does in fact reside outside their #DineDelightDonate, the mall will donate US$10 to the immediate communities or even their homes. The more Feeding America COVID-19 Response Fund until June time passes before social distancing rules are eased, the 30 and up to US$100,000—social CSR for the times. more brands, retailers, and center operators need to Some of these types of initiatives, like the mix of on-site ponder where this self-reflection might lead customers. retail and virtual entertainment that Mercato in Florida is The wheels have already begun turning for the offering since it re-opened on May 4, will be temporary, marketing heads at Adidas. Understanding that but others will stick. This post-pandemic retail game will homebound DIY and the pursuit of self-actualization are likey become the new normal. It's time to fine-tune your more than a temporary way to pass time in confinement, commercial center team's tactics. the mega sports brand launched Creator U. An extension Myriam Beaugé Editor-in-Chief, Mall Media Inc. of its loyalty program, the YouTube learning series is where [email protected] fans can go beyond store shelves and virtual shopping carts IT'S #THESWEATLIFE AT LULULEMON The king brand of yoga-inspired apparel has partnered with the Strava social fitness platform to challenge customers taking cover from COVID-19 All that was required recently to take up the Lululemon x Strava challenge was to move 20 minutes daily, five days a week, to nurture one's physical, emotional, and spiritual wellbeing—and, let's be honest, keep up with the sporty Joneses on Strava while picking up a trophy or two. There were a whopping 34 qualifying activities, from e-bike rides to yoga to walking, so no excuses. Lululemon ambassadors even helped with workout ideas, while the brand covered the links to gear for men and women. #thesweatlife challenge, available at www.strava.com/challenges/move- with-lululemon, ended on May 10. PAGE : 2 UNITED STATES PMB 4416, 250 H St. Blaine, WA 98230 toll free: 1-800-665-2115 AUSTRALIA toll free anywhere phone: [phone] fax: [phone] UNITED KINGDOM toll free anywhere phone: [phone] fax: [phone] Trendz is published monthly by Mall Media Inc. Printed on recyclable paper Printed in Hong Kong Canadian Publications mail product sales agreement 40030424 Member ICSC