digital f & b marketing programs
LETTER FROM THE EDITOR publisher : Brian Lehn editor-in-chief : Myriam Beaugé art director : Christina Lehn advertising sales and subscriptions : Marianne Svensson accounting : Fang Lu
CANADA 4416 Dawson St . Burnaby , B . C . V5C 4B9 phone : 604-294-6671 fax : 604-294-9421
WELLNESS : BEYOND A FAD
Regardless of format , all malls should consider themselves community-minded centers
The word wellness , like engagement or placemaking , can be no more than a buzzword to be peppered throughout your shopping center ' s advertising copy and social media posts . Or , it can anchor your marketing strategy , innovate retail , and serve as a key B2C and B2B performance marker alongside sales productivity and leasing revenue . Athleta , Gap Inc .' s brand for active people , is attempting to add a few wellness-related layers to its positioning and retail offering with the online AthletaWell community .
The platform is built by women for women and entirely dedicated to its members ' overall wellbeing . More than a blog with visuals that entice readers to shop for curated merchandise fit for an aspirational lifestyle , this platform was designed as a safe and inclusive place where women could learn , grow , and connect through their shared experiences and with the help of experts in various fields , including mental health , physio therapy , and nutrition . While there is a link to Athleta ' s shopping portal , the latter isn ' t always front and center .
There are a lot of takeaways there for mall teams on how to reimagine their properties as more than retail boxes , which consumers actually don ' t need to shop . From leasing and events to healthcare partnerships and app-based social sustainability programs , the post-pandemic era will be one for reinvention .
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BACK ON TRACK
Twitter shifts its focus to e-commerce again with a pilot launch .
Brands no longer need to rely solely on well-crafted tweets to support sales efforts via Twitter . The platform has just unveiled the Module Shop , a trial feature that allows businesses to showcase products in a dedicated space , right at the top of their profile . Viewers can scroll through the product carousel and then tap on whatever caught their attention to get more details and shop .
" This has the capacity to be quite successful for both Twitter and brands with meaningful followings — that ' s the key ," noted Greg Sterling , Uberall ' s VP of Insights . " The analogy is shoppable posts on Instagram , which are working quite well for individual brands . In the past , companies such as Dell and Woot ( Amazon ) have had e-commerce success using Twitter to promote sales and then linked to product pages on their sites where consumers could buy the promoted items ."
Twitter is piloting Shop Module with a handful of U . S . brands and for English-speaking users who access the platform on iOS devices .
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