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Posts Tagged ‘Gucci’

Retail PR: Location, Location, Location

Public relations professionals are tasked with keeping their clients in the minds of customers. To accomplish this challenge, we employ an arsenal of weapons that leverage various assets from marketing strategies and advertising campaigns to digital brand identity platforms and old-fashioned storytelling.

However, as this article in The New York Times explains, nothing creates a lasting impression in the mind of the public more than being in their line of vision. It’s all about location. For small business owners, kiosks present an opportunity to be in the middle of the public where customers have 360-degree exposure to the company’s products—all with minimal overhead.

Is this the future of retail public relations? Are storefronts going to be rendered archaic as new, smaller and more nimble businesses gain traction? This same principle happened in the food business, where food trucks revolutionized the restaurant industry by offering customers on the move quality products at reasonable prices. Instead of becoming a destination for customers, food trucks and kiosks go the extra step of meeting people half way. And this makes sense.

Public relations is a competitive, proactive endeavor. Brands and companies should make an effort to be where customers already are, and smaller more mobile venues offer this ability. Perhaps the retail industry is poised for evolutions that food trucks and food carts have already leveraged. And if so, is the public ready for such changes in their shopping habits? Are we ready for a Nike kiosk or Gucci truck outside of our office, or do we still want the traditional shopping mall experience?

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Retailers Fight ‘Showrooming’ by Charging Visitors to Browse

“Showrooming” is a relatively new phenomenon in the retail world, but it appears to be growing. It’s basically the act of visiting a physical store, checking out the prices on the items you want, then buying them online for less. (We assume celebrities hire people to do this sort of thing, but what do we know.)

So customers walk around stores armed with their smartphones, checking to make sure they can get that TV or iPad a little cheaper on Amazon. It’s a big deal for retailers because, of course, their ultimate goal to encourage browsers to actually buy stuff. And they’re dealing with it in different ways.

Best Buy, for example, rolled out a promo campaign to combat “showrooming” by promising consumers that it would match or beat the price offered by local and online retailers for every product in stock. Bold move, but this week Reddit users found an Australian specialty foods retailer with an even more brazen approach: charging customers $5 just to browse.

Frankly, we don’t think this approach will work. It implies that the retailer simply doesn’t trust the public — which is a terrible PR move. If it were a high-end store then charging visitors $5 to look around might make sense. But don’t most people visit the Gucci store just to browse anyway? It’s not like anyone can actually afford that stuff.

Conde Nast Picks Up Steam Online

Kate Moss and her new husband Jamie Hince in an image from 'Vogue' magazine and

Conde Nast is set to launch Social Sidekick tomorrow, a web tool (based on internal technology) that will pull the most digitally shared content from W, Glamour,, Lucky, Teen Vogue, and Self and push it out to readers. However, publicists should note: this will go out with advertising content that will be tailored to work with the topics covered in the text. Gucci is the advertiser through October. So if your client appears in the editorial and is a Gucci competitor, they should know they’ll be sharing the spotlight.

Speaking of Conde Nast online, Min Online took a look at online growth between June 2010 and July 2011 and found that doubled the size of its audience to 42 million page views per month. The site was revamped in September 2010. And Self saw a heap of audience growth after it added nutritional trackers and reader challenges to its site.