Must-See Marketing: Indochino goes big on brick-and-mortar

PLUS: Holt Renfrew’s “Icon Privileges” loyalty program goes beyond collecting points

 

A weekly digest of the most important stories and ideas in advertising and media, from our colleagues at Marketing.

INDOCHINO’S BIG MOVE INTO BRICKS-AND-MORTAR (Q&A)

The pop-ups were a success, leading the company to open its first permanent store in 2014 in Vancouver. Last month, Indochino opened a permanent flagship location on King Street in Toronto. It’s the first location to feature Indochino’s new showroom design, complete with leather sofas, iMac working stations and a Nespresso bar. The retailer also has permanent showrooms in New York, San Francisco, Philadelphia and Boston. Marketing talked to Peter Housley, who joined Indochino as CMO in February, about why it’s building physical stores and how its ecommerce roots give the company a leg up in the omni-channel world.

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HOLT RENFREW’S RICH REWARDS FOR LOYAL CUSTOMERS

The 179-year-old company launched is first-ever loyalty program, Icon Privileges, back in March. It’s not a points program. Rather, the focus is on giving customers experiential benefits, such as cocktail parties and luncheons with designers, access to one-of-a-kind products and complimentary in-store services.

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SAMSUNG TO OPEN FIRST RETAIL STORE IN ONTARIO

Samsung Canada is putting its retail footprint in Ontario for the first time with a new “experience store” set to open at Etobicoke’s Sherway Gardens in September. “We spent a lot of the time over the last couple of years learning from our retail operations out west,” said Mark Childs, chief marketing officer at Samsung Canada, in an interview with Marketing. “We’re now ready to bring the latest visualization and evolution of the store to Ontario. Our focus is on bringing the brand to life in a really tangible way, in a premium experience in this new mall.”

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