Work

How does the nation's leading luxury retail mall grow customer traffic in a challenging retail environment? How does a retailer that has something for almost every possible customer segment craft a unified communications strategy? How do we shift from talking to customers to talking with them? This tall order was taken by Lorél.

The first part of the strategy was to gear up our social initiatives. Facebook, Twitter and MySpace triggered the conversation. The website was converted from an informational portal to a valuable information resource with articles, tips, a new fashion stylist (a former fashion director for Marie Claire) offering video trends and styling tips, customer ratings and polls, and customer capability to register and save their favorites. And many new applications and tools will soon be unveiled.

This strategy was supported by broad-based customer acquisition brand marketing on television, radio and outdoor venues. Customer-segmented direct mail and email sent relevant messaging to each audience. Innovative mall events, promotions and cause marketing programs were created to enhance the mall experience. These included the Vogue-sponsored Fashion's Night Out, World Team Tennis matches in a special stadium constructed for the event, Men's Shopping Night festivities, and much, much more.