As the former Sales & Marketing Director at Stitch It, which has 85 shopping center-based locations, I experienced the challenge of distributing our marketing and recruitment campaigns to our 85 shopping centers…it was a NIGHTMARE!
Stitch It, like all retailers, pays significantly into the shopping centers’ marketing as part of their leases; whether built into total lease dollars, CAM fees, marketing/promo/ad funds, merchant association fees and/or percentage rent agreements. However, Stitch It was missing numerous opportunities to drive impressions, traffic and sales through their already-paid-for shopping centers’ digital and physical marketing channels. Also, competitors’ campaigns were being promoted through the shopping centers’ marketing channels, while Stitch It campaigns were not.
Every time Stitch It had a campaign to promote, I was ultimately having 85 conversations with 85 shopping centers given each shopping center has their own way of managing their retailers’ campaigns; varying image sizes, unique requirements, accepting the content, different policies and more. Lastly, it would be costly, time-consuming and inefficient for 85 store managers to have the same conversation with 85 shopping center marketing managers about each marketing campaign.
After consulting with retailers & shopping centers about these significant challenges & opportunities, and leveraging our teams’ collective 75+ years of retail, real estate, ecommerce and technology experience, Engagement Agents was launched in 2016 – and Stitch It became our first customer!
Now, a number of the world’s most recognizable retailers reply on Engagement Agents to drive traffic and sales, while saving tremendous amounts of time, money and resources through their already-paid-for shopping centers’ marketing channels!
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