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mobile brands

Tech Brands Test "Try Before You Buy" Tactic to Lure Consumers

Posted by Sheila Shayon on June 27, 2014 12:29 PM

Putting a digital spin on product trials, T-Mobile, Sprint and Samsung are now offering free "Test Drives" for various devices and services. 

As part of T-Mobile’s UnCarrier 5.0 campaign, consumers can try out an iPhone 5s for seven days in a "Test Drive" of its 4G LTE network, helping customers to avoid "buying blind." 

T-Mobile CEO, John Legere, calls the trial a “Seven Night Stand.” “You cheat on your carrier and it’s free,” he said, according to ReCode.

Legere said T-Mobile expects at least 1 million customers to take advantage of Test Drive over the next year, but the program can scale beyond that. More than 12,000 people pre-registered for the trial before the official start date on June 23.

Hot on its heels, Sprint is now offering consumers a 30-day trial period to test its revamped 4G LTE network including its Framily Plan. If a customer is dissatisfied before the trial is over, Sprint will refund the cost of a new phone and all service fees.

Sprint's competing gambit comes as rumors are still swirling that the mobile brand will try and merge with T-Mobile to combat Verizon and AT&T, which is the sole carrier of the new Amazon Fire smartphone. Legere, meanwhile, had some choice words for the competing networks, telling consumers that the "f*****s hate you."Continue reading...

digital moves

CNET and Wired Pop Up for the Holidays

Posted by Sheila Shayon on November 11, 2011 04:03 PM

Flash retailing is upon us, as the holiday season fast approaches, and CNET is cutting the line with a pre-Thanksgiving pop-up store: "CNET GOTHAM." CNET’s tech-savvy editors are sharing the gadgets they daily obsess over with commoners – in an interactive experience that lets you feel, touch and play.

Now through November 13, it’s a first for CNET, bringing its online tech innovations off-line to a physical space. Housed in NYC’s Nolita district’s Openhouse Gallery, CNET’s demo space is set-up real-world/real-time: a living-room and den with 3D TV’s and a café full of games and toys.Continue reading...

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retail watch

Walmart Making Technology Push

Posted by Mark J. Miller on November 9, 2011 04:04 PM

Don’t feel like doing your online shopping at home? You’re in luck. Walmart is experimenting with two pop-up stores in California malls that encourage you to order from their website at the store itself, according to the Financial Times; they will remain open till year’s end.

“The test stores carry the Walmart.com brand and a limited range of toys and electronics as well as computers on display tables … which shoppers can use to order from Walmart’s website,” the Financial Times reports.

“Retail and ecommerce are becoming one,” said John Donahoe, the chief executive of Ebay last week, according to FT.com. “Consumers don’t make a distinction between the two.”Continue reading...

brand extensions

Pop-Up Pop-Tarts World is Toast

Posted by Shirley Brady on January 6, 2011 03:00 PM

The brand born to be a pop-up shop has pulled the plug.

Kellogg's has quietly shuttered Pop-Tarts World, its first "branded experience" and retail outlet, which offered "Pop-Tarts Sushi" and "Ice Cream Sammys" in mid-town Manhattan. AP described it (above) as "an alternate breakfast pastry-filled universe" when it opened last August.

The NYC shop folded on Dec. 31 (missed opportunity to feed ravenous New Year's revellers?), likely because it wasn't in a high-traffic area and attracting many tourists. Its 42nd Street location was closer to Bryant Park and on the edge of Times Square — typically a mecca for marketers — which may have contributed to its demise.Continue reading...

luxury watch

Taking the Stage: Coach Expands in Europe

Posted by Ana Terzi on October 26, 2010 03:50 PM

Forget Autumn in New York — “Fall In Love With New York” was the theme for the party that welcomed American accessories brand to the French market this month.

Although brand awareness of Coach is said to be still “relatively low” in Europe, the brand’s New York heritage, fashion orientation and accessible luxury positioning justify — and somewhat validate — the attempt and risk to conquer the European consumer.

It's a calculated risk, to be sure, as Coach is partnering with the Printemps chain of department stores in France for in-store boutiques, starting with Paris, Rouen and Deauville.Continue reading...

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