Gail Chiasson, North American Editor
New York-based Adspace Digital Mall Network, in-mall digital advertising network owner, had a record-breaking 42% increase in retailer participation for the ‘Today’s Top Ten’ program this past holiday season.
Today’s Top Ten is a content program that allows retailers and brands to submit their products to be featured on the Smart Screens throughout the mall free of charge. Each week, 10 of the most exciting sales and promotions are selected by the Adspace editorial staff. During the holiday season, Today’s Top Ten included unique gift suggestions as well.
“This holiday season was a truly defining moment for our content,” says Warren Christopher, editorial director, Adspace Networks. “Over 600 retailers and product manufacturers to date have been included in the program – far exceeding our expectations. Some of the new participants included Chico’s, White House Black Market, Armani Beauty and Tommy Hilfiger Fragrances.”
Luxury brands and retailers of note in 2011 included Giorgio Armani, Estee Lauder, Coach, Ann Taylor, Banana Republic, Jo Malone, Kenneth Cole, MAC, Ivanka Trump Handbag Collection, Tommy Bahama, Swarovski, Sean John and Harajuku Fragrances.
The Today’s Top Ten holiday program was designed to be a gift guide, and titled ‘Sparkle & Joy’, giving retailers an opportunity to promote their gift sets, special items and limited editions throughout the gift giving season. A few selected retail examples include the Sephora Philosophy lip gloss set for $20 ($40 value), and Bare Escentuals eyeshadow collection for $72 ($156 value).
“The Today’s Top Ten program is a valuable opportunity for retailers and their product suppliers to capture the attention of customers and showcase their best offerings,” says Bill Ketcham, executive vice-president and CMO, Adspace Networks. “The increase in participation from top-tier retailers and vendors in the program dramatically increased the quality and selection of offers that we had to choose from this season, and our viewers were the winners.”
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