Finding the perfect fit in creative brand partnerships


February 3, 2016 | By RetailME Bureau

Today brands are thinking of building fresh and creative partnerships and reaching customers in new ways while still achieving a return on investment. This was a focus area at one of the sessions – on creating brand partnerships – at the National Retail Federation 2016 Retail’s Big Show.

While sharing secrets of mutually beneficial brand relationships, Tricia Nichols, global lead of consumer engagements and partnerships for GAP, spoke of a partnership between GAP and Virgin Hotels.

Leveraging GAP’s reserve in-store technology, visitors to the Chicago Virgin hotel can now shop the retailer’s catalogue online and have items brought to their rooms within hours, with purchases added to their hotel bills.

GAP and Virgin, Nichols said, were like-minded brands to begin with, each taking cues from music, art and culture. GAP provided denim for Virgin employees, and the shared ‘brand love’ inspired new ways to connect. “We got brand married. We exchanged assets,” she quips.

“For us, it’s been a really interesting partnership. We’re testing things that hadn’t been done,” she shares. “Another great thing about these partnerships is that you don’t know where they will go. The consumers will tell you … Then you can be somewhat nimble and react to consumer behaviour and adapt to it.”

Nichols also notes that big/little ‘reverse mentorship’ can also be highly beneficial. Regardless of size, there should be a point where the collaboration is able to delight customers in unexpected ways. The value proposition should be clear for all sides, as should the roles each party will play.

And one more thing on the road to happily ever after: Seeking brand partnerships is a lot like finding true love. Sometimes, Nichols says, “You’ve got to look outside your own category, keep an open mind and remember some things are meant to be long-term – and others aren’t.”

Grab the RetailME February edition to read the full coverage on NRF’s Big Show.

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau

The Organic Farmers’ Market is back in Bay Avenue for its 12th 

Continue Reading

February 17, 2021 | By RetailME Bureau

UAE-based  Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah, 

Continue Reading

February 15, 2021 | By RetailME Bureau
Jones the grocer

Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones 

Continue Reading

February 1, 2021 | By RetailME Bureau

UAE-based Al Maya Supermarkets is hosting a two-week food festival at select 

Continue Reading

January 17, 2021 | By Lawrence Pinto

Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the 

Continue Reading

January 17, 2021 | By RetailME Bureau
Cookit

Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created 

Continue Reading

January 5, 2021 | By RetailME Bureau
Al Islami Plant-Based Burger

UAE-based Al Islami Foods, one of the largest frozen food companies in 

Continue Reading

January 3, 2021 | By RetailME Bureau
Marks & Spencer's plant-based range

Marks & Spencer’s plant-based range now offers over 25 vegan products including meat-free 

Continue Reading

December 23, 2020 | By RetailME Bureau

World’s largest fully integrated online brand in fresh fish and meat e-commerce 

Continue Reading

December 14, 2020 | By RetailME Bureau




Download Images RetailME Magazine