Eddie Bauer launches holiday season with Rockefeller Center promotion
When the ice rink opens at New York’s Rockefeller Center later this month, rink sponsor Eddie Bauer will greet shoppers with a pop-up holiday store and a web kiosk that offers free-shipping from EddieBauer.com.
The promotion is intended to lure holiday shoppers to both the Eddie Bauer pop-up store and EddieBauer.com, a spokeswoman for the apparel retailer says. “This is a first-time promotion for us, and we expect to reach a unique audience. We’re making it convenient for them to shop online as well as in our pop-up store.”
The store will focus primarily on a new down-filled line of jackets, coats and accessories, including scarves and handbags. The ice rink itself will be decorated with products related to the new down-filled line, including a tower of down-filled pillows and down-filled ottomans for skaters to sit on.
The web kiosk will serve multiple purposes, the spokeswoman says. A store shopper who doesn’t want to carry home a down-filled jacket, for example, could opt to purchase it on EddieBauer.com and receive free shipping as part of the Rockefeller Center promotion. The kiosk is also there to serve store customers who want to shop the full Eddie Bauer line on the web site, she says.
Eddie Bauer will be the sole sponsor of the Oct. 20 opening of the ice rink, a popular tourist location in midtown Manhattan that also features the city’s Christmas tree and the street-level studio of NBC’s Today Show. Eddie Bauer’s pop-up store and web kiosk will be located next to the ticket office for Rockefeller Center’s new Top of the Rock observation deck.
“The pop-up store and web kiosk will be interesting for us to learn from,” the spokeswoman says. Eddie Bauer may consider running such multi-channel promotions in other cities and seasons, she adds.
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