Shopping Centers Today

MAR 2015

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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or the likeness of an entertainment -media character. And because the company is planning regional and national expansion, images of a par- ticular skyline may be available too. KeyMe tested the kiosk concept in the New York City metro area in fall 2013 and is about to expand with 20 more kiosks around the region. There are now more than 20 ki- osks in the New York City metro area, and KeyMe is in the process of a nationwide expansion. The com- pany recently placed kiosks in Cali- fornia, Illinois, Nevada and North Carolina ,and over the next two months, it expects to have a presence across the United States. The kiosks require a 20-by-24-foot space and electricity, and are set up inside retailers' stores. KeyMe already has kiosks in Bed Bath & Beyond, Rite Aid and 7-Eleven stores and in the common areas of two malls on Long Island, in New York. KeyMe owns and operates all of the kiosks but uses third-party agents to service them, and the host retailers get a cut of the revenue. Business models may vary, depending on the partner. Retailers like the kiosks because they generate traffic and cash flow, Marsh says. To keep criminals or any unauthor- ized person from getting access to the keys, a fingerprint scan is required, detailed records are kept of every transaction, and kiosks are equipped with cameras that record the activity. The fact that kiosk users' images are captured on retailers' security cameras further heightens security. As Marsh puts it, "for someone with malicious intentions,we're the most horrible way to make a key." SCT For leasing, contact Michael Harbolt, vice president of marketing, KeyMe, Inc., at (917) 267-8998 or michael@key.me. r e T a i l i n g T o d a y M a r c h 2 0 1 5 / S C T 21 JCPenney is teaming up with fashion magazine InStyle to rebrand its 850 in- store hair salons. Each salon will be renamed The Salon by InStyle. The company will begin its salon transfor- mation by piloting 15 locations this summer before implementing a na- tionwide rebranding in 2016. Penney says the Salon by InStyle concept will deliver a superior approach to profes- sional hair care that resonates with new and younger customers who iden- tify with the fashion, hair and beauty trends curated by InStyle. "As one of the largest salon operators in the country, we are going to leverage our industry expertise to create a salon that el- evates the client experience and attracts new customers to our stores, while strengthening loy- alty among existing clients," said Amiee Thomas, vice president of the salon at JCPenney, in a press release. "Our customers al- ready shop JCPenney for beauty, fashion apparel, shoes and ac- cessories. As more women ex- perience the services provided at The Salon by InStyle, it will reinforce JCPenney as an all-inclusive destination for head-to-toe style." J C P e n n e y c u r r e n t l y e m p l o y s 13,500 stylists and assistants who serve nearly 3 million clients and provide approximately 10 million services a year. JCPenney salon customers typi- cally visit the store eight times a year and spend twice as much as the aver- age customer. Therefore, the intro- duction of Salon by InStyle presents a tremendous growth opportunity for increased cross shopping. Salon by InStyle will debut in July at 15 locations across Chicago, Dallas, Miami and Los Angeles. The design concept will reflect a contem- porary environment, including mod- ern wall textures and colors. Two of the salons, located in Dallas and Los Angeles, have been designated as flagship locations and will un- dergo complete renovations featur- ing new equipment, furniture and decor. These newly refurbished sites will serve as the prototypes for the remaining salons, which will receive updates beginning in 2016. "The InStyle reader looks to the brand for fashion and beauty ad- vice throughout the day, and we're excited to bring that level of trusted service to the salon level," said Ariel Foxman, editorial director for InStyle and StyleWatch. "Beauty is a huge fo- cus for our readers. They spent over $2.1 billion on beauty products in the past year, equivalent to 9 percent of all spending on beauty in the U.S. We see this partnership as a way to extend our relationship with our con- sumer in a new, tangible way." SCT Penney hosts salons

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