The Summit Birmingham Store Openings

Posted on November 13, 2013 at 8:29 pm

The Summit Birmingham recently opened four new stores: West Elm, Kate Spade New York, C. Wonder and Madewell, which are exclusive to the market. During the month of October, each store hosted unique grand opening celebrations, utilizing social media, email, direct mail and partnerships with local non-profits to bring customers into their stores. Overall, retailer sales to-date have exceeded plan.

West Elm

  • Pre-Grand Opening – October 9th, benefiting Jones Valley Teaching Farm
  • Grand Opening – October 10th

Customer Engagement:

  • Blogger Outreach
  • Email
  • Catalog Wrap
  • Facebook and Instagram, dedicated store pages

Customer Comments:

  • “WOW, I’m glad to know that there is a West Elm in Birmingham, Al”
  • “Great opening party- we really enjoyed it!”

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Kate Spade New York

  • Grand Opening – October 17th

Customer Engagement:

  • Email
  • Facebook

Customer Comments:

  • “OMG. I’m so excited Kate Spade is coming to Alabama!!!!!!”

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C. Wonder

  • Pre-Grand Opening – October 24, benefiting The Exceptional Foundation
  • Grand Opening – October 25

Customer Engagement:

  • Good Day Alabama, a local morning television show
  • The Founder’s Club, recruited key community style leaders as brand ambassadors
  • Facebook and Twitter

Customer Comments:

  • “Love your Summit store! Welcome to Birmingham”
  • “So glad y’all are finally in Birmingham!”

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Madewell

  • Grand Opening – October 15th, benefiting Birmingham Botanical Gardens

Customer Engagement:

  • Direct Mail
  • Email to J. Crew Customers
  • Facebook

Customer Comments:

  • “So happy to have Madewell here at The Summit!”

Madewell store front

 

Additional 2013 Openings

Seasons 52 – Opened April 

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Allen Edmonds – Opened August 

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Paper Source – Opened October

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