Kemper Development Company (KDC) is messing with a good thing at the most critical time of the retail calendar and hoping to reap big benefits from it.
The developer and manager of Bellevue Square, Bellevue Place and the brand new Lincoln Square pooled its resources this fall to market the three properties under one brand: The Bellevue Collection. While other companies are busy driving traffic to their centers by focusing on customer services, entertainment and sales promotions, KDC is endeavoring to build a new brand from the ground up.
It's a bold move, to say the least, especially when the staggering retail offering in most bustling urban centers has already turned consumers into butterfly shoppers. But according to Jennifer Leavitt, KDC's marketing VP, the timing is actually perfect. Instead of three major and commonly-owned destinations to hash it out in the marketplace and pursue the same customers, KDC is turning them into collaborative team members.
Read the full article, as featured in "Marketing Trendz" - November, 2005
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