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E-beat Match Maker Promoboxx has launched an incentive program built to reward retailers’ digital marketing efforts with local ad dollars. Storeowners frustrated by the rules and reimbursement paperwork behind digital co-op advertising may soon have reason to rejoice. Boston-based startup Promoboxx has launched Match, a service that offers brands a quick and easy way to reward their retail partners’ online marketing efforts with local mobile ads. The goal, says Promoboxx CEO and Co-Founder Ben Carcio, is to disrupt the outdated system currently in place for how local retailers are compensated for digitally promoting the brands they carry. Despite the move to online advertising, most manufacturers have been slow to adapt their co-op programs to the new format, meaning that brands provide financial incentives to retailers for digital the same way they do for such physical ads as billboards and newsprint: Retailers aren’t compensated right away and must go through a paperwork process to get their money back. By forcing retailers to front the cost, brands further tighten the cash flow for independents, meaning that many small businesses don’t utilize the co-op dollars available to them, which in turn limits local exposure and sales for both parties. That’s where Match comes in. Once a retailer takes marketing action on Promoboxx on behalf of a brand—such as sharing a pre-created campaign or product launch on social media, in an e-mail or adding a banner to their website—the store can then immediately redeem its reward: hyper-local mobile ads targeting consumers within driving distance of the business. “We’re providing retailers with marketing materials that they may not otherwise have the time or resources to create, and enabling them to interact and engage with social media and also drive traffic to their stores,” offers Emily Tuggle, community manager for Mizuno U.S.A., which has been testing out the program, along with Reebok and Timberland, among others. Carcio reports that participating brands are experiencing strong increases in retailer and consumer engagement. In particular, consumer in-store traffic has reportedly doubled since the program’s launch. As Cassie Heppner, North America marketing director for Timberland points out, “It’s a great way to advertise outside the retail space and reach consumers on their mobile devices, which is where they’re spending most of their time anyway.” Now Promoboxx is working on expanding Match rewards for Facebook, Twitter and additional paid media channels. “By rewarding the brand’s retailer network with local ad dollars, both the brand and retailer benefit from increased local exposure to nearby customers,” Carcio says. —Lyndsay McGregor 52 footwearplusmagazine.com • december 2014 Buyer Chat Nicholas Amoroso Ami Clubwear It’s a well-known fact that many business deals are brokered on the golf course. For Nicholas Amoroso, who spent six years working as a caddy at Sherwood Country Club in Thousand Oaks, CA, the opportunity to walk the greens with corporate bigwigs was a valuable education. “From CEOs and hedge fund managers to celebrities and pro athletes, I got a chance to pick the brains of all of them,” he says. “I think I learned more in those six years listening to their stories and how they made it than I ever could have in a college classroom.” So one summer when his wife decided to make a pair of white fur boots because no one was carrying them, his business acumen kicked in and, in 2004, the Ami Clubwear online retail site was born. Carrying clothing, footwear, handbags and accessories for trend-hungry young women shopping on a budget, Amoroso says the Industry, CA-based digital dealer prides itself “on having every style in every color.” The site is updated with a whopping 200 new shoes on a daily basis, carrying its eponymous private label as well as select styles from the likes of Steve Madden, Alba, Bamboo, Qupid, Liliana, Privileged and more. “No matter what big brand you are interested in, we have something that looks very similar at a very affordable price,” he says, but is quick to add, “No one wants to deal with returns, so I try hard to only bring in high-quality shoes.” Though some styles, like thighhigh lace-up stiletto boots or multiprinted platform pumps teetering on 6.5-inch heels, are not for the faint of heart, the e-tailer also stocks a wide selection of riding boots, basic flats and pointy toe oxfords. And while some e-tailers are starting to test the brick-and-mortar waters, Amoroso says that’s not in the cards for Ami Clubwear—or, at least, not yet. “For us, the Internet was the beginning and that has always been our focus,” he says. —L.M. What’s your buying philosophy? I believe we should have something for everyone and the only way to do that is to buy one of everything. What are the site’s key trends for Spring ’15? Gladiator heels, wedges and sandals. What about key colors? As always, pastels and florals will be key for everyone but for Ami, pink is our thing. We will have 10-plus shades of pink in our spring collection. What trend have you seen enough of ? I hate the vintage-inspired trend. Something is either vintage or it’s not. What’s your favorite part of your job? The hustle.