By K.D. Norris
The parent company of Kentwood’s Woodland Mall, PREIT, announced this week the launch of “sMALL Surprises”, a “first-of-its-kind curated shopping program from a mall owner/operator for the 2020 back-to-school season.”
Launched timed for the second busiest shopping season of the year, the curated packs will be customized for individual students — handpicking items from PREIT malls — to help students in grades K-8 prepare for school. The program is similar to subscription-based boxes from stand-alone retailers, according to the announcement.
“Woodland Mall is excited to offer this first-of-its-kind shopping program just in time for the back-to-school season,” Cecily McCabe, Woodland Mall marketing director, said to WKTV. “Each pack includes a delightful element of surprise with hand-selected products students need for whatever their schooling situation may be, making back-to-school shopping fun and easy for time-strapped families from the comfort of their home.”
The initiative offers shoppers the benefit of Woodland Mall’s collection of brands without going to the mall.
According to the announcement, sMALL Surprises marks PREIT’s first foray into the e-commerce space, “bridging online and offline shopping channels to better support both its customers and tenants.
“The blending of physical and digital in the modern retail environment has been critical to success, particularly as the industry continues to evolve and navigates the COVID-19 pandemic. While the 2020 back-to-school season may look different throughout the country, these curated packs are designed to offer goodies customized for any child — whether they’re in the classroom or learning from home.”
Each sMALL Surprise pack will contain a mix of items, according to the announcement, including “a selection of sensory toys/games, trendy accessories, sanitizing necessities, activity cards, stickers, and a few cool school supplies.”
Shoppers will visit SmallSurprises.Shop to select from two different pack options and then a short quiz that will help a professional stylist create a curated surprise pack. Once customized, the pack will be delivered direct-to-consumer anywhere in the United States.
