STORES Magazine - July 2015 - 17


taining ideas into a reality," Chrissy
Ginieczki, vice president of e-commerce operations at Williams-Sonoma,
told Mobile Commerce Daily. "The
combination of the shoppable videos
and Visa Checkout enables that in
just a few clicks. Currently, the videos
are enabled on mobile and desktop.
Customers prefer browsing images
and video over text - especially on
mobile devices. Enabling our customers to shop visually is a priority for the
brand."
Curtin reports that since Visa
Checkout debuted nearly a year ago,
merchants have seen an average
conversion rate of 69 percent for existing users making a purchase - that's
66 percent higher than conversion
rates reported with traditional online
checkout.
The Williams-Sonoma "Time to
Savor Summer" series kicked off with
West Coast Cantina, hosted by Megan
Mitchell. Three additional videos are
planned: Southern BBQ, East Coast
Clambake and Backyard Bonfires.

VISION TO REALITY
Three student entrepreneurs from
Startup Aggieland, Texas A&M University's student-run business accelerator,
have opened a store called Lynx Toys at
the retail incubator at College Station's
Post Oak Mall. It marks the first time
that a Texas mall has provided free retail
space for a student led initiative.
The student-run company, launched
in May 2014 by Madison Jones, Texas
A&M class of 2014, and co-owned by
Matt Kinsel (who graduated this year)
and Jared Knowles (class of 2016), "lets kids build whatever they can imagine out
of pool noodles through the use of Lynx noodle connectors," Knowles told the
university newspaper. Lynx Toys features over 100 noodles and 180 connectors;
the trio has already sold several hundred units to ToySplash.com and Zulily.
The mall's retail incubator began as a concept over two years ago by Startup
Aggieland's Shelly Brenckman, marketing coordinator and group mentor. She says
mall management embraced the concept almost immediately.
The Lynx trio was awarded first place in the Alto 211 Best Pitch Award at Startup Aggieland's Silicon Valley Bank Shark Frenzy in May, and traveled to Houston
to pitch for scouts for ABC's "Shark Tank." The student team also participated in
the National Retail Federation's Shop.org conference, held in Seattle last fall.
What's next for these entrepreneurs? While they've yet to determine whether
they will renew their lease, they're already talking about the next generation of
Lynx noodle connectors.

WASTE NOT
Supermarkets in France will
soon be banned from throwing away or destroying unsold
food as a result of a bill that
was unanimously passed by the
French parliament. Under the
law, which goes into effect next
July, French supermarkets must
donate unsold food to charities
or to be used for animal feed.
France is in the throes of an
economic slump and local media
have highlighted how poor families,
students, unemployed or homeless
people often forage in supermarket
bins at night to feed themselves. The
fallout: an outcry from aid workers
and activists stressing the necessity of
making this wasted food available to
charities.
"There's an absolute urgency -
charities are desperate for food. The
most moving part of this law is that
NRF.COM/STORES

it opens us up to others who are suffering," assembly member Yves J├ęgo
told lawmakers.
While the law is intended to help
feed those in need, some say it won't
make a dramatic difference. In France,
7.1 million metric tons of food is
wasted each year, but only 11 percent
is thrown out by food retailers. The
bulk of it, 67 percent, is thrown away
by consumers, and 15 percent is
tossed by restaurants, The Guardian
reports.

France is not alone. A recent
report found that between
one-third and half of all food
produced worldwide is thrown
away. Much of the waste stems
from aggressive sell-by dates
and the tendency to throw out
produce that isn't aesthetically
pleasing.
On the flip side, nonprofit
grocery store Daily Table opened its
doors last month here in the United
States. The brainchild of former
Trader Joe's President Doug Rauch,
Daily Table stocks its shelves with surplus and aging food, most donated
by food wholesalers and markets. The
plan is to get more local supermarkets
to contribute as well. Rauch opened
the first store in the Boston neighborhood of Dorchester, but ultimately
hopes to expand the model to other
cities across the country.
STORES July 2015 17


http://www.mobilecommercedaily.com/shoppable-youtube-videos-blend-mobile-inspiration-mcommerce-for-williams-sonoma http://www.mobilecommercedaily.com/shoppable-youtube-videos-blend-mobile-inspiration-mcommerce-for-williams-sonoma http://www.mobilecommercedaily.com/shoppable-youtube-videos-blend-mobile-inspiration-mcommerce-for-williams-sonoma http://today.tamu.edu/2015/06/16/company-launched-by-students-at-startup-aggieland-opens-store-in-post-oak-mall/ http://today.tamu.edu/2015/06/16/company-launched-by-students-at-startup-aggieland-opens-store-in-post-oak-mall/ http://www.ToySplash.com http://summit14.shop.org/ http://www.theguardian.com/world/2015/may/22/france-to-force-big-supermarkets-to-give-away-unsold-food-to-charity http://www.theguardian.com/world/2015/may/22/france-to-force-big-supermarkets-to-give-away-unsold-food-to-charity http://www.theguardian.com/world/2015/may/22/france-to-force-big-supermarkets-to-give-away-unsold-food-to-charity http://www.businessinsider.com/trader-joes-exec-launches-daily-table-2015-6 http://www.businessinsider.com/trader-joes-exec-launches-daily-table-2015-6 http://www.businessinsider.com/trader-joes-exec-launches-daily-table-2015-6 http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - July 2015

Top 100 Retailers
Retail People
No Flash in the Pan
Lost and Found
C2W
Editor's Page
President's Page
Retail Politics
NRF News
POV
NRF Communities Update
End Cap
Trends
Online
Technology
Human Resources
Social Media
Merchandising
Software
Finance
Marketing
Personnel
Operations
STORES Magazine - July 2015 - Cover1
STORES Magazine - July 2015 - Cover2
STORES Magazine - July 2015 - 3
STORES Magazine - July 2015 - 4
STORES Magazine - July 2015 - 5
STORES Magazine - July 2015 - Editor's Page
STORES Magazine - July 2015 - 7
STORES Magazine - July 2015 - President's Page
STORES Magazine - July 2015 - 9
STORES Magazine - July 2015 - Retail Politics
STORES Magazine - July 2015 - 11
STORES Magazine - July 2015 - NRF News
STORES Magazine - July 2015 - Trends
STORES Magazine - July 2015 - 14
STORES Magazine - July 2015 - 15
STORES Magazine - July 2015 - 16
STORES Magazine - July 2015 - 17
STORES Magazine - July 2015 - 18
STORES Magazine - July 2015 - Top 100 Retailers
STORES Magazine - July 2015 - S2
STORES Magazine - July 2015 - S3
STORES Magazine - July 2015 - S4
STORES Magazine - July 2015 - S5
STORES Magazine - July 2015 - S6
STORES Magazine - July 2015 - S7
STORES Magazine - July 2015 - S8
STORES Magazine - July 2015 - S9
STORES Magazine - July 2015 - S10
STORES Magazine - July 2015 - S11
STORES Magazine - July 2015 - S12
STORES Magazine - July 2015 - S13
STORES Magazine - July 2015 - S14
STORES Magazine - July 2015 - S15
STORES Magazine - July 2015 - S16
STORES Magazine - July 2015 - Retail People
STORES Magazine - July 2015 - 36
STORES Magazine - July 2015 - 37
STORES Magazine - July 2015 - No Flash in the Pan
STORES Magazine - July 2015 - 39
STORES Magazine - July 2015 - 40
STORES Magazine - July 2015 - Lost and Found
STORES Magazine - July 2015 - 42
STORES Magazine - July 2015 - 43
STORES Magazine - July 2015 - C2W
STORES Magazine - July 2015 - Online
STORES Magazine - July 2015 - 46
STORES Magazine - July 2015 - 47
STORES Magazine - July 2015 - Technology
STORES Magazine - July 2015 - 49
STORES Magazine - July 2015 - Human Resources
STORES Magazine - July 2015 - 51
STORES Magazine - July 2015 - Social Media
STORES Magazine - July 2015 - 53
STORES Magazine - July 2015 - Merchandising
STORES Magazine - July 2015 - 55
STORES Magazine - July 2015 - Software
STORES Magazine - July 2015 - 57
STORES Magazine - July 2015 - Finance
STORES Magazine - July 2015 - 59
STORES Magazine - July 2015 - Marketing
STORES Magazine - July 2015 - 61
STORES Magazine - July 2015 - Personnel
STORES Magazine - July 2015 - 63
STORES Magazine - July 2015 - 64
STORES Magazine - July 2015 - 65
STORES Magazine - July 2015 - Operations
STORES Magazine - July 2015 - 67
STORES Magazine - July 2015 - 68
STORES Magazine - July 2015 - 69
STORES Magazine - July 2015 - 70
STORES Magazine - July 2015 - 71
STORES Magazine - July 2015 - POV
STORES Magazine - July 2015 - NRF Communities Update
STORES Magazine - July 2015 - End Cap
STORES Magazine - July 2015 - Cover3
STORES Magazine - July 2015 - Cover4
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