STORES Magazine - January 2018 - 27

multi-step process, including both the facial scan
and entry of a mobile phone number. Customers
order at digital kiosks or via mobile phones and
QR codes.
Yum! Brands holds rights to KFC, Pizza Hut
and Taco Bell in mainland China. KFC is China's
leading quick-service restaurant, and Pizza Hut is
the leading casual dining brand in China. As for
Taco Bell, it opened its first restaurant in China in
late 2016. - Fiona Soltes

TAKING A STAND CAN DRAW NEW FANS
The next time a colleague tells you a campaign is
"too risky," show them what German supermarket
Edeka did in its Hamburg store.
Over the last decade, Hamburg has seen several
major riots, all related to xenophobia - in
2008, right-wing and left-wing extremists
clashed violently, and Hamburg has been home
to demonstrations on both sides of the issue
in the years since, including a 2015 rally that
drew 14,000.
It was in this powder keg that Edeka took a stand.
An August campaign removed all foreign products
from its stores, replacing them with signs such as
"Our selection now knows borders" and "This
shelf is pretty boring without diversity."
It was a risky move: As if removing products
from shelves wasn't dicey enough from a profit
standpoint, restricting consumers' choices certainly
makes a point.
Some U.S. companies have found that taking a
stand has negatively impacted their bottom lines
- or at least drew some Twitter flares - though
staying silent on important issues also has its risks.
Enso's World Value Index says brands that
promote "meaning" did better with Millennials,
a group expected to control $24 trillion dollars by
2020. Taking a stand is a chance, but one that just
might pay off. - S.S.
STORES.ORG

GET THOSE SHOPPERS INSPIRED
What retailer hasn't wished it could get inside the heads of consumers?
A pop-up experience last fall from eBay and London's Saatchi Art came
close. Guests at "The Art of Shopping" donned an electroencephalogram
headband and walked through an art-filled gallery while the tech, which
monitors electrical activity in the brain, tracked moments of inspiration
- which was then used to create personal shopping carts based on
subconscious preference.
Guests were asked to stand in front of 10 pieces of art they liked best for at
least 20 seconds. The artwork included paintings, sculptures and installations
chosen by Rebecca Wilson, chief curator of Saatchi Art. Rob Hattrell, vice
president of eBay UK, told British architecture and design magazine Dezeen
that the technology was "the future of shopping."
"Shopping has always been intensely personal," he says. "It's an expression
of what makes you, you."
The event also highlighted different kinds of shoppers: those who enjoy
looking for unique things and those who buy mainly to be like others,
dubbed "shop-y-cats" by eBay UK.
"We created an event to take shop-y-cats out of their comfort zone, into the
inspiration zone, to shop more personally," says Julia Hutton-Potts, eBay UK
communications director.
Inspired shoppers, according to eBay, "embrace a more intuitive approach,
purchasing unique things they truly want as an expression of their
individuality." - F.S.

RECOGNIZE THE OPPORTUNITY
IN IGNORED MARKETS
Two out of three women in the United States are
size 14 and above, and a 2016 study showed the
average woman in the U.S. was actually closer
to a 16/18. Plus size is growing faster than the
overall apparel industry, yet there has long been a
disconnect between fashion and plus size.
theCURVYcon is out to change all of that. The
two-day event, timed in conjunction with New
York Fashion Week for the first time, included a
STORES January 2018 27


http://www.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - January 2018

Editor’s Page
President’s Page
Retail Politics
NRF News
TRENDS
Retail People
Disruption Is the New Normal in Retail
20 Ideas Worth Stealing
Drug Store Cowboy
C2W
TECHNOLOGY
WORKFORCE MANAGEMENT
OMNICHANNEL
AI
MARKETING
FINANCE
BUSINESS OPERATIONS
STARTUP SPOTLIGHT
SECURITY
HUMAN RESOURCES
POV
Communities
End Cap
STORES Magazine - January 2018 - intro
STORES Magazine - January 2018 - cover1
STORES Magazine - January 2018 - cover2
STORES Magazine - January 2018 - 3
STORES Magazine - January 2018 - 4
STORES Magazine - January 2018 - 5
STORES Magazine - January 2018 - Editor’s Page
STORES Magazine - January 2018 - 7
STORES Magazine - January 2018 - President’s Page
STORES Magazine - January 2018 - 9
STORES Magazine - January 2018 - 10
STORES Magazine - January 2018 - 11
STORES Magazine - January 2018 - Retail Politics
STORES Magazine - January 2018 - NRF News
STORES Magazine - January 2018 - TRENDS
STORES Magazine - January 2018 - 15
STORES Magazine - January 2018 - 16
STORES Magazine - January 2018 - 17
STORES Magazine - January 2018 - 18
STORES Magazine - January 2018 - 19
STORES Magazine - January 2018 - Retail People
STORES Magazine - January 2018 - 21
STORES Magazine - January 2018 - Disruption Is the New Normal in Retail
STORES Magazine - January 2018 - 23
STORES Magazine - January 2018 - 24
STORES Magazine - January 2018 - 25
STORES Magazine - January 2018 - 20 Ideas Worth Stealing
STORES Magazine - January 2018 - 27
STORES Magazine - January 2018 - 28
STORES Magazine - January 2018 - 29
STORES Magazine - January 2018 - 30
STORES Magazine - January 2018 - 31
STORES Magazine - January 2018 - 32
STORES Magazine - January 2018 - 33
STORES Magazine - January 2018 - 34
STORES Magazine - January 2018 - 35
STORES Magazine - January 2018 - Drug Store Cowboy
STORES Magazine - January 2018 - 37
STORES Magazine - January 2018 - 38
STORES Magazine - January 2018 - 39
STORES Magazine - January 2018 - C2W
STORES Magazine - January 2018 - TECHNOLOGY
STORES Magazine - January 2018 - 42
STORES Magazine - January 2018 - 43
STORES Magazine - January 2018 - WORKFORCE MANAGEMENT
STORES Magazine - January 2018 - 45
STORES Magazine - January 2018 - OMNICHANNEL
STORES Magazine - January 2018 - 47
STORES Magazine - January 2018 - AI
STORES Magazine - January 2018 - 49
STORES Magazine - January 2018 - MARKETING
STORES Magazine - January 2018 - 51
STORES Magazine - January 2018 - FINANCE
STORES Magazine - January 2018 - 53
STORES Magazine - January 2018 - BUSINESS OPERATIONS
STORES Magazine - January 2018 - 55
STORES Magazine - January 2018 - STARTUP SPOTLIGHT
STORES Magazine - January 2018 - 57
STORES Magazine - January 2018 - SECURITY
STORES Magazine - January 2018 - 59
STORES Magazine - January 2018 - 60
STORES Magazine - January 2018 - HUMAN RESOURCES
STORES Magazine - January 2018 - 62
STORES Magazine - January 2018 - 63
STORES Magazine - January 2018 - POV
STORES Magazine - January 2018 - Communities
STORES Magazine - January 2018 - End Cap
STORES Magazine - January 2018 - cover3
STORES Magazine - January 2018 - cover4
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