STORES Magazine - April 2018 - 6

n

EDITOR'S PAGE

Mindful Spending
T

rendwatching sent out a blurb
a few weeks back about a
company called Tuxe, a U.S.-based
retailer that produces luxury
women's bodysuits. The product is
beautiful, yet what caught my eye
was the news that Tuxe recently
began offering free coaching
sessions to shoppers who made
a purchase. The company learned
that customers were wearing Tuxe
bodysuits during key moments in
their professional lives and decided
to capitalize on that by launching online
sessions focusing on career issues with business
and life coach Ianna Raim.
Trendwatching cited the move as "part of
the wider trend toward turning products into
services, keeping consumers engaged long
after they make a purchase." And it pointed
out that being a lifestyle brand today requires
paying close attention to what a product does
for a customer's higher order needs.
Hyperbole? I really don't think so. While it
may be impossible to apply this to every item
one buys, I'm finding that the purchases I make
these days are not just about satisfying an
immediate need; they reflect what's important
to me on a much broader level.
After hearing a colleague share her
experience with Beautycounter and learning
that products I once trusted contained harmful
ingredients, my thinking shifted. Listening to
company founder Gregg Renfrew speak at
NRF's Shop.org conference this fall sealed the
deal. I began replacing once-favorite skin care
items with products that align with what's
far more important to me: Making sure I'm
not putting harmful chemicals on my skin.
Like many online companies, Beautycounter
routinely sends emails with product alerts and
special offers, yet the chance to connect with
a consultant for more precise guidance goes
a long way toward keeping me engaged and

providing a service that sets it
apart from other brands.
Too many of us have
watched how cancer can
ravage those we love. With
that foremost in my mind, I've
begun a personal quest to
reduce mine and my family's
exposure to toxic chemicals -
whether it's the products I use
for cleaning, the water I drink
or the suntan lotion I apply at
the beach. Any company that
pays attention to that objective is winning my
business.
Brandless is a retailer that pays close attention
to how the products they sell reflect customers'
higher order needs. The words "certified
organic," "non-GMO" and "vegan" resonate.
Until just a few years ago, I didn't read labels
very closely and I was somewhat convinced
that "organic" was a soft excuse to pay more.
Those days are behind me and since discovering
Brandless, my devotion to healthier choices has
become easier and cost effective; this company
understands the new ethos that rules my world.
Brands need to pay attention to not only
how a product satisfies a customer's need
but also how it connects with the shopper
on a personal and emotional level. Buying for
the sake of buying is a trend that went out of
style a long time ago. It's not all about health
and wellness: Maybe the relationship is about
delivering exclusive digital content, a la the
NBA's Connected Jersey.
Consumers are choosing to associate with
brands that build the strongest personal and
emotional connections because it matters.
Dedicated to my mom, Nancy DeStefano,
whose selfless and graceful nature taught me
all I need to know about making good choices.

STORES Magazine
STORES Digital Edition
STORES Mobile Edition
STORES Weekly
1101 New York Avenue, NW
Suite 1200
Washington, D.C. 20005
202/783-7971
SUSAN REDA
Editor, STORES Media
516/437-1245
redas@nrf.com
KRISTINA STEWART
Managing Editor
202/661-3047
stewartk@nrf.com

NAYLOR ASSOCIATION SOLUTIONS
5950 NW 1st Place
Gainesville, FL 32607
800/369-6889
www.naylor.com
HEATHER GREYLING
Group Publisher
hgreyling@naylor.com
ADAM LINGENFELTER
Project Manager
mross@naylor.com
SARAH ALLEN
Publication Director
sallen@naylor.com
JENNIFER LIPNER
Associate Editor
jlipner@naylor.com
DEB CHURCHILL
Layout and Design
Print20h@naylor.com
Advertising Inquiries:
advertising@stores.org
For article reprints, contact
advertising@stores.org
PUBLISHED MARCH 2018/NRF-K0318/8012

redas@nrf.com
Follow @Susan_Reda and #STORESMag on Twitter for retail news and trends.
STORES (ISSN 0039-1867) is published nine times per year by the National Retail Federation Inc. 1101 New York Avenue NW, Suite
1200, Washington, D.C. 20005. Periodical postage paid at Washington, D.C. and additional mailing office. POSTMASTER: Send
address change to STORES, 1101 New York Avenue NW, Suite 1200, Washington, D.C. 20005. Vol. 100 No. 3, APRIL 2018. ©2018,
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6

STORES April 2018

STORES.ORG

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

Editor’s Page
President’s Page
Retail Politics
NRF News
TRENDS
C2W
Retail People
A Taste for Success
Want It, Need It, Gotta Have It
SUPPLY CHAIN
TECHNOLOGY
FINANCE
Q&A
MERCHANDISING
BUSINESS OPERATIONS Lowe’s expands training program to help communities in need.
BUSINESS OPERATIONS Bloomin’ Brands uses data to save money and improve the customer experience.
BUSINESS OPERATIONS Grove Collaborative reduces delivery times and improves customer satisfaction.
STARTUP SPOTLIGHT IceCream Labs uses machine learning and visual intelligence to drive ecommerce.
THEFT
SECURITY
POV
Communities
End Cap
STORES Magazine - April 2018 - Intro
STORES Magazine - April 2018 - cover1
STORES Magazine - April 2018 - cover2
STORES Magazine - April 2018 - 3
STORES Magazine - April 2018 - 4
STORES Magazine - April 2018 - 5
STORES Magazine - April 2018 - Editor’s Page
STORES Magazine - April 2018 - President’s Page
STORES Magazine - April 2018 - Retail Politics
STORES Magazine - April 2018 - NRF News
STORES Magazine - April 2018 - TRENDS
STORES Magazine - April 2018 - 11
STORES Magazine - April 2018 - 12
STORES Magazine - April 2018 - 13
STORES Magazine - April 2018 - 14
STORES Magazine - April 2018 - C2W
STORES Magazine - April 2018 - Retail People
STORES Magazine - April 2018 - 17
STORES Magazine - April 2018 - A Taste for Success
STORES Magazine - April 2018 - 19
STORES Magazine - April 2018 - 20
STORES Magazine - April 2018 - 21
STORES Magazine - April 2018 - Want It, Need It, Gotta Have It
STORES Magazine - April 2018 - 23
STORES Magazine - April 2018 - 24
STORES Magazine - April 2018 - 25
STORES Magazine - April 2018 - SUPPLY CHAIN
STORES Magazine - April 2018 - 27
STORES Magazine - April 2018 - 28
STORES Magazine - April 2018 - TECHNOLOGY
STORES Magazine - April 2018 - 30
STORES Magazine - April 2018 - FINANCE
STORES Magazine - April 2018 - 32
STORES Magazine - April 2018 - Q&A
STORES Magazine - April 2018 - MERCHANDISING
STORES Magazine - April 2018 - 35
STORES Magazine - April 2018 - BUSINESS OPERATIONS Lowe’s expands training program to help communities in need.
STORES Magazine - April 2018 - 37
STORES Magazine - April 2018 - BUSINESS OPERATIONS Bloomin’ Brands uses data to save money and improve the customer experience.
STORES Magazine - April 2018 - 39
STORES Magazine - April 2018 - BUSINESS OPERATIONS Grove Collaborative reduces delivery times and improves customer satisfaction.
STORES Magazine - April 2018 - 41
STORES Magazine - April 2018 - STARTUP SPOTLIGHT IceCream Labs uses machine learning and visual intelligence to drive ecommerce.
STORES Magazine - April 2018 - THEFT
STORES Magazine - April 2018 - 44
STORES Magazine - April 2018 - 45
STORES Magazine - April 2018 - SECURITY
STORES Magazine - April 2018 - 47
STORES Magazine - April 2018 - POV
STORES Magazine - April 2018 - Communities
STORES Magazine - April 2018 - End Cap
STORES Magazine - April 2018 - cover3
STORES Magazine - April 2018 - cover4
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http://www.nxtbook.com/nxtbooks/nrfe/STORES0415
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http://www.nxtbook.com/nxtbooks/nrfe/STORES0215
http://www.nxtbook.com/naylor/NRFK/NRFG0115
http://www.nxtbook.com/nxtbooks/nrfe/STORES0115
http://www.nxtbook.com/nxtbooks/nrfe/STORES1214
http://www.nxtbook.com/naylor/NRFK/NRFG1114
http://www.nxtbook.com/nxtbooks/nrfe/STORES1114
http://www.nxtbook.com/nxtbooks/nrfe/STORES1014
http://www.nxtbook.com/naylor/NRFK/NRFM0015
http://www.nxtbook.com/nxtbooks/nrfe/STORES0914
http://www.nxtbook.com/nxtbooks/nrfe/STORES0814
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http://www.nxtbook.com/nxtbooks/nrfe/STORES0514
http://www.nxtbook.com/nxtbooks/nrfe/STORES_sourcebook2014
http://www.nxtbook.com/nxtbooks/nrfe/STORES0414
http://www.nxtbook.com/nxtbooks/nrfe/STORES0314
http://www.nxtbook.com/nxtbooks/nrfe/STORES0214
http://www.nxtbook.com/naylor/NRFK/NRFG0114
http://www.nxtbook.com/nxtbooks/nrfe/STORES0114
http://www.nxtbook.com/nxtbooks/nrfe/STORES1213
http://www.nxtbook.com/nxtbooks/nrfe/STORES1113_buyersguide
http://www.nxtbook.com/nxtbooks/nrfe/STORES1113
http://www.nxtbook.com/nxtbooks/nrfe/STORES1013
http://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2014
http://www.nxtbook.com/nxtbooks/nrfe/STORES0913
http://www.nxtbook.com/nxtbooks/nrfe/STORES0813
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http://www.nxtbook.com/nxtbooks/nrfe/STORES0213
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130115
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130113
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http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_preview
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