STORES Magazine -August 2017 - 46

n

STORE OPERATIONS

Brand Therapy: Ways to Stay Ahead
As consumers pull back, the future belongs to those
who support wellness, experience and convenience

by JANET GROEBER

W

hether it's uncertainty over elections,
worries about the economy or the
endless onslaught of world events, there are
times when consumers' reaction is to hold
back on spending.
And the phenomenon doesn't affect just
older folks - Millennials and Generation
Z react the same way.
Nonetheless, there are ways that brands
can become part of the solution and not
part of the stress. "Shoppers are smarter
now," says Emily Hamilton, senior brand
experience marketing manager at FRCH
Design Worldwide. "They, too, can sense
a retailer's or brand's stress when they
try to do something that not authentic or
genuine to its brand."
Take brand collaboration, not a new
concept. "The idea is to take it to the next
level," Hamilton says. Grocers might add
local produce when it's in season; chains
46

STORES August 2017

like West Elm could offer accessories
from area designers.
"We think retailers should be moving
from transactional to experiential, which
drives repeat business," she says.
PRIORITIZING WELLNESS
Along with technology plays, Hamilton
has been watching brands respond to the
growing interest in wellness. There's quite
a bit of activity as evidenced by the rapidly
expanding number of organic food lines,
athleisure collections, fitness-focused
wearables and social workout concepts
emerging in the market today.
U.S. consumers continue to push for
fresh, whole and real food options, but
it's now less about calories and carbs, and
more about authentic, safe and honest
ingredients and process. The flood of new
fast-food assembly restaurants like MOD

Pizza and Sweetgreen might not be the
healthiest option, but consumers feel better
about eating something if they know the
origin of the ingredients and can see it
being assembled right before their eyes.
To provide guests with better wellness
options, retailers could take notes from
the hospitality industry. Programs like
RunWESTIN, where New Balance was
utilized to provide scenic three- and fivemile running routes near Westin hotels,
help guests unwind while taking in the
sights. Kimpton is working with San
Francisco-based PUBLIC to design stylish
bikes for its guests to use free of charge.
And it's hard to think of a location
these days more stressful than an airport;
Dallas/Fort Worth International Airport,
San Francisco International Airport and
Minneapolis - St. Paul International
Airport are offering space for travelers
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Table of Contents for the Digital Edition of STORES Magazine -August 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
Trends
Retail People
Hot 100 Retailers
Forward Thinkers
Personalized Pricing
C2W
Q&A
Store Operations
Omnichannel
Marketing
Online
Finance
Business Operations
Startup Spotlight
Security
Fraud
STORES at 100
NRF Communities Update
End Cap
STORES Magazine -August 2017 - intro
STORES Magazine -August 2017 - cover1
STORES Magazine -August 2017 - cover2
STORES Magazine -August 2017 - 3
STORES Magazine -August 2017 - 4
STORES Magazine -August 2017 - 5
STORES Magazine -August 2017 - Editor’s Page
STORES Magazine -August 2017 - 7
STORES Magazine -August 2017 - President’s Page
STORES Magazine -August 2017 - 9
STORES Magazine -August 2017 - Retail Politics
STORES Magazine -August 2017 - NRF News
STORES Magazine -August 2017 - Trends
STORES Magazine -August 2017 - 13
STORES Magazine -August 2017 - 14
STORES Magazine -August 2017 - 15
STORES Magazine -August 2017 - Retail People
STORES Magazine -August 2017 - 17
STORES Magazine -August 2017 - 18
STORES Magazine -August 2017 - Hot 100 Retailers
STORES Magazine -August 2017 - 20
STORES Magazine -August 2017 - 21
STORES Magazine -August 2017 - 22
STORES Magazine -August 2017 - 23
STORES Magazine -August 2017 - 24
STORES Magazine -August 2017 - 25
STORES Magazine -August 2017 - 26
STORES Magazine -August 2017 - 27
STORES Magazine -August 2017 - 28
STORES Magazine -August 2017 - 29
STORES Magazine -August 2017 - 30
STORES Magazine -August 2017 - 31
STORES Magazine -August 2017 - 32
STORES Magazine -August 2017 - 33
STORES Magazine -August 2017 - 34
STORES Magazine -August 2017 - 35
STORES Magazine -August 2017 - Forward Thinkers
STORES Magazine -August 2017 - 37
STORES Magazine -August 2017 - 38
STORES Magazine -August 2017 - 39
STORES Magazine -August 2017 - Personalized Pricing
STORES Magazine -August 2017 - 41
STORES Magazine -August 2017 - 42
STORES Magazine -August 2017 - C2W
STORES Magazine -August 2017 - Q&A
STORES Magazine -August 2017 - 45
STORES Magazine -August 2017 - Store Operations
STORES Magazine -August 2017 - 47
STORES Magazine -August 2017 - Omnichannel
STORES Magazine -August 2017 - 49
STORES Magazine -August 2017 - Marketing
STORES Magazine -August 2017 - 51
STORES Magazine -August 2017 - Online
STORES Magazine -August 2017 - 53
STORES Magazine -August 2017 - Finance
STORES Magazine -August 2017 - 55
STORES Magazine -August 2017 - Business Operations
STORES Magazine -August 2017 - Startup Spotlight
STORES Magazine -August 2017 - 58
STORES Magazine -August 2017 - Security
STORES Magazine -August 2017 - 60
STORES Magazine -August 2017 - Fraud
STORES Magazine -August 2017 - 62
STORES Magazine -August 2017 - 63
STORES Magazine -August 2017 - STORES at 100
STORES Magazine -August 2017 - NRF Communities Update
STORES Magazine -August 2017 - End Cap
STORES Magazine -August 2017 - cover3
STORES Magazine -August 2017 - cover4
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