Stores Magazine - January 2007 - (Page 12)

Warning : session_start : The session id contains invalid characters, valid characters are only a-z, A-Z and 0-9 in /mnt/data/ on line 9 Warning : session_start : Cannot send session cache limiter - headers already sent output started at /mnt/data/ in /mnt/data/ on line 9 Warning : Cannot modify header information - headers already sent by output started at /mnt/data/ in /mnt/data/ on line 10 EXECUTIVE EDITOR’S PAGE People Power BY SUSAN REDA StORES RICK GALLAGHER Publisher Vice President 202/626-8103 FAX: 866/640-8136 E-mail: SUSAN PATTERSON Assistant Publisher 202/626-8102 FAX: 202/661-3042 E-mail: EDITORIAL STORES Magazine 325 7th St. NW, Suite 1100 Washington, D.C. 20004 202/626-8101 ® T ake a bow. Time magazine just named “you” Person of the Year! My initial reaction to the news was that they’d made a lame choice. “What a cop out,” I said to my husband, who responded by quickly flicking the remote through a half-dozen channels in a nanosecond. Still, there was something about the choice of ‘you’ that kept rattling around in my brain. Time’s Lev Grossman described the choice this way: “. . . look at 2006 through a different lens . . . one that isn’t about conflict or great men. It’s a story about community and collaboration on a scale never seen before. It’s about the cosmic compendium of knowledge Wikipedia and the millionchannel people’s network YouTube and the online metropolis MySpace. It’s about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes.” It’s powerful writing, to be sure — especially the part about “the many wresting power from the few.” But is the power of the people really a new accomplishment — an achievement worthy of this sort of national recognition? When I think of how user-generated content has reshaped retailing over the past year — and the potential for change in the months ahead — it just might be. and were probably the first two retailers to invite shoppers to offer online reviews. Given the power to share their views on books, music, arch support and the all-important “cuteness factor,” customers opened up. They opined as a matter of fact — telling the world how disappointed they were in the latest mustread business bible or prattling about the perfect date-night slingback. Once the power of online reviews was released, there was no putting that privilege back in the bottle. Blogs have given shoppers a vehicle to vent about shoddy customer service one night and pay homage to produce at Whole Foods the next. Levi’s launched a viral marketing campaign starring “you.” The jeans retailer invited users to upload their headshots and then receive a copy of a Levi’s commercial featuring themselves in the lead role. owes its success to “you.” This website features an ongoing T-shirt design competition. Each week, four to six designs are chosen from among hundreds of submissions. They are printed and sold from the site. Customers have been given a taste of what it’s like to have the power — and they’re not going to give it back. User-generated content is not reshaping the retail business, it’s revolutionizing it. SUSAN REDA Executive Editor 516/437-1245 FAX: 866/640-8138 E-mail: HARRY LISTER Managing Editor 202/626-8199 FAX: 866/640-8137 E-mail: MARY ALICE ELMER Senior Copy Editor 202/661-3047 FAX: 866/640-8134 E-mail: LUCY D. REDDAWAY Creative Director ADVERTISING & MARKETING MIKE GRIBBIN Advertising Director 410/893-8003 Mike Gribbin Therese Draddy Tim O’Connell Molly Deise Terry Baker Dan McClure Executive Publishing Inc. 900A Main St., Suite 103 Bel Air, MD 21014 410/893-8003 FAX: 410/893-8004 E-mail: CIRCULATION ELENA CAIOLA Senior Director, Circulation and Information Management 202/626-8146 FAX: 866/640-8139 E-mail: DORIS MASON Circulation Assistant 202/626-8172 FAX: 866/640-8140 At STORES, we appreciate hearing our readers’ thoughts and comments. Please address your correspondence to, or contact me at 516 437-1245. 12 S TO R E S / JANUARY 2 0 0 7 For high-quality article reprints minimum of 100 , including e-prints, please contact Reprint Management Services at 717-666-3052. W W W. S TO R E S . O R G Warning : Unknown : The session id contains invalid characters, valid characters are only a-z, A-Z and 0-9 in Unknown on line 0 Warning : Unknown : Failed to write session data files . Please verify that the current setting of session.save_path is correct /var/lib/php/session in Unknown on line 0 http://WWW.STORES.ORG

Table of Contents for the Digital Edition of Stores Magazine - January 2007

Executive Editor's Page
President's Page
NRF News
Retail People
Store Construction
Cover Story: Pay by Numbers
Workforce Management
Human Resources
Human Resources
Warehouse Management
IT Infrastructure
Online Customer Service
Online Retail
Merchandise Planning
Loeb Retail Letter
ARTS Update
Point of View
Advertising Index
Company Index
Retail Figures
Retail Industry Calendar

Stores Magazine - January 2007