Stores - September 2006 - (Page 12)

UPfRONT C o m p i l e d by STORES e d i t o r s Star Treatment Dial M for Makeover H ANG A STAR on the dressing ...or, if you're Alltel, call Design Forum. The Colum- rooms at Macy's. The Federat- e d Department Store chain will be bus, Ohio-based design company recently rolled out a the setting for a reality TV show this new look for the communications retailer that incorpo- fall. r a t e s Alltel's customer-centric Come and get your U n w r a p p i n g Macy's will explore love advertising campaign with store design that im- the daily lives of a handful of store em- proves the flow of traffic and spotlights customer inter- ployees as they deal with the not-so- action. routine pressures of the retail industry. The store has a clean and simple look with a color Among the topics the show will exam- palette of purple, blue and apple green, and an atten- i n e : how the retailer operates its tion-grabbing brand wall featuring Alltel's entire line stores; selects merchandise; creates of phones bundled with accompanying accessories. a catalog; and runs events like the an- Display phones in the store are live and programmed nual Thanksgiving Day parade. with demonstrations so shoppers can see applications E l i n a Kazan, a spokeswoman for like videos and games or make a test phone call. At Macy's East, told the Cincinnati Busi- night, the fixtures and the rear anchor wall are illuminat- ness Courier that Unwrapped is a ed with a blue glow, giving the store a signature look documentary show with real people when it's closed. doing real-life jobs, in real-life situa- Alltel has four store formats ranging in size from tions, in real-life department stores. 1,500 to 3,000 sq. ft., so Design Forum created four vari- T h e show began filming just after ations of the prototype. The first 350 stores were rolled Thanksgiving last year and wrapped out in less than five months. up in early summer. The first of eight Next up: Alltel has engaged Design Forum to re-brand 30-minute episodes is set to air on the the recently acquired Western Wireless stores. Women's Entertainment network Sep- tember 30 at 10 p.m. I 18 to 34 are more likely to be swayed by cable advertising, f y o u want to reach today's radio and emerging media such as picture/videophones, consumer, you'd better know instant messaging and blogging, while those 55 and older which media carry the greatest are likeliest to be influenced by more traditional media like clout with women, which deliv- newspapers. er the biggest bang for your When you size up the role of media in apparel purchas- buck among men and how es, word of mouth, magazines and newspaper inserts t h e impact of your mes- carry the most clout across the board. Yet if you focus sage can vary http://WWW.STORES.ORG

Table of Contents for the Digital Edition of Stores - September 2006

Executive Editor's Page
President's Page
NRF News
Retail People
Cover Story: Sights Set on the Subcontinent
Data Management
In-Store Applications
Real Estate
Human Resources
POS Systems
System Security
Asset Management
In-Store Promotion
Call Centers
Order Fulfillment
Loeb Retail Letter
ARTS Update
Workplace Law
Advertisers Index
Company Index
Retail Profit Scoreboard
Retail Industry Calendar

Stores - September 2006