STORES - October 2010 - (Page 51)

WORTH WATCHING / CONCEPT2WATCH Maximum Health M ax-Wellness, a one-stop destination designed to “enhance life, help prevent illnesses and treat health issues” is targeting affluent baby boomers and sophisticated twenty- through fortysomethings who want to be proactive about their families’ health. Developed by Office Max founder Michael Feuer, Max-Wellness currently has four stores and has four more scheduled to open by year’s end. To differentiate Max-Wellness from drugstores and to give the stores “drama and flair,” Feuer has nestled high-value brands (many not available from other retailers) within a 5,000-6,000-sq.-ft. format that features bright orange and subtle blue colors and a high-definition flat screen monitor to broadcast “Answers for Healthy Living.” Products are “solutions” at Max-Wellness, and the more than 7,000 SKUs inMax-Wellness Cleveland Founder/CEO: Michael Feuer Four locations in Ohio and Florida clude everything from high-end vitamins and supplements to defibrillators. Among the unique items are zero gravity and relaxation chairs that help relieve pressure on the fifth lumbar, a frequent contributor to back pain, and a device used to record sleep patterns. A merchandising space displays products with a seasonal or health-related theme. Feuer calls it his “department du jour of a health moment such as flu season or the introduction of new-to-market unique products.” Max-Wellness provides a “high-touch” service environment in which “wellness advocates” carry electronic Max-Answer “wellness” tablets running a customized software application that helps them find the solution to a customer’s need. Feuer intends to grow Max-Wellness into a national chain. Current plans are to refine the product mix and merchandising presentations while opening as many as 15 stores in 2011. The company also has a Mini Express Max-Wellness concept in development for airport locations, is at work on a private label product line and is exploring offering “soft services” like safety proofing a home for senior citizens, home nursing and testing. StORES — Liz Parks STORES / OCTOBER 2010 51 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES - October 2010

STORES - October 2010
Editor’s Page
President’s Page
Retail People
Customer Experience
Game Changer
Power Players
NRFtech Recap
Concept 2 Watch
Customized Shopping
Consumer Behavior
Software & Analytics
Crowd Control
Payment Fraud
ARTS Update
Point of View
NRF News
Retail Industry Calendar
End Cap

STORES - October 2010