Stores Magazine - November 2007 - (Page 20) trEnDS The Search for Green A traditional shopping mall filled exclusively with green retailers and brands may be on an architectural drawing board somewhere in the United States, but it already exists in cyberspace. TheFind, a search engine based in Mountain View, Calif., recently launched the Internet’s first shopping search website dedicated to connecting eco-friendly retailers and brands with green-enthusiast consumers. TheFindGreen.com website includes only products that are organic, developed using ecologically-conscious processes or those offered by retailers that are actively committed to preserving the environment. Categories include clothing, food and beverage, household goods and beauty products. This month, ou can pick TheFind will up milk and launch its Color macaroni and for a Cause procheese at CVS, gram, allowing buy produce from consumers to Sam’s Club and search for prodcereal at Target — ucts of a certain or order all those color in support items online. of charitable orStill, there’s good news for ganizations. grocery stores. Guess which The latest Consumer Intentions and Actions survey from color kicks off BIGresearch finds that supermarkets remain the first the series? Y Q the Catch Phrase IQdoU? In September, billboards in Philadelphia, Los Angeles and New York posed that riddle. The answer was revealed a month later: It translated into “I shop QVC, do you?” The campaign marked the launch of a new branding effort by West Chester, Pa.-based QVC – the fourth in the company’s 21-year history and the first new one in 14 years. The television portion of the campaign features QVC onair personalities, customers and designers uttering variations on the “I Q” phrase. One night it debuted a shirt and a tote bag from the Q-ture collection created by Jane Hersh, owner of the Los Angeles boutique Intuition. Carson Kressley of “Queer Eye for the Straight Guy,” who designs a signature clothing line for QVC, has a spot, too. His last words: “Merci Beau Q.” Print ads calling attention to the new campaign will appear this month in national magazines like People, Woman’s Day, Good Housekeeping, Family Circle and TV Guide. 20 STORES / NOVEMBER 2007 choice for shoppers when buying groceries. More than half (54 percent) of respondents surveyed say grocery stores are their first stop. Discount stores are a distant second; only 19 percent of shoppers describe them as their “first choice” for food shopping. And, the good news keeps coming. Four in 10 respondents say they shop for groceries once a week; 29 percent are in the stores two or more times each week. Among households with incomes greater than $50,000, 32 percent are trolling supermarket aisles more than once a week. The reasons why shoppers choose to purchase their groceries from a certain store type vary widely. Price (66 percent) is a key consideration; selection (56 percent) and quality (43 percent) are important, too. But the No. 1 response to the “why you buy” query is location (68 percent). Other factors that influence shoppers to choose one store over another: fresh produce (31 percent); one-stop shopping (30 percent); service (27 percent); meat and seafood department (24 percent); and store layout (23 percent). Shoppers who recently switched from one store to another cited inconvenient location, high prices and long checkout lines as the top reasons for beating a path to a nearby competitor. WWW.STORES.ORG http://TheFindGreen.com http://WWW.STORES.ORG
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