STORES Magazine - December 2008 - (Page 19)

fullprice/markdown Party at Talbots TALBOTS is hosting a big party this month with the help of its best cusLL FU ICE tomers. On the evening of December 4, PR all 550 stores will close their doors to the general public and reopen for an exclusive “hostess event.” Store managers across the country have asked their best customers to “host” parties inside the stores and to invite an unlimited number of friends to stop by and shop. Talbots is supplying the hors d’oeuvres, drinks and, in some instances, a stylist to help women update their looks. The first hostess party was held in September; since then more than 65 parties have taken place, with anywhere from 50 to more than 100 shoppers attending. In some cases, a portion of the sales are donated to charity; in others, a 20 percent discount is granted. Dayle Haddon, author, L’Oreal spokeswoman and UNICEF ambassador, was a special guest at a number of the events held in the fall. The parties are intended to build relationships between shoppers and employees, which Talbot’s executives hope will translate into higher sales. & RETAIL HITS MISSES Convenient Shot in the Arm THERE’S a lot to be said for letting your customers know that they’re not alone in battling lean times. Wegmans Food Markets understands the value of communicating the steps it is taking to help consumers reduce their food bills. Last month, the 72-unit supermarket chain announced plans to reduce prices on hundreds of bakery, meat, produce, deli and other grocery items for an extended period of time; many of the price cuts are in Wegmans’ private-label lines. Based on anticipated sales of these products, the total value of price cuts to consumers would amount to $12 million on an annualized basis. For an average consumer shopping for a family, the savings could amount to as much as $40 to $60 a month. “During difficult times like these, it’s O.K. with us if we make a little less money,” CEO Danny Wegman said in announcing the program. “And, as always, we are committed to offering the lowest price in the market on the items most important to families.” There’s a good chance that the savings shoppers enjoy now will pay dividends for Wegmans for many years to come. L FUL ICE PR WWW.STORES.ORG Cut Prices, Build Loyalty vaccines. Drive-through flu shots were provided during October and November ranging from hospitals to schools — even a sandwich shop – that could accommodate hundreds of cars. Typically, people would drive up to a designated area, fill out a few quick forms and pay for the shot. Then it was time to roll up your sleeve, pop your arm out the window and brace yourself for “a little pinch.” Once the health officials were sure the vaccine recipients were ready to keep driving, they rolled out of the lots, better prepared to face the flu season. In several instances the drive-through clinics were sponsored by public health districts seeking to test mass vaccination procedures that might be used in response to a pandemic or bioterrorism attack. Whether it served as a test or just a convenient way to deliver inoculations, it stands out as a notable way to meet the needs of today’s timestressed consumer. L across the nation recently took a shot FUL ICE at a new method for dispensing flu PR A NUMBER of cities and counties Register Here ly launched an e-commerce website. The site grabs attention with a Deal of the Day feature, which highlights a single item in limited quantities that the company puts on sale daily. Big Lots has designed the site to provide the same “treasure hunt” atmosphere that exists at its 1,300 stores. Before a shopper can browse the website, however, she has to register her name, e-mail address and ZIP code. Joining the Buzz Club opens the door to exclusive discounts, early ad previews and other perks — but it’s hard to get past the concept of a registration page. Company executives say they’re trying to ensure that the website doesn’t siphon business from their stores. Ultimately, however, the consumer thinks of biglots.com as an extension of Big Lots. And if they don’t have to register to shop in the stores, why should they have to register online? STORES / DECEMBER 2008 19 RK retailer Big MA N Lots recentDOW DISCOUNT http://www.biglots.com http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of STORES Magazine - December 2008

STORES Magazine - December 2008 Contents Executive Editor's Page President's Page Wrap Rage Unraveled What Shoppers Think Courting a Comeback 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Cover Story: Navigating the Road Ahead Website Strategy Concept2Watch Online Customer Service International Marketing Green Retailing Online Merchandising Signage Operations Online Strategies Pricing Strategy Kiosks RFID Human Resources Loeb Retail Letter ARTS Update Point of View NRF News Retail Crossword Retail Industry Calendar Last Laugh

STORES Magazine - December 2008

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