STORES 2017 BIG Show Daily - January 16, 2017 - 22

2017 MONDAY

22

Loyalty
Continued from page 1

code as far as understanding its customers
and cementing their loyalty. The retailer,
which operates over 7,000 stores in 16
countries, has some 50 million members
in its loyalty program worldwide. In Australia, its most recent annual EB Games
Expo attracted 35,000 attendees; of the
21 million Australians, 19 percent are
GameStop loyalty members.
"In the '90s, it became a cliché to
say business should think globally and
act locally," said Mauler. "We actually
do that. We think globally, and we use
loyalty program data to interact personally with our customers." The program,
he said, is "not about points or perks.
Outside the U.S., points don't even count.
It's about understanding customer data
and using that knowledge to shape our
business model."
As an example, he cites what gamers
refer to as "loot" - themed merchandise
tied to the imagery of games or fantasy
entertainment: "Game of Thrones" shot
glasses, for example. GameStop's customer base - 65 percent of whom are
female and family shoppers - let the
company know that the eight feet of shelf
space devoted to loot in a normal GameStop store was not enough. In response,

the company has launched a chain of
sores called Zing that are devoted solely
to loot, which represents sales of $500
million annually. By the end of the year
there will be 80 Zing stores.

Transforming the
customer base

The Vitamin Shoppe, which has been
in business for some 40 years, is in the
process of transforming its customer base
- or, to be more accurate, the customer
base is transforming itself. From being
a minority preoccupation, concern with
proper nutrition and exercise is now "a
national obsession," said CEO and chief
health enthusiast Colin Watts.
In response to changing times and
the changing needs of its customers,
The Vitamin Shoppe is transforming its
appearance and business model. From a
somewhat intimidating display of shelves
of pills and powders, the stores now
feature meeting places for one-on-one
and group consultations, sampling stations and other features designed to help
customers understand how they can help
their customers.
"We've become a destination store,"
said Watts. "We have three times the
number of first-time customers, and 91
percent of them say they would recommend it to friends and family."

Talent
Continued from page 1

importance of culture
and loyalty. Plus-size
fashion and trend retailer Ashley Stewart
was founded to provide women a boutique-like setting in
urban areas, and has
long stood for values like respect and
empowerment. But it
hasn't always operated on the best business sense.
Rhee became
CEO in mid-2013
as the company was Ashley Stewart CEO James Rhee.
headed toward bankruptcy (its second in just over three the employees, the minute they felt safe,
years), and by championing kindness, they became leaders.
transparency and focusing on the core
Lundgren, for his part, said ongoing
customer, the company is thriving. Ash- training, regardless of level, is a key comley Stewart also has a highly engaged ponent in retention. He also noted how
- and loyal - customer community.
crucial it is to keep sharing the stories
"I know the industry is going through of retail opportunity and of individual
a lot of change," Rhee said. "I hope it's company culture and progress.
some form of encouragement that what
"Those are the things that make
was arguably one of the worst businesses people say, 'I think I'd like to work for
could reinvent itself around something as that company,'" he said.
basic as loyalty and friendship." As for

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STORES 2017 BIG Show Daily - January 16, 2017

Table of Contents for the Digital Edition of STORES 2017 BIG Show Daily - January 16, 2017

STORES 2017 BIG Show Daily - January 16, 2017 - 1
STORES 2017 BIG Show Daily - January 16, 2017 - 2
STORES 2017 BIG Show Daily - January 16, 2017 - 3
STORES 2017 BIG Show Daily - January 16, 2017 - 4
STORES 2017 BIG Show Daily - January 16, 2017 - 5
STORES 2017 BIG Show Daily - January 16, 2017 - 6
STORES 2017 BIG Show Daily - January 16, 2017 - 7
STORES 2017 BIG Show Daily - January 16, 2017 - 8
STORES 2017 BIG Show Daily - January 16, 2017 - 9
STORES 2017 BIG Show Daily - January 16, 2017 - 10
STORES 2017 BIG Show Daily - January 16, 2017 - 11
STORES 2017 BIG Show Daily - January 16, 2017 - 12
STORES 2017 BIG Show Daily - January 16, 2017 - 13
STORES 2017 BIG Show Daily - January 16, 2017 - 14
STORES 2017 BIG Show Daily - January 16, 2017 - 15
STORES 2017 BIG Show Daily - January 16, 2017 - 16
STORES 2017 BIG Show Daily - January 16, 2017 - 17
STORES 2017 BIG Show Daily - January 16, 2017 - 18
STORES 2017 BIG Show Daily - January 16, 2017 - 19
STORES 2017 BIG Show Daily - January 16, 2017 - 20
STORES 2017 BIG Show Daily - January 16, 2017 - 21
STORES 2017 BIG Show Daily - January 16, 2017 - 22
STORES 2017 BIG Show Daily - January 16, 2017 - 23
STORES 2017 BIG Show Daily - January 16, 2017 - 24
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