VIEWMAGAZINE - MY Belk (Associate Portal)

VIEW
vol. 60
no. 1
January 2011
MAGAZINE
Belk Works Plan
To Live Its Brand
with Modern. Southern. Style.
Dominant Position Now a Reality for Belk in
Growing Tuscaloosa Market
Modern Brides Change the Rules! Belk.com
Hosts New Wedding Shop
my viewpoint
our mission
To satisfy the modern Southern lifestyle
like no one else, so that our customers
get the fashion they desire and the value
they deserve.
our vision
For the modern Southern woman to count
on Belk first. For her, for her family, for life.
our values
Be encouraging of growth and change
Be proud of our rich heritage.
Be involved in our communities.
Be relentless with customer care.
Be committed to the success of our
associates.
Be the best at what we do.
table of contents
Chairman’s Corner.....................................................................3
Corporate Goals Focus........................................................4
Store Profile: Tuscaloosa, Ala..........................................5
Fashion Buzz.....................................................................................6
Wedding Shop on Belk.com...........................................7
The Belk Foundation Review..........................................8
Belk Remodels With Southern Style......................9
Belk Charity Campaigns...................................................10
LP Awareness..................................................................................11
Belk Engraved Pendants..................................................12
belk fast facts
Founded in 1888
305 Stores
16 States
22,000 associates
$3.35 billion FY10 revenues
3 Divisions:
Northern (Raleigh, N.C.)
Southern (Atlanta, Ga.)
Western (Birmingham, Ala.)
2
Happy New Year! As I’ve stated in the past, I’m not big
on making (or keeping) New Year’s resolutions. I simply
reflect on my life and decide what I would like to achieve
in the coming months. However, here at the office, our
editorial group took time to discuss ways that we might
more effectively incorporate our Belk values and brand
personality into View Magazine in the coming year. As a result, we’ve
made some changes in our design, content and style that we hope
you like.
Speaking of refreshing…a renovation project and intense re-grand
opening week in the Tuscaloosa, Ala. store proved to be good business
for Belk. According to Yvonda Jackson, store manager, the business
exploded after the project was completed, and is currently trending at
10 percent over plan year-to-date. Associate dedication was the most
important success factor, said Jackson. “Our team is an enthusiastic,
committed and determined group of professionals who show a level of
entrepreneurial ownership that continues to grow stronger,” she said.
Also, be sure to read Tim Belk’s Chairman’s Corner column in which
he details an exciting plan to invest more than $500 million in the company over the next five years. These strategic investments will enable
Belk to create jobs and boost comparable store sales growth and
profitability over the long term. Powerful stuff!
Peace –
new year’s trivia
Can You Guess?
How many unique visitors logged
on to Belk.com during the month
of December?
One winner will be chosen at
random from all finalists’ entries.*
Winner will receive a $50 Belk
gift card.
special thanks to the
following contributors
Enter by: January 28
Dianna Dix, Mike Gearheard, Arlene Goldstein,
Becky Pinion, Emily Spratt, Darlene Starcher, Ryan
Thomas, Ben Vasko, Bob Vranek, Darrell Williams,
Cindy Withers and all the Belk merchandise
buyers and executives who provide information
for View Magazine.
view@belk.com
E-mail your answer with name,
location and contact number to:
*Finalist is a guess that is
+/- 25 of the correct answer.
chairman’s corner
Tim Belk, Chairman and CEO
Happy New Year! I want to thank all of you for your hard work and
dedication to making our company shine through the holidays and for
embracing our brand position, mission and vision with a level of energy
and enthusiasm that is a hallmark of Belk associates. Your contributions
are an important element to our success and I want to share with you our
plans on how we’re going to leverage the very best parts of our past and
combine it with our new vision for our future.
One of the greatest attributes of Belk is our ability to change. Through
the years, we’ve succeeded in navigating through uncertain times by
adapting the business to changing economic and market conditions
before we were forced to change. We came through the recession in a
position of strength and our current financial position allows us to move
our company forward with pride and confidence.
We plan to invest more than $500 million in the company over the
next five years in strategic areas that will enable us to create jobs and
boost store sales growth and profitability over the long term. As indicated
in the Investment Plan (at right), our strategy involves investing in
organic growth—in areas such as branding, merchandising, information
technology, e-commerce, and store and department remodels and
expansions.
We will keep you up to date as each of these initiatives unfolds
and let you know how it may impact or involve you. In this issue of
View Magazine you can read about three store remodels completed
last fall and the positive outcome the projects had in Belk stores in
Tuscaloosa, Ala., Hattiesburg, Miss. and Chattanooga, Tenn. You can also
find out about the buzz our new branding launch created in the media
throughout our markets.
This is an exciting time for our company and the future is bright.
I welcome your ideas and feedback and look forward to working together
with you to achieve our mission to satisfy the modern Southern lifestyle
like no one else.
Investment Plan
Branding: Total $70 million
• Store signs – $25 million
• Advertising spend – $34 million,
over three years to increase from
3.8 percent of sales in FY10 to
4.6 percent of sales in FY13
• Supplies and visual – $5 million
•Credit card re-issue – $3 million
Store Investments: Total $200 million
•Customer experience improvement
•60 store remodels
•Key departments
(denim, shoes, costume jewelry)
E-Commerce: Total $30 million
•Technology enhancements
•Mobile commerce
•Customer experience improvement
•Platform planning
•20 new jobs
IT Infrastructure: Total $150 million
•Core systems replacement
•Merchandising system
•POS store systems
•E-Commerce
•50 new jobs
Merchandising Organizational
Structure: Total $13 million
•Project Impact – 33 new jobs
•Private Brands – Focus on design
talent and office environment
enhancements, six new jobs
3
corporate g als
f cus
Belk Reaches Out to News Media to Help Tell Branding Story
By Darrell Williams, Manager, Executive Communications
“
Belk made headlines after the announcement of its
new brand identity on Sunday, Oct. 3 and generated
significant news media coverage throughout our
markets and nationally.
Hundreds of news articles were published in
major newspapers in Belk’s 16-state footprint and in
key national trade publications. Dozens of television
stations in Belk communities also ran news stories
about the brand launch and subsequently the logo
unveiling events in Charlotte, N.C., Raleigh, N.C.,
Atlanta, Ga. and Birmingham, Ala.
To facilitate delivery of key branding messages and
the new logo and other branding collateral to news
media, a website was created for news media at
www.belkbranding.com.
”
For the first time, Tim Belk and Johnny Belk
participated in a national media tour on Thursday,
Oct. 14 in New York City resulting in live interviews on
two Fox Business News programs and interviews with
Reuters and Wall Street Journal reporters.
The announcement also created lots of positive
buzz about Belk’s new brand as reflected in the
hundreds of postings on the Belk Facebook page and
in comments on Twitter and numerous news websites.
Between Oct. 3 and Oct. 24, approximately 124
news articles were published in print and broadcast
news outlets, which reached more than 44.5 million
readers and viewers.
4
The national distribution of the branding
announcement press release resulted in more than
220 news placements with various print, broadcast
and online news outlets with a combined total
audience count of 279.3 million.
The Belk corporate communications department
enlisted the help of Hope Beckham Public Relations
in Atlanta, Ga. to plan and execute a public relations
campaign designed to support the public announcement of Belk’s re-branding and to garner news media
coverage in Belk markets and nationally.
To facilitate delivery of key branding messages
and the new logo and other branding collateral to
news media, a website was created for news media
at www.belkbranding.com. The website provided easy
access to:
• Branding announcement press release
• Video clips of company executives Tim Belk
and Johnny Belk providing statements about
the branding initiative
• Photos of the new shopping bag, credit card,
advertising circulars and other
collateral displaying the new logo
and brand identity
•Photos of the new Belk logo signs
being manufactured
•Photos and biographical profiles
of Tim Belk and Johnny Belk
tuscaloosa, ala.
Dominant Position Now a Reality for Belk
in Growing Tuscaloosa Market
It was a classic case of turning perception into reality. In order to
remodel the Tuscaloosa, Ala. women’s store to accommodate new
vendor shops and sales floor enhancements, the intimates department
was moved to the men’s, home and kids’ building. That seemed like an
odd change to some customers and they were vocal in their concerns.
But once the intimates managers and associates finished spinning
their visions of an intimates department fit for a queen, customers just
couldn’t resist. It was in their best interest, they believed. And it soon
became their new reality.
Sales in the intimates department immediately increased 3.4 percent
to plan and overall store sales grew 9 percent during the renovation.
As a matter of fact, the men’s, home and kids business all blossomed
after the transition. “It was a real lesson in how to make something work
well,” said Yvonda Jackson, store manager, who has managed through
five remodeling projects in her retail career. “Associates are ambassadors for what we do and if they understand the reasons for change and
they align with the mission, they will embrace it and sell it to customers.”
In this case, the associates responded to concerns with upbeat,
positive explanations that intrigued customers and made them want to
go to the new department. “They convinced customers that we were
indeed making a better shopping environment for them, by providing a
new, larger fitting room, more assortments and more space that would
improve their entire experience. They even persuaded customers that
the walk down to the other store would be a health benefit for them.”
The Tuscaloosa women’s store was completely renovated and
included the addition of new premium brand vendors. A 5,000-squarefoot juniors department was also added, and minor changes were made
to the men’s, home and kids’ building. A well-organized and executed
grand opening week resulted in sales of $754,000 which was 11 percent over plan and the store climbed to number 2 in total sales volume
among Western division stores.
store profile
University Mall
1
2
3
1 The denim shop gets a fresh focus.
2 Associates from the intimates department.
3 The center core area changed to an
open-sell environment.
Tuscaloosa, Ala. #608
Division: Western
Store Manager: Yvonda Jackson
Number of Associates: 178
Selling Space: 149,226 sq. ft.
Highlights of the Grand Re-Opening
• More than 400 people were waiting at the door on
opening day
• Belk donated $5,000 each to the United Way and
Hannah House
• Eight cosmetics events generated $176,000 in sales
• Shoe Follies generated $35,000 in department sales
5
fashion buzz
By Arlene Goldstein,
Vice President,
Trend Merchandising,
Fashion Direction
the
height of
fashion
In no uncertain terms, shoes express the optimistic
energy and sassy attitude of the upcoming season.
Yes, it’s feet first as we transition with offerings
that are fresh, flirty and fabulous. From “oh wow”
wedges and interesting hardware to fem flats and
anything with floral embellishments, new shoes are
the perfect way to move fashionably into spring.
Check out the array of genius creations—any of
which will add the instant update that most weary
wardrobes are calling for.
Choose wisely and you are sure to be at the height
of fashion!
A few tips:
• New nudes are fashion forward
• Metallics go with almost everything
• Animal prints are smarter than ever
• Love lower heels without sacrificing style
• Pay attention to platforms
• Embrace the ease of espadrilles
• Count on color to add the perfect pop
6
fashion merchandise
Modern Brides Are
Changing the Rules
The More
Dresses
the Better
Not only are today’s modern brides looking for short,
“It’s a new generation of brides we’re attracting,” said
non-traditional wedding dress styles, they often want
Joseph. “New styles will be updated monthly to keep
a different dress to wear at the rehearsal dinner,
the selection fresh.”
wedding and reception. And they’re surfing the net
to find them all.
“Many celebrities are doing this – changing into a
To round out the Wedding Shop webpage, customers
can also purchase tuxedos, shoes, accessories, gift
items and lingerie. Available on Belk.com in February!
shorter, flirtier dress for their wedding receptions so
they can move and have fun. It’s definitely a new trend
in a dynamic, ever-changing wedding business,” said
Robin Joseph, vice president and DMM, dresses and
intimate apparel. Shopping online makes it easy to see
different styles, price points and make comparisons.
With the opening of The Wedding Shop on Belk.com,
With the opening of
The Wedding Shop
on Belk.com, brides can
brides can now select from a large variety of wedding
now select from a large variety
dresses, “second” and destination wedding dresses,
of wedding dresses, “second” and
bridal party dresses and mother of the bride selec-
destination wedding dresses, bridal
tions. Popular styles include strapless and halter
silhouettes with ruching, shimmer, beading, lace and
stretch lace accents.
party dresses and mother of the
bride selections.
7
The Belk Foundation: Making A Difference in the Lives of Children
standardized test preparation, career information,
mentoring and college preparation and planning.
Over the first few years of the program, CREW
Teens has helped its participants increase test scores
and graduation rates, attract almost $2 million in
scholarships, and attend more than 30 colleges.
1
PARTNERSHIP SPOTLIGHT
East Lake Foundation
Atlanta, Ga.
The East Lake Foundation in Atlanta was founded
in 1995 on the belief that everyone deserves the
chance to succeed. It worked with residents and
public/private partners to develop a new community
on the site of the former East Lake Meadows public
housing project. The model community includes a
mixed-income apartment community, Atlanta’s first
charter school, Drew Charter School, a YMCA, family
center, and the renowned Charlie Yates Golf Course.
“Investing in schools and organizations that work
aggressively to ensure all students graduate from
high school and continue on an intentional path
toward college, career and life.”
– From The Belk Foundation mission statement
The East Lake Foundation has a strong focus on
education. Drew Charter School, serving students age
three through grade eight, has led the children of East
Lake to achieve academic results rivaling their suburban peers. 94 percent of its students are meeting or
exceeding state standards for reading and 84 percent
for math.
This spring, The Belk Foundation donated
$30,000 for East Lake’s CREW (Creating Responsible,
Educated, and Working) Teens program, which seeks
to prepare East Lake youth to excel in high school and
beyond. Since 97 percent of CREW Teens participants
will be the first in their families to attend college, the
program is a critical resource for access to tutoring,
8
2
GRANT PROFILE
Nashville College Connection
Nashville, Tenn.
Last summer, Johanna Anderson, director of
The Belk Foundation, Jan Clevenger, Western
Division chair, Glenn Sellers, Western Division regional
manager, and Greg Smith, store manager of Belk in
Franklin, Tenn., spent time with staff and students
of Nashville College Connection (NCC). The Belk
Foundation invested $25,000 in NCC, an initiative of
the Oasis Center, which provides individualized admissions and financial aid expertise to Nashville students
in order to increase college acceptance rates, retention, and successful degree completion.
“We learned so much about the challenges
students face when considering college. Affordability
is only one piece of the puzzle,” shared Anderson.
“NCC works with students to find the best fit for them,
and helps prepare them for the transition to college.
For many of the students, going to college is their first
time out of Nashville. NCC provides the support they
need to not only get into college, but to graduate.”
1 Dave Penrod, Southern Division chair; Johanna Anderson, The Belk
Foundation director; and The Belk Foundation board members
celebrate the opening of the Drew Charter School Literacy Center.
2 Glenn Sellers, Jan Clevenger, Johanna Anderson and Greg Smith
with staff and students of Nashville College Connection.
Hattiesburg, Miss. #670
Chattanooga, Tenn. #694
Belk Embraces Style of the South with
Modern Store Enhancements
Customers turned out in droves on October 15
to participate in the grand re-opening events at the
newly renovated Belk stores in Hattiesburg, Miss.
#670 and Chattanooga, Tenn. #694. Representing a
combined investment of $9.2 million, the renovations
were designed to modernize the store interiors and
provide an exciting and convenient shopping experience for customers.
The project in Hattiesburg combined the two Belk
stores at Turtle Creek Mall into one 120,000-squarefoot store. The store’s updated décor features new
flooring, carpeting, ceilings, lighting, display fixtures,
and new fitting rooms and restrooms.
“Our customers had told us that they didn’t like
the inconvenience of having to visit two stores to get
their shopping done,” said Wayne Freeman, store
manager. “We listened to their feedback and decided
that we could serve them better by bringing all of our
merchandise departments together under one roof.
The store’s open layout and design and enhanced
merchandise presentation make it easier now for
shoppers to find the merchandise they’re looking for.”
In Chattanooga, the renovation project
encompassed both of Belk’s current store buildings at
Hamilton Place. The children’s departments relocated
from the men’s, home and kids’ store into the women’s
store. The juniors area also received a major overhaul
and was moved from the first level to the second level
of the women’s store. The remaining men’s and home
store areas were consolidated into the lower level of
the existing building. The top level was leased by Belk
to Forever 21.
“This major renovation is a sign of Belk’s ongoing
commitment to be the department store of choice in
Chattanooga,” said Chris Manning, store manager.
“Our associates are excited about the renovation and
their ‘new’ store and we had a great celebration.”
During the grand re-opening ceremonies, Manning
presented a $5,000 check to Siskin Children’s Institute.
9
news of note
keeping
in touch
with belk
associates
“Somewhere in the
world, someone dies
of breast cancer every
69 seconds,”
– Nancy G. Brinker, founder and CEO of
Susan G. Komen for the Cure.
Belk Charity Sale Events Raise $9.5 Million
For Nonprofits in 2010
Belk’s semi-annual Belk Charity Sales raised
more than $9.5 million for hundreds of local charities,
schools and nonprofit organizations located throughout the company’s 16-state market area last year.
The fall event, held Saturday, Nov. 6, raised
$4.75 million with more than 908,000 tickets sold.
In return for a $5 donation, customers received
a ticket admitting them to the Charity Sales on May 1
and Nov. 6 that entitled them to merchandise
discounts ranging from 20 to 70 percent on Belk
purchases.
Participating local charities sold the Charity Sale
tickets in advance of the event with proceeds from
each $5 ticket sold retained by the charity.
“The Charity Sale is a great opportunity for Belk
be involved and give back to its communities each
season,” said Tim Belk, chairman and CEO. “It’s uplifting to see such strong participation in these events
and to acknowledge that as a result of our customer’s
generosity more than $9.5 million will benefit nonprofit
organizations and charitable causes throughout the
South.”
Customer Maria Cristina
Carino won a $1,000 Belk
gift card during the Charity
Sale gift card giveaway at
Belk in Asheville, N.C. #112,
Asheville Mall, on Saturday,
Nov. 6. The first 100 people
to every Belk store on
the morning of the event
received a free gift card.
Carino is pictured with
Hugh Halpert, merchandise
coordinator (left) and Bob
Grenfell, store manager.
10
Associates rally for breast cancer awareness in Myrtle Beach, S.C. #516.
Belk Reaches $1 Million First-Year
Fundraising Goal for Susan G. Komen
When Belk associates become passionate about
a cause and set a goal to raise money, watch out!
Associates joined with customers to raise $1 million
during the “Pink is our Passion” campaign to benefit
Susan G. Komen for the Cure during Breast Cancer
Awareness Month in October. The campaign is part of
Belk’s three-year, $3 million fund-raising commitment
to Komen.
“Belk is deeply committed to Susan G. Komen
for the Cure and breast cancer research,” said
Tim Belk, chairman and CEO. “We’re proud of our
associates and customers for supporting this
campaign so whole-heartedly and enthusiastically.
Our stores made a tremendous effort and our partnership with Komen makes everyone at Belk proud.”
An amount of $599,950 will be invested in the Belk
EDGE, a Susan G. Komen for the Cure Grant for Early
Detection and General Education. The remaining funds
will help support research grants, along with education, screening, and treatment programs supported by
local Komen affiliates.
lp awareness
Thieves Caught in the Act of “Grab and Run”
Attempt at Belk
After being taken for more than $100,000 in merchandise in elaborate “grab and run” schemes over the past six months, Belk, Macy’s,
Bloomingdales, Nordstrom, mall security departments and the Atlanta
police department were on high alert. Thanks to Bruce Billingy, loss
prevention associate at Belk in Phipps Plaza #619, one of the area’s
“most wanted” group of thieves was caught in the act and apprehended
during a “grab and run” attempt at the store on October 21.
Since it is a general practice for retailers at Phipps Plaza to report
suspicious customers to mall security, Billingy and other loss professionals keep a close ear on the mall radio for updates. It caught Billingy’s
attention when he heard Nordstrom call to mall security about a group of
males who were casing their denim department. “They said that the men
had left their store in a black Lexus and were heading toward Belk,” said
Billingy.
“I immediately trained the
camera on the parking lot and
tracked the car, thinking it was
leaving the parking lot and I
could get a tag read on it. I was
shocked when they drove right
to the front door of our store.
Four males jumped out and
came into the building and I
knew we had a possible “grab
and run” case in progress.”
Since Billingy was recuperPhipps Plaza LP team, from left, Garfield Thompson,
Ben Vasko and Bruce Billingy.
ating from a broken ankle at the
time, he called the mall security
for backup and police assistance. “Coincidently, the police department
and the mall security officers were meeting in the mall at that very
moment, discussing how to handle these types of cases,” said Billingy.
The police were outside the Belk store within moments to apprehend
the suspects as they ran out carrying over $2,200 worth of merchandise.
All four suspects were caught and the incident was covered on local
television news reports that evening.
Ben Vasko, loss prevention manager, said, “These groups are hard
to catch because they are extremely organized. They can be in and out
of the store within minutes. Bruce’s attention to the radio and his quick
reaction to the situation was what made the apprehension a success.
He did everything right.”
special events
Wedding Registry
Completion Event
January 21–23, 2011
All Bridal Stores
benefits basic
Q: I want to increase my
contributions to the 401(k)
plan. Do I have to have a
qualifying life event or wait
until annual enrollment to
change the contributions?
A: No, once you become
eligible to contribute to the
401(k) plan, you can change
your contributions at any
time by contacting Charles
Schwab at 1-800-777-4015
or managing your account
through their website at
www.401kaccess.com. You
will need your user ID and
pin number to access your
account.
11
VIEW MAGAZINE
Belk, Inc.
2801 W. Tyvola Road
Charlotte, N.C. 28217-4500
PRSRT STD
U.S. POSTAGE PAID
PERMIT #3328
CHARLOTTE, NC
Address Service Requested
Belk Engraved Pendants:
The Ultimate Personal Gift
Are your customers looking for the perfect
“personalized” jewelry gift item?
Belk & Co. Fine Jewelers offers a large selection of
silver and gold pendants with personalized monogramming and message engraving options. Pendant
styles include round and square discs, heart, dog tag,
locket, and girl and boy profiles. Expert engraving
services are provided by Keith Garland, graduate
gemologist, and the staff of talented jewelers at the
Belk & Co. Fine Jewelers Repair Center who take great
care in producing pieces that will last a lifetime.
Engraved pendants make great
gifts for:
“This is a unique department store service that Belk
is proud to offer,” said Catherine Coquillard, vice
president, DMM, fine jewelry. “Quality pendants are
moderately priced from $25 to $200 and include
minimal engraving fees.” Engraving is completed
within two weeks of purchase and returned to the
store for customer pickup.
Wedding Parties
Graduations
Birthdays
Anniversaries
Holidays
Senior Communications
Coordinator and Editor
Lynda Stadler
Art Director
Pamela Fernandez
View Magazine
Viewonline
Send your comments or submissions to view@belk.com or contact Lynda Stadler at (704) 426-8451.
View Magazine is an internal publication produced by Belk’s Corporate Communications Department.
It is intended solely for Belk associates and not for external distribution.
View Online is a new companion newsletter published monthly on The Hanger and the Associate Portal
(http://associate.belk.com). Read each new issue on the first Friday of each month.
View Magazine • Belk, Inc. • 2801 W. Tyvola Rd. • Charlotte, N.C. 28217-4500