VIEWMAGAZINE
vol. 60 no. 1 January 2011
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
table of contentsChairman’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 factsFounded in 1888305 Stores16 States22,000 associates$3.35 billion FY10 revenues
3 Divisions:Northern (Raleigh, N.C.)Southern (Atlanta, Ga.)Western (Birmingham, Ala.)
special thanks
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.
our missionTo satisfy the modern Southern lifestyle like no one else, so that our customers get the fashion they desire and the value they deserve.
our visionFor the modern Southern woman to count
on Belk first. For her, for her family, for life.
our valuesBe 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.
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 com-pany 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 –
my viewpoint
contributorsto the
following
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new year’s triviaCan 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.
Enter by: January 28
E-mail your answer with name, location and contact number to:
[email protected]*Finalist is a guess that is +/- 25 of the correct answer.
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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 PlanBranding: 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
Tim Belk, Chairman and CEO
chairman’s corner
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.
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.
Belk Reaches Out to News Media to Help Tell Branding StoryBy Darrell Williams, Manager, Executive Communications
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 announce-ment 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
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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.“
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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 ambassa-dors 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-square-foot 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 per-cent over plan and the store climbed to number 2 in total sales volume among Western division stores.
Dominant Position Now a Reality for Belk in Growing Tuscaloosa Market
Tuscaloosa, Ala. #608Division: Western Store Manager: Yvonda Jackson Number of Associates: 178Selling Space: 149,226 sq. ft.
tuscaloosa, ala.University Mall
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.
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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
fashion buzzBy Arlene Goldstein, Vice President, Trend Merchandising, Fashion Direction
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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
the
fashionheight of
fashion merchandise
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Not only are today’s modern brides looking for short,
non-traditional wedding dress styles, they often want
a different dress to wear at the rehearsal dinner,
wedding and reception. And they’re surfing the net
to find them all.
“Many celebrities are doing this – changing into a
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,
brides can now select from a large variety of wedding
dresses, “second” and destination wedding dresses,
bridal party dresses and mother of the bride selec-
tions. Popular styles include strapless and halter
silhouettes with ruching, shimmer, beading, lace and
stretch lace accents.
“It’s a new generation of brides we’re attracting,” said
Joseph. “New styles will be updated monthly to keep
the selection fresh.”
To round out the Wedding Shop webpage, customers
can also purchase tuxedos, shoes, accessories, gift
items and lingerie. Available on Belk.com in February!
Modern Brides Are Changing the Rules
The More Dresses the Better
With the opening of
The Wedding Shop on Belk.com, brides can
now select from a large variety
of wedding dresses, “second” and
destination wedding dresses, bridal
party dresses and mother of the
bride selections.
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.
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 subur-ban 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,
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.
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 admis-sions and financial aid expertise to Nashville students in order to increase college acceptance rates, reten-tion, 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.”
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“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
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.
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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 experi-ence for customers.
The project in Hattiesburg combined the two Belk stores at Turtle Creek Mall into one 120,000-square-foot 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
Belk Embraces Style of the South with
Modern Store Enhancementsmerchandise 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.
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Hattiesburg, Miss. #670
Chattanooga, Tenn. #694
keeping in toUch with belk associates
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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 through-out 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 uplift-ing 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.”
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 partner-ship 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 educa-tion, screening, and treatment programs supported by local Komen affiliates.
Associates rally for breast cancer awareness in Myrtle Beach, S.C. #516.
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“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.
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.
benefits basic
special eventsWedding Registry Completion EventJanuary 21–23, 2011All Bridal Stores
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.
After being taken for more than $100,000 in merchandise in elabo-rate “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 profession-als 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 recuper-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.”
Thieves Caught in the Act of “Grab and Run” Attempt at Belk
lp awareness
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Phipps Plaza LP team, from left, Garfield Thompson, Ben Vasko and Bruce Billingy.
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 mono-gramming 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.
“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.
View Magazine Viewonline
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
Send your comments or submissions to [email protected] or contact Lynda Stadler at (704) 426-8451.
Belk Engraved Pendants: The Ultimate Personal Gift
Engraved pendants make great gifts for:
Wedding Parties
Graduations
Birthdays
Anniversaries
Holidays
Senior Communications Coordinator and Editor
Lynda Stadler
Art DirectorPamela Fernandez
VIEW MAGAZINEBelk, Inc.2801 W. Tyvola RoadCharlotte, N.C. 28217-4500
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