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Duane Reade’s ‘Show Us Some Leg’ campaign illustrates power of social media

BY Antoinette Alexander

Duane Reade experienced nearly a 20% boost in sales of its private label hosiery thanks to a seven-week social media campaign dubbed “Show Us Some Leg,” according to a published report.

The important takeaway here is that the success of this campaign speaks to the overall importance of engaging consumers beyond the walls of the bricks-and-mortar store.

As the story states, Duane Reade’s VIP Blogger Team reportedly helped to create more than 10.9 million impressions by encouraging entrants to upload their original photos wearing Duane Reade-brand hosiery via a Duane Reade Facebook page application. That’s 10.9 million impressions that translated into a 20% boost in sales — pretty impressive.

The campaign results are in line with a study released late last year by LoyaltyOne, which found that social media engagement between a consumer and brand drives both immediate and long-term sales increases.

Furthermore, a separate study by RedPrairie, designed to help retailers and manufacturers better understand the shopping habits of Gen Y, found that “successful engagement with millennial consumers is about adding value to their shopping experience, and respecting both their privacy and their preferred methods of communication.”

The reality is that retailers and manufacturers must not underestimate the value of being multichannel and having the capability to connect with the consumer when they are not in the store.

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Shopko appoints Jill Soltau as president

BY Alaric DeArment

GREEN BAY, Wis. — Mass-merchandise chain Shopko has appointed a new president, the company said Friday.

Shopko announced the promotion of Jill Soltau to president and chief merchandising officer. Soltau began working for Shopko in 2007 as SVP and GMM apparel and accessories, before receiving a promotion in 2009 to EVP and chief merchandising officer. She previously worked for retailers such as Sears and Kohl’s.

In her new role, Soltau will continue to oversee the chain of nearly 350 stores merchandising and product development while assuming responsibility for marketing, e-commerce, inventory management and supply chain departments and continuing her forces on the development and implementation of the company’s merchandising strategy.

"Since joining Shopko, Jill has led the creation of Shopko’s highly successful main store merchandising strategy and has been instrumental in the development of the company’s growth vehicle, Shopko Hometown," Shopko interim CEO and COO Mike Bettiga said. "Jill is a committed, driven and enthusiastic leader."

 

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United opens fifth worksite health center managed by Walgreens at Chicago’s O’Hare

BY Michael Johnsen

CHICAGO — United Airlines on Friday announced the opening of the airline’s new employee health clinic at O’Hare International Airport. The clinic, managed by Walgreens, will serve a broad scope of employees’ health needs, such as urgent care for routine illness, travel and other immunizations including flu shots, prepackaged medications, job-related physical training and pre-employment physicals, at no cost to employees. 

“We’re continuing to make significant investments in United, including investments in our co-workers,” stated Jeff Smisek, United chairman, president and CEO. “This clinic will offer convenient health services at no charge to keep our co-workers feeling and performing well.” 

The 5,200-square-foot facility, located in the airport’s Terminal 2 arrivals area, is the only one of its kind for any airline at O’Hare. United also offers healthcare clinics for its employees at its Cleveland, Houston, Guam and Newark/New York hubs. 

“More employers are recognizing the benefits of worksite health centers and wellness programs to improve the overall health, satisfaction and productivity of their employees, while also reducing costs,” noted Gregg Wasson, Walgreens president and CEO. “This project brings together two companies with deep Chicago roots to make health and wellness a top priority.” 

This marks the fifth workplace health clinic for United, all managed by Walgreens. United’s O’Hare facility adds to the more than 370 employer-based worksite health and wellness centers managed and operated by Walgreens Employer Solutions Group. 

“United’s new clinic is in line with Mayor Rahm Emanuel’s mission to encourage healthy habits for Chicago residents,” commented Rosemarie Andolino, commissioner of the Chicago Department of Aviation. “This facility further demonstrates United’s commitment to its employees and investment here at O’Hare.”

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