Creative Online

CREATIVE Marketing Trends
April/May, 2007


Whole Foods Market Launches Whole Trade Guarantee To Source Socially Responsible Products

Whole Foods Market, a leading natural and organic foods supermarket, has launched the Whole Trade Guarantee, a buying program that brings together a set of strict criteria for buying products from developing countries. For each Whole Trade Guarantee product sold, one percent of the retail sale will go to the Whole Planet Foundation whose mission is to create economic partnerships with the poor in developing world communities.

“Whole Trade Guarantee is a win-win situation for poverty relief because it ensures that producers receive a premium price and marketplace for their goods and, once the products are sold at Whole Foods Market stores, one percent of the retail price will go to the Whole Planet Foundation, which is creating real results in the fight against poverty by providing grants for micro loans for women entrepreneurs,” said Whole Foods Market co-founder and CEO John Mackey


Wal-Mart Rolls Out Opportunity Zones

Wal-Mart Stores, has selected nine communities across the country to be “Wal-Mart Jobs and Opportunity Zones.”

The program will provide support to local businesses by offering advertising inside Wal-Mart’s stores and in local newspapers, as well as presenting additional funding for local chambers of commerce.

Each of the Zones will be anchored by a Wal-Mart store and engage a host of local businesses and organizations with which the company will work to increase economic opportunities in surrounding neighborhoods. This initiative will create more opportunities for small businesses to capitalize on the benefits of having a Wal-Mart store in their community.


Harmony Pharmacy Opens At Newark Airport To Transform Drugstore Experience

Harmony Pharmacy is the first retail pharmacy to open at Newark Liberty International Airport, transforming the way today’s on-the-go traveler can seek healthcare and shop in an elegant and service-oriented environment.

From dispensing prescriptions to offering access to an on-site nurse practitioner, Harmony Pharmacy brings together the best aspects of a traditional European pharmacy coupled with a service focused staff to reach today’s busy traveler. Harmony Pharmacy also offers a broad array of preventative assistance and screening services, such as flu shots and vaccinations.

Harmony plans to expand to other airport and non-airport locations.


Duane Reade Establishes Flagship Diabetes Resource Center

Duane Reade, a leading drug store chain in the New York metropolitan area, has launched the Diabetes Resource Center, a premier educational facility for individuals with diabetes, located at 1889 Broadway in New York City. The Center is open to the public and free of charge. The first of its kind, the Center offers a full range of services and educational training to encourage the adoption of lifestyle changes that can help promote long-term good health. The program is managed and taught by licensed pharmacists and certified diabetes educators and consists of educational classes, scheduled appointments and walk-in service.

Kaliroi Brodin, Duane Reade’s Director of Health & Wellness Services, said, “By partnering with local health care professionals, we hope to become a one-stop destination where individuals with diabetes can come to acquire the tools necessary to take care of their health.”


Social Retailing Launched At Bloomingdale’s

Social Retailing, a new, interactive shopping approach, has debuted at Bloomingdale's 59th Street Flagship store in New York City. Designed by IconNicholson, digital agency, for fashion designer Nanette Lepore, Social Retailing combines social networking and the brick-and-mortar store so customers can connect live with their online friends while they shop.

An interactive mirror transmits high-bandwidth video to friends who comment back via instant message (IM) and who send their own suggestions from an online catalogue.

“Today’s young tech-savvy shopper expects to be connected 24/7 with her friends even while she shops,” said Frank Doroff, Sr. Exec. VP at Bloomingdale's. “Social retailing enhances that ability to connect and will draw new, younger shoppers to our stores.” Tom Nicholson, CEO IconNicholson, said, “The data collected about customers from this live pilot will help us refine the solution in preparation for a larger rollout.”


Virtual Model Home Tours Debut

Human-scale virtual model home tours are making their debut for the first three Lennar enclaves at Central Park West--Irvine, CA’s first urban master-planned community.

“After selecting the Lennar neighborhood that fits their lifestyle, home shoppers are invited for virtual tours,” said Denise Hayes, V.P., Marketing for Lennar’s Orange Coast Land Division, developer of Central Park West. “Home shoppers actually step into the homes’ interior via human-scale videos that create life-sized virtual homes-showing amazing detail, and all the dimensional changes and floorplan variations people experience as they physically walk through model homes.”

This new technology allows for interactive home viewing from the comfort of a leather recliner in a private screening room.


Blue Cross Unveils Concept Retail Store

Blue Cross and Blue Shield of Florida has unveiled “Florida Blue,” a new concept in retailing geared to assist consumers’ navigation of the health insurance market.

Located in the St. John’s Town Center in Jacksonville, Florida Blue will sell health and ancillary products such as dental and life insurance as well as provide educational and informational seminars for consumers on health care and health coverage related issues.

The Company said the store, one of the first of its kind nationally, is a new concept in the health insurance arena and is one additional component of BCBSF's move to a consumer-empowered retail environment.

Blue Cross believes Florida Blue will be a success even if consumers do not sign up for BCBSF products on the spot, because it will expose potential customers to BCBSF's extensive portfolio of products and services in a no-pressure environment and favorable way.


Storm Depot Opens First Of 12 Planned Hurricane Protection Retail Stores

Storm Depot has opened its first Retail Hurricane Protection Outlet in Jensen Beach, Florida. The store is the first of a planned 12-store chain to be in place before the start of the 2007 Hurricane season.

The stores will sell a wide selection of hurricane shutters, hardware and related materials, which are all approved under the Florida Building Code. Each store will also offer installation services through licensed professionals.


Mall Of America Partners With Nickelodeon For First Nickelodeon Theme Park

Mall of America and Nickelodeon have formed a partnership bringing various Nickelodeon properties and characters to life in the first-ever Nickelodeon themed park, part of the re-branding of the Mall’s seven acre amusement park. Fresh designs and exciting new rides and attractions, inspired by Nickelodeon's popular shows and characters, are just a few of the anticipated changes. “Both Nickelodeon and Mall of America have tremendous family and kid appeal,” said Howard Smith, Sr. V.P., Nickelodeon Recreation. “This is the perfect marriage of two entertainment entities: Nickelodeon, the number-one brand for kids, and Mall of America, the top shopping and entertainment destination in the country. We’re thrilled to expand our brand with our first stand alone Nickelodeon theme park and our largest retail presence in such a wonderful destination.”

Celebrity Cruises To Offer Leapfrog SchoolHouse Programs Onboard

Celebrity Cruises is enhancing its onboard activities for kids by working with LeapFrog SchoolHouse to provide engaging, multi-sensory learning tools and instruction that align with Celebrity’s travel itineraries around the world. LeapFrog SchoolHouse worked with Celebrity to make available onboard a variety of their most popular products, and created six exclusive educational modules for children ages 3-9.

“Shipboard youth programs typically are designed to provide kids with fun activities,” said Lisa Lutoff-Perlo, Celebrity’s V.P., Entertainment & Activities. “Our goal is to go beyond that concept, providing kids with an environment where they can learn while also having a great time.”


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