Five Below to open 11 stores in Dallas
Philadelphia — Five Below will expand its presence in Texas by opening 11 stores in the Dallas-Fort Worth area on Sept. 12, 2013. The teen retailer’s entry into Dallas follows four successful store openings in Austin, completed in August of this year.
“The Dallas-Fort Worth area, like Austin, has a healthy economy and is home to the family-centric communities and value-minded consumers that Five Below serves best,” said Tom Vellios, CEO and co-founder of Five Below, Philadelphia, whose goods are all priced at $5 and below. “In addition to providing a fresh assortment of tech, fashion, beauty, crafts, and seasonal must-haves for teens and pre-teens, our Dallas-Fort Worth stores will be stocked with Dallas Cowboys and University of Texas team products, Texas-themed t-shirts, Texas-themed party goods, and more, all priced between $1 and $5.”
Five Below’s expansion into the Dallas-Fort Worth marks the retailer’s strongest market debut to date, besting the 2010 Chicagoland record of 10 store openings in a single day. The chain is on target to open 60 stores throughout various locations in 2013, and more than 100 stores over time in Texas.
Puma, Carlsbad, Calif.
Puma’s outlet-store prototype is streamlined, sporty and contemporary looking, with strong brand cues. The store model is built around sustainability and flexibility. It features a “design by subtraction” concept that is based on a mobile fixture kit of interchangeable stock parts that yield 30% lower energy consumption. A lack of partition walls results in fewer materials, and enables the entire store to be reconfigured without the need for permanent construction or installations.
All of the wood is renewable, and all the featured metals are recycled. LED lighting is placed at a 45-degree diagonal pattern, significantly reducing the lighting quantity and power load, making this design 35% more energy
Project Architect/Designer: Colkitt&Co., San Diego (Nathan Lee Colkitt, principal and CEO)
Photos: Cheryl Ramsay and Charles Bergquist
In-Store IT Investigation: Kohl’s
As a discount department store retailer, Kohl’s is targeting a middle-class consumer looking for decent quality merchandise at a fair price. Kohl’s array of in-store IT solutions reflects this “Middle America” marketing and merchandising approach by focusing on self-service technology that makes finding products and determining prices as quick and convenient as possible, rather than leading-edge solutions that might appeal to higher-income, connected shoppers.
Digital price display
Prices are mostly displayed on rectangular digital signs from Altierre Corp. The signs, many of which feature back-to-back screens, display basic price information for individual products as well as sale information for multiple products. For example, if a variety of shirts with different price points from the same brand are all being offered at 50% off, the sign will advertise the 50% off sale and also list the new discounted cost for each individual price point in smaller text.
Most of the signs are large enough to be clearly seen from some distance away, although Kohl’s also uses small digital price tags at the shelf level, and presumably help Kohl’s avoid pricing errors and quickly update pricing information in response to the retailer’s frequent sales and markdowns. Larger signs are usually attached on the top of fixtures such as display racks while the smaller tags are directly fixed to shelves directly underneath the relevant product.
Self-service price check
For items that do not have a digital price display or affixed price tag, Kohl’s offers several Symbol MK series price checking microkiosks throughout the store. The kiosks are clearly marked with colorful signage and allow customers to scan product barcodes with an attached Symbol reader to have the price digitally displayed on the kiosk screen. A button allows customers to call for employee assistance if needed.
In addition, Kohl’s offers larger self-service touchscreen kiosks from NCR that allow shoppers to place items on gift registries as well as check prices and availability of product inventory either in the store or at other nearby stores or on the Kohl’s website. By scanning a barcode, customers can automatically include an item on their gift registry, as well as check a price and also see where in the store the product is located.
Furthermore, customers can use the kiosk check to see if colors, sizes or styles of a particular product that are not available in the store are available at another nearby Kohl’s store or online. Customers can directly order products from the Kohl’s site via the kiosk and have them shipped with free home delivery. Payment is made via an IDTech cardswipe attached to the kiosk. The kiosk displays run to almost ceiling height with prominent signage, and are usually placed in high-traffic areas such as near the entrance.
Although Kohl’s announced in January 2013 that it would implement the new omni-channel Toshiba TCxGravity POS platform, at the store that Chain Store Age visited, the retailer used basic IBM 4690 POS terminals with Symbol scanners and IIngenico card swipes.