OPERATIONS

Rite Aid improves, redesigns website

BY Katherine Boccaccio

Camp Hill, Pa. — Rite Aid Corp. said Monday it has redesigned Riteaid.com to a more personalized and engaging version.

Rite Aid worked with digital and healthcare communications firm Razorfish Healthware on the project.

“Today’s customer expects more from their online experience than ever before, so it’s critical that our website not only meets but exceeds their expectations,” said Ken Martindale, COO, Rite Aid.

Navigation improvements include reducing the number of clicks to reach different areas of the site. Key areas such as wellness+, pharmacy and Rite Aid’s online store are prominently displayed in the header, with drop-down menus that offer access to the information and services most-sought after by customers.

Webpages feature clean layouts, larger pictures and provide more opportunities for Rite Aid’s online visitors to share content and interact socially.

“Before embarking on the redesign, we spent a significant amount of time studying and understanding what consumers want from their online experience,” said Martindale. He said that research showed that 80% of visitors to Riteaid.com also visited a Rite Aid store, “meaning the online experience we provide is a key driver of our in-store business. By creating a website that is easy, informative and engaging, we’re not only elevating the Riteaid.com online experience, we’re setting a solid foundation for growth of our in-store business, too.”

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News

Macy’s tapping into customer creativity for new ad

BY CSA STAFF

NEW YORK — Macy’s is turning to its customers for its next commercial, the retailer’s first national crowd-sourced spot created in celebration of America by Americans.

Customers who visit MacysAmericanIcons.com will be able to submit brief videos celebrating the people, places and things they love about America. Called "American Icons," the new television commercial will tell the story of what makes America great in the eyes, and through the lens, of people from coast-to-coast. In mid-May, Macy’s will debut the final 30-second spot on national television as part of the launch for its "American Icons" program.

"Macy’s recognition as America’s department store is a credit to the customers who have shopped our stores for more than 150 years. We could not celebrate our ‘American Icons’ campaign without asking these customers to participate by sharing their visions of what makes this nation great," said Martine Reardon, Macy’s CMO. "We’re excited to be giving our customers an opportunity to co-create this special salute and together, we’ll pay tribute to the people, places and things we love about America."

For the "American Icons" television commercial, Macy’s is seeking high-quality, creative interpretations in video, sequential stills and animation. The selected elements will be edited into a video montage that will feature content from across the country. Videos must be in high definition, 1920×1080 in resolution and no longer than 10 seconds in length.

Macy’s is looking for clips that visually depict each person’s favorite thing about America, such as hometown landmarks, scenes from a family farm, sharing a meal with loved ones, playing baseball with friends, visiting national parks and monuments, taking a road trip, landscapes, flags, quintessential houses, stores, signs, roads, classic cars, family portraits, great faces and special celebrations like state fairs, parades and fireworks.

Consumers whose contributions are used in the final commercial will receive a credit posted within the spot on youtube.com/macys.

Videos may be submitted for consideration between now and April 29 at MacysAmericanIcons.com. For more information, see official rules and regulations at MacysAmericanIcons.com. The “American Icons” program launches May 15.

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REAL ESTATE

Leslie’s Swimming Pool opens 8 stores this week, 48 in spring

BY Katherine Boccaccio

Phoenix — Leslie’s Poolmart said Monday it will grand-open eight Leslie’s Swimming Pool stores on April 26-28, part of the company’s pre-stated goal to open 48 new stores in spring 2013.

New stores will open in Bristol, Conn.; South Elgin, Ill.; Kansas City, Mo.; Medford, N.J.; Depew, N.Y.; Huber Heights and Canton, Ohio; and Doylestown, Pa.

With the 48 new stores and its recent acquisition of 24 Warehouse Pool Supply stores in the Houston area, Leslie’s will bring its total store count to more than 800 stores nationwide.

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Sep-13-2013 08:06 pm

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