Diversity: From the Street to the C-Suite

How retailers are meeting the needs of diverse customer bases

Walk into a Jewel-Osco store in Highland Park and one in Rogers Park and you’re likely to see some subtle differences. While both locations will have the same branding and overall look and feel, each store’s product offerings and displays are carefully designed to meet the highly diverse needs of its clientele. That can mean stores in predominately Latino neighborhoods might carry greater quantities of cilantro and lime, while a store with an African American base will have hair care and beauty products specific to that audience.

Catering to the cultural differences of consumers are what Chicago-based retailers like Jewel-Osco, Walgreens and U.S. Cellular say drive their business and ultimately, their success. From the c-suite to the street, the impact of diversity reaches far and wide and represents an important piece of each company’s overall business strategy.

“We’re only as strong as the communities we operate in,” says Melissa Pursley, director of marketing for Jewel-Osco. “Therefore, our product offering must reflect the customers we serve. That can mean making simple changes to our products. When a customer walks into a Jewel-Osco store, it reflects who they are, from robust Passover displays in predominately Jewish communities to honoring the traditions of our customers in Polish neighborhoods. We really hone in on how we can be of service.”

Serving a Community
According to the latest U.S. Census data, multiethnic audiences currently account for over 18 percent of the Chicago area’s total population. Gleatha Glispie, senior director of supplier diversity for Walgreens, feels that including these multiethnic audiences in outreach efforts is a given.

“We can all open our eyes and see diversity is here,” Ms. Glispie says. “It makes all the sense in the world to enhance their shopping experience. Our stores aren’t rubber-stamped. When you give the community what they need, the customers will come back.”

Ms. Glispie takes particular pride that Walgreens, in its role as a pharmacy retailer, has provided quality healthcare solutions its customers. She points to Walgreens Take Care Clinics, the provision of readily available information on diabetes and heart disease (which heavily impacts women, African Americans and Hispanics), and making fresh produce options available to consumers as examples of just how seriously Walgreens takes its role in the community.

“When you multiply the fresh food options and Take Care Clinics by 5,000 stores, you really are providing quality health solutions for the diverse as well as the majority consumer,” she points out.

Similar to Jewel-Osco and Walgreens, U.S. Cellular is focused on providing its diverse customer base with a store experience that will accommodate their needs. According to Kathy Hust, vice president of sales for U.S. Cellular’s Mid-Central Region, diversity begins at home.

“Diversity is a top priority for all U.S. Cellular associates,” she says. “From our corporate headquarters to the retail level, it really does drive our business strategy. It is essential to customer satisfaction.”

Keeping its customers satisfied is at the heart of U.S. Cellular’s retail initiatives, including partnering with local Spanish-language radio stations for in-store promotions, which include free calls to Puerto Rico from the store. U.S. Cellular also staffs its stores with associates who speak Spanish, Polish and Russian where appropriate.

“Customers really appreciate the opportunity to speak with someone who speaks their language and understands their culture,” Ms. Hust says.

A Top-Down Outlook
While customers are most likely to see a company’s diversity efforts at the store level, all three women agree the philosophy extends beyond in-store displays and special promotions. In fact, were it not for the dedication to diversity at the top, it wouldn’t be possible to implement programs in their stores.

“Diversity creates a strong team,” Ms. Pursley points out. “Whether in merchandising, our corporate offices, real estate or the store level, it really spans the breadth of our business.”

Ms. Glispie concurs. “The first rule of thumb for diversity is to make sure the leadership will support it. Leadership really has to walk the walk.” Indeed, diversity of leadership is well represented across the corporate ranks of each of these three retailers.

Supplier diversity is another key component to the retail strategy at each company. Each company dedicates resources to reaching out to diverse suppliers on an ongoing basis through a number of methods such as publicity, advertising and corporate and community partnerships, including local Chambers of Commerce, the Minority Business Development Council and the Women’s Business Development Center, among others. Ensuring that women and minority-owned businesses don’t get lost in the shuffle is a top priority across the board, not just because it fills a requirement, but because of the appeal to the diverse consumer, which ultimately drives business forward.

“Maintaining a robust supplier diversity program provides additional opportunities for the business across our company,” Ms. Pursley says. “It’s all about inclusion and making sure we’re accurately serving our customers with what they’re looking for.”

But while each of these Chicago-based retailers continues to make great strides in the diversity game, they aren’t content to rest on their laurels. For example, through its partnership with Rainbow/PUSH through the PUSH Excel program, U.S. Cellular associates provide mentoring and scholarship funding to five college students, maintaining contact with them during the summer breaks.

This past June, Walgreens, as part of its popular Community Corner Initiative, showed its support of lesbian, gay, bisexual and transgender (LGBT)-owned businesses by introducing an exclusive Pride cooler bag designed by prominent lesbian artist, Jacquelyn Kennedy. Previous months have highlighted products made by African American-, women- and Hispanic-owned firms, among others. The Community Corner Initiative, now in its second year, has been a boon for Walgreens, from both an awareness and sales standpoint, and has garnered recognition and support from national community and economic development organizations. Walgreens plans to expand the program to include products from businesses owned by Native Americans, Asian Americans, veterans and people with disabilities featured at different points throughout the year.

“Walgreens serves a diverse, savvy customer base that wants to support businesses that have a positive impact on communities,” Ms. Glispie says. “The Community Initiative program allows Walgreens to recognize and support these vendors.”

As far as the bottom line is concerned, all three women maintain diversity is much more than a business strategy.

“For me personally, it’s exciting to watch how different cultures interact,” says Ms. Hust. “We all deserve to be accepted and valued.”

Pictured above: Walgreens Senior Director of Supplier Diversity Gleatha Glispie shows off a Community Corner Initiative display in a Chicago Walgreens location.  

 

    

Tagged as: diversity, Jewel-Osco, Walgreens, U.S. Cellular, WBDC, Community Corner Initiative and Rainbow/PUSH