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Retailers Unite To Offer Hurricane Sandy Relief
By Alicia Fiorletta, Associate Editor

It would be an understatement to say that Hurricane Sandy had an impact on the Retail TouchPoints team. Being on the East Coast — mostly in the northern New Jersey area — we were right in the heart of the devastation.

Last week we lost power, watched neighboring towns flood, saw citizens lose their homes, and witnessed some of our favorite vacation spots, Seaside and Atlantic City, get utterly destroyed by the harsh tides of the Atlantic Ocean. But while I was stationed at home, glued to my TV, radios and mobile devices to get updates whenever and wherever I could, I also tried to keep an eye on what retailers were doing to increase awareness and offer aid to victims of Hurricane Sandy.

Needless to say, I was overjoyed by the tremendous outpouring of support retailers were providing to victims of the “Superstorm.” On Monday, on the Retail TouchPoints web site I provided an overview of the activities retailers, such as Lowe’s, Rite Aid, Target, Toys ‘R’ Us, and Walgreens, were undertaking in order to contribute to the relief effort. From providing monetary donations to delivering water and other daily necessities to help citizens get by from day to day, these retailers went above and beyond to help those in need. And without a doubt, this little bit of good will greatly impact how I — and likely many other citizens in New York and New Jersey — will view these retailers in the future.

“While there currently are a lot of programs up and running, I’m sure there will be more to come, with retailers developing different relief activities to get consumers involved,” Jackie Fernandez, Retail Partner for Deloitte Consulting told me in a recent conversation. “In my opinion, the retailers that participate in these efforts will have an edge over competitors that do not, mainly because shoppers will feel their money will help someone in need and support a good cause.”

I agree. I believe retailers participating in charitable efforts, and spotlighting a focus on social good, can really have an impact on the perception of their brand, while they are providing a great service. Not only does this make a brand more relatable and real to consumers, it also makes shoppers more eager and willing to buy from a retailer, especially if profits are going toward a relatable charity.

Macy’s is one retailer that is dedicated to “the greater good.” Retail TouchPoints recently reported on the retailer’s annual “Shop For A Cause” campaign, which raised $4 million this year alone! The retailer is stepping up again by helping to raise $1 million for Hurricane Sandy victims.

By visiting Macy’s stores nationwide, customers can donate one dollar or more online and in-stores to hurricane recovery efforts. The Macy’s Foundation will donate up to $500,000 by matching shopper donations.
Donations, which are given to the American Red Cross, will be accepted through November 30, 2012.

In a different effort, Wal-Mart corporate employees visited New Jersey to deliver water and other goods to citizens. In addition, the retailer made a $1.5 million pledge to help victims of Hurricane Sandy get back on their feet.

“I want to thank Wal-Mart,” New Jersey Governor Chris Christie said at a press conference on November 3 in Little Ferry, NJ. “They have been extraordinarily generous to the state of New Jersey in many different ways.”

Other organizations, including Gap, Inc., Hasbro, Inc., Honda, Kohl’s, Publix, The Office Depot, and The Walt Disney Company also are donating funds and other goods to contribute to Hurricane Sandy relief efforts.

It’s amazing to see people nationwide come together and support one another during this tragic time. Furthermore, it’s comforting to know that in light of devastation, retailers can connect with consumers on a more personal level and help them in meaningful ways. In my opinion, that is what makes a successful company at the end of the day.

If you’re interested in donating to the relief effort, you can text REDCROSS to 90999 or call 1-800-HELPNOW. You also can see what your favorite retailers are doing to help those in need.

Follow Alicia on Twitter: @AliciaFiorletta