Belk Honors 2010 Pinnacle Awards WinnersCelebrate Mom! Great Motherʼs Day Gift Ideas from BelkMiracle on the Hudson: Belk Survivors Speak Out

Volume 59 Number 3 May 2010VIEW MAGAZINE

MY VIEWPOINT

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3 Divisions:Northern (Raleigh, N.C.)Southern (Atlanta, Ga.)Western (Birmingham, Ala.)

Belk Fast FactsFounded in 1888306 Stores16 States23,000 employees$3.35 billion FY10 revenues

Table of Contents

I had the pleasure of attending Belk’s firstEngagement Party event at Belk SouthPark inCharlotte in February. Even though I wasn’t gettingmarried, I found myself caught up in the excitementand anticipation that our wedding registry guestswere feeling that night. The brides and groomswho attended had a blast! There was music, food,

beverages and lots of scanners being used to add items to their giftregistries.

The engagement parties were held at all Belk stores onFebruary 18 and the results were phenomenal. Kudos to JanieSellers, bridal manager, and to all the bridal consultants and homeassociates who went all out for this first-time event (pg. 10).

I also enjoyed the annual Pinnacle Awards banquet where awardswere presented to 44 Belk managers and teams who produced out-standing results and strong performances in fiscal 2010. The fun andfestivities were inspired by Tim Belk, chairman and CEO, who fetedthe winners for their exceptional accomplishments made during atough year for retailers (pg. 4).

Store Profile: Newnan, Ga. #404...................3FY10 Pinnacle Awards ...................................4Fashion Buzz ..................................................6Celebrate Mom! Gift Ideas from Belk...........7

Fashion Merchandise Review........................8Miracle on The Hudson..................................9Belk’s Engagement Party.............................10News of Note...............................................11

I hope everyone is enjoying the spring season and makingtime to enjoy personal endeavors outside of work that help enrich,support and reinvigorate your position at Belk.

EDITOR’S PRODUCT PICKOriginality BeadsThe modern day charm bracelet! Originalitybeads make great gifts and creating a uniquestyle is the fun part. I’ve started my bracelet witha few personal choices and now I’ll let the kidschoose a few to add to the “Mom” bracelet onbirthdays and holidays. It’s a great way to allowchildren to participate in the gift selections.$18–$100.

Belk recognized 87 stores for outstanding safety performance in fiscal year 2010, all of which reported no associateaccident claims.

Stores Honored for Safety Success in Fiscal 2010

Peace –

Northern Division#1 Monroe, N.C., 9/27/08#7 Salisbury, N.C., 12/1/08#8 Sanford, N.C., 2/6/08#11 Statesville, N.C., 10/12/07#18 Albemarle, N.C., 7/7/08#31 Reidsville, N.C., 1/31/05#48 South Boston, Va., 1/31/05#79 Raleigh, N.C., 5/25/08#80 Shelby, N.C., 12/1/06#85 New Bern, N.C., 3/27/08#91 Dunn, N.C., 11/22/08#110 Suffolk, Va., 1/15/09#115 Boone, N.C., 5/12/08#130 Washington, N.C., 7/24/08#154 Siler City, N.C., 8/28/07#197 Eden, N.C., 4/14/06#251 Corbin, Ky., 12/14/07#263 Shallotte, N.C., 10/28/08#321 Williamsburg, Va., 8/8/08#322 Lynchburg, Va., 10/22/08#368 Wilson, N.C., 12/15/08#419 Fayetteville, N.C., 2/27/07

#449 Kinston, N.C., 3/11/08#496 Middlesboro, Ky., 9/15/08#506 Richlands, Va., 8/17/07#521 Westminster, Md., 7/18/06#526 Culpeper, Va., 8/5/05#529 Zebulon, N.C., 12/29/08#530 Farmville, Va., 12/13/06#531 Staunton, Va., 5/1/06#537 Franklin, Va., 10/4/07#544 Martinsville, Va., 7/17/08#562 Waynesville, N.C., 10/23/08#580 Mooresville, N.C., 5/15/08#697 Morgantown,W.Va., 10/18/08

Southern Division#3 Union, S.C., 1/31/05#44 Carrollton, Ga., 12/11/08#72 Gaffney, S.C., 1/31/05#78 Hartwell, Ga., 10/6/06#89 Simpsonville, S.C., 5/30/06#106 LaGrange, Ga., 10/7/08#114 Conway, S.C., 10/15/08#149 Jacksonville, Fla., 11/19/07

#179 Moultrie, Ga., 7/10/07#196 Fayetteville, Ga., 8/2/08#227 Camden, S.C., 10/20/08#238 Dublin, Ga., 12/26/08#248 Winter Haven, Fla., 4/20/08#344 Land ‘O Lakes, Fla., 7/10/05#345 Clermont, Fla., 11/1/07#366 Thomaston, Ga., 9/15/08#374 Walterboro, S.C., 5/1/08#388 Cape Coral, Fla., 4/15/08#391 Haines City, Fla., 12/17/08#454 Easley, S.C., 11/28/08#490 Gainesville, Fla., 12/23/08#495 Griffin, Ga., 1/17/08#522 Cordele, Ga., 8/17/07#547 Vidalia, Ga., 2/19/08#551 Murrell’s Inlet, S.C., 11/28/08#560 Hartsville, S.C., 10/8/07#563 Crystal River, Fla., 3/11/08#573 St Marys, Ga., 3/9/06#582 Warner Robins, Ga., 11/6/08#583 Sebring, Fla., 11/14/07#592 Laurens, S.C., 3/14/07

#594 Lake City, S.C., 10/11/06#599 Toccoa, Ga., 12/24/06

Western Division#199 Paragould, Ark., 8/24/06#246 Corinth, Miss., 11/3/07#255 Nacogdoches, Texas, 8/19/08#282 Morristown, Tenn., 10/23/08#285 Rogers, Ark., 10/8/06#296 Waco, Texas, 4/2/08#315 Columbia, Tenn., 7/9/08#316 Springfield, Tenn., 6/12/08#336 McKinney, Texas, 7/29/08#385 Weatherford, Texas, 6/22/08#558 Stuttgart, Ark., 1/31/05#588 Jackson, Tenn., 12/17/08#611 Decatur, Ala., 4/26/08#626 Pensacola, Fla., 12/19/08#633 Little Rock, Ark., 11/18/08#669 Vicksburg, Miss., 1/5/09#683 Maryville, Tenn., 12/27/08#684 Athens, Tenn., 4/3/08#693 Greenville, Tenn., 7/20/09

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Customer loyalty is another essential element to Belk’s continuedgrowth in Newnan. In an effort to maintain the store’s existingcustomer base and also attract new customers, associates focuson offering superior service. “It is up to our associates to keep cus-tomers shopping in our store and provide them with multiple productofferings that maximize the depth of the store,” Howlett says.

“Customer service is a toppriority. I want each customer tohave a memorable experiencethat makes them want to shopwith us again,” agreed Harreld.As an example, Harreld said thata customer recently made a sub-stantial donation in her name to alocal charity, One Roof Outreach,because she was so pleasedwith the service Harreld provided.

“I didn’t even know thecustomer prior to that day,” saidHarreld. “I was notified of thegenerous recognition by a letterfrom the organization. I was verysurprised and honored. In fact,this was the first time anyone hasdone anything like this for me.”

The key to success in a large store such as Newnan is to main-tain an atmosphere of trust, respect and communication that isimportant for any family, asserts Howlett. “Our sales associates areterrific and like the sense of community and knowing each other,”he said. “I want everyone to learn something new and grow anddevelop to the next level. Store morale is high if associates have theopportunity to build professional skills, improve the quality of theirwork and achieve their goals.”

Jacky Howlett, store manager of Belk in Newnan, Ga. #404,is no stranger to the retail industry having worked for Parisian for12 years prior to Belk’s acquisition of the company in 2006. Hisexperience and leadership has helped Belk continue its success asa leading department store in the Newnan area. Under his guidance,the former Belk store at Newnan Crossing relocated to an expandednew $12 million store at The Forum Ashley Park last March andhis store team achieved 107.8% of its sales plan for the year.He attributes the success to establishing community relationships,developing a stronger team and sustaining customer loyalty.

“Community involvement is important for growing the businessbecause we are able to reach a bigger and broader base of con-stituency,” said Howlett. The development of a strong network withkey local businesses and partnerships with local hospitals, teachersand financial institutions has helped set the store apart from com-petitors while also expanding its customer base.

Located 30 miles from Atlanta and midway from Atlanta to theAlabama line, Newnan has an estimated population of 172,000 andis known as the “city of homes” because of its beautiful historichomes.

“Newnan is a nice place to live because it is such a strongfamily-oriented community,” said Howlett. And it’s a good fit forBelk and its service- and community-minded associates.

“I am excited to come to work every day because we all worktogether to help satisfy the needs of our customers,” said CaroleHarreld, men’s polo specialist. “Associates possess a variety of skillsets and work together to achieve the common goal and vision ofthe store.”

For example, if one department happens to be short on itscredit sales, associates from other areas of the store step up thepromotion of Belk credit to their customers, says Howlett. “Theenergy of helping one another regardless of the need is transparentfrom management to associate level,” he said.

NEWNAN, GA.Positive Approach and Teamwork Builds Belk Relationshipin the CommunityBy Donisha Freeman, Assistant Product Manager, WLN Communications Chair

NEWNAN, GA. #404THE FORUM ASHLEY PARKDivision: SouthernStore Manager: Jacky HowlettNumber of Associates: 95Selling Space: 110,000 sq. ft.

�

Jacky Howlett, store manager

CatherineWilburn

Carole Harreld

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Belk Honors Associates for Outstanding AchievementCongratulations to the fiscal year 2010 Belk Pinnacle Award winners who were recognized inApril at the annual Pinnacle Awards Dinner and Program. 44 Belk executives, managers andassociates were recognized for outstanding performance and results during fiscal year 2010.

SSTTOORREE MMAANNAAGGEERRSS OOFF TTHHEE YYEEAARRFor best overall performance in sales, directcontrollable profit, customer service & othermeasures

Tracy KeckNorthern DivisionElizabethtown, Ky.

Kerry PaschalSouthern DivisionTifton, Ga.

Larry ArmstrongWestern DivisionFlowood, Miss.

CCUUSSTTOOMMEERR SSAATTIISSFFAACCTTIIOONN AAWWAARRDDSSFor best store and region overall customersatisfaction scores

SSTTOORREE

Greenville, TexasAngie SullivanStore Manager

RREEGGIIOONN

Texas RegionPreston AntoniniVP & Regional Manager,Western Division

CCRREEDDIITT SSOOLLIICCIITTAATTIIOONN AAWWAARRDDFor best overall results in Belk credit solicitation

Tifton, Ga.Kerry PaschalStore Manager

RREEGGIIOONNAALL MMAANNAAGGEERR OOFF TTHHEE YYEEAARRFor best overall performance in sales, directcontrollable profit, customer service & othermeasures

Sandy FoskeyVP & Regional Store ManagerSavannah, Ga. RegionSouthern Division

BBUUYYEERRSS OOFF TTHHEE YYEEAARR For best overall results in sales and gross margin $ v. plan

Center CoreBrett WorthamModerate/Modern Ladies’ Shoes

Men’s, Home and Children’sJonathan BradleyFashion Bedding & Table Linens

Feminine ApparelMelissa LeeJunior Denim & Active

PPRRIIVVAATTEE BBRRAANNDDSS AAWWAARRDDFor outstanding contributions to the overallsuccess of the private brands business

Jamie EhningerProduct Manager,Kim Rogers/Be Inspired

DDMMMM OOFF TTHHEE YYEEAARRFor best overall performance in sales, gross margin $ and turnover v. plan

Eileen ShleffarWomen’s Moderate Sportswear

PPLLAANNNNEERR OOFF TTHHEE YYEEAARRFor significant contributions to process development and improving efficiency and productivity in merchandise planning and allocation

Anne GolkeSr. Planner,Better & Designer Sportswear

AALLLLOOCCAATTOORR OOFF TTHHEE YYEEAARRFor outstanding sales and gross margin performance, significant contributions toprocess development

Michelle El KoubiSr. Allocation Manager, Men’s

DDIIVVIISSIIOONNAALL PPLLAANNNNIINNGG AANNDDAALLLLOOCCAATTIIOONN AAWWAARRDDFor outstanding sales and gross margin performance, and other significant contributions to merchandise planning and allocation

Marty AndersonVP & Project Manager

AALLLLIIGGAATTOORR AAWWAARRDDSSFor outstanding performance and achievement by management associates in sales support areas

Kevin BinkleyVP & Treasurer

Jason CurtisDirector, Financial Planning

Lee DanleyVP & Regional Manager, Wilmington, N.C. RegionNorthern Division

Steve KellyVP, MarketingAdministration & Budgeting

Pete MirandiVP, Tax

P I N N A C L E AWA R D S

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F Y 2 0 1 0 P I N N A C L E A W A R D S

C E L E B R AT I N G T H EBelk SpiritF Y 2 0 1 0 P I N N A C L E A W A R D SF Y 2 0 1 0 P I N N A C L E A W A R D S

C E L E B R AT I N G T H EBelk SpiritFarrah PittmanDivision Visual Manager,Western Division

Deborah TruesdaleDirector, Compensation

Ned WeavilDirector, Benefits

TTEEAAMM EEXXCCEELLLLEENNCCEE AAWWAARRDDFor best overall cross-functional team performance

Driving Credit Sales

Sales Promotion/Marketing:

Jon PollackEVP, Sales PromotionMarketing & eCommerce

Erik GuentherSenior Copywriter

Rob ReckerManager, CustomerRelationship Management

Credit:

James WardVP, Credit

Stores:

Dennis RippleVP & Regional Manager,Birmingham RegionWestern Division

Bill RaetzVP & Regional Manager,South Florida RegionSouthern Division

Peter MendozaVP & Regional Manager,Raleigh, N.C. RegionNorthern Division

Visual & Merchandise Presentation:

Kevin CramerDirector, Stores/Signing

TTEEAAMM EEXXCCEELLLLEENNCCEE AAWWAARRDDFor best overall cross-functional team performance

Coupon Compliance

Stores:Chris FarinellaVP & Regional Manager,Spartanburg, S.C. RegionSouthern Division

Yvonda JacksonStore Manager,Tuscaloosa, Ala.

Eric BassSVP & Director of Stores,Southern Division

Operations:

Tre StallingsDirector, Stores Special Projects

Information Technology:

Roxanne LaddBusiness Analyst

Sales Promotion/Marketing:

Caryn BondySenior Ad Planner

Process Improvement:

Konika BellSix Sigma Black Belt

Anu BrookinsVP, Process Improvement

WWAARR FFOORR TTAALLEENNTT AAWWAARRDDFor exceptional leadership in recruiting,developing and promoting high-potentialassociates

Jacque HallEVP & GMM, Feminine Apparel

IINNCCLLUUSSIIOONN && DDIIVVEERRSSIITTYY AAWWAARRDDFor excellence in engaging and developingassociates and fostering a culture of diversityand inclusion at Belk

Dave PenrodChair, Southern Division

DDIIVVIISSIIOONN EEXXCCEELLLLEENNCCEE AAWWAARRDDFor best overall financial performance of Belk store divisions

Belk, Inc., Western Division

Jan ClevengerChair

Gary SilerSVP & Director of Stores

WWIILLLLIIAAMM HHEENNRRYY BBEELLKK AAWWAARRDDFor Exceptional Leadership and Performance

Dave NeriEVP & GMM, Shoes, Cosmetics, Accessories & Fine Jewelry

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fashion buzz …fashion buzz …By Arlene Goldstein, Vice President, Trend Merchandising, Fashion Direction

This summer, take your look from “okay” to “oh wow!” with the essential fashion basics ofthe season. Bright colors, exotic prints, flirty frocks and mixed media accessories are among thehottest trends. Don’t stress about getting dressed. You can make it happen with Belk’s MostWanted for Summer 2010.

The first Most Wanted item is an Adorned Top. Ethnic elegance never looked so good asnative artistry enhances this “better than basic” style option. Beads, embroidery and handcraftedflowers feel so right.

Exotic Prints also make the list. It’s a jungle out there and over the top animal prints, especially zebra, cheetah and snake, are a warm weather wonder!

Third on the Most Wanted list is the New Short. Count on the über-chic short to update andrefresh your weekend wardrobe. High-waisted, softly shaped and often cuffed, this item is key.

Next, a Flirty Skirt is an essential for the season. Skirts and summer go hand in hand. Fromfrilled and frou-frou to tribal inspired prints that are gathered or layered, skirts are a definite stylestatement for summer.

Everyone needs Something Denim, includingjeans, shorts, shirts, bags and more. Yes, get your blueson. There is a shade to suit any aesthetic, although light washes and white, white, white are the “of themoment” options. Never underestimate the power of denim! For a cooler day, grab a New ClassicCardigan. This sweater offers style and versatility fromweekend wow to boardroom bravado. Try adding a beltto play up your waist.

Turn a high-fashion trend into real-life chic with anEmbellished Dress. Fabulous frocks are a must. Slip into a dress that is ornate and elegant yet easy to wear. This dress speaks for itself—keep the accessories simple.

Another summer fashion must-have is a BoldNecklace. Get the tribe vibe and make a statementwith a mixed media necklace that is interesting andunexpected. Don’t forget that this season, bigger is better! Lastly, go global and believe in baubles with aboho bent by wearing Decorated Sandals. Jewelry forthe feet will be your new favorite trend. Fringe, beads,semi precious stones and studs say it all.

The MostWantedFashions forSummer 2010

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FASHION MERCHANDISE

Celebrate Mom!MOTHER’S DAY IS MAY 9

AccessoriesBelk Silverworks Originality Beads $18–$100

Belk Silverworks Heart Pendants $40–$60

“Lauren” Wallet from Hobo International $100

Fossil Handbags – Castille, Blackburn, Camden,Cabo and Hanover $78–$138

ND New Directions “Infinity” Scarf $20

Only the Best for Mom! Fine Jewelry at 40%–50% offPLUS 20% Coupon

Diamond Pendants14K Mother of Pearl PendantsDiamond StudsGold Earrings Pearls

Assemble A New Spring Outfit for Mom for Under $100!

Blouse and skirt by Sunny Leigh

Cardigan and Skirt byMadison

Knit Top and Shorts by Madison Blouse and skirt by Sunny Leigh

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SSuummmmeerr SShhoopp 22001100Great Outdoor Entertaining

FASHION MERCHANDISE

It’s that time of year again when warm weatherbrings people outdoors for dining and entertaining.This season, Belk expands its popular SummerShop with new products that are brightly colored,insulated, portable and practical for at home or on-the-go activities.

Mix & Match: Dinnerware in bright colors, patternsand a seasonal hibiscus floral design offer a varietyof options for unique table presentations.$2.99–$3.99

Durable Acrylic: Designed for strength and safety,Belk’s beverage line has been expanded to includebeverage dispensers, wine glasses, double wallmugs, goblets and pitchers. $5.99–9.99

Sets: Great for yourself or as a hostess gift.

• Four stacked wine goblets in an easy-to-storetube container $14.99

• 7-piece pitcher and tumbler set $14.99

• Drink shaker and stirrer set $4.99

Serve with Style: New 16-inch round enameled metal trays andmatching 4-compartment caddies help you transport food, drinksand condiments from the kitchen to the patio. $9.99–$12.99

Kids: They love to join the fun! Stock up on freezablesippy cups, swirly straw tumblers and kid-sized com-partmentalized tray-plates that match your tableware.

Set the Mood: Add a string of happy, fun paperlantern lights to add ambience to your setting. $12.99

Portable and Practical: Going to a picnic? Invited to a friend’s backyard party? Attending a concert inthe park? Belk now offers insulated, portable andcollapsible items perfect for on-the-go fun.

• Insulated Wine Tote carries two bottles of wine and accessories. $14.99

• Pop-up Beverage Cooler with handle is great forice, beverages or keeping food cool! $19.99

• Picnic Blanket features a soft side and insulatedside to keep ground moisture from seepingthrough. Rolls up and packs easily with a Velcrofastener and handle. $19.99

• Insulated Beverage Tub features handles and a built-in bottle opener. $14.99

• Rolling Backpack Cooler includes attachable insulated wine pouches, front pockets and wheels for easy transporting. Converts into a backpack for carrying hands-free. $34.99

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On the frigid morning of January 15,2009, US Airways Flight 1549, piloted byCaptain Chesley “Sully” Sullenbergercrash landed into New York’s HudsonRiver shortly after the plane struck a flockof Canada Geese during its takeoff fromLaGuardia Airport. All of the passengersand crew survived. Six of those passen-gers were merchants from the Belk corporate office.

The following are excerpts from thestories of five of the Belk survivors. Theypersonally recounted their experiences at the Belk corporate office on Feb. 10during the “Miracle on the Hudson –Belk Survivors of Flight 1549 Speak”event hosted by Belk’s Women’sLeadership Network. This is the first of atwo-part series. Part II is published in theMay issue of View Online! available now on the Hanger andAssociate Portal.

It was the end of a typical New York City market week for Belkmerchants Laurie Crane, Lisa English, Michael Leonard, EileenShleffar and Laura Zych as they settled into their seats for theshort flight back to Charlotte. By the end of the day, however, nothing would be typical or ordinary in their lives ever again.

Laura Zych, private brands product manager, juniors, coats andswimwear, said she had just relocated to Charlotte and said she wasworking to become acclimated to the city and establish a betterwork/life balance. Her first Belk market trip had been successful andshe was excited to be going “home.”

The plane took off from the runway on time. “It was approxi-mately three and a half seconds into the flight, when my life wouldchange forever,” Zych commented. “I heard a loud boom and real-ized something was wrong. I smelled jet fuel, saw a glow to the left of my seat (17D) and realized the wing was on fire.” Althoughfearful thoughts entered her mind, she said she didn’t want to callher family because she assumed everything was under control andshe was not one to panic.

“I said a prayer to God and asked Himto get me out of this and to let my familyknow I love them,” Zych said. “The pilotwarned all the passengers to brace forimpact and after the aircraft descendedinto the river (the impact) felt like a bad caraccident.”

Water immediately began to fill theaisles of the plane and she realized shehad to get to the nearest exit door. Shesaid that as she exited onto the wing ofthe plane a subtle peace fell over herbecause she knew she would soon be rescued.

“This was the first day of the rest of my life,” she said. “I am sograteful to be alive and now able to celebrate life.”

Eileen Shleffar, vice president and division merchandise manager,women’s moderate sportswear, said she is a very nervous flier andhas a routine to help keep her focused during takeoffs.

“I count the number of rows to the exit, and say a prayer for the

pilots,” she said. “(That day), there was avery loud boom and the whole plane shuttered and shook. The plane droppedsuddenly and I screamed because I was terrified.” She said her only thoughts were of her husband and daughter so shereached for her cell phone and dialed home.

“It felt like an eternity before (my hus-band) answered and he asked me if I wouldbe late returning to Charlotte,” she recalled.“With an eerily calm voice I told him ‘theplane is going to crash and it will not endwell.’” Her deep sense of faith providedtremendous sense of peace, she said.

After the plane hit the Hudson it wascontrolled chaos as the passengers exitedonto the wing. Shleffar slipped and fell intothe freezing water. She attempted to useone of the plane doors as a flotation device

but it soon sank below the surface. She was able to get back on thewing and wait to be rescued, but the wake of a rescue boat causedher to fall into the river again. And to make matters worse, she suffered a broken arm and injured collarbone while being pulled intothe boat. Her husband was soon by her side and they flew back toCharlotte together knowing the worst was behind them.

Michael Leonard, private brandsproduct manager, housewares, was sitting on the plane one row behind the exit door. He said that after hearingthe captain say “brace for impact” he immediately felt confident. “(The captain) made this statement as if that was exactly what should be happening—he was confident andsure,” said Leonard. Only two abstractthoughts ran through his mind. “I wondered where the plane wouldsplit (in two), and who would die…I never once thought that it would beme.” Following the crash, Leonard took

a calm, heroic approach, opening the exit door, helping other passengers exit the plane and lifting people onto the ferry.

“Once I was on the wing and saw other people panicking, I real-ized I needed to take action and help. I believe it was more instinctthan anything. People needed help. I just did what came naturally.”

“I helped others get onto the ferry which was difficult with thewake of the boats knocking people down,” Leonard said. He recallsone woman who had fallen into the river and was hysterical. Shehad lost her grip on the wing several times and Leonard struggled tolift her. “I finally got her onto the wing and held her hands in mine. I kept rubbing and blowing on her hands because she said she couldnot feel them. I knew she needed feeling back in her hands if shewas going to make it out alive,” he said. The woman was prayingconstantly as Leonard held her. “She prayed for Jesus to save us,and I told her, ‘he will save you, you will be okay.’

Read Part II of this story in the May issue of View Online! available onthe Hanger and Associate Portal.

Miracle on the Hudson: Belk Survivors Share Their StoriesBy Donisha Freeman, Assistant Product Manager, WLN Communication Chair

Part I

Lisa English and MichaelLeonard sign copies of thebook, Miracle on the Hudson,for guests following the program.

From left, Lisa English, Laurie Crane (standing), MichaelLeonard, Laura Zych and Eileen Shleffar.

Laura Zych found loveafter the crash with fellowCharlotte passenger, BenBostic.

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Belk’s first Engagement Party event heldFebruary 18 in all Belk stores resulted in more than1,400 new bridal registry customers. The eventhelped the company exceed its February bridal registries goal by 19 percent and 12.6 percent overlast year.

Modeled after the popular Belk “Girls NightOut” event, the Engagement Party wowed coupleswith great food, music and prize drawings whilealso allowing associates to help them set up theirgift registry and add items for their home outside of the traditional wedding gift and guild products.

“The Engagement Party was a new approachthat took on an entirely different feel than theBridal Expo events of the past, which were morefocused on wedding planning versus promotingour gift registry,” said Janie Sellers, Belk bridal

manager. “Our goal was to increase new registriesand expand registries we already have. We wantedto target couples rather than just the bride and givethem the opportunity to make decisions togetherand have a good time.” As a result, the averagepotential value of each registry during the eventwas 9 percent higher than registries completed inall of fiscal year 2010, said Sellers.

The event was promoted via direct mail invita-tions, e-mail communications, in-store signage, bagstuffers, personal phone invitations and an e-mailblast sent from The Knot to approximately 60,000of its members in Belk markets. “We registered 20 brand new bridal customers in Raleigh, N.C.alone who found out about the Engagement Partyfrom The Knot’s e-mail,” said Sellers. “It’s an excit-ing new marketing tool for us that really worked.”

Guests in Charlotte, N.C. #452

Refreshments Served! Huntsville, Ala. #607

Store manager Randy Dell and ASMMartha Moore, Charlotte, N.C. #452

Delicious Buffets. Meridian, Miss. #668

Charlotte, N.C. #452

Huntsville, Ala. #607 Flowood, Miss. #678

Belk Engagement Party Drives Bridal Registry Business

What the Stores Are Saying“Biggest in-store bridal turnout we have ever had.”Nancy Stanley, Winston-Salem, N.C. #17

“The best turnout we have had in years.”Wanda Odom, Columbus, Miss. #675

“Great corporate support on this event! The marketing worked and the prizes were fantastic!”Stacy Baker, Columbia, S.C. #162

“As soon as the event started, we had about 10 couples waiting…it was a true party atmosphere.”Joe Reina, Myrtle Beach, S.C. #244

“We may not have registered the most brides in our Division but were extremely proud to report that our store registered 14 brides last night.”Erma Harrison, Dublin, Ga. #238

“We had a better turnout (for this event) than the in-store expo because brides brought their groomswith them. Most, if not all, of the couples addeditems to their registry during the event. This willincrease our sales.”Ephrem Shelby, Oxford, Miss. #396

Art Director: Brellyn Ellenberger

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NEWS OF NOTE Keeping In Touch With Belk Associates

DURHAM, N.C.

BELK HOSTS LOCAL YOUTH FOR BLACK HISTORYMONTH EVENT

Early on Saturday morning, February 6, the Belk in Durham, N.C.#242 was already bustling with special visitors in celebration ofBlack History Month. Prior to the store opening, Moneta Brown,ASM, dresses and intimate apparel, organized and hosted an hour-long event in partnership with Delta Sigma Theta Sorority, Inc. thatbrought a group of inner city youth to Belk for a day of fashion education and pampering. Moneta teamed intimate departmentassociates with Danitra Squire, ASM, men’s, and her team to giveparticipants a jam-packed morning of learning about fashion andproper fitting.

The young ladies in the group joined Belk associates LaToyaJones, Maureen Wertheim, Denise Buckley and Barbara Foxx,who taught them the basics of fitting and wearing undergarmentsfor special occasions and every day. They were also fitted for theproper size bra.

The young men spent time in the men’s department with associates George Reeves and Welton Jones learning about theproper fit for a dress shirt and casual wear. They also received ademonstration of how to tie a necktie properly. At the end of theevent, participants were quizzed on what they had learned and won prizes.

SPARTANBURG, S.C.

MANAGER TAKES CREATIVE APPROACH TO SHOE SALESDebbie Zoha, store manager in Spartanburg, S.C. #482,

promoted an in-store contest to boost sales of Yellow Box shoes bydressing up and greeting associates and customers dressed as a“yellow box.” Everyone agreed it was a creative “out of the box”approach to building the business.

CORPORATE OFFICE

ASSOCIATES FURNISH HABITAT FOR HUMANITY HOMEFOR LOCAL FAMILY

As a result of the financial support of the Charlotte GoodNeighbor Fund (CGNF) and the frugal shopping and dedicated effortsof Belk corporate office associates, a five-bedroom, three bathroomHabitat for Humanity house was completely furnished for a localrefugee family in Matthews, N.C.

Last fall, Amy Lewis,program manager in Belk’straining and developmentdepartment, was approachedby a member of her church,Philadelphia Presbyterian,and asked if she would participate in the Habitat forHumanity project the churchwas sponsoring for the Lualfamily. Moses Lual, his wifeRebecca, and their five chil-dren arrived in Charlotte, N.C.in 2004 as refugees from

Sudan. While working and attending the local community college,the family had been living in a cockroach-infested rental housebefore becoming partners with Habitat for Humanity.

As a volunteer with the CGNF’s holiday campaign at Belk, Lewis immediately rallied to get the family a sponsorship. When theapplication was approved, she and her CGNF team – Cindi Smith,Audrey Abron, Annette Brinson and Heather Boyce – started byproviding the family with holiday meals and gifts and later beganshopping and gathering merchandise samples for use in furnishingthe house, which was scheduled to be completed in March.

“BSS merchandising deserves so much credit for providing uswith samples and mer-chandise for this family,”said Lewis. Most Habitatfor Humanity homes donot include furnishingsfor the families, she said.“Many associates werevery responsive and sup-portive.”

“This family is veryspecial,” she added.“They work hard andappreciate what we’ve done for them. Every day that the house was being built, Mr. Lual was there working with the volunteers. He was always the first one on the jobsite and the last to leave.”

To turn the empty house into a home, Lewis and the team furnished new beds, pillows and bedding, dressers and lamps forthe seven family members, including a crib and bedding for the baby.They also provided a dining table and six chairs for the kitchen, and a sofa and chair for the family room. They decorated the bathroomswith new shower curtains, rugs, towels, and toiletries, filling thelinen closets with fresh new supplies. They also outfitted the kitchenwith small appliances, cookware, dinnerware and glassware.

“We took a house, built by many with sweat and tears, andmade it a home for the Lual family,” Lewis said during the dedicationceremony in Charlotte. “I was in a unique situation to be part of botha generous church community and the Charlotte Good NeighborFund at Belk and was able to bring people together to really make a difference.”

Moses Lual and son Christopher with volunteers, Chuck and Barbara Williamsonand Amy Lewis.

Belk hosted a group of inner city youth in February.

VIEW MAGAZINEBelk, Inc.2801 W. Tyvola RoadCharlotte, N.C. 28217-4500(704) 426-8451

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PRSRT STDU.S. POSTAGE PAIDPERMIT #3328CHARLOTTE, NC

Senior Communications Coordinator and Editor

Lynda Stadler

Associate Art DirectorPamela Fernandez

View Magazine • Belk, Inc. • 2801 W. Tyvola Rd. • Charlotte, N.C. 28217-4500View Magazine is an internal publication produced by Belk’s Corporate Communications Department. It is intended solelyfor Belk associates and not for external distribution.

LP AWARENESSSPECIAL EVENTS

BENEFITS BASICQ: Can I shop at Belk.com and stillreceive my associate discount?

A: Yes! Associates must register online,enter associate information and use aBelk charge card to receive associatediscounts on Belk.com purchases. Tofind the place to enter your associateinformation, follow the instructions toregister. When you have registered,then go to the “My Account” link atthe top of the home page.

Click on the “Edit” link under “BelkAssociate Information” and click on “I Am A Belk Employee”. Key in your four-digit store ID and six-digit associateID. Note: Make your store number fourdigits by adding a zero in front and dothe same with your associate ID.

www.belk.com

Dianna Dix, Steve Eavenson, Donisha Freeman, Tolly Harris, Arlene Goldstein, Becky Pinion, Janie Sellers, Emily Spratt, Darlene Starcher, Bob Vranek, Darrell Williams and all the Belk merchandise buyers and executives who provide information for View Magazine.

Special thanks to the following contributors:

A new companion newsletter published monthly online onThe Hanger and the Associate Portal (http://associate.belk.com).Read each new issue on the first Friday of each month.

Brighton Charm PartyThursday, May 6All Belk Stores with Brighton

Men’s Night OutWednesday, May 12Top 115 Belk Tailored Clothing Stores

Contemporary DepartmentSummer EventFriday, May 21Belk stores #452, #458, #604, #607, #629

Send your comments or submissions to view@belk.com or contact Lynda Stadler at (704) 426-8451.

Fitting Room Inspections Help LP Teams If you ever thought you were wasting your time

performing periodic fitting room checks, think again. At Belk in Jacksonville, N.C. #294 one associate’s routine inspection resulted in a customer shopliftingapprehension and a $1,500 recovery.

On February 15, the associate discovered 16 pricetags from Polo Ralph Lauren items and ten security sen-sors hidden inside a undershirt package. She immediately notified Steve Eavenson, loss prevention manager, whoreviewed the video footage of the area and identified asubject behaving suspiciously.

The next day, while observing the store’s closed circuit TV (CCTV) monitors, Eavenson recognized the suspect from the video footage the daybefore as he entered the store and began selecting products and concealing them on the floorunder a clearance rack near the fitting room entrance.

Eavenson notified Ivory Pierce, loss prevention associate, and the team began monitoringthe area by CCTV and from the floor with the assistance of Rachel Tucker, ASM. The subject left the store and the items he had placed by the fitting room were identified down to the UPCcodes and price. When the subject returned, he selected four more items then entered the fittingroom and immediately exited to retrieve the items he had put under the rack. When he left the fitting room he had only four of the items, plus a Polo hat on his head that was missing its sensortag. By removing the sensor, the suspect had already committed a felony offense under NorthCarolina law.

The suspect then moved to the shoe department where he put on a pair of display shoes andexited the store carrying his old shoes. Pierce shadowed the suspect and followed him out intothe mall where the suspect then doubled back through the store. At that point, he was detainedby Pierce and Eavenson.

During the interview with Eavenson, the suspect revealed that he was wearing two shirtsunder his jacket and after several denials, he admitted to the theft on the previous day and wasarrested and charged with two counts of felony larceny from a merchant.

Rachel Tucker, Steve Eavenson and IvoryPierce.