Retail Merchandiser - January/February 2015 - 52

Yes To

Yes To plans to bring its products to
more places while continuing to be
innovative with product development.

digital and social marketing. We don't do traditional beauty brand advertising in print or on TV, because that is not
where our customer is. She sees that as superficial."
In addition to investing in branding and product development, Yes To has focused on making sure its organizational
structure is set up properly. The company has
WSI
invested in the necessary
WSI has helped customers succeed with
talent and IT infrastrucreliable, integrated third-party logistics. They
ture to support expansion
deliver tailored, end-to-end supply chain
at the same time that it
solutions designed to maximize operational
has invested in marketing
efficiency, ensure reliable performance and
minimize costs. WSI specializes in helping
and product innovation.
clients adhere to the complex shipping
"Our model allows us
compliance requirements of retailers. A
to focus on areas where
passion for excellence has built WSI into
we can differentiate ourone of the nation's largest privately held 3PL
selves," Chen says. "We
providers, with an exceptionally high client
retention rate.
believe we can accelerate
our growth by investing
in areas where we have control over brand positioning. Our
talent will be key for us, which is why we have put together
a diverse team in terms of thoughts and experiences, not just
demographic. That helps us pursue growth and success."
When considering its major challenges and priorities in
the years ahead, Yes To believe the next 12 to 24 months
won't be much different than what it has been doing in the
last couple of years. Chen says Yes To has built a great deal
of credibility in the market since beginning to reposition
itself over the last five years. She says the company now has
more license to be aggressive and grow beyond what it is
today. Yes To is now focused on its competitive advantages
and bringing products to more places while continuing to be
innovative in terms of product development.
52

RETAIL-MERCHANDISER.COM

January/February 2015

"We talk a lot about positivity and making our brand all
about the 'yes' and about lifestyle and attitude," Chen says.
"In our conversations, we focus on consumers who are looking for that kind of mentality. Our repositioning efforts
have also influenced the internal culture of our business.
We have made a strategic choice that helps us target the
right consumers and makes sure we have the right culture
in our company. The 'yes' plays into everything we do internally and in how we go to market externally. We are aligned
around what the brand stands for." O


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Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2015

Contents
Retail Merchandiser - January/February 2015 - Cover1
Retail Merchandiser - January/February 2015 - Cover2
Retail Merchandiser - January/February 2015 - 1
Retail Merchandiser - January/February 2015 - 2
Retail Merchandiser - January/February 2015 - Contents
Retail Merchandiser - January/February 2015 - 4
Retail Merchandiser - January/February 2015 - 5
Retail Merchandiser - January/February 2015 - 6
Retail Merchandiser - January/February 2015 - 7
Retail Merchandiser - January/February 2015 - 8
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Retail Merchandiser - January/February 2015 - Cover3
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