Belk outpaces competitors as new outlet stores open, report says

Belk has seen more shoppers in stores compared to other department stores, according to one report, as the Charlotte-based chain opens more outlets.

Last year, Belk saw more store visitors nearly every month, including during the holiday season, compared to other department stores, according to a report from consumer data company Placer.ai. Similar-sized department are Dillard’s, JCPenney and Kohl’s, Placer.ai said.

The iconic department store chain has seen several changes since it emerged from Chapter 11 bankruptcy protection two years ago, including three CEOs, closing its Jonesville, S.C., fulfillment center and subleasing its corporate office on Tyvola Road where about 1,200 employees worked.

Personalized customer experiences, such as sending happy birthday emails with a coupon, and store-in-store partnership with home goods brand Conn’s are helping to increase traffic in stores, Placer.ai’s Ezra Carmel said in the “Deep Dive” report on Belk.

“The future of Belk department stores seems bright as the brand continues to cultivate a personal relationship with customers and bring them the right mix of merchandise,” Carmel said.

However, Belk and department store visits overall were down in January and February this year compared to the same months last year, according to Placer.ai. Belk store visits were 4.8% higher last month compared to other department stores, data shows.

Belk’s new outlet store is fueling increased store traffic, according to the report.

Belk Outlet stores

Five Belk Outlet stores will open by Tuesday following the first Belk Outlet debut on Jan. 30 in Greeneville, Tennessee. Belk Outlet sells clearance items from larger Belk stores and high-end brands previously not available at the store location, The Charlotte Observer previously reported.

The Greeneville Belk Outlet store has seen a spike in visits over 116% since being converted from a traditional Belk store, according to Placer.ai. Between February 2022 and February 2023, visits doubled per square foot, people stayed longer and the Belk Outlet is bringing in new shoppers, such as bargain-hunting families and low-income shoppers, according to the report.

“The store’s merchandising strategy appears to be aligned with the current demand for both luxury items and lower price points,” Carmel said.

When Belk Outlet stores are opening

On Tuesday, Belk announced when the five outlet stores will open:

▪ Thursday: 911 E. Main St., Laurens, S.C.

▪ Thursday: 19 Claypool Hill Mall, Cedar Bluff, Virginia

▪ Thursday: 3093 E. Main St., Russellville, Arkansas

▪ Tuesday: 2801 Wilma Rudolph Blvd., Clarksville, Tennessee

▪ Tuesday: 6640 Douglas Blvd., Douglasville, Georgia

Belk poll

According to an online unscientific survey as of Wednesday by The Charlotte Observer, 78% of 626 respondents shop at Belk, and it is by far the favorite department store (46%) compared to the next highest Dillard’s (13%). The online poll published in February 2022.

The majority of Belk shoppers (78%) said Belk is their “go-to store” and they shop there several times a year, while 19% shop at Belk at least once or twice a year, and 4% go for special occasions.

The majority of people prefer in-store shopping, 70%, compared to online.

More about Belk

The 134-year-old department store chain has nearly 300 locations in 16 Southeastern states.

READ MORE: A timeline of the Belk department store: From 1888 to now

In 2015, the Belk family sold the company to private equity firm Sycamore Partners for $3 billion.

Since 2021, Belk has added more diverse-owned and inclusive home, apparel, beauty and accessories to its Culture Shop in stores and online.

Belk has about 17,000 full- and part-time workers at its stores and distribution centers.