EnvironmentalistsBoycottSupporter

Environmental activist organizations won't cut anyone slack when it comes to logging, not even their biggest contributors.

Members of the Fisher family, owners of the Gap, Banana Republic and Old Navy clothing stores, reportedly have donated $25 million to environmental and educational causes. One is on the board of the Natural Resources Defense Council.

When the family acquired 235,000 acres in Sonoma and Mendocino, Ca., counties July l, it vowed to use environmentally sound harvesting practices on timberlands that had been heavily logged by Louisiana-Pacific over the last 20 vears.

Activists, though, are calling for a boycott of the family's stores, and kicked off the protest Nov. 27 at Union Square in San Francisco. The enviros are demanding that its Mendocino Redwood Co. halt clear cutting, herbicide spraying and logging of old growth.

The company defends its practices, saying they will restore health to the forests. It has lowered its harvesting rate by l1Vo, agreed not to log the handful of remaining old growth parcels until a long range policy is developed, and relegated clear cutting to areas where it is trying to reclaim tan oak-dominated timberlands for redwoods and Douglas firs.

What Makes Gustomers Loyal?

About 5lVo of home improvement store shoppers say they have been loyal to the same store for over five years, reflecting consolidation in the industry, reports the American Express Retail Index on shopper loyalty.

The top reasons for remaining loyal to a store are that it offers a large variety (cited by 80Vo) and convenient location (72Vo). Other desired features: a helpful staff; stocking desired brands/ styles; a pleasant environment, and ability to find or order hard-to-find items.

Conversely, factors prompting a change in store loyalty include:

I prices tend to be high

I merchandise is often out of stock

I racks/shelves are disorganized

I employees are not helpful

I found a new store closer to home

The study grouped shoppers into:

Do- it-yours e lfers (representi ng 36Vo of all home improvement store shoppers and 4lVo of total sales volume) generally seek ways to improve their homes, like to browse, and are handy. Completing home projects gives them a sense of accomplishment.

Informed shoppers (357o of shoppers, 36Vo of sales) are in and out quickly, price focused and value oriented, and only shop when they must.

Thrifty/all thumbs shoppers (29Vo of shoppers, 22Vo of sales) spend little time shopping, often buy sale items, are price focused and are not handy.

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