Elementary school opens store to reinforce positive behavior Elementary school opens incentive store to reinforce positive behavior By Camille Connor | April 15, 2021 at 5:29 PM CDT - Updated April 15 at 5:29 PM MEMPHIS, Tenn. (WMC) - An elementary school in Shelby County is opening a store where students can buy prizes but not with money. The principal at Robert R. Church Elementary, Marqui G. Fifer said he’s only asking for his students to be the “best you that you can be.” With the new Trailblazer Incentive Store, teachers and administrators at Robert R. Church hope to further encourage students to be their best.