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MARCH 2014

Sleepy regional (NJ) supermarket retailer ShopRite has opened a bold new concept in an upscale area of New Jersey. The 78,000 square feet store has a lot to offer: strong emphasis on a healthy lifestyle, reasons to come for more than everyday groceries, and a unique product mix that competes with warehouse clubs and discounters.

WHY TO SEE IT

SHOPRITE 178 E. HANOVER AVENUE, CEDAR KNOLLS, NJ

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SHOPRITE MARCH 2014

It all begins the moment you walk in the door (within the vestibule) with how to make the “Meal of the Week” created by the store’s dietician.

The display includes a recipe card, directions, and all the necessary ingredients.

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SHOPRITE MARCH 2014

A fully staffed Learning Center (including 2 licensed teachers) provides free child care for up to 90 mins.; located just before the exit.

Next to the Wellness Center, a display of dietician selections for gluten free, fat free or sugar free diets.

Directly inside the entrance is the Pharmacy and Wellness Center with free dietician services, fitness studio, and community space.

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SHOPRITE MARCH 2014

At the front of the store is produce. Signage highlights support of local, natural and organic.

Produce is merchandised in aisles, rather than the now common farmer’s market open format.

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WHAT WORKS: »  Focus on health & wellness. As we reported in our January

“2013 Retail in Review” Gotta See, the desire to live healthier has moved mainstream. This store caters to that desire by helping shoppers choose healthier products, cook healthier meals, and get active in the store’s fitness studio. The store makes its commitment to health clear by positioning the pharmacy and Wellness Center right up front.

»  Fresh, prepared food. The countless prepared food options – self-serve, full service, sit down, take out – make the store a destination for lunch or dinner for the family. And with its own express check out, VFG makes meals to go quick and easy.

»  Upgraded beauty. The mix of brands, large beauty images, unique displays, and Ella Jane Beauty branding make the new beauty department feel more like a specialty destination.

»  Catering to mom/dad. Club sizes, meal solutions, cooking classes, fitness center, free child care…all smart ways to make life easier for mom and dad.

»  Taking on competition. Club sizes, discounted non-grocery items, and an upgraded beauty offering take on warehouse clubs, discounters, and upscale beauty competitors.

WHAT DOESN’T WORK: »  Although the Co-Op Market is an interesting concept, it’s a little

confusing the way it’s currently set up. Rather than feeling like its own market or store-within-store, it comes off as random product layered on tables in the middle of the store.

SHOPRITE MARCH 2014

Also in the Co-Op Market is a bath salts bar that lets shoppers pick and choose from different fragrances and colors.

CONTACT KRISTINE MARTINEK: KMARTINEK@WSLSTRATEGICRETAIL.COM FOR QUESTIONS OR ADDITIONAL INFORMATION ABOUT THIS RESEARCH

307 SEVENTH AVENUE SUITE 1707 NEW YORK NY 10001

T 212.924.7780 | F 212.924.7608 | E INFO@WSLSTRATEGICRETAIL.COM

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