Grocery retailers unite! Store perimeters have gotten, well, just pretty dang awesome in recent years. I'm all for the expanded bakery sections (with my bonafide sweet tooth) and adding banks and health services to the store perimeter (Eyeglass fittings at Walmart? Check.), but I'm still looking to our design brethren to make the center store a bit more, well, less monotonous.
While perimeter sales are booming, center-store sales actually have declined on a same-store basis. And I'm not entirely surprised. Let's face it. Center store is kinda boring. How are canned veggies supposed to compete with beautifully illuminated, artfully displayed heads of broccoli and craftily merchandised bunches of carrots? Today's fickle shoppers "get in, get out, and get on" with their lives (thank you Chili's for the appropriate tagline) and the poor center store simply is not growing at the rate of the ever-exciting perimeter. Whatever are grocery retailers to do?
HELPFUL TIP ALERT!! Nielsen (our parent company….Thanks, Dad!) has just unveiled a Webinar that shares strategies and views on how best to leverage in-store innovation to generate more desirable shopper behavior, such as more frequent store visits, larger basket rings, or greater customer loyalty. It's turnign design into dollars, which to me equals "pretty cool" on my rank-o-meter. Take a listen and let us know what you think. What's in store for your clients' center store?
–DDI, sister publication to Contract
(Photo: ©iStockphoto.com/Suprijono Suharjoto)