The aisles seem a little narrower in this store, but maybe
that is because they are crowded by shoppers and workers stocking shelves. Shoppers do not have to look hard
to find special pricing. Signs over shelves near the store
entrance scream 2 for $4 on 12-packs of Deer Park spring
water or 2 for $5 on Kellogg’s Nutri-Grain bars. The
store’s shopping circular touts even more Bonus Buys
and makes shoppers aware they can earn extra rewards
that can save them 90-cents or more per gallon on gas.
Shoppers can enter the store from the left or right,
but the left entrance seems to be the primary one. As
with many stores, shoppers walk immediately into the
produce area and are greeted by fresh fruits and vegetables piled high in bushel baskets. To the shoppers’
right are the shelves with the Bonus Buy specials. Then,
the center store begins.
The right entrance is not as typical. There are ice
machines to shoppers’ right and free-standing displays
of Puffs and cereal boxes straight ahead. The shopper
almost has to slalom around them to enter the center
store near the aisle containing books, magazines and
Giant seems to do more with food groupings than
many of its competitors, particularly across the back
of the store. Besides the breakfast display, it also has a
comprehensive, island-type picnic display that includes
water, Lysol wipes, granola bars, peanut butter, ketchup,
potato chips and plastic ware. Peanut butter, jelly and
jam share the last row of shelves on the right side of the
store with loaves of bread.
The only surprises were a heavy dose of orange-wrapped Halloween candy among its bags of chocolate
and marshmallow treats. Mid-aisle breaks in the shelving along the greeting-card and cosmetics aisles creates
extra end-cap possibilities and makes it easier for shoppers to move from one aisle to the next.
SHOPRITE, WEST DEPTFORD, N.J.:
The store was amid a two-week Summer Can Can Sale,
and among the offerings touted by its shopping circular were a Pick 12, pay 88-cents per can special on
Tuttorosso crushed tomatoes for ShopRite card holders,
5 Pepsi 12-packs for $12 with a $10 additional purchase
and a pick 10, pay 50-cents each deal on bagged candy
with a ShopRite card.
The store has only one entrance, and shoppers are
instantly greeted by a floor display that shows off the
weekly special. In this case, it is freezer bags and paper
plates, both for 50 percent off, at $1.39. The 5-foot tall
display wall also herds shoppers to the left, past the floral and bakery departments and toward the deli—and
eventually the produce section in the back of the store.
The ShopRite store is 15 aisles wide and most of them
are long—from the front of the store, behind the cash
registers, to the back aisle. Low prices are clearly the
main attraction, and tags touting gluten-free products
or special prices and deals are everywhere.
Aisles 10 and 11 have been combined into one very
wide aisle that is loaded with special deals on seasonal
items. Chips, beverages and condiments dominate the
back half, while patio furniture, charcoal grills and gas
grills populate the front half. Why grills and patio furniture in a supermarket? Higher profit margins, Stanton
Comprehensive, overhead signs are at the front and
back of each aisle, but once in the middle of the long
aisles, shoppers are on their own.