Progressive Grocer Independent

OCT 2014

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October 2014 | Defining the Independent Market | 11 ity. Additionally, occupancy sensors are used through- out the store. Te sensors reduce the lights by 50 percent when no movement is detected for 15 minutes, and the lights are controlled by a program that's set in advance. Te coolers and freezers also use LEDs, which emit almost no heat and require less energy to keep the temperature stable. Eveland chose cooler and freezer units with doors rather than open cases, which keeps energy use in check by maintaining the proper temperature, extending product shelf life. Te lower energy needs mean the store requires less compressor capacity than other stores of comparable size. If Eveland had chosen traditional refrigeration and freezer units, the store would need 30 percent more horsepower in its compressors. Te lighting and cooler doors signifcantly reduce energy consumption; Lake Mills Market, at 48,000 square feet, only uses new store well before the opening. Billboards on the interstate appeared about two months before opening, as well as signs on the road on which the store was being built. Social media, especially Facebook, played a large role in showing residents how the new store was shaping up. Lake Mills Market had 2,000 likes before opening day; it currently has more than 3,000. Ads in the local paper also started appearing well before the grand opening. "I felt it was important that we start participating in what was going on in Lake Mills as soon as we could," Eveland notes. Bigger is Better Te 48,000-square-foot store is larger than the research indicated it needed to be, but Eveland purposely built larger because he knew he would eventually need the space, and it made more fnancial sense to add space during the original build than adding on later. He also took steps to reduce energy consumption. Te store uses mostly LED lights, which, while they cost more upfront, will last longer — about six years versus two for incan- descent — and use much less electric- 1.5 times the energy of Eveland's 11,000-square-foot Capitol Centre Market. Te doors, however, "are a work in progress with customers," Eveland ob- serves. "Tey have been a little slow to catch on in the meat department; they are a barrier." To help educate custom- ers on why having the doors is better, Eveland posted energy savings and other benefts at the top of the cases. In the same environmental vein, Lake Mills Market features two charging stations for electric cars. While Eveland admits they're not in high demand currently, they draw attention, as no other store in the vicinity ofers charging stations. "I just knew I wanted to have them, and even Lifetimes in Grocery From left: Wayne Garnell, Lake Mills Market store manager; Mitch Eveland, owner of Lake Mills Market; and Dave Ryman, VP of sales and marketing for Certco, the store's wholesaler, all got their starts in the grocery industry as bottle boys or baggers.

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