Progressive Grocer Independent

AUG 2016

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Piggly Wiggly Crestline Open for Business Once the doors finally opened to the new 26,300-square-foot store (the first floor is 23,000 square feet, with 18,000 square feet devoted to retail space, and the upstairs mezzanine is 3,300 square feet), the neighbor- hood flooded in — residents had been waiting three years to get their Pig back. "We had a soft opening, but it wasn't so soft," Naseem says. A grand opening is planned in August, after most of the customers have returned to town from summer vacations. While the new store is located in the same neighborhood as the previous location, times had changed enough that the partners knew they had to take a hard look at the product offer- ings. (e new Piggly Wiggly also is significantly larger than the previous one, which featured only 11,400 square feet of retail space.) "ere's a younger crowd now," Andy says, "and they're more con- scious of what they're eating." e product line is focused on specialty items, including organic and gluten- free, with a specific emphasis on local. e store carries about 39,000 SKUs (the partners' other Piggly Wig- gly locations carry about 25,000 SKUs on average), and the philosophy behind the selections was to offer a little bit of everything to fit neighborhood de- mand. If residents could get enough of their groceries from the Piggly Wiggly, the partners knew they could get shop- pers to make it their primary store. Product Mix "We brought in what we do well in our other stores, just conventional groceries," Andy explains. "We still had about 40 percent of retail space left, so we made sure we had an organic offering in every category, and a gluten-free option where it applied. en, with whatever space was left, we wanted to pick up some unique items to round it out." For example, in canned vegetables, other stores may carry seven variet- ies, but the Crestline Piggly Wig- gly carries only three conventional products to allow space for an organic option and other unique choices. e conventional items on the shelves were selected because they're the best-selling brands in the other stores. e partners knew the product selec- tion would need to be tweaked, so if customers can't find an item they want, they can simply ask for it and it's added to a list of items that need to be sourced. e opening of a new store also has allowed the partners to really pay attention to the product mix. "In the past, I got bogged down just doing what we're doing," Andy admits. "Now, we're really looking at things." Focus on Local A lot of attention also is paid to bring- ing in local products when possible, 12 | Progressive Grocer Independent | August 2016 PRODUCT SELECTION Fresh departments, including deli and seafood, are key to drawing customers in from the mostly residential neighborhood.

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