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STORE SPACES

Check out Publix’s new GreenWise Market concept

BY Marianne Wilson

Convenience and healthy living are the focus of Publix Super Market’s new GreenWise Market format.

The 29,000-sq.-ft. store, which opened in Tallahassee, Florida, near Florida State University and Florida A&M University, offers a variety of prepared foods, including antibiotic-free meats, organic cheeses and vegan items, along with local and organic fruits and vegetables, body care, natural vitamins and supplements, bulk items, and seafood from sustainable fisheries. Other features include a beverage bar — serving kombucha, local craft beer, wine, smoothies and locally roasted coffee — and a large mezzanine where customers can eat and network.

GreenWise Market has a streamlined, modern look, with bold signage and industrial accents. The store is divided into sections: “Care,” “Finds,” “Eats,” “Cuts,” and “Pours.” A mixed media mural by Tallahassee artist Charity Myers marks the store’s entrance

“With our new-format GreenWise Market, we will offer today’s natural and specialty customer the new and interesting products they are looking for while setting the stage to provide a uniquely different shopping experience,” said Publix senior VP of retail operations Kevin Murphy. “The customers in this growing market are looking for a brand they trust, and we are confident GreenWise Market will be their specialty, natural and organic store of choice.”

In addition to Tallahassee, other previously announced GreenWise store locations include Mount Pleasant, South Carolina; Lakeland, Florida; Boca Raton, Florida; and Marietta, Georgia. And more are expected as Publix said it continues to look for additional GreenWise locations throughout its operating area.

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Walgreens takes minority stake in online beauty retailer

BY Marianne Wilson

Walgreens Boots Alliance is looking to give its beauty department a high-end, experiential makeover by partnering with an innovative makeup upstart.

The drug store retailer is teaming up with digital beauty subscription company Birchbox to open in-store Birchbox “experiences” in select Walgreens locations. As part of the agreement, Walgreens will acquire a minority equity interest in the beauty company.

The partnership will kick off with an initial pilot in 11 Walgreens locations across major U.S. cities, including Chicago, Dallas and New York City, rolling out from December through early 2019. The in-store Birchbox shops will range from 400 sq. ft. to 1,000 sq. ft., with branding, elevated design and a curated product assortment of full-sized skincare, hair and makeup products from more than 40 prestige brands that include up-and-coming lines and cult favorites. Birchbox-trained beauty consultants will be on hand to assist customers. (See the related video here.)

Additionally, in the pilot stores, Birchbox will offer subscriptions to its monthly delivery services of personalized samples and a change for customers to build their own “Build Your Own Birchbox,” which is a signature element of the company’s two brick-and-mortar stores (in New York City and Paris.) The partnership will expand online, with Walgreens adding a Birchbox section to its website.

Walgreens’ deal with Birchbox is in line with the drug store chain’s ongoing efforts to upgrade its beauty department and make its stores more of a beauty destination. The retailer has been updating its assortment with new brands, added a beauty loyalty program. It also launched a beauty loyalty program, and has trained some 3,500 employees as beauty “consultants.

“Our customers want to shop the most sought-after brands in a welcoming and accessible environment, and the addition of Birchbox to our growing beauty offering is a big step in delivering on our promise to differentiate and elevate the beauty experience at Walgreens,” said Richard Ashworth, president of operations, Walgreens, which operates approximately 9,800 drugstores. “This collaboration will help enable Walgreens to continue to strengthen our beauty offering and build our prestige portfolio.”

Birchbox was founded in 2010, offering customers a monthly subscription of personalized samples with relevant content and a curated e-commerce shop. The company operates in six countries, with more than 2.5 million active customers and a portfolio of 500 brand partners.

“In Walgreens, we have found an exciting partner that supports our mission of reaching an underserved customer who doesn’t prioritize beauty,” said Katia Beauchamp, CEO and co-founder of Birchbox. “Birchbox has effectively changed the relationship that this customer, who represents 70% of the market, has with beauty and increased her spend in the category. Walgreens is deeply committed to beauty and shares our vision for a different type of retail experience – one that is holistic, seamless and designed to help shoppers make informed, confident decisions. Together we will continue to evolve the integration of our physical and digital shopping experiences.”

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Calvin Klein and online giant reunite for immersive brand experience

BY Deena M. Amato-McCoy

Calvin Klein and Amazon Fashion are at it again.

The companies are teaming up for an interactive brand “activation” at the Flatiron Plaza in Manhattan. The three-day event, which opens on Oct. 5 , is designed to immerse guests in a physical space with a series of digitally enhanced experiences — with an end goal of driving visitors to the Amazon.com/mycalvins site to buy product.

The Calvin Klein X Amazon Fashion NYC Market will feature interactive “stalls” (or stations) that combine product and technology. The experience will feature the brand’s “Together in Denim Billboard” from its fall campaign, allowing visitors to recreate the shoot, complete with a photographer to capture photos. At the #MYCALVINS Campaign Shop, guests will be able to try on new styles from Calvin Klein Jeans and shop the product via the Amazon App. Limited-edition water boxes, complete with artwork from Calvin Klein Jeans’ latest campaign, will be given away at the event through vending machines housed in a larger-than-life water box installation.

In the Amazon Alexa Jukebox Lounge station, visitors can use their voice to control the music and lighting, and interact with the music on digital screens. Amazon SmileCodes are located throughout the space to facilitate a seamless shopping experience to Calvin Klein’s digital store on Amazon Fashion.

In addition, visitors can play games to win prizes, including Amazon devices and product from the designer’s jeans and underwear lines, as well as exclusive Calvin Klein merchandise. At the Popcorn Stall, visitors can pose for photo moments in a one-of-a-kind booth with floating popcorn, with the experience designed to recreate the special effects of the Calvin Klein 205W39NYC fall runway show.

“The continued collaboration with Amazon Fashion allows us to reach new and existing consumers through a youth-targeted market-ing approach,” said Marie Gulin-Merle, chief marketing officer, Calvin Klein. “By joining Amazon Fashion’s digital expertise with Cal-vin Klein’s physical presence, we are creating a ‘phygital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy.”

“The continued collaboration with Amazon Fashion allows us to reach new and existing consumers through a youth-targeted marketing approach,” said Marie Gulin-Merle, chief marketing officer, Calvin Klein. “By joining Amazon Fashion’s digital expertise with Calvin Klein’s physical presence, we are creating a ‘phygital’ experience in the middle of New York City, reinforcing our commitment to a consumer-first strategy.”

During the 2017 holiday season, the two companies launched Calvin Klein X Amazon Fashion pop-ups, in New York City’s SoHo area and Santa Monica, Calif. The pop-ups sold Calvin Klein Underwear products, including men’s and women’s underwear and loungewear offerings, while an online site offered an expanded selection of Calvin Klein jean products.

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