Supermarket Perimeter - January 2019 - 11

Ready to

RUN

The perimeter is in prime position to meet the
needs of convenience-minded shoppers
BY RYAN ATKINSON

I

t's no secret that nearly every aspect of retail has felt the impact
of the convenience culture. From the rise of online purchases,
personal shoppers, creative delivery - autonomous cars and
drones! - and the Kingdom of Amazon, every corner of the industry
has had to react.
The supermarket's perimeter is no exception.
"There is no doubt that customers are looking for grocers to step
up in different and more convenient ways," says Dave Kauder, vice
president of merchandising for Portland, Oregon-based New Seasons
Market. "Customers are busier than ever. This is not a new trend and
grocers have been working to find ways to better serve this need for a
few years now."
The perimeter is ideally situated in the convenience craze, a place
where shoppers can find what they need in a hurry while getting the
fresh foods they desire.

Taking the perimeter to the
Convenience-minded
shoppers have created
a boon for perimeter
departments, but it's
been at the expense of
the center store. Some
retailers are reinventing
their center store by
blurring conventional
aisle boundaries to revamp product placement.
In a way, some of these

Quality equals convenience
Elley Symmes, an analyst with Kantar Consulting, has studied the grocery landscape and has advised retailers on how to reinvent their center
store in a way to boost the shopping experience. But to do that, she got
to know the perimeter and what its shoppers were thinking.
Symmes says Kantar research shows that 37 percent of shoppers
primarily and exclusively shop the store perimeter. That number goes
up to 42 percent for millennials. But as Symmes points out, perimeter shoppers don't always shop with intent. In fact, she says traffic to
center store is more purposeful and item driven than perimeter traffic.
Shopping on the perimeter is more like a treasure hunt at times.
Does that lay in stark contrast to the rise of convenience? Perhaps
the opposite. If shoppers know they'll find something fresh, appetizing
and high-quality in the perimeter departments, they don't always go
into the store with an exact list.

center store

company's locations are
attempting to bring the
perimeter to the center,
as geographically perplexing as it may sound.

Hy-Vee is testing an
open-air fresh dips cooler, stocked with many of
the brand name and private label dips and salsas
found in its deli, right in

the middle of its chip and
cracker aisle.

Loblaw has pushed the
center store outward by
placing some of the salad
toppings and dressings
usually found in the middle of the store right next
to the packaged salad
selection in the produce
department.

www.supermarketperimeter.com

Publix brings part of
its dairy department into
the cereal aisle, where it
stocks cartons of almond
milk in a small, open-air
cooler.
Trader Joe's merges
its produce and wine
selections by offering an
end cap of red and white
wines, fruits, juices and

sparkling water to create
a sangria station. The station is located between
the produce and alcohol
departments.

Whole Foods positions a cooler, filled with
yogurt and milk, between
its selection of oatmeals
and granolas in a center-store aisle.

JANUARY 2019 - 11


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Supermarket Perimeter - January 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2019

Supermarket Perimeter - January 2019
Editor's Note - More of a good thing
Contents
The wire
Ready to run
YOUTH MOVEMENT
From passion to profits
Bakery - Natural ingredients
Pastries
Deli - Seasonal merchandising
Snacking cheeses
Meat & Poultry: Dietary callouts
Flavor enhancers
Produce: Brand power
Leafy greens
Seafood: Sustainable gains
Food safety - Equipment innovations
Commissary Insider
FOOD SAFETY - FACILITY DESIGN
PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
PACKAGING - SINGLE-SERVE PACKAGING
R&D - CLEANING AND SANITIZING
Product Showcase
Advertisers
Fresh takes
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - 2
Supermarket Perimeter - January 2019 - Editor's Note - More of a good thing
Supermarket Perimeter - January 2019 - Contents
Supermarket Perimeter - January 2019 - 5
Supermarket Perimeter - January 2019 - The wire
Supermarket Perimeter - January 2019 - 7
Supermarket Perimeter - January 2019 - 8
Supermarket Perimeter - January 2019 - 9
Supermarket Perimeter - January 2019 - 10
Supermarket Perimeter - January 2019 - Ready to run
Supermarket Perimeter - January 2019 - 12
Supermarket Perimeter - January 2019 - 13
Supermarket Perimeter - January 2019 - YOUTH MOVEMENT
Supermarket Perimeter - January 2019 - 15
Supermarket Perimeter - January 2019 - 16
Supermarket Perimeter - January 2019 - 17
Supermarket Perimeter - January 2019 - 18
Supermarket Perimeter - January 2019 - 19
Supermarket Perimeter - January 2019 - From passion to profits
Supermarket Perimeter - January 2019 - 21
Supermarket Perimeter - January 2019 - 22
Supermarket Perimeter - January 2019 - 23
Supermarket Perimeter - January 2019 - Bakery - Natural ingredients
Supermarket Perimeter - January 2019 - 25
Supermarket Perimeter - January 2019 - 26
Supermarket Perimeter - January 2019 - 27
Supermarket Perimeter - January 2019 - Pastries
Supermarket Perimeter - January 2019 - 29
Supermarket Perimeter - January 2019 - 30
Supermarket Perimeter - January 2019 - 31
Supermarket Perimeter - January 2019 - Deli - Seasonal merchandising
Supermarket Perimeter - January 2019 - 33
Supermarket Perimeter - January 2019 - 34
Supermarket Perimeter - January 2019 - 35
Supermarket Perimeter - January 2019 - Snacking cheeses
Supermarket Perimeter - January 2019 - 37
Supermarket Perimeter - January 2019 - 38
Supermarket Perimeter - January 2019 - 39
Supermarket Perimeter - January 2019 - Meat & Poultry: Dietary callouts
Supermarket Perimeter - January 2019 - 41
Supermarket Perimeter - January 2019 - 42
Supermarket Perimeter - January 2019 - 43
Supermarket Perimeter - January 2019 - Flavor enhancers
Supermarket Perimeter - January 2019 - 45
Supermarket Perimeter - January 2019 - 46
Supermarket Perimeter - January 2019 - 47
Supermarket Perimeter - January 2019 - Produce: Brand power
Supermarket Perimeter - January 2019 - 49
Supermarket Perimeter - January 2019 - 50
Supermarket Perimeter - January 2019 - 51
Supermarket Perimeter - January 2019 - Leafy greens
Supermarket Perimeter - January 2019 - 53
Supermarket Perimeter - January 2019 - 54
Supermarket Perimeter - January 2019 - 55
Supermarket Perimeter - January 2019 - Seafood: Sustainable gains
Supermarket Perimeter - January 2019 - 57
Supermarket Perimeter - January 2019 - 58
Supermarket Perimeter - January 2019 - 59
Supermarket Perimeter - January 2019 - Food safety - Equipment innovations
Supermarket Perimeter - January 2019 - 61
Supermarket Perimeter - January 2019 - 62
Supermarket Perimeter - January 2019 - 63
Supermarket Perimeter - January 2019 - 64
Supermarket Perimeter - January 2019 - FOOD SAFETY - FACILITY DESIGN
Supermarket Perimeter - January 2019 - 66
Supermarket Perimeter - January 2019 - 67
Supermarket Perimeter - January 2019 - PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
Supermarket Perimeter - January 2019 - 69
Supermarket Perimeter - January 2019 - 70
Supermarket Perimeter - January 2019 - 71
Supermarket Perimeter - January 2019 - PACKAGING - SINGLE-SERVE PACKAGING
Supermarket Perimeter - January 2019 - 73
Supermarket Perimeter - January 2019 - 74
Supermarket Perimeter - January 2019 - 75
Supermarket Perimeter - January 2019 - R&D - CLEANING AND SANITIZING
Supermarket Perimeter - January 2019 - 77
Supermarket Perimeter - January 2019 - 78
Supermarket Perimeter - January 2019 - 79
Supermarket Perimeter - January 2019 - Product Showcase
Supermarket Perimeter - January 2019 - Advertisers
Supermarket Perimeter - January 2019 - Fresh takes
Supermarket Perimeter - January 2019 - 83
Supermarket Perimeter - January 2019 - 84
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