MT. LAUREL, N.J.— Wegmans opened its 70th supermarket in this upscale, suburban town last month and shoppers haven’t stopped flocking to the 125,000-square-foot space since.
The grocery store has all the trimmings associated with this chain, considered by many the best of the breed. There’s a cheese shop with more than 500 varieties, an eat-in area that can seat more than 200 customers, a Kosher deli and artisan breads baked in a wood-fire brick oven. As Wegmans continues to grow outside of its headquarters in upstate New York, the chain continues to enlarge its specialty departments, while also widening its aisles for shopper comfort.
But supermarkets also are becoming more beauty focused as they increasingly pop up on more beauty manufacturer radar screens as a way to boost sales, and also as an avenue to go “where shoppers are.” Customers frequent supermarkets more than drug or discount stores. Chains such as Wegmans represent environments that rival — if not exceed — those of most other mass channels. According to statistics from ACNielsen, food stores are approaching 19 percent of total mass market cosmetics sales.
While Wegmans paid close attention to changing many areas of its stores, tweaking also can be observed in the beauty department, which is still located near the checkouts. There’s an upscale spa department complete with illuminated fixtures and new bath and body brands. This is the latest in a trend of mass retailers trying to go after the bath and body business with upscale presentations and niche brands.
In fact, Wegmans is located next door to Target, which recently presented an upscale version of its bath assortment, stocked mainly with global bath brands.
Wegmans, however, has stayed closer to mass market brands with The Healing Garden, Sinclair & Valentine and Dendera dominating the mix. The result of meetings at ECRM shows is a healthy selection of brands that have presented at the bath show, such as Upper Canada Soap. Clever touches include soaps and accessories such as brushes positioned within the department for add-on purchases or gift ideas.
The presentation was paying off on a recent visit with two women standing and sniffing the products for several minutes before selecting an item from The Healing Garden.
Related Articles
Next to the spa department is a special kids’ bath area with whimsical items from SpongeBob SquarePants and Hello Kitty bubble bath.
The cosmetics area also is different than some older stores in New Jersey. For one thing, special areas have been carved out of the peg wall for pre-packs. Instead of situating all promotional displays on tables or a glass counter, there are spots on the wall for promotions. By doing so, Wegmans drives shoppers to the wall for both impulse and planned purchases. Also, the chain has flex room to accommodate new lines that seem to be introduced daily.
This Wegmans is also well-stocked with the newest brands including a full assortment of Almay’s relaunched line, Vital Radiance and HIP. The store also stocks Maybelline, Neutrogena, Revlon, L’Oreal, Cover Girl, Rimmel, Physicians Formula and a spinner rack of Bonne Bell. There is also a big nail care section anchored by Sally Hansen. There is a locked fragrance display with designer scents including Burberry Brit priced at $44.99 for a 1.7-oz. bottle.
In order to meet all consumers’ needs, Wegmans has a large selection of natural foods, and this store sports an expanded area for natural beauty products, as well. Brands such as Jason, Kiss My Face, CamoCare, Badger and Burt’s Bees are all stocked here. There is even Burt’s Bees’ assortment of color cosmetics. A trained associate staffs not only the beauty area, but the natural products department.
Walgreens has a new home for Bonne Bell and the display creates a shopping destination for tweens and teens. As part of Walgreens’ reset of cosmetics, Bonne Bell is featured on stand-alone displays housing Smackers and Bonne Bell lip glosses and cosmetics. There are more than 150 products, including licensed goods such as Jell-O, Skittles, M&M’s and Kool-Aid.
Bonne Bell designed the display specifically for Walgreens to drive teens and tweens into the department.
“Our integrated marketing approach features our well-known brands and fun-loving, scrapbook pictures of girls, which are currently portrayed in our TV and print advertising, providing girls (and their mothers) with the sense that they are welcome,” stated Hilary Bell, executive vice president, strategic ideation, in a release. “This approach is proving successful, translating to a style that is an exciting opportunity to drive incremental business in high-traffic areas of Walgreens.”
The display is currently in 500 Walgreens with plans for a chain-wide rollout.