Wegmans wants its portion of retail’s holiday season sales feast and has merchandised accordingly. The Northeastern supermarket operator has been conspicuous among grocery chains that have been the most aggressive in competing for housewares business with discounters, specialty and other core retailers, especially when it comes to food categories, and, for the holidays, it’s taking a dual approach to generate sales.
The chain’s store in Woodbridge, NJ, which HOMEWORLD BUSINESS® recently visited, may not be one of Rochester, NY-based Wegmans biggest, but it still mounted a formidable presentation of housewares in and fronting its seasonal products section. The company has built up-front satellite displays to encourage customers to think of it as a source for holiday items both to decorate the home and to give as gifts. The location of the seasonal department, in the center of the grocery department and directly before the check stands, ensures customers get the message that the store is a gift and decorating resource just about any time they’re shopping.
In the front of two-deep merchandising sets were items that function as part of holiday festivities. One of three related home-goods oriented displays included a table merchandised with serving and dinner plates, and decorations and décor items. Serving merchandise included a three-piece Libbey set suitable for hors d’ourves and crudités. Backing the table display, under a sign reading Great Gifts for Food Lovers, was an end-cap display of Ninja blenders with Keurig Coffee Makers below, Wegmans accompanied both products with dedicated shelf signage promoting their $99.99 price.
Given the frequency of supermarket shopping trips, Wegmans has a significant chance of getting rushed and frustrated shoppers to browse its gift displays and the housewares-heavy seasonal section beyond at some point during this year’s short, and potentially frantic, holiday season.