Progressive Grocer - November/December 2009 - (Page 68)

Store of the Month Winn-Dixie, Ponte Vedra Beach, Fla. Winn-Dixie Winn-Dixie remodels and rebrands to make freshness first on the list. By D. Gail Fleenor A New Brand of rainbow of colorful fresh flowers greets customers as they enter Winn-Dixie’s remodeled and rebranded Ponte Vedra Beach, Fla., store. It’s no accident that customers encounter the floral department first upon entering the store. This is part of the plan, to emphasize the southeastern supermarket chain’s new branding slogan, “Fresh Checked Every Day.” The goal for each perishable department is to showcase freshness with cart-stopping displays. “The store has an impressive entrance. Customers are hit with freshness first,” says Jim Carrado, VP of neighborhood marketing for WinnDixie, headquartered in Jacksonville, Fla. “We’re really happy with the way the branding message and store match up,” he notes. The new brand message, with the company’s longtime red checkmark logo on black, echoes throughout the store: on danglers, associate aprons, reward cards and black wire shopping carts. The Ponte Vedra Beach store, originally opened in late 2002, is one of 51 units in the Jacksonville market remodeled and rebranded this year. Winn-Dixie kept all stores open during the process, debuting the new rebranding July 15. • Progressive Grocer • November/December 2009 A H E A D O F W H AT ’ S N E X T www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - November/December 2009

Progressive Grocer - November/December 2009
Contents
Nielsen’s Shelf Stoppers/Spotlight: All Departments/Ramen Noodles
Progressive Grocer’s Category Captains Awards: Recession Planning
Consumer Insights: Innovate to Differentiate
Independents Report: Determining Relative Worth
Lempert Report:The Trends That’ll be Tops in 2010
Store of the Month: A New Brand of Winn-Dixie
Beverage Alcohol: Glass Half Full
Sports/Energy Drinks: Energetic Sales?
Category Management: Categorical Shifts
Holiday/Super Bowl Meat Promotions: Bowled Over
PG’s Annual Deli/Bakery/ Prepared Foods Roundtable: Bringing Value to the Table: Part 2
Packaging Trends: Sheer Innovation
Price and Promotion Optimization Software: Optimization Plus
Signage: Above and Beyond
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - November/December 2009

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