Roundy's/Metro Market: From Big Box to Food Boutiques

Metro Market, a local grocery market, increased sales and store visits in the USA by turning its departments into stores-within-a-store with their own individual branding.

Market background and context

Consumers want smaller format stores that focus on experience
  • The grocery stores run by Metro Market - a division of Kroger based in Wisconsin - were large, impersonal, big box retail venues.
  • Over a period of five years, Metro Market had witnessed sales declines topping 20% as buying habits changed, shifting towards more regular trips for particular goods.
  • Millennials prefer to shop in smaller-format venues that offer a distinct, compelling customer experience.
  • Whole Foods, Trader Joe’s, and independent high-end grocers were more in line with how millennials choose to shop, as they encouraged guests to mill...

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