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Hoop Dreams

Fans in the stands, a court, three-point line, scoreboard and, of course, hoop and net. Sound like a basketball game? That's exactly the idea of the new Detroit Pistons departments located inside two Meijer stores in Auburn Hills and Rochester Hills, Mich. A variety of in-store media and other materials have turned part of the food and general merchandise stores into near replicas of The Palace, the

Fans in the stands, a court, three-point line, scoreboard and, of course, hoop and net. Sound like a basketball game?

That's exactly the idea of the new Detroit Pistons departments located inside two Meijer stores in Auburn Hills and Rochester Hills, Mich. A variety of in-store media and other materials have turned part of the food and general merchandise stores into near replicas of The Palace, the Pistons stadium in Auburn Hills.

“We're transporting Meijer consumers into the Pistons world,” Michelle Shapiro, director of retail marketing, the National Basketball Association, New York, told SN.

Grand Rapids, Mich.-based Meijer was unavailable for comment.

The departments boast pictures of fans; 9-foot-high pictures of players; cascading, covered shelving to provide the feeling of stands; a faux-wood floor; and a basketball frozen in the moment of going through a basketball hoop. All elements are tied together with the team's red and blue color scheme.

“It definitely has an arena feel,” Shapiro said.

Indeed, the goal was to take customers out of a grocery store and into a basketball arena, said Paul Miller, marketing director, Flight Design Communications, New York, the firm that designed and produced the department.

“It's amazing in that in the middle of a general merchandise store, we're able to create a stadium-like feel,” Miller said.

The department is highly unusual for a food retailer in that it's a fully branded shop as opposed to a temporary display, or one-time promotion, Miller said.

The Auburn Hills' section is about 1,000 square feet. The store was a natural fit because it's located so close to The Palace that Pistons players often go there to shop.

“We wanted to take advantage of the fact that Auburn Hills is in such close proximity to the stadium,” Miller said.

The Rochester Hills shop is about 350 square feet, but may be expanded.

The departments contain 200-300 items, which are either sold directly to Meijer or brought in through a distributor, according to Shapiro. Selections range from traditional categories like Pistons jerseys to pet and auto accessories, as well as home goods, electronics and outdoor items. Retails range from several to several hundred dollars.

The Auburn Hills department is located in a high-traffic area in the rear of the store, adjacent to grocery. In Rochester Hills, it's situated next to menswear.

Both shops help set Meijer apart from the competition, according to Miller.

“This concept gives regional chains something to offer that local consumers can't get elsewhere,” he said.

Flight designed the shops to serve as destination departments. To accomplish this, both include a community board where local sports teams can post their scores and team announcements. A Sony PlayStation is also available for use.

“We wanted to make it more than just items on shelves,” Miller said.

The departments are especially conducive to Meijer since the retailer is one of the leading Pistons sponsors, according to the NBA's Shapiro.

“We don't find a lot of retailers that are team sponsors, which enables us to leverage that relationship to product sales,” she said.

The NBA works with Meijer to promote the departments. Hooper, the Pistons mascot, appeared in store to hand out candy on Halloween. Also, Meijer consumers could register to win a shopping spree with a Detroit Pistons player.

The departments are the first of their kind in the food channel.

The NBA doesn't have any plans to bring the Pistons departments to other Meijer stores at this time, but is in discussions with retailers in other markets.

“We're looking to do more,” Shapiro said.

She stressed, however, that Meijer is unique in that it's a combined food and general merchandise retailer.

“We don't see this a fit for a regular supermarket,” Shapiro said.

However, there are other options for traditional food retailers, such as in-and-out promotions or endcap displays.

Meijer's Jump Shot

Floor graphics, banners and other materials enhance existing Meijer-owned store fixtures to create the Detroit Pistons' shops, according to Flight Design Communications.

Among the elements used:

  • Floor graphics are based on the half-court graphics of the Pistons home arena, The Palace.
  • Images of Pistons fans are printed on 9-foot fabric banners that act as a backdrop.
  • A scoreboard is the focal point of the shop.
  • 14-by-3-foot mesh fabric banners with the starting five players provide long-distance team identification.
  • Perimeter shelving installed in a bleacher-style arrangement on existing standard peg wall is dressed with red shelf covers.
  • Product category dividers are made of powder-coated, stadium-style railing.
  • Shelving units on wheels are dressed with stadium-style railing.
    — C.A.