SUNBURY, Pa. -- Weis Markets is rapidly expanding its "shelves-within-shelves" specialty foods program.
The 4-foot merchandising units are slated to be in place in about one-third of its 151 stores by the end of the year, Dennis Curtain, public information director for Weis Markets, told SN. "This is a program that's moving quickly throughout the chain," Curtain said.
Shelves-within-shelves, a smaller version of the "store-within-a-store" concept, is enabling Weis to integrate specialty foods with mainstream products, while accentuating them at the same time, Curtain said. Each store has between eight and 11 4-foot black powdered-coated metal shelves in different areas of Center Store. The units emphasize different specialty foods, such as rice or pasta.
"They're designed to stand out from our regular off-white aluminum shelving," Curtain said.
The shelves are highlighted by special signage, such as "Specialty Teas" and "Healthy Snacks." Selections include Delallo olives, tomato sauce and crushed olives; Lipton Celestial Teas; and Near East Rice Cous Cous. Many of the products are specialty/gourmet, but there's also a heavy emphasis on natural/organic and ethnic.
Though the chain sells specialty products in about two thirds of its stores, the special shelving, which was introduced one year ago, is currently being installed only in new and remodeled stores. However, the retailer plans to expand it even further.