STORE-IN-STORE SECTION: Publix Super Markets

KELLY GATES

One of the country's leading retailers in the art of store-in-store management is Publix Super Markets, Lakeland, Fla. With health and wellness at the forefront of consumers' minds these days, the retailer has created stand-alone GreenWise sections at many of its locations and is using the name to launch a stand-alone format.

These mini, in-store health marts are stocked with GreenWise-branded natural and organic products as well as national food and nonfood items. The process of determining which stores will have separate GreenWise sections is very detailed, said Publix spokeswoman Maria Brous.

“Most of our larger stores have GreenWise sections while smaller formats might have a variety of Publix brands, including GreenWise products, merchandised together within the aisles,” she said.

Most in-aisle collections of Publix products are bumped out to draw attention to them. Special signage is also hung to highlight the sections. Along with square footage, the retailer also relies on customer feedback when revamping store layouts.

“We ask our customers how they prefer to shop and set up stores accordingly,” said Brous.

The store-in-store GreenWise sections have gotten such rave reviews from shoppers over the years that Publix eventually branched out with entire stores devoted to the GreenWise theme. In September 2007, the first GreenWise outlet was opened in Palm Beach Gardens, Fla., followed by one in Boca Raton. Additional stores are scheduled to be built in Vero Beach, Tampa, Naples and Coral Springs over the next few years. The units carry an assortment of Publix's GreenWise and nationally branded products. An extensive selection of healthful prepared foods is also sold there.