Price Rite Marketplace Rolls Rebrand Into Connecticut

Price Rite Marketplace is revealing a fresh look and an improved in-store experience at five stores in Connecticut this week.

The stores, located in Cromwell, New Britain, West Hartford, Wethersfield and Windsor, Conn., reflect the first rollout since the discount arm of Wakefern Food Corp.’s ShopRite brand piloted an evolution of the brand at three Pennsylvania stores late last year. The stores feature hundreds of lower everyday prices, new signage and in-store promotions and expanded assortment, including a treasure hunt department and introduction of the Wholesome Pantry line of organic and free-from products.

“We are pleased with the success from our three-store pilot in Pennsylvania, where customers really responded to the new streamlined shopping experience and updated product mix,” Jim Dorey, president of Price Rite Marketplace, said in a release. “Now we’re proud to introduce this new store concept to our Connecticut shoppers in Cromwell, New Britain, West Hartford, Wethersfield and Windsor. We’ve taken what we learned in Pennsylvania and applied it to these five Connecticut stores. It’s the next step as we begin to roll out these important changes at all our stores.”

The company said stores in the Pennsylvania test market attracted new customers, more store traffic and industry buzz, including a recent Creative Choice Award from the National Grocers Association.

The Connecticut stores will also feature a new store design, including  a “treasure hunt” destination, called the “Drop Zone,” devoted to extraordinary deals, special surprise buys and must-have products typically priced $5 or less.

Lower prices and weekly specials will be easy to find with new “Spot on Savings” and “Amazing Value” signs in-store with easy-to-find and easy-to-shop bright red “spots” popping up in every aisle.

Shoppers will find a bright, revitalized store decor, including a market-style produce department with new LED lighting, vibrant color palettes and clear signage throughout the stores, the  company said.

Price Rite Marketplace, based in Keasby, N.J., operates 65 stores in Connecticut, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Maryland and Virginia. It is a subsidiary of the retailer-owned Wakefern Food Corp. cooperative.