Eyes in the Aisles: Jewel-Osco

Facing an onslaught of competition from discount grocers, traditional supermarkets, and e-commerce newcomers, Albertsons Cos. — which spans 19 well-known banners across the continental U.S. — is reacting similarly to other retailers by spotlighting its assortment of premium private labels and enticing shoppers with enhanced fresh food offerings.As the upgrades and remodels slated to reach 150 stores this year continue, the strategies are becoming more noticeable in stores. The Institute recently visited one remodeled store in the Old Town neighborhood of Chicago. Located mere steps from the nearest public transit station, the 58,000-square-foot Jewel-Osco location reopened in July after closing for construction several years ago and boasts an array of upscale offerings reminiscent of those at local competitor Kroger's Mariano’s.These include a sushi station, a cheese shop, a Mongolian grill and a full service bar dubbed, “Division on the Rocks,” the second of its kind for the chain.Floorstands from major national brands are notably absent from the store floor, while local brands earn plenty of space on endcaps with headers such as “We love local” and “Local is Jewel-Osco.”In various departments, organic products from national brands and the retailer's O Organics private label are grouped together and given secondary merchandising on coolers, dump bins, endcaps, etc.LED-lit header cards above coolers in the frozen and produce departments further highlight organic selections.Violators positioned throughout aisles are devoted almost completely to the Signature Brands and O Organics private labels.A dedicated cooler near the produce section stocks an impressive assortment of specialty beverages from national brands as well as the O Organics line.Video screens in the seafood and bakery departments share recipes and direct shoppers to the chain’s YouTube channel.The store’s grand opening also provided a stage for new mascot JoJo’s first official appearance.See more store images on the right or view the full gallery here.

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