SALISBURY, N.C. - Charlotte-area Bloom stores are unveiling numerous changes, both large and small. The stores' new features and expanded product selection are a direct response to customer feedback.
In 2004, five Bloom supermarkets opened in Charlotte, Harrisburg, Mint Hill and Mooresville to test a new supermarket concept aimed at providing a straightforward, hassle-free shopping experience. Featuring an innovative store design, simplified merchandising and advanced technologies, the Bloom stores opened between May and October and immediately began asking customers what they thought of the concept.
"For more than a year, Bloom has sought customer feedback, and we've listened," explained Robin Johnson, director of brand development and marketing for Bloom. "These five Bloom stores have truly been learning labs, and with our customers' input, we have worked to refine the Bloom concept." Starting Aug. 31, Bloom customers will find remodeled stores, a greater variety of fresh fruits and vegetables, more cuts of fresh meat, new fresh seafood counters, more fresh-baked breads, a broader selection of wines, and greater variety throughout the grocery aisles.
"Even though we are making some changes and will continue to make enhancements, the Bloom concept remains true; to provide a thoughtful, straightforward, hassle-free shopping experience customers will enjoy," Johnson said.
The Bloom concept, with its unique store design, merchandising approach, interactive technologies, and high-touch customer service, has resonated with customers, Johnson said. "They like the stores and Bloom's approach to grocery shopping. They simply want more, and more is what we're providing," she said.
- In Bloom's fresh produce department customers will find 60 percent more items, including more varieties of tomatoes, mushrooms and peppers; more herbs; more tropical, international and fresh-cut fruits; and a greater selection of bagged salads. Bloom will continue to offer organically grown items.
- Bloom's meat department will offer a wide assortment of Angus, dry-aged and all-natural beef. Natural pork and poultry have been added. Newly installed fresh seafood counters will offer a broad selection of shrimp, shellfish, Atlantic salmon, live lobsters and more. Bloom's new stuffed crab is made from 75 percent claw crab meat and stuffed in a natural shell.
- In the re-designed Bloom deli-bakery, customers can choose from more than 25 varieties of artisan and whole-grain breads. Bloom's signature 24-ounce Italian bread is baked fresh in-store daily. Bloom's signature "Bloomberry" jumbo muffins and two-ounce gourmet cookies are unique in the region. Bloom's specialty cheese offering has grown to more than 100 varieties. If the sight of Bloom's breads and cheeses cause immediate hunger pangs, customers can order from a menu of 10 specialty sandwiches and watch them prepared with "Bloom Inspirations" premium deli meats.
- Bloom's new "Wine-in-Motion" displays will appeal to treasure hunters, as novel and select wines are rotated, many on a while-supplies-last basis. More specialty and imported brews have been added to the Bloom beer department. Bloom's mix-and-match six packs and kegs remain part of the beer offering.
- Finally, Bloom is introducing more than 1,000 specialty food products in the grocery aisles. These include olive oils, pasta sauces, marinades, mustards, salsas and beverages.
Providing added convenience continues to be a focus of Bloom. Through its innovative Table Top Circle, Bloom will offer a greatly expanded selection of quick meal solutions, including sushi, fresh pizzas, fresh Italian pastas, store-prepared salads, sandwiches, and more Boston Market refrigerated entrees and side dishes. "The purpose behind Table Top Circle remains helping customers answer the ever-present question, 'What's for dinner tonight,'" Johnson explained.
The idea for Bloom grew out of research conducted by Food Lion. In 2002, the company organized a team to examine consumer and retail trends and identify unmet customer needs and opportunities to satisfy those needs. The Bloom concept, with its focus on providing a simplified shopping experience, was a result of this work. The first Bloom store opened May 2004 in Charlotte.
With a year of store operations and customer feedback to learn from, Bloom is making changes to its stores while developing a strategy for growing the concept.
"The plan from the start was to give ourselves time to operate the five pilot stores and talk with customers. The experience we are gaining from these stores and the insight our customers are providing have helped us take a great idea and make it better," Johnson said. "These store enhancements are the next step in growing the Bloom brand. We are excited about Bloom's future."
To announce its store changes, Bloom has launched a new marketing campaign, using direct mail, outdoor advertising, weekly flyers and radio messages. Customers can learn about Bloom's weekly specials and new approach to grocery shopping by visiting the Bloom website at www.shopbloom.com.
Bloom is a banner of Food Lion LLC, a subsidiary of Delhaize America, the U.S. division of Brussels-based Delhaize Group (NYSE: DEG). Food Lion LLC operates more than 1,200 stores and employs approximately 70,000 associates in 11 Southeast and Mid-Atlantic states.
Contact:Jeff Lowrance (704) 633-8250, Ext.3888
Food Lion
