Woolworths opens ‘trolley’ store
Business Day - Apr 30th 2012, 09:14
Local high-end retailer Woolworths came one step closer in its bid to lure what CEO Ian Moir calls "trolley shoppers" away from rival Pick n Pay by opening its first supermarket on Friday.
The 2500m² new supermarket, on William Nicol Drive in Bryanston, would have the "mind of a supermarket but the soul of a deli", Woolworths MD of food, Zyda Rylands, said.
The new store is bigger than the average Woolworths store, which up until now have been about 550m². A second store will be opened later this year in Somerset West, in the Western Cape. The company said in February that it planned to open about 10 stores in the medium term.
"It really is just more, more ranges, more space, so you can shop more and for the first time complete your shop with us," Ms Rylands said.
"We want to challenge people to compare prices on the basics with other retailers’ offerings, we want to get rid of the perception that it is more expensive to shop at Woolies ," she said.
Woolworths has had its sights on Pick n Pay’s trolley shoppers for the past few years, as it has in the past attracted mostly basket shoppers.
The store is in a new centre called Nicolway Bryanston, which houses the likes of Checkers and Food Lover’s Market too, both with similar offerings.
The store boasts a butchery, a bakery and a fish counter, hot food counter, a special baby section, a homeware section as well as WCafé — its restaurant offering.
Woolworths is also offering a "call & collect" service where consumers can phone in an order and pop by to collect it.
The store also features "green" design elements, such as using natural light thanks to skylights and a system that automatically dims the store’s lights in bright daylight conditions; recapturing waste heat from refrigeration for heating the store; capturing rain water to use in refrigeration; and using energy-efficient lighting.
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