Ralphs appoints Donna Giordano as president
CINCINNATI — Kroger on Tuesday promoted Donna Giordano to the role of president of the Ralphs division.
Giordano, 57, has been president of the company’s Quality Food Centers division, based in Seattle, since 2002. She succeeds Mike Donnelly, who was recently promoted to SVP merchandising for Kroger.
"Donna is an engaging and strategic leader who has earned the respect of our associates," Kroger president and COO Rodney McMullen said. "Donna’s extensive experience and focus on connecting with customers has contributed to the success of QFC. She has passion and gets the job done. We are excited that she accepted this new role to lead Ralphs."
Giordano joined the company’s King Soopers banner in 1972 while still in college. She was named store manager at King Soopers in 1982, and later held various director-level positions in key areas, including advertising, bakery, general merchandise, grocery and pharmacy. In 1999, Giordano was promoted to VP sales and marketing of King Soopers.
Giordano and her husband, Mario, currently reside in Seattle. They have two daughters. She will transition to Ralphs, headquartered in Los Angeles in early August.
Meijer opens small concept store in Chicago
GRAND RAPIDS, Mich. — Meijer announced that it is opening a new concept store in the Chicago suburb of Melrose Park that will provide a tailored grocery offering and a broad variety of general merchandise.
Called Meijer Marketplace, the new store will be 96,000 sq. ft., about half the size of Meijer’s largest supercenters.
"Meijer Marketplace is a dramatic step for us as we work toward bringing everything that’s great about Meijer to a more diverse group of customers," said Hank Meijer, co-chairman and CEO of the Grand Rapids, Mich.-based retailer. "The Chicago market continues to be a very important growth area for us, and our new Meijer Marketplace concept will bring yet another unique offering to our Chicago-area customers."
Meijer said its grocery offering will include a focus on Hispanic and Italian foods to better serve the ethnically diverse community nearby.
In addition to grocery, Meijer Marketplace will offer a full-service pharmacy offering a variety of national and Meijer-brand health and beauty products, the company reported.
General merchandise departments will include electronics, seasonal items, toys, sporting goods and a pet department, with numerous national brand products throughout the aisles, Meijer reported. The store will maintain a flexible layout that allows Meijer planners to bring in new items based on customer feedback.
Looking ahead, Supervalu emphasizes ‘hyper-local retailing’
MINNEAPOLIS — In an effort to increase the stickiness of Supervalu shoppers, Supervalu president and CEO Craig Herkert on Tuesday spoke of the company’s “hyper-local retailing” concept during a conference call with analysts.
Supervalu’s commitment to growing its Save-A-Lot discount banner and its participation in First Lady Michelle Obama’s Partnership for a Healthier America campaign were other significant programs Herkert believes will help differentiate the grocer enough to drive trips and increase consumer loyalty.
Herkert also noted that emphasizing merchandising that locals would find appealing also will help prevent the erosion of customers in markets experiencing a surge in overall retail growth.
For example, in the Chicago market, there has been a steady inflow of new competition from gourmet operators to deep discounters, Herkert noted — retail square footage has increased by 4.5% in the past year, representing more than 2 million additional square feet of shopping space. In that time, Supervalu’s retail square footage in that market under the Jewel-Osco banner has remained stable, Herkert said, exposing the grocer to market share losses.
In response, Supervalu is stepping up its investment in its Jewel-Osco banners, Herkert said, and empowering store directors at the ground level. “Our store directors at Jewel-Osco have … embraced hyper-local retailing and are focused on meeting the needs of the broad range of rich ethnicities for which Chicago is known,” Herkert said.
Across all banners, Supervalu has incorporated locally relevant offerings to endcaps and displays. “In Q1, our traditional retail store directors, supported by new tools and training, were given control of [more than] 25% of their display space,” Herkert said. “This increased to 50% earlier this month.”
Initial results borne from this empowerment are encouraging, he added. For example, in Herndon, Va., under its Shoppers banner, one store is leveraging local consumer feedback to adjust shelf allocations featuring a Middle Eastern flavor. “While accounting for only 7% of the local population, this segment [Asian customers, mostly of Indian descent] represents a meaningful opportunity to the store, and in the past had been largely overlooked,” Herkert said. The store team populated an additional 8 linear ft. of a set specifically targeting Middle Eastern flavors with more than 100 new products.
“The sales impact is incremental to the store’s overall top line, but more importantly, we are better meeting the needs of a fairly sizeable portion of the trade area, which can only help build traffic, basket size and customer loyalty,” he said.
Looking forward, another potential boon for Supervalu is its participation in the Partnership for a Healthier America, a campaign directed by First Lady Michelle Obama to provide better access to better-for-you grocery products in inner-city markets. “Last week in a ceremony at the White House … Supervalu committed to opening more than 250 stores [over the next five years], in addition to the 400 we already have, in or around neighborhoods with limited or no immediate access to nutritional foods,” Herkert said. “Our hard-discount format Save-A-Lot will allow us to meet this pledge by providing healthier options and create 6,000 new jobs in the process.”
In the coming fiscal year, Supervalu expects to grow its Save-A-Lot banner by a net 160 stores.