Small store, big remodel

Store Equipment & Design, August, 2000 by Marilyn D. Cavicchia

Foam is used extensively to create stylish touches. One of these is the stone-hued blocks mounted above perimeter departments, some with hand-carved images that give a picture of what's available in each department. The blocks are so convincingly stone-like, Phegley had to remind those involved with the remodel not to lean ladders against them.

A surprising must-see "department"-- even if one hasn't just gulped down a supertall latte at the coffee bar--is Gelson's unisex restroom, adjacent to wine/liquor Lacasella unabashedly obliges curious visitors, unlocking the door (the key is available at the customer service desk) to a real showplace of customer-friendly design. A water-themed, curvy, blue-and-green pattern of mosaic tiles starts in a "pool" on the floor in front of the door, then branches into "rivers" that travel up three walls and onto the ceiling. There's a ported plant to the right of the toilet; the sink's shimmery blue countertop with silvery chunks of mica is accented each day with a huge arrangement of fresh flowers. Pleasant, non-institutional rooms that offer true respite are a point of pride at Gelson's, Stiles says.

LOYAL CUSTOMERS REMAIN

Because he's been manager since before the store became a Gelson's, Lacaselia has an intriguing vantage point from which to view the remodel.

Has he lost loyal customers, chased off by the higher-end image? On the contrary, he says; existing shoppers have stayed, with a whole new faction joining them - customers who used to think they had to go to a nearby Pavilions store (owned by Safeway, Pleasanton, Calif.) for fresh foods.

"They used to say, 'If you had service bakery or deli, I'd come here,'" Lacasella says. All those new high-service, high-profit, high-maintenance departments have made the affable manager's job much more complicated, he admits: "There's more things to do, more things to keep track of."

But in the next breath he adds that it's also become alot more fun. "I like customers telling me how much they enjoy shopping here," he says with a smile. "I love my store."

Service ... and price?

Gelson's claims to be all about service and the West Hollywood store really delivered during SE&D's visit in June. The employees couldn't have been more personable, and they didn't seem to be faking it for our benefit.

In the produce section, even supermarket-savvy SE&D couldn't resist a friendly sampling offer and soft-sell pitch for "Pacific Rose" apples from New Zealand. "It's winter there, so these are nice and crisp," said the grinning produce associate, breaking from his stocking duties to offer a slice.

Over by the prepared foods, a customer who had had her wisdom teeth out a day or two before was desperate to find something non-bland to eat. With an employee's help, she decided the beef stew was both tasty and tender. In the checkout line with our impulse purchase, the knowledgeable and curious cashier asked, "Pacific Rose ... Now, do those taste like lady apples?" The next customer was a dour-looking older man. "Eddy!" said the cashier, with a big smile. "I haven't seen you in a while." Gruff Eddy lit up a little and apologized for his absence, explaining he'd been sick.