Small store, big remodel

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

Customers may also light up when they see the store's "low-price" signs and shelf tags. Gelson's has a high-quality image that's reinforced when shoppers happen upon $20.99-per-pound blackened shrimp with avocado sauce, a "princess torte" for $18.75 or the $80, $90 and $100-plus floral arrangements (many of which incorporate intriguing produce items, such as artichokes and kumquats).

But there are a surprising number of bargains, too.

In the wine kiosk, a shelf tag for a $54.99 bottle of 1993 Veuve Cliquot Ponsardin champagne proudly says this price reflects a savings of $11, thanks to a Gelson's "No Clip Coupon" automatic discount. A freestanding display touts a special deal on multi-bottle wine purchases. Elsewhere throughout the store, No Clip Coupons and Gelson's "Gold Label" products offer other savings - $1.94 on a $29.79 pack of fresh chicken breast for frying.

Who says those who have money don't appreciate chances to save a little?