Clover's newest store has space galore - Wilmington, Delaware

Discount Store News, June 5, 1995 by Richard Halverson

WILMINGTON, DEL. -- In its first new store in four years, Clover, following the lead of other mass retailers, has given space back to its customers.

Additional selling floor space has been devoted to wider aisles, self-scanners, benches for customers to rest on and call stations for customer assistance.

Clover opened store No. 26 last month north of Wilmington, its first new store since 1991. And it will open its first downtown Philadelphia store, Aug. 8, to end the year with 27 units.

In a pre-opening tour for the press, the Wilmington store showed significantly more open space for aisles and a new method of displaying color and fashion-coordinated domestics, which is the highlight in terms of new store design. In another merchandising innovation, the new store brings men's and boys' licensed sports apparel together in a shop within a shop called Locker Room. The new department prominently features baseball apparel of the Wilmington Blue Rocks, a minor league team.

In another design aspect, the store color codes each department with overhead signage and color stripes along walls behind each department. Examples: intimate apparel, teal; children's, yellow; plus sizes, purple; and RTA furniture, burnt orange. Design Forum, Columbus, Ohio, developed the new prototype.

The new store, called Brandywine after the historic Brandywine region that was the scene of a major Revolutionary War battle, measures 94,000 sq. ft., including 85,000 sq. ft. of selling floor. That is about 15,000 sq. ft. of more selling floor than the Clover average.

Most of the extra space was used to increase aisle clearance. The promotional aisle running across the store now measures 16 ft. wide, while the racetrack measures 10 ft. Aisle space between department gondolas measures 5 1/2 ft. in width, a move to decrease the tunnel effect from 7-ft. tall gondolas.

The rest of the additional floor space has been equally divided among departments so each retains its relative size. The store also maintains the 50/50 ratio between soft goods and hard goods. The sku count remains unchanged.

Overhead banners pronounce Clover's new advertising slogan: "More for Less," meaning more service, selection, fashion, quality and brands.

The overhead banners feature statements such as "Names You'll Remember at Prices Hard to Forget."

The chain retains its promotional pricing policy centered on 52 weekly sales circulars.

Clover has added other touches to the new store:

* Four self-scanners so customers can check prices.

* More than eight customer-help stations that employ a radio frequency to announce customer help requests and a red light to tell associates where the customer is waiting.

* Five benches so customers can rest.

* A photo processing drop-off station in music and video.

* Lighted displays for stoneware and small electronics.

In a merchandising thrust, Clover has set a goal of 25% private label in apparel, centered on its Emerald Club fashions label and EC Elements for apparel basics.

In addition, the chain is preparing to introduce 150 new private label skus in H&BC, a major departure from the handful of Clover private label items, such as lotion and bubble bath.

The domestics area is divided into four sections, bath, kitchen, home decor and bedding. The displays show customers how to put together color-coordinated bath ensembles of hampers, shower curtains and towels.

Sepia-tone endcap murals illustrate how bedding, for example, would look opened, without having to open packages for display.

A major design feature is the dividing walls between departments, which are movable and could be disassembled without the construction work of knocking down permanent drywalls.

The Brandywine store now is the prototype for all future remodels.

Clover already has remodeled eight of its previous 25 stores and will incorporate Brandywine features in its remodeling plans.

All associates, including the store manager, wear the new Clover uniform made up of a green knit shirt or sweat-shirt over khaki or tan pants or a skirt.

"The new uniform [which was introduced last year] is a less expensive way to dress," Brandywine manager Jeff Barnes said. "Customers also like the uniforms because they know who to go to for help."