Kmart super center: a model for major rollout - K Mart Corp.'s Super Kmart Center, discount houses, retail trade, Medina, Ohio

Discount Store News, August 5, 1991 by Tony Lisanti

Kmart Super Center: A Model for Major Rollout

Store Focuses On Fresh Food, Fresh Ideas

MEDINA, Ohio -- Kmart's new Super Center, which opened last week in this bustling suburban community about 30 miles south of Cleveland, will likely be the "established model" for national roll-out of this supermarket/discount store concept that may become a significant 1990s growth vehicle for the nation's second largest discounter.

Kmart chairman Joseph Antonini refused to disclose specific plans for the future, but admitted that sites for additional super centers are being investigated.

Rival Wal-Mart opened a new super center in June in Batesville, Ark., which reportedly is also a prototype that executives are confident can be rolled out successfully. That sets the stage for a fierce competitive battle of the super centers over the next several years.

Kmart and Wal-Mart, which have experimented extensively over the past few years with the combination store concept, have obviously benefited in their newest food ventures from their affiliations with major food distributors--Fleming and McLane, respectively.

The 148,000-square-foot "Super Kmart Center" combines the features of the newest prototype in Sayville, N.Y., with a complete traditional style supermarket having an upscale flair.

The focus is on fresh, said Antonini. "Fresh ideas, fresh food and fresh service."

In fact, the emphasis is more on food service than just food and groceries. The store boasts three food kiosks featuring a salad bar, soup bar, pizza bar, pasta, frozen yogurt, deli sandwiches, gourmet coffee and a variety of prepared entrees and daily specials. There are also a fresh bakery, seafood, meat and deli departments.

"Food is a big draw," emphasized Antonini, as he explained the importance of generating traffic to help boost sales. "We are trying to create a different type of shopping experience."

A majority of the products in the 53,000-square-foot supermarket are supplied by Fleming although some direct purchases are made.

Another highlight of the Super Kmart Center are Ohio-made products. Special signs and endcap displays feature products from over two dozen Ohio companies including Rubbermaid, Manco, General Electric, Corning, Procter & Gamble, Libbey and American Greetings. A sign above the checkout area states, "Super Kmart Center Salutes its Ohio Vendors."

Cross-merchandising was also a key priority, according to Dave Marsico, gm of combination stores. For example, all baby foods, juices and formulas are located in the infants' department, while baking pans and gadgets are displayed among cake mixes. Several endcap food displays are also cross-merchandised--for example, plastic squeeze bottles with Gatorade.

Other new features of the Super Kmart Center include:

* A typical supermarket checkstand display with heavy emphasis on magazines and candy, is being used at all 24 stations. Also, a special cooler display with cold soda and candy is being tested. Stack-outs with impulse general merchandise are lined up along the checkout area. * TV monitors throughout the store highlight specials and Kmart ads. * Kiosks at each entrance feature an automatic teller machine and instant coupons.

Like the Sayville prototype, the Medina store features America's Paint Store, the Battery Center, a Portrait studio, and Eatery Express.

The Super Kmart Center is the first Kmart store to be open 24 hours.

PHOTO : Super Kmart Center, Medina, Ohio, combines aspects of Kmart's modern Sayville, N.Y., store and an upscale supermarket.

PHOTO : Special signs and endcaps call attention to the products of over two dozen Ohio companies in the store.

PHOTO : Among many new features of Kmart's Medina, Ohio, store is its emphasis on cross-merchandising.