Rose's new prototype plays up core depts - Rose's Stores Inc., discount store chain

Discount Store News, Sept 4, 1989 by Mary Ellen Kelly

Rose's New Prototype Plays Up Core Depts.

WAKE FOREST, N.C. -- Rose's Stores opened a downsized version of its prototype store for the '90s in this small town north of Raleigh. The new unit was developed to spotlight categories that offer the 256-unit chain the most profit opportunities. A full-sized unit will be unveiled this October in Waldorf, Md.

The dramatic new look of the 45,500-square-foot North Carolina prototype was achieved with a new color pallette, greatly increased lighting, new racetrack layout, wider aisles and altered gondola dimensions. The prototype draws attention to its five "focus" departments: stationery, children's goods, electronics, jewelry and seasonal.

The full-sized prototype store in Maryland will be 54,000 square feet. Two stores in North Carolina--one in Belmont, the other in Aberdeen--are being expanded to conform to the new prototype format. All three of these locations are slated to open during the first week of October. The prototype will be employed in each of the 15 stores slated to open in 1990.

Rose's president Jack Bush told DSN the chain learned customers had not recognized the departments it was trying to highlight in pre-existing stores. Extensive consumer research suggested that the core departments required better visibility. More light and more open space, especially in the checkout area, were also elements of the research that were incorporated into the new format.

Frank Irvin, director of store development, said the dramatically increased brightness was achieved, in part, by lowering center store lights to 10 feet from 13 feet, and by outlining the entire store interior with an additional row of lights.

"We have gained 50 percent more candle power with about 18 percent more lighting," he said. The new color scheme significantly magnified the brightness.

Blue and gray replaced the gold, brown and cream earth tones as the dominant colors. The racetrack is no longer a straight white pathway, but has geometric cut-outs outlined in blue.

The cut-out areas are used either for promotional bins or for new "shop" areas. The shops will be located in the larger cut-out areas in the full-sized prototype. The shop displays will measure roughly 16 square feet and feature a package of products appropriate for the season or current promotion. Another twist to the racetrack is its pathway into rounded store corners, ensuring ample visibility of hard lines departments.

The aisles between gondolas have been broadened by 4 inches to 4 1/3 feet; Irvin noted that this width might be increased further in the full-sized prototype unit.

Mid-aisle signs now list the types of products found down each aisle. The gondolas on the forward portion of the aisle are 6 feet high; past the mid-aisle sign they jump to 8 feet. This combines a low profile look with the benefits of increased space for inventory.

Department signs are painted on valance-like panels that hang about 3 feet from the wall, creating a look of depth to the store. These signs, like those at mid-aisle, allow inventory to be stacked high on perimeter walls, but are invisible until one gets within several feet of the wall. The signs also allows Rose's to reconfigure the store at a future date, without repainting the entire store to shift category signing.

Bush said the cost of building a prototype store is the same as building a pre-prototype unit. "We were very mindful of the costs. We determined early on that we had to keep costs at a minimum...There were about seven or eight things in the store that we cut back on to invest in a better-looking interior."

PHOTO : Above: Rose's president Jack Bush (left) and Frank Irvin, director of store development,

PHOTO : at the chain's new prototype in Wake Forest, N.C., which features a racetrack layout and

PHOTO : new interior color themes and fixturing. Right: Bicycle merchandising fixtures were among

PHOTO : those that were updated to make better use of space while improving store appearance.