New Ohio Super K ignites aggressive expansion drive - Super Kmart

Discount Store News, Nov 15, 1993 by Don Longo

LORAIN, Ohio -- The 12th and largesat Super Kmart Center opened here Oct. 27, marking the begining of a store opening blitzkrieg that will bring Super Ks to Lincoln, Neb.; Bradley, Ill.; Defiance, Ohio; Port Huron, Mich.; Yuma, Ariz.; and Tabb (Newport News), Va., before the end of this year.

And, the fast-growing supercenter division of Kmart with a new Super K in Corpus Christi, Texas.

The new 200,000-sq.-ft. Lorain Super K replaced an older Kmart discount store in nearby Amherst, Ohio.

Before a crowd of associates and local dignitaries, divisional vice president of supercenters Dave Marsico led the rousing pep rally type opening, replete with cheers, associate of the year awards, and cash donations to local charities.

Reading an article from Ad Age which quoted retail consultant Burt Flickinger, Marsico said, "Kmart has built a bigger, better, faster grocery engine than Wal-Mart." He then listeds the three keys to Super K's success as being in-stock, ful-filling the Kmart Price Promise guaranteeing low, low prices, and providing exceptional service.

"If we do all these things, we can be the No. 1 retailer in the world again," declared Marsico.

Chairman Joseph Antonini, who was at the opening, beamed with pride, particularly at new experiments like the expanded Food Court that features five types of cuisine and an up-scale, airy, cafe-style decor.

The larger store also features wider aisles which enable Kmart to place more promotional tables up and down the power aisles.

At the front of the store, Super K has added a new Fashion Photos kiosk (not company operated) which does cosmetic make-overs and photography for customers, and a local bank branch. Also new here is the incorporation of the Kmart Image Center (from the Auburn Hills Kmart prototype). A company-operated florist and Kmart Video Rental store complete the ancillary front-of-the-store departments.

On the general merchandise side, the store has adopted most of the fashion improvements made for the newest Kmart store proto-types. It also includes the new auto service center that lets customers watch their cars as they are being serviced.

On the grocery side, the store continues to emphasize its fresh food offerings and has added a few special touches, such as a cappuccino/espresso machine at one of the baked goods kiosks and a new Breads of the World program by Country Home Bakeries of Bridgeport, Conn.

"In the five years that we have been experimenting with the one-stop-shopping concept, we've found that it works," said Antonini. "People are more time-pressured. This is our answer."

Kmart plans to open about 60 more supercenters in 1994, and as many as 100 more in 1995.

This discounter sees the potential for a total of about 260 supercenters by 1996. The company is shifting much of its investment in remodeling old Kmart discount stores into building new Super Ks, each of which usually replaces one or more traditional discount stores in a market.