Spectacular Solutions at Sylvia Park Foodtown

Spectacular Solutions at Sylvia Park Foodtown

Progressive’s newly opened Foodtown at Sylvia Park boasts some spectacular examples of category presentation.

“While some categories are still presented using 'regular' shelving, key categories have been selected for a really impactful, customised approach,” says Gil Retter of Retail Dimension.

Fresh Produce, Bakery, Wine, Health & Beauty and a number of other categories have been developed to provide a truly unique 'shop within a shop' look and feel. The Health & Beauty category is a typical example of this.

Progressive used Retail Dimension to produce this solution following on from similar projects in a number of other stores.

The category is open and spacious with a focus on extensive and carefully selected lighting. Category identification is reinforced by the inclusion of illuminated blue strips on all shelves. Large illuminated 'lifestyle' graphics and clear sub-category bay signage aim to provide the customer with an easy and enjoyable experience.

The usual 'aisle' has been converted into a much more interesting, and shopper friendly, space by breaking up the runs of shelving with eye-catching promotional modules, and by incorporating a number of lozenge shaped low height 'island displays'.

Gil Retter is quick to point out that the concept was developed by Progressive, in conjunction with their architects Woodams Meikle Zhan. “Our role was to take a great concept, and turn it into something that could be produced, installed and maintained in the challenging environment of a busy supermarket. With the many and various lighting requirements involved, the task was not an easy one. In fact the system required considerable development work including the design and manufacture of a new fluorescent fitting specifically for this job.”

“We have done four of these categories now with Retail Dimension including Whangaparaoa, Lynn Mall and Auckland City,” says Progressive’s Equipment Supply Co-ordinator, Bill Baines. “A good working relationship has developed and together we improve the concept every time so it is always evolving. A particular challenge was presented by the illuminated graphics panels. They had to come up with an easy way to change the light bulbs bearing bear in mind R&M issues. Timeframe for completion is always critical but the job was completed on time very much to our satisfaction.”

Customised category solutions like this are a focus of Retail Dimension’s business. Whilst producing the Health & Beauty category for Progressive they were simultaneously working on eight other Sylvia Park sites with another team installing a radical Bakery solution at Progressive's other new Foodtown supermarket at the St James complex in Hamilton.

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