Having redesigned the GreenWise format in 2018 to position it in a new, contemporary direction, Publix is expanding the new concept and has just opened the latest store in South Carolina.
New shopping experience for the community
The new store is located in Lexington, South Carolina and is the second to open in the state. As well as unique and local products, it will also act as a gathering place in the community and can be used to host meetings. The GreenWise format places an emphasis on natural, organic and specialty items and provides shoppers with creative meal solutions. Simply named experience zones such as 'EATS' and 'CARE' help shoppers to navigate the store. The 21,400 sq ft store also features a mural by a local artist, helping to tie the store into the local community. Shoppers can sign up for the loyalty program, GreenWise Market Rewards, which provides personalised offers and digital coupons.
Creating a store with destination status
With a focus on meal solutions, the store offers a range of prepared foods. These include fresh, handcrafted sandwiches, acai bowls, gourmet pizzas, burritos, bowls, sushi and sausage made in-house. The store also offers a broad range of body care, natural vitamins and supplements, bulk items, and local products. The GreenWise Market concept also features a beverage bar, serving kombucha, local craft beer, wine, smoothies and locally-roasted coffee. There is a seating area where customers can eat and relax.
Further GreenWise Market stores planned
With its new vision for the GreenWise concept, the retailer has announced a total of 12 planned stores and it continues to look for new locations within its operating area. Outside of Florida, this includes Alabama, South Carolina and a planned location in Georgia. Since the original launch of the GreenWise Market banner in 2007, Publix has been able to incorporate elements of the format within its core stores, as well as developing it as a standalone concept.
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