Woolworths has opened a new food emporium style small format store at Brisbane's Hamilton Harbour, featuring concepts and ranges tailored for city living.
Smaller format designed for city living
The new store at Hamilton Harbour is just over 1,100 sqm and both signals the retailer's desire to open smaller format stores in urban areas, but also its growing focus on its strategy to better tailor stores to local catchments. The new store provides core ranges for top-up shopping but also a stronger focus on ready meals, than you are likely to find in a traditional Woolworths store. It also features a soup bar, an in-store coffee shop, smaller trolleys and parking limited to 20 minutes.
More relevant, local ranges
The area around Hamilton Harbour features a mixed demographic of singles, couples and families, but also a growing number of apartments. Therefore, in-line with its strategy where it is looking to deliver more relevant ranges into its stores at a local level, range has been tailored to suit shoppers who are likely to visit the stores a couple of times a week, or even daily.
Greater mission-based segmentation as shopper behaviour changes
The development in Brisbane follows a number by the retailer, such as its new smaller format store in Melbourne's Southern Cross Station, as it looks to orientate its stores more towards mission-based segmentation. Benedict Brook, Woolworths Media Relations Manager, commented, 'Customers have changed in Australia. They are shopping more often than they used to and are looking for a wider range of fresh foods. Particularly in the past five to 10 years, people have been preparing more restaurant-quality foods at home. People want to cook more and they want to have all the fresh ingredients they need to use a recipe they found so they can show off to their partners and friends.'