Whole Foods Market: a destination store for party and gifting?

Date : 06 August 2019

Whole Foods Market is introducing a new range of party goods and supplies in the US through a tie-up with the lifestyle gifting brand, Packed Party. Could this be an opportunity to create a larger destination zone within its stores?

Good alignment between both brands

The partnership with Packed Party will enable Whole Foods Market to create party destination zones within its stores. Packed Party has developed an exclusive collection for the retailer with its first array of celebration supplies. The products are fully recyclable, aligning with the retailer’s broader values. 

Source: Packed Party

Party best practice

Three years ago, UK-based food retailer, Morrisons, introduced a ‘Party Zone’ as part of a new concept development. The one-stop shop at the front of the store, featuring an unmissable illuminated sign, provided the retailer with an opportunity to bring together several aspects of its existing offer to create something genuinely distinctive for shoppers. Beyond party supplies, it also incorporated a counter for champagne and wines, cup cakes and a sweet shop. It also acted as an ordering point for party food and offered a flower wrapping service.

Source: IGD Research (Morrisons Colindale, UK)

An opportunity to think bigger?

Whole Foods Market could utilise this new partnership to create a further point of difference within its stores, given that many of its food and non-food ranges are suited to gifting and celebratory occasions. Many consumers choose the retailer for gifting occasions due to the opportunity to trade-up and purchase unique or premium products. While the retailer has previously offered a smaller range of party supplies, the partnership with Packed Party should help it create a larger impact with the category. Building on this, it could look to create a more immersive experience along the lines piloted by Morrisons, optimising its strengths in wine, cakes, confectionery and floristry.

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