The grocery store is no longer just for grocery shopping. Texas chain HEB, which operates more than 420 stores in Texas and Mexico, this week announced its partnership with retailer James Avery Artisan Jewelry to integrate jewelry into its stores.
The first store in this partnership opened this week, along with two more stores next month. Partnerships like these allow retailers to engage with consumers across more pillars of the connected economy – how consumers work, pay and get paid, shop, eat, bank, travel, connect with. others, have fun, stay well and live – creating the opportunity to deepen their relationships with their buyers, attract them to stores and retain them.
See also: How consumers live in the connected economy
With this partnership, HEB is following the lead of supermarket company Hy-Vee, which has been particularly ambitious among grocers in its store-in-a-store partnerships, noting the benefit of expanding the in-store experience to encompass more consumer purchases. routines. These partnerships include one with DSW, one with the nail salon chain The W Nail Bar, and more recently the supermarket company announced earlier this month that it was introducing showrooms for fitness equipment. in shops.
Related News: DSW Stores Open at Hy-Vee Grocery Stores
And more: Grocery Roundup: Hy-Vee in-store nail salons
These partnerships come as grocers struggle to make the traditional model work, in the face of the supply chain and labor shortages that are worsening the already slim margins of the grocery industry.
“We have seen more common effects in our stores than not, whether it was in China, one block from the start of the crisis in Wuhan, at our stores in the United States,” said the president and chief. from the management of IGA. Jean Ross told PYMNTS in a recent interview. “It has been a real global crisis with the build-up of activity by consumers, supply issues and the need to be some sort of masked police force, while having to figure out how to maintain prices and service delivery when labor and products are scarce. “
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The store-in-a-store trend has been booming recently. Here are some of the partnerships announced over the past year:
|Mini-store||Host store||Number of locations|
|Toys r us||Macy’s||400+|
Kohl’s partners with Sephora to launch in-store boutiques
Nordstrom plans to bring 40 tonal mini-boutiques to its stores
Macy’s Brings Back Toys R Us, Beats Second Quarter Expectations
Target and Ulta to Make “Prestige Beauty” More Accessible with Online Stores