January 9, 2016 Calgary Co-op Auburn Bay Calgary, AB Market Visit Report
Calgary Co-op is a retailer that traditionally has been under the radar for most CPG companies given its relative small size compared to national players such as Loblaws and Walmart, as well as its concentration in a market far from the head offices of suppliers who tend to be gathered in Central Canada. We recently visited Calgary Co-op s (CCL) latest store that opened in early November and is located in one of Calgary s new communities in the deep south of the city called Auburn Bay. Since our last visit to a CCL store about two years ago, lots of things have changed with a chain-wide rebrand including its positioning as Best Fresh and renovations that took place while Calgary s economy rode out the new reality of $50 oil. The new store is a clear indication that CCL is a food player on par with innovators such as Farm Boy and Longo s in Ontario and Save On Foods in Western Canada. The store backs up the Best Fresh claim without relegating the centre store to boring aisles of category management efficiency. The complex also includes a Liquor Store and C-Store / Gas Bar that anchors the retail offering for this new community which will be well served by was CCL has to offer here. We hope you enjoy this Virtual Store Tour!
Shoppers enter the store and are greeted by a food hall environment containing fresh and prepared foods.
A wide selection of deli and Fresh To Go products enhance the food hall feel of the store.
A large assortment of Fresh to Go options are placed adjacent to the store entrance for quick meal solutions.
Sushi is prepared fresh instore and the kiosk is also located close to the store entrance for ease of access to this grab-andgo meal solution.
The Bakery department offers in-store baked products, value added services such as brad slicing and the ability to try before you buy.
The fresh produce section is marked by a large overhead our Harvest banner that emphasizes local and Co-op s traditional connection with farmers.
Calgary Co-op s rebrand as centres around the Best Fresh positioning and the retailer s stated goal is to be the retailer of choice in Calgary for Fresh Produce.
Product information is abundant in the food hall with price tags providing shoppers with the information the need and enhancing CCL s food expertise.
The staffed Seafood and Meat sections offer a wide variety of sustainable seafood and an emphasis on Alberta Beef products.
The spotlight of the Meat counter is the Dry Aged for 28 Days kiosk which has the appearance of a ending machine for BBQ aficionados.
The Meat & Seafood departments feature these covered bunkers from Hussmann featuring slide up doors, bright lighting and energy efficiency.
Centre-store categories are brought to life with custom signage calling out unique products under a specific theme such as healthy cereals and spread some love.
Non-fresh perimeter categories such as Dairy and Frozen employ eye-catching banners and section headers using clear icons to guide and engage shoppers as they circle the store.
CCL does a great job of communicating its values throughout the store including these signs that evoke a grassroots appeal.
The Whole Health department is large and well stocked and includes a Pharmacy / Clinic nestled between the fresh food hall and the centre store aisles.
The Whole Health section has attractive blue flooring and warm hardwood distinguishes the clinic area with a range of pharmacy services on-offer.
CCL is a major player in Calgary s privatized liquor store industry with stores co-located near grocery stores as well as standalone locations.
About two-thirds of the liquor store is dedicated to wines and liquor in a warm and all laid-out design that is a bit tight but boasts a fabulous selection.
Wine is merchandised in high end wooden fixtures that layout the products inviting them to be picked up and explored.
The refrigerated Beers of the World section is a candy store for beer drinkers looking for an exotic import or local craft brew.
The World of Whisky area is well stocked and laid out and plays off the stand alone World of Whisky store located in the busy downtown core.
Co-op is a major player in Fuels in Western Canada with its own refinery in Saskatoon and an annual membership dividend on Fuel purchases between 6 and 9 cents a litre.
The c-store interior of the gas bar is well laid out and spacious with a large self-serve area however it could offer more selection of fresh grab and go options given its proximity to the main store.
Self serve coffee is offered by Van Houtte but will face competition from a Tim Hortons in the same parking lot and the new and more advanced coffee offerings from Mac s locations.
Store space is not yet maximized and could offer an enhanced assortment for busy commuters as they leave for the long commute to downtown from Calgary s deep south.