Hardware cooperative’s full-scale model store in Cary is trying out new merchandising and design concepts to be used in expansion push.
True Value Co. is building its first full-scale model store inside a warehouse in northwest suburban Cary, where it hopes to perfect a shopping experience that, like Starbucks, it can duplicate from Vermont to Arizona.
The company is experimenting with new design and merchandising concepts and has yet to finalize a format, but it has determined a key focus will be appealing to women, who make up about 40% of True Value’s shoppers, said Lyle Heidemann, chief executive and president of the company.
The new store also will be larger than the average 8,600-square-foot True Value store to better compete with home-improvement giants Home Depot Inc. and Lowe’s Cos.
With about 4,200 True Value stores nationwide, operated by independent owners, consumers get ‘4,200 very unique shopping experiences,’ said Heidemann.
‘We need to help our members see what is a competitive format for the 21st Century. For the first time, we will have what we believe a store should look like - the graphics, footprint, product categories, traffic flow, everything. The Chicago-based hardware cooperative is saving the debut of the prototype for its dealer meeting in Atlanta in October, but slices of the concept will be on display this weekend at McCormick Place in Chicago, where thousands of True Value store owners are gathering for the annual spring market. Those elements include an expanded nuts and bolts area and a new emphasis on power tools and products for home decoration’, Heidemann said. More.
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