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Standing in the newly renovated Anchorage store on opening day, Sam Duncan, President of Fred Meyer, beams as he looks around at how well it matches his vision of what other Fred Meyer stores will soon look like.
Warm, friendly colors separate the differents. Naturally finished wood, stone and tile seem to bring the outdoors in. The look is inviting, contemporary and a true departure from the big white box interiors of most Fred Meyer stores.
"Our stores looked like hospitals," says Duncan, flatly. "They didn't appeal to our target shopper, who is a woman. They appealed to men instead."
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"Our SE Anchorage store is exceeding our expectations. The interior package that CDS did has been integral to that success."
-Sam Duncan, Former President, Fred Meyer
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The former Ralph's CEO was brought on by parent company Kroger to revitalize the Fred Meyer brand. Redesigning the look and feel of the stores is one of Duncan's first priorities. He worked closely with CDS to make the Anchorage store a model—what is being called the "Signature"-décor package—for a major re-branding of Fred Meyer stores throughout the Northwest.
"When people come into the Anchorage store, they will feel welcome, comfortable. You need to provide theater for shoppers, a place where they want to spend time and shop," explains CDS Creative Director, Richard Graap.
Fred Meyer, the pioneer of the one-stop shopping concept, now has tough competition from big players like Wal-Mart, who are entering the grocery business. Margins are becoming razor thin. Instead of playing the price game with competitors like Wal-Mart—who spend very little on décor—Fred Meyer is distinguishing itself as a company with its brand attributes rooted in the Northwest. "Our goal was to give the store a uniquely Northwest sensibility—down to earth, approachable, open-minded," says Graap.
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"CDS is our one-stop design and décor partner."
-Sam Duncan, Former President, Fred Meyer
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The strategy seems to be paying off. The Anchorage store is ahead of its sales projections; Duncan is quick to credit CDS: "They are really integral to the success of that store."
Asked why CDS was chosen to exclusively implement the "Signature" program, Duncan explains, "I like CDS because they are local and responsive. Their creativity is great. The quality of their products is high, and they have a lot of integrity. I don't believe they are trying to sell something I don't want. They partner with you." Another case of CDS helping retailers sell more by design.
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