Retail Merchandiser - November/December 2016 - 52


TOPS Friendly Markets

"

Technology allows
us to better serve
our customers,
both externally and
internally.

"

duce section as well as offering a selection of ready-to-eat
freshly prepared meals such as rotisserie chicken.
Another side to this trend is that shoppers are becoming more selective about the products they buy and the ingredients that go into them. Curci says one quarter of all
consumers seek out products that contain only ingredients
they recognize. TOPS has responded to this by redesigning
its line of private-label products to include simpler ingredients while maintaining the same affordable price point. The
company also has increased the number of certified organic
products it carries by 50 percent over the last two years, and

Curci says TOPS plans to continue growing that segment of
its product mix. "We're also updating our price tags to easily
identify these items," he says.

Embracing Technology
Old-fashioned customer service has been critical for TOPS'
sustained success, but Curci says the company has not been
afraid to embrace the future, as well. "Technology allows us
to better serve our customers, both externally and internally," he says. "If we are doing it right, any changes, upgrades
or the introduction of new technology should be positioning us to provide our customers value, improve our efficiency, and reduce our expense."
One of the company's most successful technological initiatives of late has been its webpage, where customers can
place orders, refill prescriptions, create shopping lists and
manage their TOPS BonusPlus rewards card accounts. "We
have seen exceptional shopper engagement growth," Curci says. "Over the past five years, the number of shoppers
registered on TopsMarkets.com has increased by more than
400 percent, and average weekly visits to the website have
increased 177 percent. The TopsMarkets.com page views
exceed 34 million annually."
Curci adds that technology also has improved the company's efforts in loss prevention and inventory management
by providing a centralized source of up-to-the-minute data.
"Technology provides the stores and category teams the historic data required to support future promotions and ensure
the correct amount of product is available to meet the customer demand," he says.

People Focused
Technology also plays a large role in helping TOPS cope with
one of its greatest challenges in recent years - finding and re52

TOPS.indd 52

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November/December 2016

11/10/16 3:18 PM


http://www.TopsMarkets.com http://www.TopsMarkets.com http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2016

Contents
Retail Merchandiser - November/December 2016 - Cover1
Retail Merchandiser - November/December 2016 - Cover2
Retail Merchandiser - November/December 2016 - 1
Retail Merchandiser - November/December 2016 - 2
Retail Merchandiser - November/December 2016 - Contents
Retail Merchandiser - November/December 2016 - 4
Retail Merchandiser - November/December 2016 - 5
Retail Merchandiser - November/December 2016 - 6
Retail Merchandiser - November/December 2016 - 7
Retail Merchandiser - November/December 2016 - 8
Retail Merchandiser - November/December 2016 - 9
Retail Merchandiser - November/December 2016 - 10
Retail Merchandiser - November/December 2016 - 11
Retail Merchandiser - November/December 2016 - 12
Retail Merchandiser - November/December 2016 - 13
Retail Merchandiser - November/December 2016 - 14
Retail Merchandiser - November/December 2016 - 15
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Retail Merchandiser - November/December 2016 - 18
Retail Merchandiser - November/December 2016 - 19
Retail Merchandiser - November/December 2016 - 20
Retail Merchandiser - November/December 2016 - 21
Retail Merchandiser - November/December 2016 - 22
Retail Merchandiser - November/December 2016 - 23
Retail Merchandiser - November/December 2016 - 24
Retail Merchandiser - November/December 2016 - 25
Retail Merchandiser - November/December 2016 - 26
Retail Merchandiser - November/December 2016 - 27
Retail Merchandiser - November/December 2016 - 28
Retail Merchandiser - November/December 2016 - 29
Retail Merchandiser - November/December 2016 - 30
Retail Merchandiser - November/December 2016 - 31
Retail Merchandiser - November/December 2016 - 32
Retail Merchandiser - November/December 2016 - 33
Retail Merchandiser - November/December 2016 - 34
Retail Merchandiser - November/December 2016 - 35
Retail Merchandiser - November/December 2016 - 36
Retail Merchandiser - November/December 2016 - 37
Retail Merchandiser - November/December 2016 - 38
Retail Merchandiser - November/December 2016 - 39
Retail Merchandiser - November/December 2016 - 40
Retail Merchandiser - November/December 2016 - 41
Retail Merchandiser - November/December 2016 - 42
Retail Merchandiser - November/December 2016 - 43
Retail Merchandiser - November/December 2016 - 44
Retail Merchandiser - November/December 2016 - 45
Retail Merchandiser - November/December 2016 - 46
Retail Merchandiser - November/December 2016 - 47
Retail Merchandiser - November/December 2016 - 48
Retail Merchandiser - November/December 2016 - 49
Retail Merchandiser - November/December 2016 - 50
Retail Merchandiser - November/December 2016 - 51
Retail Merchandiser - November/December 2016 - 52
Retail Merchandiser - November/December 2016 - 53
Retail Merchandiser - November/December 2016 - 54
Retail Merchandiser - November/December 2016 - 55
Retail Merchandiser - November/December 2016 - 56
Retail Merchandiser - November/December 2016 - 57
Retail Merchandiser - November/December 2016 - 58
Retail Merchandiser - November/December 2016 - 59
Retail Merchandiser - November/December 2016 - 60
Retail Merchandiser - November/December 2016 - 61
Retail Merchandiser - November/December 2016 - 62
Retail Merchandiser - November/December 2016 - 63
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Retail Merchandiser - November/December 2016 - 87
Retail Merchandiser - November/December 2016 - 88
Retail Merchandiser - November/December 2016 - Cover3
Retail Merchandiser - November/December 2016 - Cover4
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