Retail Merchandiser - November/December 2017 - 85
Beacon & Bridge Market
Our customers are
very loyal customers,
too. We don't want to
get so big that they
become a number.
"A lot of people ask who is our biggest competitor," Nelson says. "I would have to answer that by saying the state of
Michigan. There are a lot of times I hire an all-star employee
and when I make them full-time then two months later they
lose their state assistance and they leave."
Beacon & Bridge has worked to accommodate those
workers by keeping them part-time so they'll continue to
qualify for public aid, but provide them with some stability
by keeping the same hours from week to week. "We've really
tried to create a schedule that will work, suiting their needs,"
Updating Customer Experience
With a handle on its challenges, Beacon & Bridge is focused on growing and improving the store experience. The
company is preparing to open its 24th location in mid-November and is in the final stages of developing a new mobile
app that will manage its loyalty program and use their buying habits to offer users discounts.
The stores themselves will see several upgrades over the
next year. The sales floor and overall footprint has already
been expanded at two locations and Beacon & Bridge is
committed to renovating three deli areas each year. New
signage is being rolled out across the company and LED
displays will be installed in all stores by next spring, allowing
the company to easily show pricing, graphics and weather
reports, and even to wish customers a happy birthday.
As it opens its newest location, Beacon & Bridge plans
to continue to grow, but in a way that retains its personal
connection to customers and its communities. "We want to
expand our number of locations," Tully says. "We want to
build new, but we also don't want to go beyond the small
business format. Our customers are very loyal customers,
too. We don't want to get so big that they become a number
without a name." O