Retail Merchandiser - September/October 2012 - (Page 80)

Retail PURPLE COW STORES Royal Conveniences Purple Cow Stores brings a new look to the Southeast’s convenience store landscape, putting an emphasis on running clean, upscale stores where shoppers have a lot of choices. P Jack Parker Slidell, La. urple Cow Stores may be new to the convenience store scene, but the chain has already established itself as the Southeast’s upscale option. With five stores in the Slidell, La., area, eight in Montgomery, Ala., two on the Mississippi coast and one store in Mobile, Ala., and plans to expand, the one-and-ahalf-year-old company has moved quickly to gain this foothold. Now it’s time to focus on the details. “You can’t go from zero to 100 too fast but you can go from zero to 80 quickly,” says Jack Parker, general manager. “It’s the last 20 that takes more time.” Purple Cow is the convenience retailer arm of its parent company, Slidell Oil, which also owns Montgomery, Ala-based Interstate Oil. Slidell Oil is in the fuel distribution business, representing ExxonMobil, Shell and Valero brands. Slidell and Purple Cow to- gether make the classic gas station/convenience store duo but with a new twist. Upscale Conveniences If “refined” can be used to describe a convenience store, then Purple Cow strives to make sure that characteristic is synonymous with its name. Beginning with the stores themselves, Parker says each maintains a clean, non-cluttered appearance. The merchandise is organized to achieve product adjacencies. The aisles have break points so you don’t have to walk all the way up and down each aisle before crossing over. The employees are the other core component to its in-store experience. Parker says they are crucial to establishing customer loyalty. “Store cleanliness, image and keeping things in stock are all important, but the experience at the sales 80 September/October 2012

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2012

Retail Merchandiser - September/October 2012
Brand Licensing Europe
Showrooming Mushrooming
Pinch the Grinch
Category Insight
Upfront: BJ's Wholesale
Mind Candy
Outfit 7
Halfbrick Studios
Redasign Studio
Sony Pictures Consumer Products
Brentwood Licensing
Andrews McMeel Publishing
Chestnut Petroleum Distributors Inc.
The Hartley Co.
Mollie Stone’s Markets
Regal Oil
80Purple Cow Stores
Ocean State Job Lot
Staples Canada
Brookshire Grocery Co.
Wally’s Food Pride
Jewelry Television
Skin Science Labs Inc.
Great Clips
New & Noteable

Retail Merchandiser - September/October 2012