Launching 365 by Whole Foods Market

Steve’s breakdown: The first store just opened and there are more on the way. As for advertising, they have not even started. The featured video is the closet they have which was done by an agency that does not have the account any more.

AUSTIN, TX: After months of anticipation, the 365 by Whole Foods Market value store format has made its debut in the Silver Lake neighborhood of Los Angeles.

The 29,000-sq.-ft. store offers a streamlined look and feel to go along with its streamlined product selection. All price tags are digital and printed signs are limited to maximize the customer’s view of the store.

The space is accented with blues, reds and yellows, and features a textured piece of art designed to be reflective of the neighborhood, “Silver Kale,” by Sebastien Leon Agneessens. There is also a bike lockup section and accessible parking.

On the omnichannel side, free WiFi is available in seating areas throughout the store and home delivery is available via Instacart. 365 by Whole Foods Market has also partnered with Banquet by Delectable, a smartphone app that scans wine labels and provides instant descriptions and ratings. Self-serve “teaBot” kiosks allow shoppers to create customized tea blends.

Other amenities include the Allegro Coffee craft brew bar serving cold brew coffee, beers on tap and more than 65 indoor and outdoor seats; and a 38-seat communal vegan dining area called by. Chloe.

Product focus is geared toward customers seeking convenience and value for items without artificial colors, sweeteners or preservatives. Assortment includes grab-and-go prepared foods as well as grocery items such as produce, meat, seafood, bakery, bulk, supplement, baby care, chilled goods, and beverages.

The Silver Lake opening coincides with the launch of My 365 Rewards, a digital loyalty program offering personalized offers, product recommendations and deals based on individual preferences. Shoppers can sign up online and can use their digital membership card or phone number at checkout.

“Whether you’re looking for a quick in-and-out shop for a few items, stocking up for the week, or having a sit down dinner at by Chloe, with a beer from Allegro’s craft brew bar, you’ll find a blend of innovation and convenience,” said Jeff Turnas, president, 365 by Whole Foods Market. “From the food offerings to the design, we’ve built a foundation on the quality standards you’ve come to expect from Whole Foods Market in a fun new format that’s easy to navigate and focused on value in every department.”

Whole Foods is targeting busy millennials with convenience, seamless technology and community features; as well as the wider range of shoppers looking for lower prices than offered at traditional Whole Foods stores. The retailer may have created a winning strategy by making organic groceries available more affordably and easily, but must avoid diluting its core brand identity with higher-income shoppers.

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