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In a bid to better position some of its smaller store with offerings and services consistent with consumer preferences, Marsh Supermarkets has converted three stores in Indiana to a new MainStreet Market banner.
The Indianapolis-based regional retailer converted the first three stores in Lebanon, Wabash and Franklin, Ind., to the new MainStreet Markets banner late last week in a move that company officials said will “build on the foundation of local community involvement, fresh, high quality perishable products, fast and friendly service, fair pricing, and weekly specials on popular staple items.”
Explained Frank Lazaran, Marsh chairman, CEO, and president: “Consumer research has consistently indicated that while our initial strategy aimed to better position and differentiate our stores according to their size and varying consumer demands, the fact that both banners continued to operate under the Marsh name limited our ability to do so. Operating under the name MainStreet Market will enable us to take the best of what Marsh stands for in these communities and add a much more customized marketing approach for these stores,” Lazaran added.
The latest move represents a refinement of Marsh’s existing two-banner store strategy that was launched in late 2006 and that resulted in 90 percent of the retailer’s store base being renovated and upgraded alongside converting many of its smaller stores as Marsh Hometown Markets while renaming its larger stores with broader departmental and product offerings, Marsh the Marketplace.
In addition to emphasizing weekly savings on staple items, MainStreet Market will also offer its shoppers the opportunity to take advantage of the increasing number of electronic savings and offers that technology is making readily available.
The MainStreet Reward$ Card will provide shoppers a means to receive special rewards and discounts instantly, while its Senior Savings Club and MainStreet Moms are two such programs that will provide seniors and new moms extra savings. A new logo will be evident on buildings, road signs and display signs and tags throughout the stores, while store associates will remain in place.
“Our valued associates are one of the key components of our success with the dedication and expertise they bring to their jobs each day and they will continue to provide the exceptional shopping experience that our customers deserve at MainStreet Markets,” Lazaran noted.
Marsh operates 101 supermarkets in Indiana and Ohio and employs nearly 8,000 associates that serve some 2 million customers weekly. The retailer also operates 41 pharmacy locations as the largest Indiana-based pharmacy chain.