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Price Rite Marketplace Rolls Rebrand Into Connecticut 

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Price Rite Marketplace is taking the next step in its rebranding efforts, with plans to reveal its fresh new look and improved in-store experience at five of its Connecticut stores in Cromwell, New Britain, West Hartford, Wethersfield and Windsor. The supermarket retailer is introducing its award-winning redesigned store concept with programming focused on special deep discounts and enhanced fresh offerings on the heels of a successful pilot program at three of its Pennsylvania locations.

Customers who visit these five Connecticut stores during grand re-opening weekend celebrations beginning on March 29 will find even lower prices on hundreds of items, new private label and organic products, and stores redesigned to offer the best possible shopping experience.

“We are pleased with the success from our three-store pilot in Pennsylvania, where customers really responded to the new streamlined shopping experience and updated product mix,” said Jim Dorey, president of Price Rite Marketplace. “Now we’re proud to introduce this new store concept to our Connecticut shoppers in Cromwell, New Britain, West Hartford, Wethersfield and Windsor. We’ve taken what we learned in Pennsylvania and applied it to these five Connecticut stores. It’s the next step as we begin to roll out these important changes at all our stores.”

Last October, Price Rite Marketplace launched a pilot program in three of its Pennsylvania stores to test a new store layout and focus on money-saving features. Customers embraced the enhanced in-store experience, particularly the “Drop Zone” deals and abundance of fresh and affordable meat and produce, which attracted many new customers and increased store traffic. The Pennsylvania pilot program also generated industry buzz, winning the National Grocers Association Creative Choice Award for outstanding marketing and merchandising in the supermarket industry.

The Connecticut stores also will feature the new “Drop Zone,” designed as a unique in-store destination, where customers will find extraordinary deals, special surprise buys and must-have products typically priced $5 or less.

In addition to the “Drop Zone,” Price Rite Marketplace has lowered everyday prices on hundreds of items across the store. Customers will discover weekly deals on favorite items with new “‘Spot on Savings!” and “Amazing Value!” signs in-store with bright red “spots” popping up in every aisle.

Shoppers will find bright, revitalized store décor, including a market-style produce department with new LED lighting, vibrant color palettes and clear signage throughout the stores. Price Rite Marketplace is committed to providing the freshest selection of produce and bakery items, including a new bakery department featuring the “The Sweet Spot” dessert case.

The new Price Rite Marketplace also offers a wider selection of Wholesome Pantry products, with free-from, organic and gluten-free options; a double-your-money-back guarantee on Price Rite Marketplace brand products; and new self-service checkouts for greater speed and convenience for shoppers on the go.

Shoppers also will find Price Rite Marketplace’s expansive and high-quality meat offerings, with brands such as Certified Angus Beef, Perdue’s No Antibiotics Ever Chicken, Wholesome Pantry organic chicken and Oasis Halal.

To mark the occasion, Price Rite Marketplace is hosting community celebrations on March 29 with music, free sampling, gift card giveaways and other events at the five Connecticut stores. During the lead up to the event, a creative promotional strategy focused on “Spot on Savings!” will blanket the community.

Price Rite Marketplace is a registered trademark of Wakefern Food Corp., a retailer owned cooperative based in Keasbey, New Jersey, and the largest supermarket cooperative in the United States. Price Rite Marketplace opened its first store in 1995 under the name Price Rite Supermarkets, and currently operates 65 grocery stores in Connecticut, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Maryland and Virginia.

Price Rite Marketplace is also dedicated to fighting hunger through its annual Check-Out Hunger fundraising campaign and partnerships with Feed The Children and local food banks.

About the author

Treva Bennett

After 32 years in the newspaper industry, she is enjoying her new career exploring the world of groceries at The Shelby Report.

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