Winn-Dixie is pulling the plug on its SaveRite limited-assortment banner and will convert the six stores in Florida and Mississippi to its conventional eponymous banner.
“Phasing out the SaveRite banner makes sense and supports Winn-Dixie’s neighborhood marketing strategy,” explained Peter Lynch, CEO and president of Jacksonville, Fla.-based Winn-Dixie. “For several years, Winn-Dixie’s business strategy has placed an emphasis on merchandising to the needs, tastes and preferences of local yet diverse neighborhoods, which means we strive to customize our product assortment to fit the lifestyles of the communities we serve. By aligning all 484 stores under one Winn-Dixie banner, we will be able to ensure a more consistent shopping experience for all of our guests -- regardless of the type of neighborhood in which we operate.”
The affected stores are located in Jacksonville, Orlando and Tampa, Fla., and Hattiesburg and Laurel, Miss. According to Winn-Dixie, the conversions should take about four months and be complete in the fall. The stores will stay open during the conversion process, and all current employees will remain as Winn-Dixie associates.
After the conversions, former SaveRite shoppers will enjoy several new benefits, including an increase in the number of available products, as well as such programs as “Make-A-Meal” and “What-A-Deal” promotions; the ability to sign up for a new Winn-Dixie Customer Reward Card, which will provide instant discounts on thousands of specially marked items throughout the store; ethe ligibility to enroll in Winn-Dixie’s Baby Club program and Upromise’s college savings program; and, for Jacksonville and Tampa customers, the ability to enroll in the fuelperks! reward program using the new loyalty card.