Moorc's newformat bows in Viryinia

I T'S THREE down and one to go as I Moore's unveils a totally new home center concept in the Roanoke Valley of Virginia.

The 87 store chain has opened two new stores in their headquarter city of

Roanoke and one in nearby Salem. The third, a replacement store on Brambleton Avenue in Roanoke is due to open this month. All four are follorving a new concept, Reformat '86, which increases the store's total square footage by overTOTo and installs the latest in merchandising and custorner service ideas as the result of extensive market and industry research.

"Customer research and industrY studies irdicate that tlrere are four areas of oppornrnity in our kind of business," Jim

Schaffer, vice president of merchandising for Moore's, said in officially opening the new stores. ''They are selection of merchandise, service to the customer, shopping conditions and special considerations to attract the female shopper."

The new generation stores feature toally new deparfrnent and product lines, plus vastly expanded assortments in existing departments.

Story at a Glance

Reformat '86 increases squarc footage by 7oo/o... new generation stores focus on merchan- dise, service, shopping conditions and the bmale shopper multi-media advertising reaches people throughout Roanoke Valley.

garden enthusiasts, a full line lawn and garden shop, featuring nursery and landscape plants, bulbs, seeds, chemicals, power equipment, tools and accessories has been added. These complement Moore's already complete line of fencing, landscape timbers,masonry products and decking materials for outdoor living. Presentation of patio furniture, gas grills, barbeque accessories, picnic tables and bug lights has been stepped up.

"Our research revealed that customer service is an area of concem among shop pers in our industry" Schafier said. "The retailer that improves on that important aspect will be well rewarded, and Moore's commitment to service will be clearly visible in these new Roanoke stores."

Service desks similar to those found in discount and grocery stores are located at the front ofthe new stores. A second service counter is located in the center of each store. Here the customer can seek assistance, get questions answered, pick up how-to literature, receive cost estimates on major projects and get directions to locate particular merchandise.

Many new merchandise-related services are being provided. These include board and glass cutting, wire cable and chain cutting, and key making. Custom color paint mixing is now available.

Special emphasis has been placed on the fashion aspect of home decorating. Many new product lines have been added, such as wallpaper and other wall coverings, furniture, floor lamps and table lamps. Moore's selection in paint, paneling, floor covering, window treatment, ceilings, light fixtures and ceiling fans has been greatly expanded and upgraded. New entry doors and specialty windorvs have been added.

The kitchen and bath departments, strong core departments for Moore's, have been enhanced by adding new lines. The new horne centers spotlight this kind of merchandise in kitchen and bath vignettes to shorp the customer how Moore's producs will actually look in their home.

Leisure time activities have become a more important segnrcnt of Moore's merchandising direction. For lawn and

Moore's has developed an improved traffic flov system to give customers easy access to all departments, afford them better service and provide better exposure to product assortments. Wide aisles, natural departmental adjacencies, and an all new overhead signing program make the stores easier and faster to shop. Double-banked check out counters reduce the amount of time spent in the check-outs.

"Over 56% of purchase-decisions in our industry are made by the female," Schaffer noted. "Merchandise selection, shopping conditions, customer service and attention to fashion detail in home decor have all been added to appeal to the female shopper at Moore's."

Consumers in the Roanoke Vallev and Southwest Virginia will be alerted io the new stores and new positioning through an extensive multi-media advertising campaign in local newspapers and on local radio and television stations.