Hy Vee Business Analysis

From the moment customers pull into the spacious parking lot of the new Hy-Vee in Cottage Grove, Minnesota, they experience an immediate sense that they are not at a common grocery store. Contemporary cars and SUVs occupy the widely spaced parking slots, all of which are pristinely outlined with bright red paint. At the front of the lot, signs acknowledging spots for mothers with small children can be seen next to the handicap spaces. The tall cement building is lined with pumpkins and decorative yard signs, all with common autumn phrases displayed in elegant print across them. Even prior to entering the store, these small details begin to appeal to the clear customer base of Hy Vee; the middle to upper class female. Customers are ushered through

To the left is a small food court of six varying cuisines lining the wall, where everything from fried chicken to sushi is offered. In front of each, a line of neatly dressed middle-aged women wait with their abounding carts to place their orders. Several have small children with them who are anxiously awaiting their meal, exhibiting the appeal of having meals available while on a long shopping trip. When further exploring Hy Vee it is clear, from these and alternate examples, why these women predominantly make up the surrounding customer base. The products available, and advertisements displayed are clearly provided with middle to upper class women in

The store understands their typical shopper is wealthier woman who likely has children, which is clearly proven by the modest stands with wicker baskets stocked with apples and bananas. Tiny engraved signs dangle from them, encouraging kids to “take a snack while mom shops”. All signage is clearly directed at female consumers, written in elegant feminine script, with handwritten signs typically mimicking the bright pinks and oranges witnessed at the juice bar. There is also an extensive make-up and beauty section of the store, located directly before the registers. The area is prominently featured, and includes a staff of beauty experts there to lend a hand. Free sample bags are handed out for trying products, and entice women to pick up some beauty products prior to purchasing their groceries. Recognizing these feminine focused decisions, even more discernible still is the continuing evidence that Hy Vee desires to be viewed as a unique grocer for middle to upper class consumers. Several long aisles construct the main center of the store. These wide and lengthy aisles are unique to most grocery stores and contain higher-end brands of common goods people shop for. An entire aisle is dedicated to only gluten-free packaged foods, while another contains thirty different brands of balsamic vinegar. The bottles are all made of glass- some with intricacy resembling