Fresh Thyme Market is joining fellow specialty grocers in trying out a new store format in a bid to accentuate the products and experiences that customers want.
Last month, Fresh Thyme President Liz Zolcak announced on LinkedIn the unveiling of its “reimagined” store in Downers Grove, Illinois, writing that its new layout emphasizes “a stronger assortment of fresh, organic, and better-for-you items.”
Elevating the in-store experience has been a priority for grocers in recent years as shoppers continue to rely on physical locations — and specialty grocers are no exception. Sprouts Farmers Market has pivoted to a smaller-format concept while Whole Foods Market is adding more locations under its Daily Shop format, a scaled-down storefront designed for high-traffic, urban areas.
In an emailed interview, Zolack unpacked the new amenities Fresh Thyme added to its Downers Grove location and what went into this revamp.
This interview has been edited for length and clarity.
GROCERY DIVE: Is the refreshed store format implemented at the Downers Grove store part of a greater revamp effort or a one-off upgrade?
LIZ ZOLCAK: As customer preferences evolve, we are continuously evaluating how our stores can better serve shoppers and create an in-store experience that’s both convenient and engaging. The enhancements to our Downers Grove store were informed by customer feedback and included opportunities to highlight the incredible organic produce assortment in addition to showcasing Fresh Thyme’s natural living and Own Brand products. Ultimately, the refresh supports Fresh Thyme’s mission to connect and inspire a healthier future.
The changes are still quite new, so we’re evaluating both the investment and the results to better understand which elements had the greatest impact. We'll use those learnings to help inform future opportunities across the brand, but we don't have specific plans to announce just yet.
Can you provide a rundown of the biggest upgrades, changes and additions made to the store?
Fresh foods and produce are at the heart of the Fresh Thyme experience, so those areas were a natural focus for the refresh. We wanted to better showcase the assortment our customers know and love while creating a shopping experience that makes it easier to shop and discover new products, wellness solutions and Own Brand favorites. One key goal was to do better at bringing our product stories to life and to help shoppers navigate the store in a way that feels inspiring, fun and convenient.
We made updates throughout the store to make shopping easier, from improved signage and aisle flow to a more prominent location for our natural living department. Beyond the physical changes, we’ve expanded educational resources both in-store and online and increased opportunity for product discovery through even more vendor sampling.
What did the renovation process look like?
One of our priorities throughout the refresh was minimizing disruption for our customers. The work was completed over the course of a few weeks in a way that allowed us to remain open and continue serving customers throughout the process.
Our team worked carefully behind the scenes to bring the new experience to life while maintaining the convenience, accessibility, and high level of service our customers expect and deserve.
Were any staffing changes made to accommodate updates made to the store?
No — the updates were designed to enhance the experience for both customers and team members while leveraging the strength of our existing Fresh Thyme team.
As we evaluated the refresh, we kept both groups in mind. In addition to creating a more intuitive and enjoyable shopping experience for shoppers, many of the changes have helped to improve day-to-day efficiency for our team members. By doing things like creating more space on the shelves for key products and optimizing product placement, it’s easier for our team to maintain that high-quality shopping experience customers expect.
The result is an even stronger experience on both sides of the aisle.
Fresh Thyme recently launched a new points-based loyalty program. What are the major benefits of shopping in-store and using the loyalty program?
MyThyme members can access a variety of benefits while shopping in-store, including digital coupons, member-exclusive offers, birthday rewards and most recently, MyThyme Rewards Points. Customers can earn 10 points for every dollar spent, which can be redeemed for savings on future shopping trips.
Beyond everyday savings, members also gain access to special promotions throughout the year, including bonus-point events and member-only offer events, designed to help customers earn even more value on the products they love. As the program continues to evolve, Fresh Thyme is focused on creating more personalized savings opportunities and rewards tailored to our customers’ shopping habits.
Shopping in-store at Fresh Thyme combines the excitement of fresh, seasonal products and the opportunity of discovery and in-person educational resources with meaningful rewards and savings. MyThyme Rewards are designed to help shoppers stretch their grocery dollars while continuing to enjoy the quality, discovery and community-focused shopping experience that defines Fresh Thyme.
