Recently, I read an interesting article in the Boston Globe about the Men's Zone experiment at retailer H-E-B. With the help of Proctor and Gamble, the retailer created a "store within the store" for men. The aisle contains more than 530 grooming products for men, ranging from razors to body wash. Males can find their grooming products without having to hunt through lots of women's items. Interestingly, the article suggests that women like browsing the aisle as well. When they are shopping for their husbands, they can find items more easily... and they aren't hunting through men's items when they are doing their own shopping for women's products. It's a win-win situation. We see more and more retailers creating "store within a store" concepts these days. They offer a way to provide an enhanced shopping experience. Moreover, they potentially offer a way to differentiate their retail shopping environment from rivals' locations.
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