Bargain Shop rebrands as Red Apple
Candy lures customers in
It’s not often an executive of a national retail company admits to using candy as the lure in a new rebranding campaign.
But Clinton Wolff, president and CEO of Red Apple Stores Inc., explains the makeover of the former Bargain Shop stores in Windsor to the Red Apple brand is about understanding customers.
The makeover features a new area called Candy Works, a candy shop that is prominently displayed at the front of the store.
“What we provide to our customers is the small indulgence for themselves,” said Wolff. “It’s a relatively inexpensive treat they can give themselves that isn’t as extravagant as going out to dinner or to a movie. It’s a small little treat.”
Wolff said the store’s typical customer is in the mid- to low-income bracket and lives within an urban area. “A lot of our customers — a disproportionate amount — will walk to our stores or take public transit, so that is why I think we can work effectively within an urban environment.”
The two Red Apple stores in Windsor are located at 631 Ouellette Ave., and 1905 Tecumseh Rd. W., and are among the most successful in the chain, Wolff said.
There are 155 stores across the country and the rebranding is about one-third complete.
Stores in Kingsville and Essex were changed over earlier this year.