Food 4 Less Supermarket which opened its first branch in Hamilton (and third in its chain), on July 20, 2013, accounts for an extensive range of food and other items to the residents of the Waikato and neighbouring regions.
Located at 674, Te Rapa Road in the heart of Hamilton, this would arguably be the largest Indian Supermarket in New Zealand, occupying an area of 2600 Sq metres.
Great ambience
As well as stocking groceries, frozen products, there is walk in chiller where you can purchase fresh fruits and vegetables, and an ever-growing list of items, Food 4 Less Supermarket has a well-designed interior, with elegantly placed shelves to augment convenience of customers.
Striking notes
Positioning is everything: people typically spend at most a minute selecting a grocery item, and if they cannot find it, they would move on to something else.
The best slots are at adult eye-level, so that is where relatively expensive products are put, often to the right of popular items (to increase the chances that right-handed shoppers will pick them up).
Shelf positioning is an important aspect of supermarkets, which play on consumer psychology. Branded products from big producers are always arranged at eye-level, with the supermarket’s own-label products, while cheaper ones may find themselves at a lower level.
While many stores reckon eye-level is the top spot, some think a little higher is better. Others charge more for goods placed on ‘end caps’, displays at the end of the aisles, which they reckon to have the greatest visibility.
Halal Meat
Food 4 Less in Hamilton has more. As well as providing a special walk in chiller for fruits and vegetables imported from Fiji and obtained locally, it boasts of Halal Section, with a qualified and renowned Butcher. The Supermarket prides itself of selling premier quality Halal meat, whole chicken products, whole lamb, forequarters, shanks and chops.Those in the market for frozen and ready-to-heat or boil snacks, can look for the section which offers vegetables, samosas, spring rolls, hot chillies, Fiji cassava, taro, crabs, fish and other items.
Religious Corner
Those with religious proclivities would find the special area dedicated to Pooja items of immense interest. Apart from catering to the varied requirements of devotees who visit Temples or conduct Poojas in their home or at special assemblies, this Section contains photographs and idols of Deities, ornaments and other items.
Indian supermarket owners have become sophisticated in their approach and understand the significance of external marketing and point-of-sale display.
Extensive Kitchenware
As a Supermarket promoting the tastes and preferences, Food 4 Less also makes available a wide-range of kitchenware. These include items required for everyday need and for parties and social gatherings.
Today, the average customer is sensitive to price increases and has a keen eye for goods that are sold at low prices.
According to Consumer Affairs, ordinary New Zealanders do not compromise quality but would certainly seek better value for money.
This is another area in which supermarkets owned and operated by people of Indian origin continue to score, registering impressive growth in a comparatively short time.
In many ways, Food 4 Less Hamilton is a one-stop-shop for fruits, vegetables, meat, fish, grocery, beverages, rice, wheat and a host of other items.
There are so many items on offer that all you need is a list of items that you would need for the week. You would easily find what you are looking for at this Supermarket.
