Kroger trials color-coded aisles

Kroger supermarkets is testing a color-management program in its snack and beverage aisles designed to streamline the destination.

According to an article by In-Store Marketing Institute, the grocer has rolled out a "Refreshment Center" department that arranges the chain's beverage offerings into a four-aisle destination.

Dr Pepper Snapple Group developed the Refreshment Center for Kroger, enlisting Paramus, N.J.-based marketing agency LG&P to aid in design and merchandising.

The program reserves gondolas for specific categories, which are designated by color: red for carbonated beverages, green for juice and blue for water and sports drinks. Color-coded aisle violators and floor strips help identify the categories, while in-line headers carry lifestyle images and evocative phrases.

Endcaps include permanent three-sided displays from Coca-Cola and PepsiCo's Gatorade, which join generic displays that showcase beverage brands as "Weekly Features."

Meanwhile, some Kroger stores have also installed a similar category-management program in the snacks aisle, where color-coded graphics identify six distinctive categories along a single gondola.