We will continue to emphasize the unique nature of each store, but the fact remains that national brand popularity in many categories is the norm across the U.S. This is why many of our largest suppliers are joining us in our hyperlocal efforts. Take our ALBERTSONS store in Cheyenne, Wyoming. Every year, during the final 2 weeks of July, the town hosts Frontier Days, one of the biggest rodeos in the country, attracting upwards of 70,000 visitors from all over the world. For this year's event, store director Bob Simonson, challenged his team to go bigger. They responded to the call and worked closely with a major national vendor to create promotional displays that maximized its rodeo sponsorship and helped drive sales. For the entire event, the store posted a healthy increase in ID sales even off of last year's double-digit comp. That included strong sales lift in its snack foods and beverages. Bob would tell you that the single biggest reason for this success was the autonomy he had been given to merchandise his store around the needs of his customers, meaning he made the decision to drop pallets of water in the front lobby, knowing they would sell during the event.

Even more impressive than water was the 58% increase in cherry sales that creative displays and placement drove. These results would have been difficult to achieve without the new flexibility that Bob and his team now have. During this 10-day period, his store became a draw for tourists and local shoppers alike. Associates donned cowboy hats and shirts, created a walk-in display that looked like horse stable and the parking lot was converted into a petting zoo.