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Business Record reports that supermarket retailer Hy-Vee has opened, in West Des Moines, Iowa, “its first Hy-Vee HealthMarket store, a new concept designed to offer healthy lifestyle items and personal care items along with groceries.”

According to the story, “the 15,700-square-foot format offers many of Hy-Vee’s original store products such as fresh produce, meat and seafood, dairy, and frozen food items. It also offers many health-related amenities, such as a full-service pharmacy, health clinic and hearing aid center, a sports nutrition area, and Aisles Online pickup.” It also has “a hydration station that features nitro coffee, kombucha and Bevi infused waters, as well as a nearly 3,000-square-foot Orangetheory Fitness center adjacent to the store.”

Hy-Vee has said it has plans to open at least two more HealthMarkets, in Kansas City and Madison, Wisconsin.
KC's View:
I think it is critical for companies to test new formats and rethink their traditional go-to-market strategies. I like what Jeff Bezos says on the subject: “Failure’s not that expensive….The big cost that most companies incur is much harder to notice, and those are errors of omission.”