ZELLERS NOW IN DIFFERENT SIZES
By Adnews Staff
Montreal-based Zellers Inc. is testing out different sized stores to see what works best for the retailer, sales and advertising vice-president David Owen told Adnews this week. Zellers has just opened its biggest store yet, at 147,000 square feet, in Gatineau, Que. It will monitor the store's success before deciding on whether to open more this size, Owen said. The superstore has a pharmacy, hair salon, portrait studio and restaurant. It has wider aisles and new attractions such as a complete home entertainment centre and full-scale paint department. Direct mail and circular advertising for the store was launched last week. It was created in-house with the help of freelancers. Zellers will be opening 18 stores by the end of the year, each ranging in size from 90,000 to 125,000 square feet, depending on the market. Next year it will open 20 more stores in Canada. Separately, TV advertising to entice Christmas shoppers began this week, with circulars going out at the beginning of the month. This campaign was also created in-house with the help of freelancers. Owen told Adnews that the retailer prefers to use several different agencies and freelancers to create its advertising because it can see more creative ideas.