A New Beginning: The Transformation of the IGA Market at Blaine

When David Cook, together with a team of employees, purchased seven grocery stores in the Pacific Northwest in June of 2023, the group knew they wanted to renovate the stores to better resonate with their local communities.

Although the region did not have an IGA store, there was lots of brand familiarity in the area due to the good reputation of the IGA stores just over the Canadian border. So, adding the IGA brand would be a quick way to gain brand recognition and product trust.

Rebranding as The Markets, the first store in Blaine is midway through its IGA transformation and, with the help of the IGA Décor Program, is receiving a whole new look and feel.

Already the results are clear — a 30% boost in business and a surge of local excitement.

A Drip Remodel Strategy

When Cook and his team took over the Blaine store, there were significant hurdles to overcome. Then called Cost Cutter, the store’s reputation, ironically, was that the prices were high and that it was dark and unpleasant to shop at.

Rather than rebranding right away, Cook wanted to first fix the bones of the store. They started by adjusting the pricing to align with regional stores like Safeway.

Meanwhile, they began rebuilding department by department, adding lighting and updating the layout to improve the overall shopping experience. They were able to remain open throughout the remodel by strategically working on larger jobs that would interfere with the customer shopping experience after hours and even overnight.

Then, the team began adding IGA branding through smaller touches like shelf tags and ads. Cook explains that this drip remodel strategy has been beneficial.

“When you are steadily making improvements, people are excited to see what new updates there are each time they shop. It becomes a treasure hunt for changes that is really engaging,” Cook said.

Bringing in the IGA Decor Program

The Meat & Seafood department employs The Markets' unique branding.

Once the store was renovated enough that Cook felt like new branding would make a real impact, he called in the IGA Décor team.

When they first met, the team discussed their vision for the store and shared some examples they really liked. They also enlisted the talents of a local graphic designer to add their own unique touches, such as creating a special font for The Markets' branding. The process was a true collaboration, blending IGA's established brand with unique, locally inspired elements to create a space that feels both fresh and familiar.

It was important to Cook and his team that they integrate IGA’s signature style while still honoring the character of the local community. Together, they carefully crafted a look that reflected their vision — about 40% of the graphics came from IGA, while the remaining 60% was customized to capture the spirit of the area. They added plenty of local touches, like images of the Pacific Ocean, the towering 12,000-foot mountains, and even photos of the local high school football team, making the store feel like a true reflection of the community it serves.

They also decided to go with some bold elements. For example, they painted the store’s columns in IGA red. Cook explained that going bold in small, unexpected spots helped create a unique aesthetic.

Once they had agreed on the design, Cook received a 3D rendering of the store so that they could see what the final product would look like before it was installed.

Today, the IGA Décor Program has been implemented in the produce, bakery, and meat departments and the deli remodel is in progress. As Cook puts it, "It's a pretty night and day difference in the store."

The new lighting and branding give the store a fresh, clean, and modern appeal.

Community Response

The response from both customers and employees has been overwhelmingly positive since the remodel. Many customers have expressed their appreciation for the transformation, noting that it has significantly enhanced their shopping experience.

Employees, too, are feeling the effects of the updates, taking pride in working within a brighter, more modern space that fosters a strong connection to the local area.

The Blaine location has experienced steady sales increases since Cook and his team took over. While they initially climbed 5-7% from right-sizing pricing and beginning their facelift, they surged to a 20% increase in May when they installed the IGA sign. Today, they continue to climb with the IGA Décor Program additions, reaching an impressive 30% increase in sales.

This growth reflects the community's positive response not just to the store's physical changes, but also to the enhanced branding and overall shopping experience.

"Many shoppers who once overlooked the store or treated it as a secondary option are now starting to use it as a primary store,” Cook noted.

The Blaine store's produce department thrives with its fresh look.

Looking Ahead

With the remodel of the Blaine store nearing completion, Cook and his team are gearing up to transform the remaining stores. Having learned lots of lessons during this remodel, Cook believes that the remaining stores will go even faster. The group anticipates converting two a year.

They are focused on replicating this success and creating a cohesive IGA Market experience for all their customers. Each remodel not only enhances the store but also strengthens the connection with the community they serve, ensuring customers feel a sense of pride and belonging each time they walk through the doors.

This strategy isn't just about drawing people in, but also ensuring they want to return each time. Based on the Blaine location's 30% boost in business, it seems the décor has brought a great shopping experience to the area that entices those customers to return again and again.

Interested in updating your store's décor? Learn more here and contact the IGA team for contractor recommendations.

In addition to a unique logo for The Markets, the store used IGA fonts and brand colors.