As traditional supermarkets continue to lose market share nationally to Wal-Mart's supercenter format -- which combines groceries and general merchandise in one location -- some are fighting back by experimenting with new formats of their own. Nick McCoy, senior consultant at Retail Forward Inc., said supermarkets are getting caught in the middle between the big discounters and clubs and the specialty stores like Whole Foods, and are looking for new vehicles for growth. Locally, Scozio Enterprises Inc. of Irwin, a traditional operator of Shop 'n Save stores, has experimented with different so-called limited assortment formats, like Fleming Co.'s Food 4 Less and SuperValu Inc.'s Save A Lot. These formats offer a limited selection of items, many of them store brands, and cut out frills like floral and video rental departments. Save A Lot includes a dollar store section of general merchandise within each store. Cincinnati-based Kroger Inc., the nation's largest grocery chain, is testing its own version of the supercenter, Kroger Marketplace, a 100,000-square-foot format, compared to a more traditional 40,000-60,000-square-foot supermarket, that includes a larger section devoted to general merchandise. It's also testing Kroger Fresh Fare, a 20,000-square-foot store focusing on fresh produce and meats, gourmet foods and prepared foods. Food Lion, a Salisbury, N.C.-based chain of Belgium-based Delhaize Group, last month unveiled its Bottom Dollar concept that takes elements of the Aldi experience (cases displayed on pallets and shopper's bagging their selections) but kicks it up a notch by offering more name-brand products and providing a brighter shopping environment. Last year, it debuted another new concept store, Bloom, that features Boston Market prepared take-home meals, hand-held price scanners and center-store electronic kiosks dispensing customized coupons based on shopper buying patterns.

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