beside the market's selection
of specialty jams and other goods
Company: Auclair’s Market
Owners: Denis and Dottie Auclair
Location: 145 County Street, Somerset, Mass.
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Year founded: 1918
Number of employees: Eight full-time and 28 part-time employees
Annual revenues: WND
At Auclair’s Market in Somerset the cash registers have color monitors that blink a series of scenic photos of this Massachusetts town by the Taunton River. For third-generation owner Denis Auclair the pictures are just another way to make his customers feel comfortable.
“You see, this is more than a business, this is where my family lives – has grown. We feel as though when people come here they are visiting our house,” Auclair said.
Customers also see poster-sized, black and white photos on the walls – a family photo album of sorts – that document the business’s start in 1918 as a neighborhood market in Fall River.
In one of the old photos, a child poses in the market; it’s Fernand Auclair, Denis Auclair’s father, who at 84 years old still works at the store.
“We compete because we know our customers, we’re owner-operated and because we’re not a supermarket the size of a football field,” said Denis Auclair, who bought the story from his father in 1985.
As proud as Auclair is of his family tradition, he realizes that sentimental value can only go so far in the competition retail market. Fortunately, Auclair and his wife, Dottie, have a secret weapon: the Auclair line of marinated meats and sauces.
The company sells marinated meat to other markets. Using 15-year-old recipes, with USDA Choice beef and Grade A poultry, the market has built a strong following in Massachusetts and other parts of New England. The company is also building a mail order business.
It was with the marinated meat business in mind that prompted the Auclairs to build a bigger, more modern market on County Street two years ago, replacing the structure built by his father in 1969, located directly across the street from the new store.
The teriyaki, lemon pepper, Cajun, curry and steakhouse marinades would have made Denis Auclair’s grandfather, Francois Auclair, proud. His grandfather, who emigrated from Canada, emphasized quality meats as well, said Auclair.
“If we didn’t have the marinated meat, yes, it would be very difficult for us. That’s where we have our foothold,” said Mr. Auclair, who also sells his marinades in bottles. “The competition is stiff. It comes from everywhere, from the corner store down the street to BJ’s (Wholesale Club).”
Today, the market is also successful by offering unique items, like specialty jams, cereals and beauty products. Auclair’s is among a handful of markets locally that sell Bert’s Bees all-natural personal care products – everything from Bert’s rosemary mint shampoo bar to its hand salve.
Auclair doesn’t hide the fact that he finds most of these hard-to-find products by scouting out other markets. In fact, visiting markets throughout New England and beyond is a hobby for the Auclairs.
“Oh, Bread & Circus and Eastside Market, they’re very good. We try to emulate them and what they offer,” said Mr. Auclair.
“Lee’s Market (in Westport, Mass.) is another great operator.”
He pointed out he discovered the Bert’s Bees line at a market in New York state.
His wife said, “I really want to go to this market Zingerman’s in Michigan that I read about in a trade magazine. Then, there are some places in Ohio I want to see.”
Mr. Auclair, raising his eyebrow, responded, “I do a lot of driving.”
As the Auclairs discussed their future road trips, Mr. Auclair saw a customer enter his store. “Mrs. King…Mrs. King did you get your book?” he asked.
His long-time customer forgot her copy of a book from a local author who recently held a book signing at the market.
“We try to stay involved in the community by doing things like (the book signing). It helps us get to know our customers better,” he explained. He added that he knows the first names of many of customers, and the ones he doesn’t know by name he is working on.
That personal touch is another way to stand out from the crowd of chain supermarkets, he said. How to better compete is a daily topic of discussion at the market. He said, for the most part, customers find the market’s prices to be comparable or lower to the chains.
He’s not going to rest on his laurels. For instance, he realizes the store’s hours are limited (7 a.m. to 7 p.m. Monday-Thursday and Saturday, 7 a.m. to 9 p.m. Friday, and 8 a.m. to 1 p.m. on Sunday) when compared to the Stop & Shop five minutes away, which is open 24 hours most days.
“That’s something we’re looking at,” Auclair said. “For now, if you see us inside after hours, which is often the case, just knock on the door and we’ll take care of you.”
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