Yep, the HR coil is supposed to be placed in the reheat position, immediately after the cooling coil...and before the main heat source.
For dehumidification, you're basically running the A/C get the moisture out and at the same time adding sensible heat with the HR to avoid overcooling the store. Markets are different animals for when it comes to dehumidification because there's a high latent load with a relatively low sensible load...even in the summer due to the mostly sensible cooling effect from the cases.
A 50,000 Sq Ft department store might have 120 tons of A/C whereas the same size supermarket might only need 80 tons. The problem is their latent loads are nearly the same, so lots of reheat is needed.