For two decades, there have been “New Resident” programs available to supermarkets. For the most part, the programs included: Mining a list of residents “new” to an assigned marketing area. Mailing (direct mail/US Mail) a letter or packet from the supermarket, welcoming the new resident with a preformatted “welcome” letter from the store manager/owner along with some special offers to encourage repeat visits. In some cases, tracking the response rates of redeemed offers to determine who isn’t responding to the initial offer. In the case of a new resident not responding, determining if an alternate offer should be mailed. Fast forward to 2010. Many of these programs have evolved, and some of the best programs are worth implementing as a way to increase your customer counts and sales per transaction levels in 2011. If you google “new resident marketing program,” you’ll be overwhelmed with over 460,000 offerings. Many of the programs are pretty much identical. So what should you be looking for in a great “new resident” marketing program? Here are seven suggestions to consider in your new program: First, a warning about some of the new resident lists that some companies offer: be aware of the sources from which [...]

During this week of Thanksgiving, I would like to express my appreciation and gratitude for your friendship and for your support of our Idea of the Week. Too often, I take for granted the relationships that God has so graciously given to me. The gift of friendship is what provides meaning and purpose in my life. So thank you. I’d like to acknowledge each of you for your contributions to your peers, to your employees, to your customers, to your suppliers and vendors, and to the communities in which you serve. In the busyness of living, we often forget to acknowledge ourselves for the acts of kindness and generosity that we give to one another without hesitation or expectation of receiving anything in return. I’m thankful and grateful for the many, many blessings that bring delight, magic, love, joy, peace and connection into my everyday, ordinary life. “Whatever our individual troubles and challenges may be, it’s important to pause every now and then to appreciate all that we have, on every level. We need to literally ‘count our blessings,’ give thanks for them, allow ourselves to enjoy them, and relish the experience of prosperity we already have.” — Shakti Gawain [...]

George Bernard Shaw once said, “Few people think more than two or three times a year; I have made an international reputation for myself by thinking once or twice a week.” We are all so busy doing, that sometimes we forget to stop and think about what we’ve done and what we want to do. Stopping to really think about your marketing strategy—learning from the past to plan for the future—is a powerful thing, even if you do it just once a quarter. One of our clients has made a tradition of gathering all the key players in their team for a day at the end of the holiday season to debrief. While the season’s successes and blunders are still fresh in their minds, it’s easy to find the spark that leads to new ideas and insights for the year ahead. Another one of our clients recently visited our office to develop next year’s marketing plan. As we reviewed last year’s disappointing numbers for their email coupon redemptions, we realized (“a-ha!”) that a simple layout change could make all the difference. The weekly ad had been taking up most of the space, with the coupon practically hidden in the bottom [...]

Earlier this year, I visited a wonderful supermarket chain in the southwest. It is an excellent supermarket company, with beautiful and well-merchandised facilities. Since it was going to be my first visit, I did some advance research about the company. In doing so, I learned that the business was committed to, among many things, delivering exceptional customer service and exceeding customer expectations.

I’m passionate about product and service guarantees. Offering a satisfaction guarantee seems pretty basic to me, though many retailers do not embrace them. As you know, a guarantee is a promise or assurance that a company will stand behind the quality of the products it sells or the services it performs. Guarantees build trust and loyalty with consumers. In a sense, a guarantee is a company’s commitment to the wellbeing of its customers. Wow, what an intriguing approach to serving the customer; imagine a conscious intention by company leaders to enhance the wellbeing of their customers 5 Reasons Why A Guarantee Works 1. It pushes the entire company to focus on the customer’s definition of good products/service, not an executive’s assumption. 2. It sets clear performance standards, which boosts employee performance and morale. 3. It generates reliable data (through payouts) when performance is poor. 4. It forces an organization to examine its entire service-delivery system for possible failure points. 5. It builds customer loyalty, sales and market share. So what makes a good guarantee? It is: unconditional, easy to understand and communicate, meaningful, easy and painless to invoke, and easy and quick to collect on. Cheating. Fear of customers cheating [...]

I think that one of the most difficult challenges in the supermarket industry is trying to change the “stripes” a store has developed over many years. By “stripes” I mean trying to shed the reputation that a store is dark, dirty, dumpy, poorly stocked and poorly serviced into something different. The adage “putting lipstick on a pig” might be a fair analogy. Consumers have etched in their minds what the store will deliver and it’s virtually impossible to change that impression. At the other extreme, the challenge can be equally difficult. Can you imagine trying to re-brand a store that earned the reputation of being an extremely high priced, even out-of-reach store, with a sales foundation of specialty items catering to the occasional shopper? Most major cities in America have one of these store groups. The finest quality meat, deli, bakery and specialty items at outrageously expensive prices, and a center store that simply never gets shopped. Some have chandeliers, expensive artwork showcased throughout the store, mahogany fixtures, Italian slate floors and even water features. Back to the extreme challenge…we have a customer here in our hometown of Phoenix that took this challenge on. A local chain, AJ’s Fine Foods, [...]

Good Food Market is an independent, family-owned grocery store offering customers a whole new way to shop for and think about food. Owners Darin and Valerie Hill are truly passionate about giving shoppers a unique grocery shopping experience, and it’s evident in everything from the exciting product assortment to the innovative store decor. Check it out! Good Food Market is open 7 days a week in the Fulton Ranch Promenade at Chandler Heights and Alma School Road.

Brand consistency must be maintained throughout all areas of an organization; it builds credibility and consumer trust, allows for clear ownership of a brand’s differentiated positioning, and inspires a culture of development and innovation. Yet in a landscape where consumer preferences are ever evolving, market conditions are exceedingly dynamic, and the competition is always changing, it’s equally important to be responsive, creative, open to new ideas, and fully committed to your brand’s continuous development.

Target and Wal-Mart are getting ready for the 4th quarter “no holds barred cage match” which kicks off Black Friday, the day after Thanksgiving. It’s no fun being caught in the crossfire of two behemoths, especially when both giants are vying for the all important 4th quarter sales.

The Friday following Thanksgiving is generally the worst food-shopping day of the year for supermarkets across the country. If not the lowest sales day of the year, it’s certainly in the top five! Accordingly, many retailers “give up” on sales for the long weekend following Thanksgiving. Many even cancel their weekly ad Thanksgiving week. Is this a good strategy or a self-fulfilling prophecy?