The Brand · build your brand. Win on two, you can create ... Not Walmart. Not Family Dollar. ......
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The Brand Your Roadmap for the Journey from Good to Great Infrastructure Operations Merchandising Marketing
Transcript of The Brand · build your brand. Win on two, you can create ... Not Walmart. Not Family Dollar. ......
The BrandYour Roadmap for the Journey from Good to Great
InfrastructureOperationsMerchandising Marketing
STYLEInnovation
FUNFamilyWHAT DO BRANDS STAND FOR?TRUST
DesignQualityTrendy
Security
Stand for something shoppers care about; do it better than anyone else and you will win
Shoppers aren’t stupid…
When brands try to be something they aren’t, brands fail.
In an increasingly crowded grocery market…What do we do better than anyone else?
What DO we stand for?
What do we WANT to stand for?
What SHOULD we stand for?
Fresh, healthy, good for meGreat deals, everyday valueLocal productsSmaller, easier to shopFun to shopNew itemsPersonal serviceReasonable portions, sizesA store that “knows me”
What shoppers care aboutin grocery
What I want from my grocer
ConvenientHealthyCheapLocalEasy to shopFun to shopNew itemsServiceQualityPersonal
Win on one attribute, you can build your brand
Win on two, you can create category leadership
Win on three attributes, become a dominant leader
IGA should stand for service….
Are we as good aswe should be?
Defining Local
Local as heritage?
Top reasons to shop one retailer over another
To shoppers:
Local = Fresh
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Buys from local farms
Fresher vegatables
Meat cut freshBaked locally
Fresh made deli
IGA Local/ Fresh Heritage at RiskTrader Joes IGA
•Compete on selection as opposed to price or convenience
•Creates a point of difference in the stores
•Ties each IGA store to the community • Improves the shopping experience.•Creates constant “newness” in the stores
•Demos build excitement and draw new customers
CONNECTING LOCAL VENDORS WITH IGA RETAILERS CREATING LOCAL FOOD ASSORTMENTS SPECIFIC TO EACH
STORE
Fresh: Deli & prepared foods
IGA Best Practice #109Program: “Baked Potato” style potato salad
IGA Michigan, “Blanch Robertson, 12 YR.s IGA Best Selling potato salad
Total capital investment $0
Incremental Deli sales +20.8%
Total category comp, pre versus post: +2.4%
Department comp, pre versus post +2.97%
GM change, pre versus post: +320 bp
Shrink, pre versus post: -1.09%
CI training module available: YES
Bakery: Taking credit for fresh
& Local
When local isn’t truly local…
Using our diversity to
redefine local as something
ONLY IGA CAN DO
Broadcast Ideas
Strategy Recap• Fresh + Local• Redefine Local• Make local = IGA family businesses• IGA Association of Family Farmers• New Visual merchandising• New commitment from you to local• New advertising
Only IGA can own local. Not Walmart. Not Family Dollar. Not Aldi. And not the chains.
Local is our attribute to own, and to define through the lens of our local business owners.
Activating the IGA brand
Merchandising Marketing Operations Infrastructure
