2 supermarket marketing tips
September 4, 2009
This will probably fall on deaf ears, but what the heck.
To supermarket GM’s and Regional Managers who are looking to acquire new customers and retain existing customers: there are two areas where you should not be cutting corners.
1) Freshness of Produce: Past ripe produce shouldn’t be on the shelves, period. The cardinal error in produce handler judgment is leaving it on shelf “just a day” longer than it should be. And, hiding soft spots from view. This may get it in someones cart initially, but will inevitably be discovered at home and you will have a very angry customer.
2) (and this is just ever so slightly less important than fresh food…) Baggers at each and every register. If you want to win a customer over, bag their groceries for them. HINT: most shoppers will wait a little longer for a line with a bagger at the end of it, so heed that insight and put a bagger at the end of every open line, every hour your store is open. This counts for self-checkout lines too; have a 1 or 2 baggers that roam/float just to help these folks out. The worst thing you can possibly do to a pleasant shopping experience is have customers bag their own groceries when there is a line of rushed people standing impatiently behind them. Just don’t do it.
Consider this free focus group learning that should be used to improve the marketing of your product, which is Food AND the Shopping Experience.
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