Supermarkets are in a very competitive environment. Overall, I think that Wegman’s is a great grocery store. They have their own less expensive brand, like a lot of stores have. But they have more.They have a cafe section where you can eat lunch and use their wi-fi. Some stores are catching on to that also. And like most grocery stores, they have a reward card program, but they did something a little different, and it caught my attention.
I just signed up for their reward program this past week since I now live near a Wegmans. It was a very easy process and when I was all set up, the customer service rep handed me my new reward card and a welcome packet. She explained that there were coupons in it, along with the magazine they publish. So, I’m going to save money right off the bat because I signed up for their rewards program but I also get coupons…..and then a magazine which normally costs $4.
I thought that a welcome packet was really nice introduction to their store. I started looking through the magazine and they just do it right, from a marketers perspective. It’s named “Menu” and it features a ton of recipes with their products and other products that they carry. From one pot meals to soups and salads, from easy to hard recipes.
Looking at it from a customer’s eyes, it is a great way to get ideas and encourage purchase of brands they carry that are featured in the recipes. From a marketer’s perspective, I see that this is a great way to increase customer loyalty. Additionally, there are advertisements in this magazine, which can generate revenue from non-competitive entities or is an effective way to utilize co-op ad funds to reduce or eliminate production costs, Smart, very smart.
So, as a small business what can you learn from this and how can you apply it to your business even if it is on a small scale?
1 – You don’t have to publish a full-fledged magazine, what about creating a tri-fold brochure or some form of handout that delivers information that educates or benefits the recipient in some way. In particular if it highlights a specific part of your business? This can be done for a service or a product based business.
2 – Try to think differently and outside of the box like Wegman’s did by creating a promotional vehicle, where people would want to advertise or align themselves with you and what you’ve created?
Need some help brainstorming? Smart Marketing Group and its advisors are available to help you long term or on a short term basis. The latter is available in a truly unique and effective “marketing as needed” basis through their “Advisory Time –Block” program (www.smartmarketinggroup.com/timeblocks.htm, or call 215-334-3432 for a no-obligation introduction on how we can help you today!