Picture from LA Times
During the past five years Whole Foods has been one of the most successful grocery stores companies in understanding the US food consumer. Whole Foods has increased consumer frequency, by creating consumer interactive participatory fresh prepared in stores ready-2-eat and heat-N-eat meal options with seasonal relevance and sustainable positioning. Whole Foods could well be in the process of becoming the first national US Grocerant. Whole Foods with its understanding of the consumer in hand, and lessons learned from its on-going social media advertising; contracted with LivingSocial for a proactive campaign to garner trial and attention. Wow it worked. They sold “1 million coupons on the LivingSocial website”.
Instead of utilizing the LivingSocial program to educate and elevate the consumer about the brands repositioning with the consumer centric focus of in store fresh prepared ready-2-eat and heat-N-eat meal options that have every increasing consumer relevance and higher margins.
They elected to utilize the social media messaging platform to edify legacy consumer tongue & cheek tagline “Whole Foods equals Whole PAYCHECK” The offer was $10 cash for a $20 gift card. 50% discount in the minds-eye of the consumer means OVERPRICED to begin with. Which was the legacy messaging that Whole Foods has successfully been getting away from with their grocerant offerings.
Foodservice Solutions® 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price which they utilizes with grocerant niche items would have served them well on this program as well.
Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Foodservice Solutions® Bing or Google Grocerants or visit http://www.linkedin.com/in/grocerant, twitter.com/grocerant Email: grocerant@q.com
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