So, do you think that food retailer’s subscription
services are a platform for today’s success? Foodservice Solutions® Grocerant Guru®, Steven Johnson thinks that they were back in the day, but the
undercurrents of change may be pointing in a different direction.
Bernstein
downgraded Costco
last week stating “These days, every company wants an
annual subscription fee to boost margins, but this trend is causing a
membership exhaustion.”
Aldi is the fastest growing larger food
retailer in the US and will have close to 2,000 by years end according to Johnson. Aldi has no subscription instead they reinforce
low price points and discovery within their stores according to Johnson.
As grocery industry
legendary researcher Bill
Bishop recently pointed out; “Aldi recently added the ‘Aldi Savers’ symbol
to its weekly ad and instore as well. So, why would a discounter that already
offer very low prices decide to add to it otherwise straightforward merchandising
tactics?
Simple, Bishop
suspected that Aldi’s analyst has looked at the numbers and saw that they could
use those symbols to boost sales. Now, these
symbols at Aldi are positive brand edifying messaging that save consumers money
while they are venturing to discover. Now that’s a great brand invitation according
to Johnson.
On the other hand,
Costco’s subscription service has turned from being an ‘in-club’ membership to
an aggressive point of sales tactic within the store to drive-up revenues according
to Johnson. Amazon, has similar aggressive
sales tactics for its subscription service. However, Amazon offers incremental
services the ilk of free movies, free delivery all the while expanding its
brand invitation.
The question is;
do consumers want more services for more money? Great value for less or simply
pay more for the same old thing? Is there a ‘tipping’ point? Did the team at Bernstein
get it right, is membership exhaustion driving customer choice?
Are you ready for
some fresh ideations? Do your food marketing ideations look more like yesterday
than tomorrow? Interested in learning how www.FoodserviceSolutions.us can edify your
retail food brand while creating a platform for consumer convenient
meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.
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