Introducing New Initiatives

Opportunities:  Wegmans expansion generated a wide array of new offerings to customers including new markets, new departments, unique services, and presented many new opportunities that competitors could not emulate.

Challenges:  Customers were not familiar with Wegmans stores in new markets. Some offerings were non-traditional in retail food chains. Competitors claimed to have similar offerings.

Solutions:  Spearheaded research, planning, and the development of ad campaigns to promote Wegmans’ new initiatives.  Creative tactics varied based on need.  Grand openings in new markets required a blend of broadcast, targeted direct mail, newspaper, billboard, and other media.  In-store decor was developed to tie into each region’s unique cultural heritage.  Wegmans’ own heritage and employee expertise, superior product quality, and selection at “best value” prices were promoted.  

Results:  Wegmans dominated competition and many product categories experienced unprecedented growth!


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