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!