Store Department Promos

Opportunities:  Wegmans had many perishable store departments, product lines, and services that were far superior to those offered by competitors.

Challenges:  Competitors claimed to have the same quality, at lower prices, which was not the case.  Some business was also very seasonal, which affected quality.

Solutions:  Gathered input from department teams to develop specific branding approaches.  TV campaigns were created, backed up by in-store (and later Internet) product information.  Newspaper and in-store display sign programs promoted “best value” prices.  Employee expertise, superior product quality, and selection and low prices were promoted.

Results:  Wegmans was recognized for superior department products and services, and dominated competition.  Employee pride increased!  Market shares increased!

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