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!