By Joel M. Albrizio, President
Don't Give Up On Center Store Sales!
Other than the big boxes, most retailers feel defeated in the "center store sales fight". The attitude is "we can't get the big box cost of goods on center store products." The important issue is what your customer expects - will you deliver what she or he might expect?
"Albertsons Customers Ask & Albertsons Beats Expectations"
Most surveys today tell us the customer loves the lowest price but needs to conserve time and therefore finds the value proposition most important. Those few words, "Value Proposition" ring hollow without a plan.
So lets think about what your customer considers the value proposition. Store location, perishable quality and consistency, customer service, private label strength, ease of navigation within the store where the specials are available and properly displayed, housekeeping, store identity. Retailers loose more customers because of these items most take for granted rather than price.
When the customer shops the new store what do they miss about your store? This is the value proposition. So knowing that almost every shopper will at one time or another seek other shopping opportunities in search of that better place to shop we need to provide the customer with what they will miss.
Most important we need to clearly define the individual retailers approach to drive retail sales as it's..."Value Proposition" so the customer realizes what they will miss should they shop elsewhere.
When we are successful developing and employing the "value proposition" so every employee understands and exemplifies this we have created customer confidence and loyalty. That said, we know the customer shops the store they trust whenever an important retail purchase is to take place.
Albertsons wants to be the store we trust.
So now with a new tool to fight the competition and anything they might throw at us we need to exploit the "value proposition" in increasing our customer counts and average sale. Job one is to be certain that every employee from top to bottom both understands and employs every aspect of your "value proposition" every day.
"Look To Albertsons For Well Defined Value Proposition"
In closing, many have asked why I choose to write about what I see in the supermarket industry today and my ideas. At Adlife we believe great ideas and its resulting branding will give new life and direction to any company. So for that reason we chose to open the discussion. This Article is one of my opinion on what is today an grocery industry in transition.