wegmans food markets - anthology

Wegmans Food MarketsSocial Media :: iPhone App

Thursday, September 22, 2011 Slide 1

Social Media :: iPhone App

Nora Hoefer :: Josh Culhane

Wegmans :: Social Media & iPhone App

About :: Wegmans Food Markets

• *80 Stores in NY/NJ/MD/VA/*MA

• 40k employees

• $5.1B in sales


• $5.1B in sales

• Best place to work, top 10 finish last 8 yrs

* Northborough, MA Grand Opening: 10/16/2011


Wegmans :: Principles of Better Connecting

• Fish where the fish are (grows our reach)

• Be 2-way, when we can


• Be 2-way, when we can (it's real and helps us learn)

• Communicate to the individual (provides highest level of help to customers)


• Where do you spend your social media time and how frequently are you there?– 60% are on Facebook, 64% visit facebook at least once a day

– 22% use YouTube for video content

– 20% use blog, 58% of these folks visit cooking/food blogs

– 10% are on Twitter

• 84% of the respondents use their mobile device to access

Our Best Customers are online…


• 84% of the respondents use their mobile device to access the Internet.– Over 35% of these customers use their mobile device to build a shopping

list, view product details and browse recipe’s.

• How frequently do you use wegmans.com? – 57% use a few times a month or less

• Who is connecting with us? – 75% of Wegmans.com visitors are women ages 25-50

44


Wegmans :: Online Customer #’s

• Wegmans.com: 1.1M customers have accounts

• Mobile Site: 20k visits weekly

• iPhone app: 30k downloads

• Fresh News Email:

Thursday, September 22, 2011 Slide 5 5

• Fresh News Email: 509k subscribers

• Twitter: ~25k followers

• Blog: ~50k subscribers, 4k weekly visitors

5


Social Media @Wegmans



Twitter allows us to listen and participate in real-time conversation with our

customers about food and Wegmans

We use it when…

@Wegmans Twitter


We use it when…We’ve said something important on our blog or added great content to wegmans.com and we

don’t want them to miss it

To share a daily meal idea with our followers

To provide real-time customer service help and share with customers ideas about

shopping at our stores or trying out our recipes and products

We have something we want to ask our customers, or just want to have a little fun

creating some conversation about food or Wegmans (a way to continue to build an “in-

store connection online”)


JamesSheets

Fantastic coconut

shrimp roll from

@Wegmans . Even

the dog is drooling

right now.

http://yfrog.com/kl1n

cxhj

•

TonyGreen Having some

fun with friends at the

@Wegmans s cafe this

rockfool Decided to grill

afterall using fresh veggies

from @Wegmans #yummy

http://twitpic.com/5samnl


@Wegmans s cafe this

morning #roc

http://twitpic.com/5typa1ibudmen I made my

favorite of all grocery

stores @wegmans in

#photoshop today.

#productive #produce

http://twitpic.com/5q3kni


YouTube allows us and our customers to share Wegmans video content like

cooking lessons and stories from our blog with our customers, and hear their

feedback

Wegmans YouTube Channel


We use it when…We have video content we believe our customers would find value in

To share new videos with our subscribers


Our blog allows us to share why we do what we do at Wegmans to bring the very

best to our customers. As a communication vehicle it extends our online reach,

helps us gather feedback and talk to our best customers.

We use it when…

• We have something to say and want to share it “straight from the horse’s mouth”

Fresh Stories Blog


• We have something to say and want to share it “straight from the horse’s mouth”

–directly from one of our people in real words

• We believe customers would enjoy the opportunity to either comment or share

the story with their friends (or both!)

• We have great pictures, videos or other digital content that help convey our

message


Facebook allows us share the great news from our blog and interesting local

happenings with our customers on Facebook. As a communication vehicle it is one

of our most valuable tools for reaching our best customers since 60% of them are on

facebook multiple times of day.

We use it when…

Facebook, Pilot (Pittsford Store)


We use it when…We’ve said something important on our blog or added great content to

wegmans.com and we don’t want them to miss it

We’ve got important local happenings that are “of the moment” (today or

coming soon!) that we believe customers would find the information useful and

want to share with their friends and family

We have something we want to ask our customers, or just want to have a little

fun creating some conversation about food or Wegmans (a way to continue to

build an “in-store connection online”)


Social Media :: What We’ve Learned

• 71% stated that they have purchased something after reading about it on the blog.

• Although the focus shouldn’t be entirely on product promotion, the blog appears to be an effective tactic for encouraging product trial.

• 73% found the topics in the blog help them gain knowledge about the inner workings of Wegmans.

• 70% find the content entertaining.


• 70% find the content entertaining.

• Topics rated as most interesting-• #1- Produce/Meet the Grower• #2- Tips and advice on healthy eating by nutritionists• #3- Weeknight meal help.

• Most were introduced to the blog through our other online tactics

• 84% through Fresh News + wegmans.com

• 6% through social media- Facebook + Twitter.


iPhone App


Wegmans :: Social Media & iPhone AppApple iPhone App v1

Customer Issues (264)

•Trouble accessing or using

• Shopping List (85)

• Connecting to App (62)


• Connecting to App (62)

• Sign In (35)

• Access Products (30)

• Access Recipes (24)

• Refill Rx (11)

• Sign Up (9)

• Store Locations (8)

Wegmans :: Social Media & iPhone App*NEW* Apple iPhone App v2

Features & Fixes

• **ALL Customer issues in v1**

• Fully rebuilt “Web Services”

• Improved navigation (tab bar)

• Improved customer experience


• Improved customer experience

• Added “Featured” screen

• Featured, Product, Recipes

• Scan barcode, Add to List


Welcome Screen

• Creates an official “starting point” for the customer.

• Added a forgot password


• Added a forgot password link

• Easy to follow “guest” process

• Create an account using m.wegmans.com


Featured Screen

• Market most important message (vs. before we had the navigation “the grid”)

• Messages can be timed to


• Messages can be timed to publish

• Messages can be targeted to any segment avail (store, state, etc.)


*NEW* Apple iPhone App v2

Recipes




Shopping List




Products




More…


Thank You!


Thank You!

Nora Hoefer :: Josh Culhane

wegmans food markets - anthology

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