Wegmans 2.0How Wegmans reaches the

Next GenerationEric Staller

Bridgewater #96Fairleigh Dickinson University

Goals

• Key Demographics• 3 Tools for Success• Outcomes• Conclusions and Recommendations

A Letter from Colleen

• Introduced by the Bridgewater Store Manager

• Discussing the world of communication in the next generation.

• Question: “How does Wegmans reach your generation in communication, marketing, etc.?”

How do we turn Generation Y…

…into Generation ?

Who is Generation Y?

• Between 18 and 25 years old• Computer Savvy• Have at least one of the following:

– E-mail– Cell Phone– Facebook Account– YouTube Account

Facebook

• A social networking website

• Used for connecting people to friends, family, and organizations

Facebook Facts

• Young adults are the 2nd largest demographic

• Market targeted towards college students

• Many companies have a Facebook Group or Fans Page to attract customers

YouTube

• An online video sharing website

• Users can watch, post, or reply to videos online

YouTube Facts

• 1 in 5 adult Americans watch online video on any given day

• The primary source of online video• Currently there are Wegmans recipe

videos posted on YouTube• Blendtec used “Will it Blend?” video

series to boost sales, up 43% in 2006

Text Messaging

• The technology of sending a short message to a cell phone

• Popular form of communication among young adults

Text Messaging Facts

• According to the Questionnaire, everyone uses text messaging

• According to USA Today Poll, 65% of young adults in America use their phone for text messaging

Questionnaire ResultsAge Groups

24-258%

26+1%21-23

12%

18-2043%

15-1738%

Questionnaire ResultsDo you have an e-mail account?

165

80

20

40

60

80

100

120

140

160

180

Yes No

# o

f p

eo

ple

Questionnaire ResultsHow often do you check your e-mail

each day?

33

10

122

80

20

40

60

80

100

120

140

0 to 2 3 to 5 6 to 8 9 or more

# o

f p

eop

le

Questionnaire Results Would you like to receive text

alerts from Wegmans ?

Yes 73%

No25%

Maybe2%

Questionnaire ResultsHow often would you use this feature?

Rarely6%

Occasionally28%

Sometimes30%

All the time36%

Outcomes

• Facebook can be used to market towards college students

• YouTube can be used to market Wegmans.com to a younger generation

• Text messaging can be used to communicate with customers and employees

Recommendations

• Create a Wegmans Fan Page on Facebook to get customers excited about Wegmans

• Start a promotional campaign on YouTube linking to Wegmans.com

• Start a program that involves text alerts

Questions?