winning big in-store
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Winning Big In-Store
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Challenging Environment
• Shoppers are struggling to afford the groceries they are used to buying as their budgets continue to tighten.
• Competitors, like Safeway, have added new programs to create a perception of new, permanent lower prices.
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The Solution
• Deliver a fresh, constantly varied in-store experience that reassures shoppers that Lucky/Save Mart is doing our part to meet the needs of their tighter budgets.
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The Strategy
Make the store feel “on sale”
Reinforce a low price perception through the in-store experience by making sure customers leave feeling satisfied knowing that they saved money by choosing Save Mart/Lucky.
Structure the program to constantly grow and gain momentum as it evolves rather than communicating a singular, finite message like Safeway’s “new lower prices” program.
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1. Signage/Messaging: Increase the volume of in-store communications highlighting existing value-focused programs.
2. Tangible savings: Quantify the savings as a percentage for the shopper.
3. Constant variation: Constantly offer fresh, inventive, new ways to save.
A three-pronged approach to delivering and maintaining a low price
perception in-store.
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The Idea
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We understand that times are tough. That’s why we are doing our part to offer price reductions, bulk/package deals and countless ideas to make
the current budgets of our customers work.
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Defining “A New Way to Save”
• Through in-store signage, announcements, and other communications, shoppers are constantly exposed to new ways Save Mart is helping them save money throughout the store.
• Every “new way to save” will leverage an existing program (e.g. private label, Max Pack etc) to justify the savings and will be quantified as specific as possible as a percent-off.
• The “New Way to Save” ideas and featured products will constantly shift and Save Mart will engage their shoppers with “A New Way to Save” that changes weak to weak.
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Examples
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Implementation
• Shelf signage• Catalina• Banners• Posters• In-store LED screens
This program is built to thrive as a fully integrated campaign.
• In-store announcements• Employee badges• Cling graphics• Radio• Print• Online
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Let’s get started.