Opportunities:
Position Wegmans as offering customers "best value"
in terms of low price, high quality. Introduce Wegmans Shoppers Club
Card, which created new marketing opportunities on which competitors could not
capitalize.
Challenges: Competitors were also aggressively
promoting low prices. Customers did not understand club card programs.
Solutions: Directed the development of an array of
programs that blended newspaper, TV, and radio
advertising, capitalizing on each medium's strengths, and used extensive in-store
display sign advertising. Spearheaded the use of "stealth advertising" programs, for
targeted, customer-specific offers
delivered via direct mail—Wegmans' best customers were rewarded for their
loyalty, and good customers received incentives to increase their loyalty.
Results: Wegmans' market shares increased quickly and solidified at the expense of their
competitor's.
