Opportunities:
Health and beauty care, as well as pharmacy offerings, presented Wegmans
with many
new customer product and service offerings.
Challenges: Wegmans would be one of
the first supermarkets to offer an in-store pharmacy and extensive
health-related products. Competition with drug store chains was growing
(and at different rates in different markets).
Solutions: Planned and directed a
number of "drug store" type ad campaigns. Wegmans pharmacists
contributed greatly to the campaign content. TV commercials played the
major role in communicating Wegmans product offerings. For some campaigns,
strong in-store display sign programs communicated excellent selection at low
prices.
Results: Customers reacted positively
to Wegmans new "drug store" product and services. Market shares
increased—in some cases double-digit same-store/department growth, despite
competitive activity.
