Opportunities:
Wegmans expansion generated a wide array of new offerings to
customers including new
markets, new departments, unique services, and presented many new
opportunities that competitors could not emulate.
Challenges: Customers were not
familiar with Wegmans stores in new markets. Some offerings were non-traditional
in retail food chains. Competitors claimed to have similar offerings.
Solutions: Spearheaded research, planning,
and the development of ad campaigns to promote Wegmans' new initiatives.
Creative tactics varied based on need. Grand openings in new markets
required a blend of broadcast, targeted direct mail, newspaper, billboard, and
other media. In-store decor was developed to tie into each region's unique
cultural heritage. Wegmans' own heritage and employee expertise, superior product
quality, and selection at "best value" prices were promoted.
Results: Wegmans dominated
competition and many product categories experienced unprecedented growth!
