Progressive Grocer - August 2017 - 8

Note
By Jim Dudlicek

What's Your Wow Factor?

A

Is your new
or remodeled
store just
a bigger,
brighter
and cleaner
version of
what you
had before?
Or is there
something
that
stands out?

s online retailing continues to gain traction in the grocery channel
and competition stretches across a greater number of players fighting for their share, traditional retailers that want to stay in business
need to give shoppers a reason to come into their stores.
I've said it before: It's not enough just to sell stuff. Retailers need
to make a compelling case for why shoppers should buy their stuff from them.
Enter experiential marketing.
Retailers that are planning to build new stores or remodel existing locations have a golden opportunity to design their stores around solution-based
destination departments guided by themes that capture shoppers' interest and
allow associates to engage with them.
The finest recent example of this that I've experienced is the Lowes Foods supermarket in Simpsonville, S.C., our Store of the Month in this issue, starting on page 24.
"We try to make our brand live," President Tim Lowe explained during my
recent visit to the store, which teems with activity, character and detail. For example:
A clanging bell and the chant "Hot fresh cookies!" announce to shoppers the latest
baked goods to come out of the oven; associates in other store departments echo the
chant. "PA announcements become noise. We prefer the chant," Lowe told me.
Dances, kids' activities, a towering windmill, a coffee shop inside a boxcar, and
an on-site microbrewery are among the many features that contribute to a shopping experience hard to find elsewhere. And there's a story behind each concept
that gives associates another foot in the door to engage with shoppers.
"We look at this as a way to grow with the community," Lowe said.
Retailers, when you open a new or remodeled store, is it just a bigger,
brighter and cleaner version of what you had before? Or is there something that
stands out - something you didn't have before that your competition doesn't
have, something that makes shoppers take notice?
What's your wow factor?
Lowes Foods in Simpsonville is full of wow factors. And it's not just flash -
products, many local, are of high quality, and the prepared foods are delicious. Products are merchandised as solutions, which should also be a top priority, as we explore
in our feature on the evolution of category management, starting on page 38.
Retailers should be collaborating more closely with suppliers to develop
solution-based merchandising strategies customized for the unique needs of each
store location. Selling individual products or brands won't cut it anymore - that's
not how a growing number of folks shop. Focus on occasions, need states - the
why, not the what - that encompass the whole store, and sales will climb.
Leverage consumer insights to deliver to your shoppers exactly what they need,
when they need it - and hear them say, "Wow!" PG

Jim Dudlicek
Editorial Director
jdudlicek@ensembleiq.com
Twitter @jimdudlicek

8

| Progressive Grocer | Ahead of What's Next | August 2017



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
Progressive Grocer - August 2017 - 6
Progressive Grocer - August 2017 - 7
Progressive Grocer - August 2017 - 8
Progressive Grocer - August 2017 - 9
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Progressive Grocer - August 2017 - 11
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Progressive Grocer - August 2017 - DF1
Progressive Grocer - August 2017 - DF2
Progressive Grocer - August 2017 - DF3
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Progressive Grocer - August 2017 - Cover3
Progressive Grocer - August 2017 - Cover4
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