Wegmans Marketing Approach for Frederick

Posted by David Chism | Tue, May 24, 2011

 Wegmans Marketing Approach for Frederick

Weg­mans is a very pop­u­lar gro­cery store chain. It is actu­al­ly more than a gro­cery store, but I’ve yet to expe­ri­ence how good Weg­mans real­ly is based on folks around me. Weg­mans is known for being one of the best food stores in North­ern Vir­ginia. I’ve heard noth­ing but rav­ing reviews about it. If you are famil­iar with Whole Foods, Weg­mans can be labeled as a mix­ture of Whole Foods for qual­i­ty food prod­ucts and Nord­strom for cus­tomer care. I also hear that their prices are rea­son­able too! I final­ly get a chance in June to see Weg­mans in action. They are open­ing a store in Fred­er­ick Mary­land, about 20 mins from my home.

I’ll have more to report on this fine gro­cery sto­ry once I vis­it, but in the mean time, a few thoughts on what I know. First, it is amaz­ing to see how Weg­mans has dived into Social Media and made their web­site inter­ac­tive and use­ful to their audi­ence. They are engag­ing with new, exist­ing and soon to be cus­tomers. Weg­mans isn’t as big as CVS or Safe­way, but it is pop­u­lar and grow­ing. By engag­ing in Social Media, they are plant­i­ng seeds for when they open up a new loca­tion. Peo­ple eager­ly await not only the new stores but all the mar­ket­ing pieces they receive from them. They’ve got­ten the per­mis­sion of their prop­sects because of their excel­lent rep­u­ta­tion. Folks, this is a food place. They sell food! They pre­pare food. They serve food! Yet they’ve made the expe­ri­ence some­thing to remember.

So take­away #1 for ser­vice busi­ness­es, No mat­ter what busi­ness you are in, make your cus­tomer expe­ri­ence the best it can be.

Weg­mans not only has excel­lent cus­tomer care, they have employ­ees who love their jobs. When employ­ees love their job, the cus­tomer expe­ri­ence will be amaz­ing. When employ­ees hate their job…well…I don’t have to explain what that expe­ri­ence is like. Take­away #2, to build a qual­i­ty busi­ness, spend as much time nur­tur­ing, encour­ag­ing and reward­ing your employ­ees as you do your customers. 

Final­ly, Weg­man’s mar­ket­ing is awe­some. They are com­ing to one of the biggest cities in Mary­land, Fred­er­ick, yet they are mak­ing the mar­ket­ing per­son­al. How are they doing it? They are using their store man­ag­er, Phil, to start things off. They mailed out an attrac­tive fly­er to the sur­round­ing com­mu­ni­ties in Fred­er­ick Coun­ty. The mail­er was telling home­own­ers when the Fred­er­ick store would open, what to expect and was all writ­ten by the store man­ag­er (at least we are to believe it was from him). Then on the local radio sta­tions, Phil, had the spot­light, encour­ag­ing peo­ple to come to Weg­mans on June 5th and he and his staff will be there to serve them. Their tagline is sim­ple, food shop­ping will nev­er be the same.” Does­n’t that trig­ger you to want to take a peak in a Weg­man’s store? Take­away #3, Make your mar­ket­ing unique, con­sis­tent and tar­get­ed. Final­ly, the tim­ing of your mar­ket­ing is key. Weg­man’s hit the radio, Inter­net and the mail­box all at the same time.

What’s your expe­ri­ence with Weg­mans? I’m all ears and would love to hear about it. Leave a com­ment below or shoot me an email. I’ll report back after June 5th on my oth­er takeaways.

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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