A regional grocery chain of 200 stores has traditionally established its supermarkets in communities under-served by larger chains. However, the encroaching competition of larger established chains and other digital behemoths now offering online grocery shopping experiences is driving the company to expand the services it offers to shoppers, and employ aggressive marketing techniques to retain its loyal following.
The multibillion-dollar supermarket chain has been in business since 1963 and credits the combination of services, product quality, wide selection and strategic footprint with its continued success.
Value in Fresh Products
The business-savvy leadership team realized that internet shopping was a new type of competition. While online channels have been eroding other types of retail for many years, the encroachment on grocery is a newer phenomenon. The company sought to build up the selection of fresh products it offers as a way to stay relevant and keep shoppers walking through the doors.
Packaged Can Be Fresh
While evaluating the hundreds of fresh items sold, it became clear that the quality of the fudge carried in store could not compete with small retail shops that sold fresh fudge made on-site.
The grocery chain needed to find a partner who could provide private-label fudge just as delectable as that found at the local general store or specialty candy store. This would be a key differentiator for the business in a marketplace experiencing significant change.