Winning Big In-Store

Challenging Environment

• Shoppers are struggling to afford the groceries they are used to buying as their budgets continue to tighten.

• Competitors, like Safeway, have added new programs to create a perception of new, permanent lower prices.

The Solution

• Deliver a fresh, constantly varied in-store experience that reassures shoppers that Lucky/Save Mart is doing our part to meet the needs of their tighter budgets.

The Strategy

Make the store feel “on sale”

Reinforce a low price perception through the in-store experience by making sure customers leave feeling satisfied knowing that they saved money by choosing Save Mart/Lucky.

Structure the program to constantly grow and gain momentum as it evolves rather than communicating a singular, finite message like Safeway’s “new lower prices” program.

1. Signage/Messaging: Increase the volume of in-store communications highlighting existing value-focused programs.

2. Tangible savings: Quantify the savings as a percentage for the shopper.

3. Constant variation: Constantly offer fresh, inventive, new ways to save.

A three-pronged approach to delivering and maintaining a low price

perception in-store.

The Idea

We understand that times are tough. That’s why we are doing our part to offer price reductions, bulk/package deals and countless ideas to make

the current budgets of our customers work.

Defining “A New Way to Save”

• Through in-store signage, announcements, and other communications, shoppers are constantly exposed to new ways Save Mart is helping them save money throughout the store.

• Every “new way to save” will leverage an existing program (e.g. private label, Max Pack etc) to justify the savings and will be quantified as specific as possible as a percent-off.

• The “New Way to Save” ideas and featured products will constantly shift and Save Mart will engage their shoppers with “A New Way to Save” that changes weak to weak.

Examples

Implementation

• Shelf signage• Catalina• Banners• Posters• In-store LED screens

This program is built to thrive as a fully integrated campaign.

• In-store announcements• Employee badges• Cling graphics• Radio• Print• Online

Let’s get started.