Unlike its primary competitors, Bloom sells only fresh USDA Choice Angus beef at a very competitive price point. So they asked us to help them boost awareness of these savory facts.
about
Bloom is an innovative, shopper-friendly, up market grocery store concept launched by Delhaize America in 2004. Known for the freshness of its produce, meat, and seafood, our client was looking for new ways to express this point of differentiation to consumers.
challenge
Bloom decided to distance itself from competitors by offering only USDA Choice Angus as its store brand of beef. Problem was shoppers weren’t taking notice and Bloom wasn’t getting credit for the superior quality of its product.
insight
Through focus groups and store intercepts, we discovered the average shopper didn’t make the connection that all of Bloom’s beef was USDA Choice and Angus. A primary contributor to this misperception was the fact that the beef was packaged and sold as “Bloom Brand”.
solution
To leverage these shopper insights and help Bloom turn this category into a true competitive advantage, we developed the Sheffield & Sons private label brand of beef. Evoking a small, friendly neighborhood butcher, Sheffield & Sons was introduced to the market via a variety of executions, including packaging, staff training, POS, direct mail, promotional events, print and radio advertising – and the nation’s first scented billboard.
results
Since the Sheffield & Sons Brand was launched, same store sales of beef have steadily increased and the percentage of total store sales attributable to beef has climbed.
Posted by Jim Cusson on Jun 18, 2010
Learn how we employed shopper marketing strategies and utilized Britax’s reputation for safety to help launch its new stroller and infant carrier line.
about
Britax has earned an admirable worldwide reputation for manu-facturing the industry’s safest child car seats. The company’s products enjoy a premium position in the marketplace based
on their exceptional safety engineering, ease of use and
stylish designs.
challenge
Britax was set to introduce the Chaperone, its first new infant carrier in more than 6 years, and it was going to be packaged as part of a travel collection with matching strollers. And while the Britax Brand enjoys a strong reputation for safety in car seats, they were not recognized in the stroller market which is influenced by convenience and style.
insight
Focus groups with Moms suggested that there were a variety of factors that influenced their buying decisions relative to strollers. While style and convenience were important, Moms were also concerned with the safety and comfort of their children. So we knew to weave these considerations into a cohesive marketing message.
solution
We introduced the Chaperone Travel Collection with campaign theme of “Smart. Simple. Safe.” All the collateral materials, including POP, online video and advertising, showcased the feature-rich stroller, the exceptional ease of use, and the added point of difference that no one keeps children safer than Britax. In order to cross promote the two products, hangtags on seats and strollers offered a $100 rebate when shoppers purchased both products.
results
The Chaperone Travel Collection has increased Britax’s market share in the infant carrier space and laid the foundation for an aggressive expansion in the stroller market beginning in 2010.
Posted by Leslie Kraemer on Feb 18, 2010
For Bloom, a high tech, high touch grocery store chain, maintaining a well branded retail environment enables the company to differentiate itself and build customer loyalty.
about
Bloom is an innovative grocery store concept launched by Delhaize America in 2004. With plenty of shopper-friendly technology throughout the store, sleek, curvaceous interiors, and a brand built around convenience and quality, the experience of shopping at Bloom has begun to generate some buzz.
challenge
Unfortunately, as the economy slowed, Bloom’s shoppers grew increasingly thrifty and developed the unfair association with Bloom as being an expensive grocery store Not true, but as Americans began to cut back, Bloom began losing market share to other grocers and discount stores.
insight
Research confirmed that Bloom’s prices were at or below most of its peer competitors, so it was our mission to develop and execute a comprehensive in-store communications platform to inform shoppers that they are getting a good deal for their dollars at Bloom.
solution
And so the concept of “More Bag for Your Buck” was created. Deliverables included brand language, internal communications, and a number of in-store wayfinding and design elements such as new price tags and signs, entrance signage, shelf-talkers, end-cap installments, and associate decor. Sale inspired colors, imagery and messaging – all relevant to the Bloom Brand – permeated the environment, constantly reminding the shopper of the price/value message.
results
Within three weeks of introducing the “More Bag for Your Buck” campaign, Bloom saw a 2+% lift in sales.
Posted by Jim Cusson on Aug 04, 2009
