Price and Value Take (over) Bloom

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