Retail Chain Strategic Planning

SITUATION

The leading cash & carry wholesaler in the US was experiencing a reduced growth rate. Prime audience was foodservice professionals, secondary audience was consumers. ($750 million dollar public company.)

PROBLEM

The client wanted to tap into the underdeveloped consumer audience without alienating their core foodservice customers, thus avoiding potentially devastating long-term erosion of their core strategy and customers.

SOLUTION

We created three programs and simultaneously implemented them. 1. Developed a mass media campaign to increase consumer awareness and stimulate trial (store visits). 2. Carefully positioned the media to attract consumers, yet not be offensive to the core foodservice customers. 3. Trained store associates to administer extra customer service aid, including special check out procedures, to foodservice customers.

BENEFITS

Attained sales growth of 53% and increased traffic of 66% without any loss of sales volume or service to the existing foodservice customers.

For more information, contact Steve Stallman at 661-367-4159 or [email protected].