Whole Foods 365 Days a Year!
Whole Foods Market started in 1980 in Austin Texas; today they have over 300 stores in the United States and the United Kingdom; including a new store opening in Midtown Detroit in 2013. Their goal is to provide quality natural and organic products from local suppliers and others known for producing the best and most natural ingredients.
Whole Foods Markets has developed ‘365 Everyday Value Products’, an in-store product that uses the same natural and organic product standards but at a lower cost for the consumer. I would incorporate this in my marketing strategy, particularly to appeal to new clients who might believe that Whole Foods Markets are too expensive to shop; and folks who are shopping on a budget. NMDL talks about the importance of keywords in a marketing strategy and ‘365 Everyday Value Products’ would be my second choice keyword(s) to use and promote.
Based on the concepts from Scott (pg 29), my marketing strategy begins with developing three buyer personas:
- Interested in healthy food for family meals
- Cost effective meal planning and development
- Store favorites
- Phone coupons
- QR Codes for recipes
- In-store scanners for prices and coupons
- Pinterest posts
- Website coupons downloadable to phone or in store
- Meal Planning, food storage, coupons
- Prepared meals to go
- Quick and easy check-out
- New products
- Twitter/FB phone alerts weekly meal deals
- Online ordering
- Pinterest posts
- Meal deal – buy 8 get 1 free order monthly get percentage off
- Meals to go, prepared foods, easy ordering
- Using green safe products in their home
- Saving the environment from poisonous chemicals
- Cost friendly products
- How-to videos
- Information on environment – stories, statistics on products, local products and suppliers
- Eco-friendly, safe for the environment
Whole Foods Market has a great website, with scrolling recipes, products and other great information. Because of that, I would focus on reducing paper coupons with smart phone alerts that the customer could regulate as to how often they get them or coupons that are coded in the register so when a product scans the coupon applies the discount. Develop QR codes scans and online ordering for prepared foods.
I would also consider stronger marketing around local suppliers, have a section for local products, promote a local supplier monthly on the website and send out an alert that a particular supplier will be in the store; and consider promotion and feature stories on urban farming.
Measurement would include:
Hits to the website, how frequent phone coupons or register coupons and QR codes are used, and how often ingredients are purchased based on in-store recipes.
It should be possible to track new clients, so developing a ‘Welcome to Whole Foods’ package to give them as they are checking out; might make them feel special and encourage return visits.