Giving Customers a Reason to Return

BUSINESS SITUATION:

This client operates a group of grocery stores that have a rich heritage in the Dallas/Fort Worth market. The company was family-owned and has been in business for more than 75 years. The hometown grocery stores were suffering from extensive competition in the grocery market. There was a need to remind customers of the benefits of shopping at the stores and to rebrand the stores to appeal to those current customers and attract new ones.

THE THINKING:

Ivie was challenged to create an overall branding and messaging plan that would differentiate the client from the competition. They also needed to reenergize current customers and associates about the brand and convince customers that they understood their needs because they were locally headquartered. By branding the grocer as the “Hometown Grocers and with a Tradition as Big As Texas,” they would be able to “own” the local connection with the customers. The rebranding reinforced customers’ belief that the grocer understood their needs and could provide for them and their families.

THE RESULTS:

The client launched the new rebranding campaign and saw a surge of new customers that decided to give the stores a second try or had decided to make the grocer their primary shopping location. The rebranding message was launched through multiple media outlets(radio, newspaper, outdoor) and was reinforced throughout the store with new décor and associate training. During the relationship, the client relied solely on Ivie as their marketing and advertising resource. Ivie had an onsite account team at the client’s corporate headquarters as well as support staff at the Ivie corporate office. The Ivie teams worked seamlessly with the client to ensure all marketing and advertising initiatives were met.