Local Access Only
Now more than ever, supermarkets are emphasizing local marketing in their bid to survive the superstores of the world. Redefining the role of a supermarket to meet specific, local needs has proven to be a relatively effective marketing tactic. As the world becomes increasingly diverse, that local focus can help retailers establish a personality, and consequently a loyal customer base.
This is a developing phenomenon, one that comes out of the trends of a few years ago. A cover story from Aug. 14, 2000, focused on the increasing diversity that supermarkets had started to reflect in their local marketing campaigns. One-size-fits-all marketing doesn't work, many retailers noted, when trying to reach out to a specific demographic. Many retailers from larger chains as well as marketing executives from consulting firms identified the same trends. And all called for a greater involvement on an individual store level to provide insight on marketing to particular customers.
What industry observers and retailers spoke to then, and what can be seen now, is an increasing awareness that low prices are not the only draw for consumers. Catering to the needs of particular communities, populations or ethnic groups continues to be one way of standing head and shoulders above the crowd.
