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IDDBA 2012: What Are You Famous For?

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The only way retailers can compete with the Walmarts, Walgreens, Whole Foods Markets, Wawas and WinCos out there — who have mastered fresh offerings, convenience and price — is through differentiation, according to Harold Lloyd’s Sunday presentation “How Strong Is Your Magnetic Field? The Craveability Factor.”

Lloyd encouraged supermarkets to think like restaurants by finding a signature product, signature sub department or signature service and being sure to crow about it. 

Lloyd noted that when he asked employees in various supermarkets what they were famous for, he was met with crickets, stammering or confusion.

“You wouldn’t believe what supermarkets do compared with the restaurant industry,” he said.

“Why don’t we have an item that we can brag about and say off the top of our head?”

Whether it be a handrolled M&M cookie, signature brownies, one-pound steaks, Lloyd recommended retailers take those signature magnet items and shout from the rooftops about them.

Some ways he proposed doing this: appointing a signature brand manager, using packaging and labels, flagging it in ads “Home of the X,” and starting "selling" in the parking lot.

Discuss this Blog Entry 2

John Forde (not verified)
on Jun 12, 2012

" Heart Healthy Sandwiches Begin With Turke's Omega-3 "

Why not Differentiate your service deli by making it a destination for Health And Wellness.

Help your customer's family reduce the risk of heart disease simply by eating a turkey sandwich.

There are many health benefits to consuming Omega-3 DHA/EPA good fatty acids. However many people here in the United States do not consume fish and fish is the primary source for Omega-3 DHA/EPA in one's diet.

on Nov 21, 2012

John? how does the Turkey achieve an Omega-3 inclusion?

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Liz Webber

Liz Webber is Engagement Director / Fresh Market Editor at Supermarket News. She covers fresh foods for the magazine and creates multimedia, blog posts and other content for the website. She joined...

Jenna Telesca

Jenna Telesca is the Content Director of Supermarket News. She joined SN in 2010.
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