Friendliness, Quality Outpace Price for Shoppers

LAS VEGAS — Low prices are not as important for an independent operator as the friendliness of employees and the quality of the perishables, a panel of industry executives told a breakfast meeting Monday during the National Grocers Association convention here.

The traditional high-low retailer is changing,” Tim Myers, senior vice president, sales and retailer operations, for Affiliated Foods Midwest, Norfolk, Neb., said. “He can still run ads with hot prices, but value must be there, along with quality perishables. Don't create barriers to shopping.”

Bob Buonomano, president of Bob's Windham IGA, Windham, Conn., said he tries to be reasonably priced on top-end products at his single, 12,000-square-foot store and competitive, “though not as hot,” on other items. “Our customers expect good values, but they know we are not the cheapest,” he said. “In fact, in a recent survey, customers told us the No. 1 reason they shop our store is the friendliness of our employees, and that's one thing they can't buy anywhere else.”

According to Ron Cook, director of marketing for Niemann Foods, Quincy, Ill., “You can't chase price and give up quality.”