CONSUMER MEDIA: Wegmans Food Markets

ROBERT VOSBURGH

Consumers rave about the in-store shopping experience at Wegmans, but the Rochester, N.Y.-based company's media selection can be just as rewarding.

Wegmans offers both traditional and technological wellness resources. In either case, success comes from providing shoppers with clear, concise information that is often personalized with a Wegmans point of view. There's very little generic content, and this is one of the open secrets that helps explain the extraordinary loyalty exhibited by Wegmans' customers.

The foundation of the chain's efforts is the “eat well live well” portal on the Wegmans.com website. The section is built around four simple principles: Strive for 5 cups of fruits and vegetables; get moving; calories count so watch your portions; and measure your progress. What makes the list unique is that each one is attached to the profile of a Wegmans' employee who adopted the principle in some way to change his or her lifestyle. As a result, the stories are humanized and become more accessible. Even Chief Executive Officer Danny Wegman has his story: He and his wife have an organic farm on their property.

The site also contains a wealth of information for special-needs shoppers, such as those on a diet, or suffering from food allergies or diabetes. For example, anyone shopping for allergen-free items will find a list of available products currently in stores. Even those with no health concerns can scan a list that profiles the nutritional content of most foods. And anyone looking for healthful food-preparation ideas can click on the area devoted to a menu of video channels that depict ways to grill vegetables, improve cooking techniques and find a lower-calorie potato salad recipe.