Adlife WebComment

Publix...Hot Price VS. Trusted Retailer

Adlife WebComment
Publix...Hot Price VS. Trusted Retailer

Why Do We Give The Turkey Away On Thanksgiving...Could Companies Like Publix Rely On "Brand" To Carry The Day?

If you have not picked that "Right Price" on the fresh or frozen turkey yet this will become your dilemma in the next day or two. 

Frozen or fresh? A name brand or "Grade A" for a hot price? What price will the big box come out at for Thanksgiving? How about the specialty meat store and their always great fresh brand?

We have all tried so many different brands, fresh or frozen year in and year out. We spend so much time on agreeing how much to loose to be in the Turkey Price" game and for what?

If we are successful on that great turkey price and have a few fresh or frozen options we will have simply achieved becoming the king of the ultimate category killer.

"What Are The Options To A Hot Turkey Price.....Instill Trust?

Trust, so overlooked in the daily marketing equation but integral in building sustainable retail food sales and their resulting profits. As retailers we could and likely should concentrate throughout the year on marketing programs that build trust. With a trusted retail food location we can overcome some of this price deterioration.

During the holidays customers tend to lean most on the retailer they trust. Does the lowest price alone on a turkey instill a lasting trust? We think not.

Stop and think for a second how much your retail food location will spend on how many category killers and on how many weeks per year. The unique perishable item for that week that must be priced really hot.

"Trust & The Value Proposition Trump Hot Pricing Alone"

In the end trust will allow for a reasonable value proposition. A trusted retailer at a reasonable price will win that price battle every week. So if we are to rely on trust which is simply "Branding" we need to work on this every week to become effective.

Buying retail food business with just the proverbial lowest price never works long term. A trusted brand with a competitive price is an obstacle we must present to our retail food competition.

Allow your marketing focus to be about a great story....your story. So make it a great story and you will not rely on just price. In closing lets think for a few minutes about all of those great retailers who always had that hot price that are no longer there....That said, something could be wrong with that strategy.

Sustainable retail food sales growth run parallel with time spent on "Branding & Trust" centered on trust as the core value. When we think about branding & trust Publix more than almost any other retail comes to mind. Lets not solely follow the competition look to the industry leaders and how companies like Publix build and then tell their story.

Many have asked why I choose to write about what I see in the supermarket industry today and my ideas. At Bad-Adz Digital, & Adlife we believe great ideas and the resulting branding will give new life and direction to any company. So for that reason we chose to open the discussion.

Yes, I understand I probably misspelled something or butchered the English language in a few places, the goal however was to open your minds to new ideas. 

Joel Albrizio, President Bad-Adz Digital, & Adlife