In marketing, reputation is everything. It’s what everyone obsesses over day in and day out. And once again, Marketing has partnered with Leger for a consumer survey of hundreds of brands active in the Canadian market to produce the scorecard of who has the best brand reputation.
In the May 20 issue, subscribers will find The Top 100 ranking and company profiles of the biggest movers and shakers from the Marketing/Leger Corporate Reputation Survey. Meanwhile, MarketingMag.ca is highlighting a few of the biggest stories to emerge from this year’s research.
#11 – Sobeys
Sticking with working strategy boosts grocery chain 13 spots
A still from 'All On The Line'
Consistency is key at Sobeys. The grocery retailer put continued focus on delivering a great in-store experience in its locations across Canada last year, and that likely played a big part in the improvement to its reputation, says Andrew Walker, its vice-president of communications and corporate affairs.
For the past decade, Sobeys has kept true to its clearly defined strategy. “We said many years ago that we’re going to be focused on food, driven by our fresh expertise, supported by superior customer service in the right-sized stores and we haven’t waivered from that,” says Walker.
Apart from staying focused on that strategy, Sobeys also remained committed to sustainability. Last fall, it released a video on its Facebook page that featured a fishing crew in Nova Scotia that supplies seafood to Sobeys. (It has since been taken offline.) The “All On The Line” video shared personal tidbits about specific crewmembers (one has a pet hedgehog, another is a reality TV fan) and promoted the company’s traceable seafood initiative, which involves products being coded and tracked so that customers can see where and how they were caught.
“We’re always looking for ways to operate our stores in a sustainable fashion and how we can do that with products and services that we provide our customers,” says Walker.
Subscribers get full access to our coverage of the Marketing/Leger 2013 Corporate Reputation Survey. Sign up today and check us out on your iPad.
