Creating in-store excitement is a mission for any grocer. Some do it through eye-catching displays, others through creative promotions. Loblaw takes it one step further.
It’s all part of Market Moments—a national four-week program where customers are approached at random in-store and given prizes. The campaign, which wrapped up its third installment last week, is all about elevating customer and staff engagement, says Sharon Lansing, VP grocery, market division for Loblaw.
Market Moments kicked off last November, when Loblaw gave away free groceries in 10 stores. A similar campaign ran in February. In its third round, one million Market Moments ranging in size and spectacle took place in more than 100 stores across the country.
“From a market division perspective, we really wanted to develop a program that elevated the centre store experience while at the same time giving our colleagues the tools to continue to talk and engage with customers and keep them shopping at our stores,” explains Lansing.
It was also important to create a campaign that would work well across the Loblaw’s banner and neighbourhood formats.
“We segmented the program into components all about delivering moments of surprise, sharing, appreciation, and the most unforgettable moments, like the grocery giveaways,” she says. A small moment, for example, would be a staff member offering a woman shopping with her baby a free package of baby wipes. In February, colleagues walked around stores offering shoppers roses and chocolates.
On a grander scale, customers in line at the Fairview Mall Zehrs in St. Catharines, Ont. were told one Wednesday afternoon they would be receiving their entire purchase—whether it was a single item or a full grocery cart—for free.
“The idea is to turn a mundane task like grocery shopping into something more exciting,” explains Wes Brown, senior director, marketing for Loblaw. “We want the customer to say, ‘Wow, I really love shopping here.’ ”
Market Moments was promoted through Loblaw’s in-store flyers and social channels including YouTube videos showcasing shoppers receiving their moments and a Facebook page where shoppers can record their moments. Loblaw also partnered with several vendors including Kraft Heinz, ConAgra Foods and Campbell’s to help facilitate the giveaways.
But, Brown says the campaign is as much about connecting the company’s widespread staff as it is about the customer.
“We have 500 stores in communities all across the country that don’t necessarily converse with each other, but with this program staff are able to see what the other stores are doing and are building off of that,” he says.
Brown says each giveaway was randomized and pre-selected in terms of store and time. But in the end, creating a moment for a customer isn’t necessarily about free stuff. “It’s a grassroots approach about elevating our customer service,” says Lansing. “What [staff] do is so important, and we want to be able to give them the tools to deliver customer value.”
This story originally appeared at CanadianGrocer.com.
