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Consumers Get Lucky, Grocery Banner Returns
By George Anderson
The name Lucky means something to consumers in northern California and now Save Mart is bringing the grocery store banner back at 72 locations throughout the San Francisco Bay area.
Bob Spengler, president of Save Mart Supermarkets, told the Oroville Mercury Register the decision to bring the Lucky back was made simple based on its consumer research.
"Lucky kept coming up - and there hasn't been one in seven years. That's the power of a brand. That Lucky name is so powerful," said Mr. Spengler.
According to Mr. Spengler, Lucky stores will look to seek shopper loyalty by building on the chain's heritage of delivering the low prices, products and service customers desire.
Save Mart intends to position Lucky as the "low-price leader" and to that end has begun cutting prices on SKUs throughout the store.
Mr. Spengler has also decided to operate Lucky without a shopper card program. "I don't believe in the card," he said. "I believe every customer is a valued customer. Why single out somebody and give them a reward? Give everyone the same value."
While the Lucky locations intend to push price, Save Mart's Spengler said it would also pay attention to customer service issues such as product selection and speeding consumers through checkouts.
Save Mart has said it will determine product mix on a store-by-store basis. "We're going to get the food they (consumers) need," Mr. Spengler said. "We're not going to have cookie-cutter stores."
According to the Mercury Register report, "one-third of a store in Los Altos is tailored to a Jewish audience, stores in San Francisco will emphasize more Asian foods, and Watsonville stores will sell more foods for a Latino palate."
As for the grocery store's Achilles heel, the checkout, Lucky's will reintroduce its "Three's a crowd" policy of opening a new lane whenever three people are waiting on line.
Emily Cervino is a former Lucky's customer who is happy Save Mart is bringing the banner and its old ways back. "When I'm in Albertsons, I'm thinking, 'Hey, three's a crowd, man - open another line up!"'
Source: Retail Wire
By George Anderson
The name Lucky means something to consumers in northern California and now Save Mart is bringing the grocery store banner back at 72 locations throughout the San Francisco Bay area.
Bob Spengler, president of Save Mart Supermarkets, told the Oroville Mercury Register the decision to bring the Lucky back was made simple based on its consumer research.
"Lucky kept coming up - and there hasn't been one in seven years. That's the power of a brand. That Lucky name is so powerful," said Mr. Spengler.
According to Mr. Spengler, Lucky stores will look to seek shopper loyalty by building on the chain's heritage of delivering the low prices, products and service customers desire.
Save Mart intends to position Lucky as the "low-price leader" and to that end has begun cutting prices on SKUs throughout the store.
Mr. Spengler has also decided to operate Lucky without a shopper card program. "I don't believe in the card," he said. "I believe every customer is a valued customer. Why single out somebody and give them a reward? Give everyone the same value."
While the Lucky locations intend to push price, Save Mart's Spengler said it would also pay attention to customer service issues such as product selection and speeding consumers through checkouts.
Save Mart has said it will determine product mix on a store-by-store basis. "We're going to get the food they (consumers) need," Mr. Spengler said. "We're not going to have cookie-cutter stores."
According to the Mercury Register report, "one-third of a store in Los Altos is tailored to a Jewish audience, stores in San Francisco will emphasize more Asian foods, and Watsonville stores will sell more foods for a Latino palate."
As for the grocery store's Achilles heel, the checkout, Lucky's will reintroduce its "Three's a crowd" policy of opening a new lane whenever three people are waiting on line.
Emily Cervino is a former Lucky's customer who is happy Save Mart is bringing the banner and its old ways back. "When I'm in Albertsons, I'm thinking, 'Hey, three's a crowd, man - open another line up!"'
Source: Retail Wire
