Wegmans Food Markets is a family-owned U.S. grocery retailer headquartered in Gates, New York. It was founded in 1916 in Rochester, and today there are 83 stores in various locations. Since consumers’ awareness and perceptions on organic food have changed, the natural growth of organic product sales at Wegmans has been surging from 15 to 25 percent in the past five years. Wegmans Food Markets has recognized as the Best Grocery Store by Food Network in 2007, and ranked as the Top Large U.S. Grocery Chain from Consumer Report in 2012. Their success in the food market has been recognized by public, and its marketing and public relations strategies have known as the power of its success.
According to Wegmans, the company’s philosophy is
At Wegmans, we believe that good people, working toward a common goal, can accomplish anything they set out to do. In this spirit, we set out goal to be the very best at serving the needs of our customers. Every action we take should be made with this in mind. We also believe that we can achieve our goal only if we fulfill the needs of our own people. To our customers and our people we pledge continuous improvement, and we make the commitment:’ Every Day You Get Our Best’
This statement shows how Wegmans has commitment to their key public, and the motor of its products and services. Throughout its messages on its homepage, Wegmans used effective communication that emphasizes its commitment to not only its customers but also its employees. Such sentences ” we care about our people, ” and ” we listen to each other and recognize diversity.” shows that they truly care about its key demographics and employees, and all people who share its company’s value and interests.
Wegmans clearly tells its target market by saying that its target customers are busy people with high food interest, and its primary business is to help its customers make great meals and enjoy products that it offers. According to the information on its homepage, the possible key audiences can be female and male aged between 20 and 60 who enjoy cooking , and families.
1. Delivering messages with good visuals – All about food and family
First, I would like to talk about the images on its the main page on its homepage – All about food and recipes! Since Easter is coming, the main page was full of Easter food and family gathering. It definitely shows that Wegmans care about customers’ family values and upcoming events. These pictures connects to the information about recipes of Easter food and product suggestions for Easter. This makes its customers easy to shop and choose and try new food using eggs among variety of food recipes. It is especially targeting moms who suffer from cooking holiday food, and gives them variety of choices ( I know this because my mom always worries about food when holiday is coming! Those recipes will definitely help moms.)
2. Engagement via Media Room
In a PR approach, Wegmans has its own media room, and it consistently upload its press releases about the company and events. This allows its consumers to keep up with the company’s news and stories and to engage with all activities.
3. Nutrition information – Eat well, live well and crave food
What made me surprised about the company’s movement was the facts about food. There is separate page about nutrition of food that we consume everyday. As you read it, your thinking about what you eat will change. As it stated, ” our mission is to inspire and support each other to enjoy healthier better lives using four simple ” Eat well live well” principles.” This definitely works for targeting their key audiences, and well matches with their mission statement as well. All women and men, especially aged between 20 and 60, are well aware of being healthy and consuming healthier food. This kind of information gives audiences a good impression that the company actually cares about its products and services and its consumers’ health.
4. Engagement with Social Media
How Wegmans uses social media platforms to make their website interactive to its audiences is amazing to see. Use of social media platforms not only helps engaging with existing customers but also targeting new customers. Especially, I am amazed by all videos about Wegmans on YouTube. You can see some video clips that Wegmans produced whenever the company opens its stores in new locations. In that videos, there are virtual tours of the new stores. These videos definitely help engagements with its customers.
Overall, Wegmans well delivers its messages to its key audiences via its website and social media platforms. The ways that Wegmans represents the company’s value are effective at delivering messages to its key audiences. I now see why Wegmans is the best and growing grocery store in the United States, and is loved by all generations. Its succession has been driven by its efforts to deliver its values and messages to customers.