252-unit Smart & Final launching brand awareness campaign for its Extra stores
SEAFOODNEWS.COM [Supermarket News] By Elliott Zweibach - November 14, 2014 -
With more than two-thirds of its customer base coming from the consumer segment rather than business shoppers, Smart & Final Stores plans to launch a brand-awareness marketing campaign early next year for its Extra banner stores, Dave Hirz, president and CEO of the non-membership warehouse chain, told analysts.
The mix of customers is 68% consumers, 32% business, compared with a 60-40 ratio four years ago and a broader span in prior years, Hirz told SN.
Asked if consumers understand that Smart & Final Extra stores are larger and carry an additional 10,000 household products, including a broader perishables assortment that includes natural and organic offerings, bulk foods and fresh seafood, Hirz replied, “Most consumers don’t get it because we haven’t done the best job communicating with them.”
That will change, he said, now that the company has hired Eleanor Hong from Kohl’s as SVP, marketing, to help direct the new branding campaign “so consumers understand...
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