Asda the UK supermarket giant (WalMart-owned) has taken a constructive step to help consumers cross-shop the supermarkets by creating a price comparison website. It’s a brave and empowering strategy which demonstrates – more than the best copy could do – Asda’s level of confidence in its ability to deliver on a value positioning.
To me this is what marketingheart is all about – constructing an honest and sustainable position that’s based on deliverable reality and that offers consumers something of real value…and then using marketing to deliver it. This is very different to most brand positions where differentiation and cut through are generally far more important considerations than anything real or beneficial. In my view, as consumers get more and more cynical and even more marketing savvy, marketing HAS to learn the self-discipline and ethics required to take the path of authenticity in order to maintain relevance and effectiveness.
Another fine write-up from my hero and yours (well, mine anyway), Chris Arnold, in which he also discusses the decline of organic produce sales in the UK. I must must must get around to reading his book.
PS the UK is well served by supermarket shopper tools thanks to mysupermarket.co.uk. Here’s a tool which suggests cheaper variants of a given product – how god is that? Looks like a private UK company was able to do what the Australian govt spent tens of millions failing to do.
And in the US a swag of cool tools help shoppers. One is mywebgrocer.com – A solution that allows a shopper to place an order online and then pick it up at the store during a timeframe you select. The store personnel load the groceries in your car when you pull up to special parking out front. I understand ShopRite is using the solution and it is going extremely well. And shoptext.com – a solution that allows a consumers to request coupons or rebates without ever having to visit a web site. As a retailer it helps understand what advertising is working and ties back into your loyalty data.
These are just two of the many solutions available to help shoppers improve their overall shopping experience and at the same time drive retailer’s loyalty and top-line sales.