Customers and prospects are likely to shop where they trust and have consistency in providing the goods and services of their taste. Building trust may also require understanding the buyers, consistent messaging to enhance accuracy, and meeting the advertisement promises in time. To achieve customer’s trust, commitment to excellence and quality need to be harnessed.
For instance, Whole Foods Corporation has adopted a weekly advertisement circular that offers shoppers with varied foods to choose. The supermarket is consistent on its only operating segment of natural and organic foods. Customers of this segment have environmental concerns, are health conscious, care about food production, and are concerned with the treatment is given to employees and associates (Jahns et al., 2014).
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Whole Foods Corporation majorly targets families and individuals with high income, particularly above the national average. They also target wealthy customers who do not bother about discounts on products offered. These customers consist of young graduates working for high-tech companies as well as retirees.
As a certified organic store, Whole Foods Market justifies itself by providing healthiest, organic and natural foods among its competitors. Its products, according to Ottman (2017), are procured both from local and international producers and manufactured devoid of human rights, animal rights, and labor law violations.
Through weekly advertisements, Whole Foods offer a variety of products both online and stores, although most customers shop at stores. They have active marketers on social media platforms like Twitter, Facebook, Instagram, and Pinterest with a huge number of followers.
However, many customers perceive Whole Foods as an expensive retail store and many people are ignorant of various sales and discounts offered at the stores. They need to, first, launch a mobile app to increase their customers. Second, it should ensure that its newly opened stores attract new customers especially, millennials. Again, by stressing on the health of their products, Whole Foods may ensure maintenance of their premium brand and its wealthy customers.
Reference
Jahns, L., Payne, C. R., Whigham, L. D., Johnson, L. K., Scheett, A. J., Hoverson, B. S., & Kranz, S. (2014). Foods advertised in US weekly supermarket sales circulars over one year: a content analysis. Nutrition Journal , 13 (1), 95.
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding . Routledge.
