chapter 3
BREAKING THE RULES TO WIN: EASY GROCERY
Like many neighborhood stores that have grown into regional brands, Easy Grocery (disguised) experienced its fair share of growth and plateaus. When it built more stores and began acquiring local competitors, it grew steadily and became a strong regional brand that achieved relatively high scale.
To grow the stores further, the strategy team had to invest in improving numerous areas across the store experience—decor, lighting, uniforms, layout—while still offering good prices and promotions. The strategy worked. By creating high-end stores with a welcoming ambiance and using the stores’ quality as a marketing angle, the team increased trips and traffic, which drove strong short-term results.
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