Building advocacy programs: Five tips from Save-A-Lot
Stephen WhitesideWarc
In most categories, a retailer with 1,300 stores, four million weekly customers, and prices roughly 40% below many of its peers would not need to battle for attention.
Save-A-Lot, however, is a mid-sized player in the crowded US grocery sector, where it competes with rivals including Walmart, Target, Kroger, and Safeway. Given the huge marketing budgets these firms possess, challenger brands need to develop lower-cost, high-impact ways of engaging shoppers.
Six months ago, Save-A-Lot embarked on a program with precisely that aim in mind. More specifically, it began distributing gift...