October 18, 2005

Supermarket Blues

The average American household made 95 trips a year to the supermarket in 1996. In 2004, it was 70 (according to investment bank UBS). During the same period, annual trips to stores like Wal-Mart increased from 13 to 26. And trips to clubs stores like Costco went from 8 to 11.

Does that mean that traditional supermarkets are dying? I don't think so. Some may be dying, because they're not offering anything of significant value in today's marketplace. But go to Piggly Wiggly and then go to Wal-Mart and the difference in the store experience is extraordinary.

I did this recently and couldn't wait to get back to the Pig.

Sure, many of the prices are lower at Wal-Mart. And money matters. But so does quality and relationship. And service and connection.

Smart stores like Piggly Wiggly are adding some of the organic foods and other high-end foods that attract customers to Whole Foods and Wild Oats. But they are also providing a quality of shopping experience that transcends pennies saved. Or even dollars.

We live in a scary world. They closed a major bridge in Baltimore today because of a terrorist threat. More than 100,000 are dead from an earthquake in Pakistan. Triple the number of injured are being flown from Iraq to Germany each week. Our nation's deficits seem to be out of control. On and on it goes.

Grocery shopping is a necessary part of our lives. Doesn't it feel good and make sense to make this necessary experience a pleasant, enjoyable and even friendly one?

I'm stickin' with the Pig.

This Bud's for Who

How do you feel about the beer companies promoting beer-drinking games and pretending that players are only drinking water?

Interesting issue in marketing ethics.

You want people to buy and use your product. But you have a product that - when over-used - is a real problem...a real killer.

Someone comes up with an idea to sell more of your product, but it may encourage over-use.

Do you buy the idea?

And, if your answer is, yes but with messages of moderation...how do you make those messages anything other than empty?