the brand · build your brand. win on two, you can create ... not walmart. not family dollar. ......

The BrandYour Roadmap for the Journey from Good to Great

InfrastructureOperationsMerchandising Marketing

STYLEInnovation

FUNFamilyWHAT DO BRANDS STAND FOR?TRUST

DesignQualityTrendy

Security

Stand for something shoppers care about; do it better than anyone else and you will win

Shoppers aren’t stupid…

When brands try to be something they aren’t, brands fail.

In an increasingly crowded grocery market…What do we do better than anyone else?

What DO we stand for?

What do we WANT to stand for?

What SHOULD we stand for?

Fresh, healthy, good for meGreat deals, everyday valueLocal productsSmaller, easier to shopFun to shopNew itemsPersonal serviceReasonable portions, sizesA store that “knows me”

What shoppers care aboutin grocery

What I want from my grocer

ConvenientHealthyCheapLocalEasy to shopFun to shopNew itemsServiceQualityPersonal

Win on one attribute, you can build your brand

Win on two, you can create category leadership

Win on three attributes, become a dominant leader

IGA should stand for service….

Are we as good aswe should be?

Defining Local

Local as heritage?

Top reasons to shop one retailer over another

To shoppers:

Local = Fresh

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Buys from local farms

Fresher vegatables

Meat cut freshBaked locally

Fresh made deli

IGA Local/ Fresh Heritage at RiskTrader Joes IGA

•Compete on selection as opposed to price or convenience

•Creates a point of difference in the stores

•Ties each IGA store to the community • Improves the shopping experience.•Creates constant “newness” in the stores

•Demos build excitement and draw new customers

CONNECTING LOCAL VENDORS WITH IGA RETAILERS CREATING LOCAL FOOD ASSORTMENTS SPECIFIC TO EACH

STORE

Fresh: Deli & prepared foods

IGA Best Practice #109Program: “Baked Potato” style potato salad

IGA Michigan, “Blanch Robertson, 12 YR.s IGA Best Selling potato salad

Total capital investment $0

Incremental Deli sales +20.8%

Total category comp, pre versus post: +2.4%

Department comp, pre versus post +2.97%

GM change, pre versus post: +320 bp

Shrink, pre versus post: -1.09%

CI training module available: YES

Bakery: Taking credit for fresh

& Local

When local isn’t truly local…

Using our diversity to

redefine local as something

ONLY IGA CAN DO

Broadcast Ideas

Strategy Recap• Fresh + Local• Redefine Local• Make local = IGA family businesses• IGA Association of Family Farmers• New Visual merchandising• New commitment from you to local• New advertising

Only IGA can own local. Not Walmart. Not Family Dollar. Not Aldi. And not the chains.

Local is our attribute to own, and to define through the lens of our local business owners.

Activating the IGA brand

Merchandising Marketing Operations Infrastructure