2020 was a year of disruption. As a result, many in our industry saw an increase in sales and customer base. From an internal AWG ad group perspective, our task now is to execute strategies that will retain consumers and drive sales as we lap the extraordinary gains realized in 2020.
Three key sales drivers guide the way for the second half of 2021:
Value Proposition – In 2020, the AWG Value Proposition campaign was introduced with branding and pricing elements developed to keep members competitive and to increase consumer awareness of the value your store provides. These elements are available for in-store signage on eComm and are featured in base ads. They are also being incorporated heavily in digital marketing.
To help members stay competitive on key items, the ad group EDLC program was created as a hybrid TPR promotional program that has an ongoing allowance period (usually eight weeks or longer). Oftentimes, there are various tiers set up across thousands of items for you to choose from, as well as pallet and shipper opportunities to help enhance margins.
To develop on-going efforts of providing lower retails, Price Drop strategies are featured in ads and store signage. The combination of ads and signage provides a high degree of recognition by consumers of not only lower pricing but also continued efforts on their behalf to create value.
Incremental Deal Opportunities – In addition to everyday low prices, there are opportunities to save even more. These include Hot Buys, Web blasts, seasonal and regional deals. Savvy retailers are using these to enhance their margin every week.
Digital – The explosion in digital use by customers expanded not only to online grocery shopping, but also the entire omnichannel base. In addition to featuring digital assets in print, ad teams are offering omnichannel programs that include digital coupons, Email blasts, text blasts and websites to drive customer engagement.
The tactics and programs put in place in 2020 continue to prove successful and are an important part of what the AIM ad group program is doing to continue sales growth. To learn more about programs that provide a competitive edge and our advertising group capabilities, contact the AIM team at aim@awginc.com.
