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A grocery store that thinks our time matters

Publix Supermarkets is a Florida grocery chain than now operates in several areas around the country. Possibly you are familiar with them.

I heard a TV commercial earlier today that I think is an excellent example of branding.

It didn't talk about how it's better than other stores or mention freshness, value, convenience, or selection - things you might expect to hear in an ad for a grocery store. Instead it expressed a concern for our well-being - almost compassionate.

The spot said something about their concern for the amount of time we wait in lines in our lifetimes, and they went on to say how Publix is committed to keeping the lines moving and respecting our time as we checkout.

Imagine that - they are concerned about our time!

To me this is a great example of a branding message that expresses the importance of the customer to them.

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Posted by Steve Hoffacker - Real Estate Sales & Marketing Consulting and Strategies on 05/05/2009 08:28 PM

Comments (40)

Branding in the ActiveRain Channel

publix supermarkets, shopping, retail experience, customer relations, waiting in line

Originally posted at: Steve Hoffacker's Sales Quips: A grocery store that thinks our time matters

Post is included in group: Out Of The Box!
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Post is included in group: Lets Do Business, Florida!
Post is included in group: It's all about them (ThemThem)
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40 Comments on A grocery store that thinks our time matters

MAY

That is great, Steve. We don't have Publix out here. But, that is an interesting way to brand themselves. It definitely keeps their name in your mind, doesn't it?

Steve - Publix is definitely the top grocery operator in Brevard County - and their obvious dedication to service is clear. Works every time!!

Steve, that is a good branding method. Publix is growing but has not made it to our market yet. It is in Nashville though.

Steve,

As above, our local Publix (and I have several choices) are totally consumer oriented. We only have to wait a short time to "checkout".

Fort Lauderdale/Pompano Beach areas...they have great management in my area.

Heather,

It definitely resonates because thre are many stores where lines are either long or slow - or both. :)

Steve

We are getting our very first Publix grocer this summer and I can't, simply can't wait! They are what they advertise as I recall from my college years in Sarasota. Great ad. And true. That's gonna make them number one in our market soon!

Steve, an interesting thought, an advertisement that we could all learn something from.

They are faster, they are greenwise, they have healthfood, so they truly have a way to capture trends and pay attention to what people want like saving time. They must do market research.

-Monika

I shopped in a Publix Store while visiting in Georgia and it was a pleasant experience. There use to be a store here on the West Coast who's motto was they would open another checkstand if there were 3 or more in line and the died out very fast. I hate waiting in line.

Steve, being familiar with Publix from many years of vacationing in FL, I was delighted when they moved to GA several years ago. Of all the grocers in my area, Publix has the friendliest staff and the cleanest stores. I shopped there today!

Service is the key. Good post

That is one thing that has really irked me for a while. Waiting in a line up to pay them your hard earned money for groceries that are way too expensive. Its good to see someone is beginning to recognize that our time is valuable. I wonder if they would set up in St. John's?

Teri,

Thanks. Interesting that they would take this approach to expand their market. :)

Steve

Steve nice grocery chain is Publix. When my daughter was a student at Tampa University we went there often. Never had a complaint.

Hi Steve. We have Publix, and it is always a pleasure to shop there :) My mom has Publix in her town too, and she says they are the best by her!

Tim and Pam,

I thought I saw it in Nashville. They are a very popular store, and this message can't hurt. :)

Steve

Karen,

Thanks. Did they consult with you to write the commercial (just kidding)? :)

Steve

Debra,

If you are any indication, they should do very well in your market. :)

Steve

Kathy,

Agreed. It took a little emphasized benefit and really played it up. :)

Steve

Monika,

I'd have to agree. They musy understand the pulse of their markets. :)

Steve

Lisa,

I would agree that they get you through the line quickly with their checkers and baggers. :)

Steve

John,

They are known for their in-store environments and would be pleased to hear you say that. :)

Steve

Claude,

Thanks. It's the whole customer relations/customer experience that matters to me. :)

Steve

Greg,

I guess you'd have to ask them that yourself. They are headquartered in Lakeland, Florida. :)

Steve

John,

That's good to hear. No stores in Louisiana? :)

Steve

Kara,

Thanks for sharing your experiences. It seems their ad is accurate. :)

Steve

MAY

Steve.. I've heard of Publix from traveling in the south, but we do NOT have one here in the northeast that I'm aware of. Their commerical worked!! It made an impression on you that you took to the next level to share. This is what advertising is all about, right? Get the word out there about this grocery store.

valerie osterhoudt

Publix is definitely customer service oriented. There is a big difference when you hit the WM stores...wait wait wait!

Sounds like they have a good understanding of how stretched consumers are for time!!!

Gary Waters stole my thunder. It is refreshing to see a company be so pro active Steve!

Hi Steve

Publix does an outstanding job in keeping their checkout lines moving.

Good luck and success.

Lou Ludwig

Valerie,

That's correct - nothing like WOMM - in this case brought on by a TV spot - a double play. :)

Steve

Gary,

I have a feeling that was the object of the ad. :)

Steve

Linda,

They do seem to conscious of wait times and other consumer issues. :)

Steve

Paul,

That's OK, we'll let your thunder echo. Good comments. :)

Steve

Lou,

Thanks for sharing your experiences - seems like they are living up to their promise. :)

Steve

Steve,

We do not have that chain. We have quite a few larger chains that are locally based. Supermarket lines are a bummer.

Steve,

When you run in to pick up a couple of items and then take 10 minutes to check out ... :)
Steve

In any business, it is about service and making it easy for the customer to buy. I like the fact that they went outside the box to find something that distinguishes them from their competitors.

Ryan,

Thanks. I like that part as well - that's what prompted the post. :)

Steve

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