Save On Foods' Successful Brand Positioning.

I recently visited Save on Foods, in Cochran Calgary and couldn't help but notice how well they translated their brand positioning of "real simplicity" into their everyday operations.

Successful Brand Positioning takes a fair amount of thought to get it right and its is very clear when a brand gets it wrong.

Why's that?

Simply put, too many brands, try to be everything to everyone and end up being nothing to no one group.

Strong brand positioning leads to greater differentiation from competing brands, a higher likelihood to try, greater satisfaction & all together, overall brand loyalty.

Loyalty generates brand equity....

I met and chatted with shoppers who drove for 45 minutes to get to Save on Foods!

Shoppers felt that "Save-on" (as they commonly referred to the store) "got them" - knew exactly the range of items they needed - one shopper even told me that he felt that "Save-on" knew when he'd cut back on his grocery shopping at a specific time of month.....he wasn't sure how they knew it, but they knew when he was most likely to splurge and on what items.

How can any other brand mirror that success? It starts with three important steps

1. Know what your consumers want ...

and NEVER assume you know from your gut feeling...let the data paint the picture ....

2. Know what your brand has to offer ...

Don't make empty claims....consumers are smart - they know when you're hoodwinking them....and

3. Know what the competition is doing.......

Chances are, your competition is chasing the same loyalty through similar positioning....

Save-On felt homey, despite its large layout...staff were insanely friendly - willing to help and took the time to get to know faces that they didn't recognize.

That I found was impressive - they knew their customers by first name...that takes time, effort and consistency.

Stay clear from what seems generic....dare to shout differently.

Well Done Save On.....Well done!