Specialism · Supermarket marketing
Supermarket marketing from head office to shop floor.
Caught between head office’s national guidelines and the wish to make a difference locally? Together with Grea of Supermarkt Marketing, we connect online campaigns with what happens in store. In a business with tight margins, every euro counts.
When
Time for supermarket marketing if…
- national campaigns bring in few extra customers locally
- head office is swamped with ad hoc marketing requests
- supermarkets of the same brand bid for the same customer online
- the store team doesn’t know which promotion is running online
What we do
From baseline to loyal customers.
- 01
Understand
We start with a baseline of online performance and review sentiment for each supermarket.
- 02
Set up
We set up the local ad accounts and campaigns; Grea prepares the activation on the shop floor.
- 03
Activate
The local campaigns go live, and in store the team and the shelves follow suit.
- 04
Steer
We fine-tune based on the figures and the sentiment, and use what works at other locations.
- 05
Build loyalty
With in-store feedback, reviews and local email, we turn visitors into regular customers.
- 06
Recruit staff
Local recruitment campaigns, so you can act faster when a position opens up.
The shop floor and the agency
Why supermarket marketing needs the shop floor.
A national campaign only succeeds if the store plays its part. If the promotion is online but the staff know nothing about it, or the products aren’t ready, the budget is lost.
That is why we work with Grea of Supermarkt Marketing. She grew up in her parents’ supermarket and knows the trade from the inside. Grea takes care of in-store activation: briefing the local team, getting the fresh departments on board and creating content on location. Heroes of Tomorrow handles the data, the local campaigns and online recruitment.
That way, what customers see online matches what they find in store. It helps sell the brand’s promotions and increases support among the store owners.
Head office and store owner
National brand control with local impact.
For the brand, we safeguard the national framework: positioning, house style and message. Within that framework, the local store owner has room to respond to the neighbourhood: a local event, a regional promotion or good barbecue weather. Head office keeps control, the store owner keeps flexibility.
We target campaigns at the catchment area of each supermarket. That way, nearby stores of the same brand don’t bid for the same customers. What works well at one location, we use at the rest.
Head office no longer has to deal with every individual request from a location. The store owner, who is busy enough running the shop, gets a fixed routine: marketing that goes live on time, without last-minute stress.
Shoppers choose a supermarket for the brand, but keep coming back for the store itself. That is why we combine national messages with local content, such as the store’s own team and neighbourhood initiatives.
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Frequently asked questions
About supermarket marketing.
What does Grea do and what does Heroes of Tomorrow do?
Grea works on the shop floor: activation, briefing the local team and content on location. Heroes of Tomorrow handles the online side: data, local campaigns, reviews and recruitment. Together we make sure online and in-store connect.
Will this take up a lot of the store owner’s time?
No, less in fact. We create a fixed routine, so marketing goes live on time without the store owner having to deal with it every week. Now and then we ask for local input, such as a promotion or photos of the team.
Does head office keep control of the brand?
Yes. All local messages are created within the brand’s guidelines. The store owner chooses within that framework, not outside it.
Can you also help with recruiting staff?
Yes. We set up local recruitment campaigns, including on social media, with an easy way to apply. That way you build up a pool of candidates.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.