Midwest-based grocer Roundy’s Supermarkets – which includes all Pick ‘n Save, Copps, and Metro Market stores in Wisconsin, and Mariano’s Fresh Market stores in the Chicago metropolitan area−is focused on the customer experience.
During the company’s second quarter earnings conference on Aug. 12, Roundy’s CEO Bob Mariano discussed the customer experience plans.
“As we continue to focus on the in-store experience we provide our customers, in the second quarter and into the third quarter we have introduced our brand refresh initiative in the Milwaukee area for our largest Wisconsin banner, Pick ‘n Save,” Mariano said, according to Seeking Alpha.
The initiative is called Wisconsin Proud, and it comprises various merchandising, marketing, and service components, including price investments, television ads, billboards, radio spots, online banners, new in-store signage, new uniforms, messaging on social media channels, and new product introductions.
“The goal of Wisconsin Proud is to drive traffic,” Mariano said. “We have seen improved traffic and basket size since the introduction of this initiative. Our same-store sales in Milwaukee during the quarter exceeded other Wisconsin stores by approximately 260 basis points.”
Mariano said the company’s ongoing initiatives for growing its perishable business and own-brand product sales fared well in the second quarter. The perishable business accounted for 40.5% of total sales, representing a 117 basis-point increase than a year ago, and marked the highest perishable rate ever.
Second-quarter brand sales comprised 25.6% of total sales, up 140 basis points from last year’s second quarter.
“We have recently added many organic and natural own-brand products to our offering and we now carry over 7,800 own-brand products,” Mariano said. “We operate in a highly competitive market place and we have tailored our strategy to respond to the landscape we operate in. Last year I referred to 2014 as an investment and transition year. This year, we are continuing to see the benefits of having built the foundation in 2014 for continued growth and expansion of our business. As we continue to strive for sustainable top and bottom-line growth, we remain focused on operational excellence across all our banners.”