Jim Murray

7 years ago · 3 minutes of reading · ~10 ·

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Confessions Of A Supermarket Brand Disloyalist

Confessions Of A Supermarket Brand Disloyalist

73eb0496.pngPS: Of all the brands out there, probably the most loyalty on display is to the President’s Choice brands that are sold through Loblaws, Superstores, No Frills, Zehrs and a few other chains. That’s because they have done the best job of assuring customers that the companies that make President’s Choice brands are the same companies that make a lot of other premium brand products. They have also done an outstanding job of selling their own capabilities in original product creation.

A lot of credit for this goes to then Loblaws President Dave Nichol, who created the concept.There should be a marketing course on Loblaws. Because over the years that have done a lot of things very very well.


a36ba4f3.pngJim Murray is an experienced advertising and marketing professional. He has run his own business (Onwords & Upwords), since 1989 after a 20 year career in Toronto as a senior creative person in major Canadian & international advertising agencies. He is a communication strategist, writer, art director, broadcast producer, mildly opinionated op/ed blogger & beBee Brand Ambassador.

Jim lives in St Catharines Ontario (AKA The Quiet Side Of The Lake) and is still working with companies in Toronto whence he came. He is also currently a partner at Bullet Proof Consulting. www.bulletproofconsulting.ca

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Comments

Jerry Fletcher

7 years ago#10

Let's hear it for Costco where you can get industrial quantities at comparatively low prices. Unfortunately, some of us need a calculator to figure it out! Okay, its anal but it's worth it! And so it goes

Bill Stankiewicz

7 years ago#9

Whole Foods & Walmart better watch out this may prove to be a huge trend, I support what you do Jim & try to be frugal using only generic food items unless Brands are on sale and cheaper that generic items

Bill Stankiewicz

7 years ago#8

COOL BUZZ

Jim Murray

7 years ago#7

#8
More t han half of them already are, CityVP \ud83d\udc1d Manjit

Jim Murray

7 years ago#6

#9
I totally agree, my friend.

CityVP Manjit

7 years ago#5

#6
It is a good thing to be anal retentive about the future because at some point in the future Americans are going to be shitting themselves. https://www.theguardian.com/technology/2017/aug/16/retail-industry-cashier-jobs-technology-unemployment

Jim Murray

7 years ago#4

Wow. This really seems to have brought out the op/ed in a lot of people. That's great.

Jim Murray

7 years ago#3

#5
I know. Although I was nowhere near as anal about it. LOL. Phil Friedman

CityVP Manjit

7 years ago#2

I would consider brand loyalty to stores that did not cater to price-matching morons that hold up the checkout line. At the heart of my brand disloyalty is that feeling that allowing people to wave their coupons and cellphones to the cashier is a deliberate ploy to persuade us to go to self-check out machines that do not need a cashier. I will pay for the experience of using a cashier because I am not going to employ myself as the cashier. A part of the trade we make is not create super-profit for corporations but to create the flow of wealth required to sustain a healthy and prosperous market system. If we don't have people who have money (wages) we don't have customers (people who can pay for stuff). It used to be that only in the third world was where that system was broken, but now corporations who think that profits drive the economic system are killing the goose that lays the golden egg - and that golden egg should be the "loyalty". Another aspect of technological invasion is the right for a store to film us, but not for us to film the store ! Take a camera into your store and see how fast security notices a person taking pictures rather than a person shoplifting ! I got surrounded by three security guards when I decided to take pictures of the cameras that were videoing me - and when stores become blindsided by technology that much, rather than use technology to elevate my customer experience, then screw loyalty and screw the marketers who create this disloyalty more than they are championing my user experience.

Louise Smith

7 years ago#1

Although I work from home & have done for 10 years, I guess I am the opposite to you Jim Murray I try to shop as little as possible. For dry goods once every 4 to 6 weeks. For consumables once every 2 weeks I still drive to the grocery store & usually go to the same one that is the smallest out of the closest 10 ! It has almost all the products I want but I go to a bigger store every 2 or 3 months to get the products it doesn't have e.g. hairspray I have fav products that I have bought for decades I only change to a new product when the grocery store no longer stocks them e.g. Twinnings Darjeeling leaf tea But some of those products have changed in ingredients & therefore in taste, so I no longer buy them even though they are still available e.g Cadbury's chocolate. I now buy Lindt I tried going to Aldi as it's supposed to be cheaper but I found it disconcerting as I didn't know where the items were While their fruit & vegies are good their meat is terrible. Some products are usually there but others are only there for a very short time Their product range is also limited. They have a range of organic products. I tried the muesli but it was awful worse than the "no brand" from the store I always go to I guess I like to get my shopping done quickly & don't worry too much about deals Although if a fav product is on special I will sometimes stock up on it e.g. crackers, tissues, canned food I have a lot of things to think about & I guess my way of grocery shopping is one way of cutting down on those things

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