Safeway Promotes Private Label for the Holidays

SHARE:

Email

Print

LinkedIn

Facebook

Twitter

December 6, 2011

Safeway is providing shoppers with a variety of fresh ideas, tips, and tricks from in-house experts and ways to use store brands in holiday entertaining.

The grocery chain launched the Holiday Inspirations web site as place for shoppers to get recipes, entertaining tips and yes, inspiration.

Debi Lilly

There are suggestions from Debi Lilly, the entertaining and decor expert who recently partnered with Safeway to launch an exclusive collection at the chain. Debi Lilly floral arrangements, vases and candles are currently offered at all Safeway stores, and the designer herself has included her home décor tips on the new site. Lilly's entertaining ideas, tablescape and home decor tips, and Debi Lilly design collection and floral arrangements are accompanied by Chef Jeff Anderson’s favorite holiday recipes. Anderson is the executive chef of Safeway's Culinary Kitchens.

The Safeway Holiday Inspirations site promotes store brands including Safeway Select appetizers for holiday parties. The running theme is to provide easy and affordable options, from Safeway, including everything from holiday buffet ideas and wine pairings to combining ready-made products.

There’s also a new mobile application that let shoppers access lists, cooking instructions and tips while in stores or in the kitchen.

Seasonal Stress
“We listened to our customers and set out to solve their challenges during this festive season by providing them with tips and recipes to make holiday entertaining easy, affordable and fun,” said Mike Minasi, president of marketing. “Our survey results showed us that there's an opportunity to build broader awareness of all that Safeway has to offer to alleviate seasonal stress.”

A survey conducted by Safeway revealed that 75 percent of women find perfecting their holiday decor and meal menus was among the most demanding aspects of holiday entertaining. The survey also revealed that 70 percent of women visit multiple stores when gathering food and decor for a holiday event. The Debi Lilly design collection is positioned to alleviate the need to visit multiple stores for food and decor needs. According to the survey, 58 percent of women said their biggest holiday regret is being so busy that they don't get to enjoy the food or company.

SBD Views: Safeway’s Holiday Inspirations website is a must visit, period. The site is not only a good example of functional web design with great ease of use, but it does a masterful job of putting Safeway store brands at the center of the consumer’s holiday experience. It’s a brilliant example of innovative digital consumer marketing for store brands. -- John Failla for Store Brands Decisions

Read These Related Articles:

• Daymon Unveils Supervalu and Safeway Plans
• Delhaize Restructures Its Store Brands Team
• Wegmans Takes a Stand on Products Containing BPA
• Aggressive Competition Forces Walmart to Test Even Smaller Formats
• Supervalu Dramatically Reduces SKUs

Most Read

Guest Columns

Grocery Aisle Innovation Key to Retailer and Consumer Cost Savings

Retailers are redesigning the aisle, appealing to environmentally friendly consumers and capitalizing on market trends to make their private label brands more competitive.

Source: Tetra Pak Inc.

How to Develop a Private Label Expression Aligned with Retail Brand Strategy

By creating private label as a marketing tool rather than just a price alternative, retailers gain the opportunity to tell a complete brand story while simultaneously boosting customer loyalty.

Source: CBX

Using the Store Banner to Endorse Private Label Architecture

Although the economic downturn accelerated private label growth in Europe, there was another key driver -- retailers started to brand their stores.

Source: IPLC

See All Guest Columns »

Press Releases