Now more than 80 years and 22 stores strong, Rosauers Supermarkets are an integral part of life in the Inland Northwest.
Create messaging that appeals to all demographics, without abandoning the core customer who has “grown up” with the Rosauers brand. Within its market area, Rosauers is a true heritage brand with a long history of community involvement, personal interaction, and corporate citizenship. Our challenge was (and is) to capitalize on the natural positives the brand has developed over its history, while at the same time positioning it as forward-thinking and focused on the future more than the past.
Our focus with Rosauers marketing has been threefold:
Create consistency. Each year, Rosauers offers several featured sales. Typically, messaging changed radically with each sale, letting the sales themselves define the character of the messaging. We have flipped this by creating an overall tone and feel for the Rosauers brand, and letting that filter through to each of the individual sales.
Celebrate moments. Every life is filled with special moments to be celebrated. Our marketing consistently reinforces different moments to celebrate with each sale: celebrate friends, celebrate summer, celebrate health, and so on. This gives a universal and emotional hook (something of vital importance to a heritage brand such as Rosauers) to the sales messages. We are expanding this strategy to encompass the Rosauers in-store experience, with messaging that focuses on distinctive features of all Rosauers departments.
Extend appeal. Currently, we are working with the entire Rosauers team to create messaging and offerings aimed at individual market segments. This began with a major overhaul of the Rosauers website (www.rosauers.com), which emphasizes the differentiating features of each department. Current and future online offerings are helping set apart Rosauers within its trade area based on innovation…without abandoning its history.