"follow the customer" is a phrase we use a lot, to describe the way we do business.
The needs of customers after all are always evolving - think about your own lives - so what could be simpler than just listening to what would help, and then organizing yourself to deliver it. That way, year-in, year-out, your shopping trip is always getting better.
That's exactly what fresh&easy is all about. It was designed by listening to people, and since opening 18 mths ago, it's been evolving on the basis of customer feedback.
A constant request has been for more fresh&easy products, so we continue to innovate in this area. We've recently added, for example, quiche (fresh from our kitchen), pita chips, and gourmet hamburger buns, to name just a few - all of course with no artificial colors, flavors or preservatives, and no added transfat.
However, as the economic climate has got harder, customers have also been asking for help in making their budgets go further, so we've been organizing ourselves to do just that.
Already, you can count on at least 6 different packs of produce at just 98c every week, to help keep fresh produce affordable, and we've introduced stronger promotions, together with a weekly flyer.
But we've also been asked for more family packs, so these are now starting to come into the stores. The family-sized meals, fresh from our kitchen, are one example we've recently introduced, but you can now get bigger sizes of your favorite detergents and cleaners, and across the store we've many more to come.
On the back of customer feedback on our Buxted meat lines and Taurino, we're also introducing many more new brands over the next few weeks that offer outstanding value - all national brand quality, at unbelievably low prices, and only available at fresh&easy. For example, look out for our Mothers Joy breakfast cereals launching next week.
Finally, we're also adding a few more national brands to our stores, in response to specific requests from customers, to make their shopping trips more complete - Guerrero tortillas are one example.
All this adds up to more than 1000 extra products coming into our stores over the summer. And by organizing ourselves, we can do this without taking anything away - by adding extra shelves, and fine-tuning how we use our space.
So by "following the customer", we end up with a better shopping trip. It's good for us, and it's good for our customers.
And that, surely, is how it should be.....
Labels: budget, customers, following, Fresh and Easy, listening, Mother's Joy, new, prices, products, Simon, Uwins
posted by Gary @ 6:05 PM
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Before fresh&easy products hit our shelves, they are sampled in blind taste tests by our own team members. These sessions occur almost daily around our offices and we use the feedback to craft products we think taste just good as or better than leading national brands; all while adding no artificial colors, flavors, trans fats and only using preservatives where we have to.
