Tuesday, July 8, 2014

Because of Winn-Dixie and The Problematic Positioning the Retail Chain Has Found in Florida

Sometimes competency the main problem can be redefining the public perception of the supermarket, so it can compete on a more efficient way and differentiate itself from the competition.

That's the problem Winn-Dixie is facing; what to do,? how to attract customers,? and how to make people shot in the stores.?

The answer relies on the combination of lower prices, good customer services among all the employees and giving the customers good amount of food by profiting from the margins of the deli and the bakery items.

Winn-Dixie is not Publix and less Walmart, is just another long line of supermarkets who try to position themselves in the Central Florida grounds and fail really badly, albeit it's not going to follow the step of Sweetbay but that doesn't mean the supermarket is not impervious to bankruptcy as with his "previous incarnations."

Price wise, the store is expensive and even with coupons is not necessarily friendly with the customers. People complain that other stores are expensive until they find themselves in Winn-Dixie without a Winn-Dixie card and paying full prices of every single item they buy, unless a cashier or manager inform them that they need a card in order to get the savings such as the BOGOS or the 2 for US$5 sales.

The image of the store never projects fluidity, as the aisles they don't follow an "organic" sequence, where you can find certain juices in one aisle, such as their private brand; then on another aisle you find more juices mixed with some other items, and then a few aisles ahead you find soda, and more aisles ahead you find water along some other shopping goods.

Is as the aisles were designed to confuse, or in a lesser case to convince the customers of buying more by getting them lost. On certain neighborhoods, the store maintenance doesn't look clean, and the aisles and bathrooms they look dirty, which that is an uninviting factor to the guests who shop there.

On a image level, the corporation is trying their best to match their competition by mimicking certain aspects of Publix in terms of an image outcome, but watching some of their employees not having a clean image the customers can get a negative perception that there isn't friendliness, or from a retail point of view a customer satisfaction perspective as well a lower volume and more discontinued items, which means people will go to the competition.

Winn-Dixie parent company Bi-Lo Holdings took over SweetBay stores last April, in a US$265 million deal, where they purchased 165 fives stores from Delhaize America. While there is some speculation that the interim move into re-branding the brand as it can compete with some more upbeat stores; as well to lower the item prices, it is a move that in what has gone in the of the year nothing has happened and the prices are still high as they were.

Not only with the prices as it was mentioned previously, but they have to restructure their external communication system in order to reach more customers, because right is failing to attract new people.

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.