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Richard J. George, Ph.D.'s RetailWire Blog

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Richard J. George, Ph.D.
Professor of Food Marketing
Haub School of Business, Saint Joseph's University
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July 14, 2010

BrainTrust Query: Living at Wegmans

FROM RETAILWIRE:
Wegmans manages to instill strident customer loyalty without loyalty programs. What do you think of Wegmans' efforts to create customer loyalty through an enterprise approach that values its customers and employees, but downplays an explicit rewards offer?
MY COMMENTARY:
It makes no sense to discuss customer loyalty when considering any retailer.  One can be loyal to his family, church, country, and alma mater.  However, the concept of loyalty does not extend to supermarkets.  Instead, companies need to be loyal to their customers.  How? By delivering on the promises made to their customers.

Also, let's refrain from calling the continuity of purchase cards "loyalty cards."  Most consumers carry multiple loyalty cards for the same shopping channel.  

I believe Wegmans, through its goal of being ..." the very best at serving the needs of our customers. Every action we take should be made with this in mind," clearly lives up to its loyalty commitment to its customers.  What happens when companies are loyal to customers?  Customers reciprocate by buying more often and more products from such organizations. 

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BrainTrust Query: Living at Wegmans


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