With the migratory nature of most of America’s urban communities is
become increasingly important for a business to be able to mirror the
demographics of the neighborhood. Retailers in most American cities are
facing this need with varying degrees of success. One grocery store has
found a way to retain long-term customers while attracting new
customers through not-so-subtle changes to the merchandise mix.

The Symptoms
A grocery store has seen their neighborhood move from predominantly
white to a white minority with Latino and Black majorities.

The Diagnosis
With a three-mile distance between them and the next closest store it
would have been easy to assume the customers had no other choice for
their shopping needs. That would have been a dangerous gamble.
Therefore a plan was instituted that called for changing the merchandise
mix and marketing to one that was able to make two cultures
comfortable and anxious with regard to shipping there.

The Prescription
Their advertising has changed over the years to one that appeals to the
distinct tastes of their new Hispanic and African-American customer
base. It is not an easy feat given taste differences between the two

The magic behind the store, which is one of the largest volume grocers
in the state, is blending the commonality of the two demographics with
the uniqueness of each.

At the same time the store has taken its interior signage bilingual. This
aligns their external marketing and signage to the interior signage to
create a welcome image throughout the store.

Future Prognosis
The results of the reinvention has been very good for the store. Not only
have they survived the shift in the neighborhood demographics of its
customer base they have seen continual sales increases. Despite being an
independent grocer, the store became one of the highest grossing stores
in the city.

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"Dr. Max" shares his success stories by looking at the symptoms of a
business problem or opportunity, his diagnosis of same, his prescription
for success, and the prognosis for the future. For more case studies,
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©2016 Max Impact, Rochester Hills, Michigan, USA
Changing local