Guest Post on the Social Contracting Blog: Whole Foods Markets Shifts Their Cost Model as They Target Millennial Shoppers
In March, I wrote a post for this blog about the Whole Foods grocery chain in which I asked the question: "How Much Can Procurement Change on Their Own?" I looked at how Whole Foods has defied the low margins commonly seen in grocery retail by employing an operational strategy that merges brand reputation, consumer identity, and high-quality products in justification of higher prices. Their procurement team is part of a top to bottom approach to creating the right value proposition for their customers.
Although they have been successful to this point, Whole Foods has found it difficult to expand their market share beyond their existing customer base. Whole Foods has never professed to be the supermarket for all shoppers, or even for most shoppers. They choose their markets carefully, making sure that the demographics in each area fit their business model. They do, however, need to find a way to build loyalty in other shopper segments that can later be channeled into the primary chain.