Erin Storm on marketing strategy
From One Size Doesn't Fit All: Managing 200+ Grocery Stores Without Losing Identity · · Omni Talk Retail
“What we're doing is now bucketing our banners. If it's a mainstream banner versus an upmarket banner, each one of those banners does not need a completely different way to go to market, it just needs to be relevant with the shopper base that it is serving.”
On , Erin Storm, Senior Vice President & Chief Marketing Officer at SPARTANNASH CO, spoke about marketing strategy during One Size Doesn't Fit All: Managing 200+ Grocery Stores Without Losing Identity on Omni Talk Retail.
About Erin Storm
Erin Storm, Senior Vice President and Chief Marketing Officer at SpartanNash, has discussed her transition from an 18-year career at Kellogg/Canova to the grocery retail space. She said she was surprised by "how little brand management there is" in grocery retail compared to CPG, noting there is "a lot of marketing execution, but not as much of that long-term planning." Storm stated she has reorganized her team to add more insights and brand management roles, and described hiring for open positions to build that capability. Storm has outlined a strategy for managing marketing across SpartanNash's 200-plus stores and multiple banners. She said the company is "bucketing" its banners into groups such as mainstream and upmarket, executing similarly within each bucket while maintaining "creative nuances and logos." Storm noted that local banner names carry community equity and that wiping them away "takes away a little bit of that community involvement." She also said the company is working on its first-party data capabilities and standing up a retail media network that is "more consumer-based than banner-based." Regarding assortment, Storm said the company is looking at the balance between new health trends and established products, and that the own-brand portfolio is being evaluated for healthier offerings.