I’ve actually been on shopping missions with Michele Miller, so when she says that Safeway screwed up the Personal Experience Factor of their store in her neighborhood, I believe her. In fact, if you want to know how YOUR store stacks up, give her a call.
This is a super tale of a brand experience in the twilight zone (or was that the produce aisle?)
Lighting? Check. Again, across the front portion of the store. The overheads are turned off, replaced by low-voltage, high-tech, artsy-fartsy fixtures. It’s now so dark around the deli area I couldn’t tell the capicolla from bologna. I nearly did a header into a rack of California cabernet on my way to frozen foods.
WonderBranding: Marketing to Women: The Tweedledee School of Marketing