Reed’s should not focus on increasing dollar sales since there is a risk of loosing out on existing
customer who look for quality. Instead they should focus on expanding their customer base who’s
focus is more on quality rather than more value (low price)
1st step is to stop the dollar special promotion immediately. This is not consistent with the brand
equity and positioning built over the years.
Quality is another way of differentiating the product, higher the quality, higher the price. Reed
and Whole Foods are leading the pack when it comes to quality.
Loyalty cards
Shoptainemnt
Customer Experience driven by customer service and presentation plays a bigger role in
attracting customers. For customer service, stores like Reed open for long hours, have more staff
on check outs to reduce the servicing time, have runners for shuttling the baggage. Some stores
(like Dollar stores) have less/minimal staff (reduced cost) for help and check out
Maintain current brand positioning by serving to high end of customers with good and specialised
quality of products (like sea food and organic).