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K-VA-T adopts Revionics price-optimization systems

BY Alaric DeArment

ABINGDON, Va. — Grocery chain K-VA-T Food Stores has adopted Revionics’ price-optimization systems, the 104-store chain said Wednesday.

The company will deploy Revionics’ Price Optimization and Promotion Optimization, which includes category planning tools, weekly price maintenance capabilities and optimized prices.

"Our primary goal in pricing is to offer our customers the most value for their grocery dollar," K-VA-T EVP merchandising and marketing Richard Gunn said. "Revionics offered the superior predictive analytical optimization tools we need to achieve this goal."

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Alec Baldwin tweeted back into position as Wegmans’ celebrity spokesman

BY Michael Johnsen

ROCHESTER, N.Y. — In what might become an additional indicator as to the power consumers can wield across retail through social media outlets, Wegmans on Wednesday reinstated Alec Baldwin as the company’s spokesman.

Wegmans had pulled its Baldwin holiday advertising campaign in response to consumer complaints about Baldwin’s behavior on an American Airlines flight Dec. 6, a flight from which he was removed for refusing to turn his cell phone off.

However, after that decision to pull the Baldwin campaign went public, many more consumers tweeted Alec Baldwin’s way back into the spokesman’s catbird seat.

"We regret ending the Alec Baldwin holiday commercials one week earlier than planned in response to a couple of dozen complaints," stated Jo Natale, director of media relations at Wegmans. "Clearly, many more people support Alec, as evidenced by the hundreds and hundreds of tweets, emails and phone calls we have received. We enjoyed working with Alec Baldwin and his mom Carol, and would do it again. We appreciate all the kind things they have said about Wegmans and respect the good work they do for communities.”

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Survey: 1-in-5 QR codes scanned initiate a purchase

BY Michael Johnsen

BOSTON — As many as 20% of smartphone users made a purchase after scanning a QR code, according to a Consumer Pulse study released Wednesday by Chadwick Martin Bailey and iModerate Research Technologies.

“Consumers are curious about QR codes and the information they can get,” stated Jeff McKenna, senior consultant at Chadwick Martin Bailey. “But companies need to understand what consumers expect from a scan whether it’s more information, a coupon or exclusive offer. Companies who use QR codes successfully to drive engagement or sales will be those who meet customer expectations and offer compelling reasons to scan.”

The study also looked at ease of use, with 70% of those who scanned finding scanning to be a very easy process. However, only 41% reported the information they got to be useful.

Data was collected from 1,228 adults via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey in October 2011.

A Chadwick Martin Bailey report with additional findings from this study is available here.

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