Save-A-Lot

Challenge

Save-A-Lot is an edited assortment grocery-chain based in St. Louis, Missouri, with more than 1,150 stores in 42 states. Knowing that it would be a challenge to launch a new brand in well-established Texas markets, Save-A-Lot sought Pierpont's assistance to plan and execute six store openings along the Texas Gulf Coast.

Because of its low-cost positioning, often offering products at prices 40 percent less than conventional grocery stores, Save-A-Lot required strategic knowledge of the neighborhoods and communities that it would serve. Through research, marketing, community relations and event consulting services, Pierpont was able to provide Save-A-Lot with valuable insight into the Houston market.  

Strategy

Save-A-Lot's business model centers on being a neighborhood grocery store, supporting community organizations and activities that are consistent with its philanthropic philosophies. With this in mind, Pierpont deployed teams to conduct on-site research across four markets: Houston, Victoria, Harlingen and Brownsville. With segmented research of each community's demographic, Pierpont was able to tailor grand opening events specific to each community.

The evening before each opening, Pierpont planned a "Neighborhood Night" hosted by Save-A-Lot. The events offered free entertainment, food and other activities, allowing neighbors to preview the store. For each Neighborhood Night, Save-A-Lot partnered with local non-profit organizations, schools, churches and a variety of key institutions.

In conjunction with "Neighborhood Night", Pierpont also assisted Save-A-Lot in planning "Celebration Weekends." These weekend-long events followed the soft launch of Save-A-Lot's new store openings, and included food sampling, coupon distribution and radio remotes.

Additionally, the team recruited and deployed local street teams who were responsible for distributing invitations to Neighborhood Night and sample boxes of Save-A-Lot's products.

Results

Using this grassroots approach in conjunction with on-the-ground teams, Pierpont developed a strong program that turned out record numbers for Save-A-Lot -- far exceeding the expectations.

In all, approximately 4,500 potential customers joined Save-A-Lot at its Neighborhood Nights to celebrate its move into their communities. The promotion leading up to each grand opening event attracted so many people that there were lines just to get in the stores opening day. In the small town of Harlingen, at least 1,200 people filled the store, and Save-A-Lot literally became the talk of the town overnight.

Pierpont's strategies to push the store's brand products became clear supporting factors to the team's success when Save-A-Lot compared its opening figures to its first wave of store expansion in the region. Save-A-Lot was pleased when it found that it had broken an earnings record within the first week of business in the Texas market.

Pierpont's media outreach for Save-A-Lot has secured articles in the Houston Chronicle, Houston Business Journal, KUHF Business News, Rumbo de Valle, Business Times of the Rio Grande Valley and El Periodico USA.

Through hard work and dedication, Pierpont developed a solid brand for Save-A-Lot in the Gulf Coast area.