The Challenge
Independent Natural Food Retailers face a significant challenge in today’s grocery landscape. Natural foods products are booming, reaching an all-time high in 2023 at 301.8 billion, but 60% of that growth comes from conventional retailers. Driven by affordability, consumers are shopping at discount chains and low assortment chains, reaching for private label products to make shopping more affordable. Additionally, consumers focus on more than just the price tag – choosing to shop at stores with innovative programs, personalized service, and exciting new offerings. How can independent retailers stand out amongst the noise? Bi-weekly promotions are a part of the solution.
"With the competition running bi-weekly and weekly promotions for the last few decades, INFRA saw the need to sharpen the competitive edge with independent retailers. This is a huge opportunity, knowing that by offering promotions more frequently, we can boost shopper visits, improve price image, build basket size, and ultimately attract new customers to INFRA member stores." - Chris Sorensen, Promotions Program Manager
More Sales, More Often
INFRA’s move to bi-weekly promotions will help INFRA Members compete in the following areas:
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Increase Demand & Boost Shopper Visits
Shorter, more frequent promotions create a sense of urgency and excitement among shoppers, leading to more frequent store visits and an increase in sales.
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Build Basket Size & Increase Whole-Store Sales Growth
More promotions, more often enable shoppers to save on more items each month, encouraging larger basket sizes and increased spending.
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Increase Margin Dollars & Optimize Labor Efficiency
With higher foot traffic and increased store sales, INFRA Members are likely to see an increase in margin dollars, which reduces labor as a percentage of sales allowing stores to increase profitability and support additional staffing needs.
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By executing bi-weekly INFRA Deals, INFRA Members are empowered to accelerate business growth and enhance profitability.
As INFRA Manager of Member Success Kelly Miles puts it, "Data shows that most people shop for groceries 1-2 times per week. We want to give shoppers more reasons to visit their local INFRA Retailer more often. More deals, more often, more savings every day - that's the competitive advantage biweekly promotions will provide INFRA Retailers."
This new change levels the playing field for INFRA Members, allowing them to spend more time where it matters – supporting their communities, bringing in small and regional brands, and funneling more dollars into their local economies.
All Aboard the A/B Train
INFRA recognizes that this is a significant change that requires an all-hands-on-deck approach from INFRA Staff, INFRA Members, and INFRA’s vendor partners. INFRA is committed to providing members with the resources they need to make the switch – including bi-weekly flyers, accompanying price signage, endcap planners, and the hands-on support of our Member Success Team.
"At INFRA, we help our members become their best selves in an ever-competitive landscape,” says Danelle Rydel, VP of Member Success, “Our industry experts are ready to help members sharpen their promotional tools and provide the best pricing for their communities. Data shows INFRA members are now leading the curve in growth, and we are just beginning!"
On the vendor side, INFRA’s purchasing team has been working hard to solidify brand agreements to support a robust and seasonally appropriate promotions schedule. INFRA is confident that a switch to A/B will not only serve members but also strengthen our existing relationships with vendor partners, allowing us to negotiate more effectively on behalf of all INFRA Members.
“Our Purchasing team is wrapping up 2025 annual planning with brand partners to ensure the transition to bi-weekly promotions goes off without a hitch. Our goal is to build compelling promotional offerings that inspire customers to make INFRA Member stores the go-to place for great deals on the products they love.” – Nick Auzenne, Director of Purchasing
Looking Ahead
This project has been a long time coming, with ideation starting in early 2023 and rollout slated to begin in January 2025. We are beyond excited to be able to offer this growth opportunity for members and we are confident that this new normal will boost shopper visits, increase basket sizes, and increase our membership’s store growth considerably.
To all the members and vendor partners working hard to make this grand undertaking possible – thank you! It is through your cooperation that we have been able to build a robust deliverable that we are proud to offer to our membership. INFRA’s team will continue to address your concerns, needs, and feedback so that we can best serve our community and approach rollout as a consolidated front. More to come!
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