Specialty store executives, general managers, and merchandisers are all rewriting the rules of marketing communications and merchandising to highlight what they see as unique and exclusive qualifiers. These foodie boutiques will continue selling to specialty consumers and provide products and services customized to a “smaller mass” while the bigger stores cater to the smaller niche inside the larger mass. There is a huge difference in marketing strategies.
Retail Foodservice has left no segment untouched by its growth into virtually every retail and foodservice market. Specialty stores are no exception. Named as such because the market segment to which they identify is ambiguous. Specialty stores cater to the neighborhood foodies, as they are lovingly called, serving up what is new, what is different, and what is local. Their competitive points of difference can always be associated with local, non-traditional, and superb service.
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However, the segment has severe competition from the high-end, ever growing and evolving supermarkets. New means of advertising, new products, new packaging, and more Internet driven sales revolving around holidays, special occasions, and events are pulling traffic and driving revenues.
Synergy’s “one-to-one to the masses” strategy focuses on those communications opportunities specifically customized to the speciality store - the foodie boutique.
