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Wegmans Food Markets
Social Media :: iPhone App
Nora Hoefer :: Josh Culhane
Thursday, September 22, 2011
Slide 1
Wegmans :: Social Media & iPhone App
About :: Wegmans Food Markets
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*80 Stores in NY/NJ/MD/VA/*MA
40k employees
$5.1B in sales
Best place to
work, top 10
finish last 8 yrs
* Northborough, MA Grand Opening: 10/16/2011
Thursday, September 22, 2011
Slide 2
Wegmans :: Social Media & iPhone App
Wegmans :: Principles of Better Connecting
• Fish where the fish are
(grows our reach)
• Be 2-way, when we can
(it's real and helps us learn)
• Communicate to the individual
(provides highest level of help to customers)
Thursday, September 22, 2011
Slide 3
Wegmans :: Social Media & iPhone App
Our Best Customers are online…
• Where do you spend your social media time and how
frequently are you there?
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60% are on Facebook, 64% visit facebook at least once a day
22% use YouTube for video content
20% use blog, 58% of these folks visit cooking/food blogs
10% are on Twitter
• 84% of the respondents use their mobile device to access
the Internet.
– Over 35% of these customers use their mobile device to build a shopping
list, view product details and browse recipe’s.
• How frequently do you use wegmans.com?
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57% use a few times a month or less
• Who is connecting with us?
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75% of Wegmans.com visitors are women ages 25-50
Thursday, September 22, 2011
Slide 4
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Wegmans :: Social Media & iPhone App
Wegmans :: Online Customer #’s
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Wegmans.com: 1.1M customers have accounts
Mobile Site: 20k visits weekly
iPhone app: 30k downloads
Fresh News Email: 509k subscribers
Twitter: ~25k followers
Blog: ~50k subscribers, 4k weekly visitors
Thursday, September 22, 2011
Slide 5
55
Wegmans :: Social Media & iPhone App
Social Media @Wegmans
Thursday, September 22, 2011
Slide 6
Wegmans :: Social Media & iPhone App
@Wegmans Twitter
Twitter allows us to listen and participate in real-time conversation with our
customers about food and Wegmans
We use it when…
We’ve said something important on our blog or added great content to wegmans.com and we
don’t want them to miss it
To share a daily meal idea with our followers
To provide real-time customer service help and share with customers ideas about
shopping at our stores or trying out our recipes and products
We have something we want to ask our customers, or just want to have a little fun
creating some conversation about food or Wegmans (a way to continue to build an “instore connection online”)
Thursday, September 22, 2011
Slide 7
Wegmans :: Social Media & iPhone App
Thursday, September 22, 2011
Slide 8
Wegmans :: Social Media & iPhone App
rockfool Decided to grill
afterall using fresh veggies
from @Wegmans #yummy
http://twitpic.com/5samnl
JamesSheets
Fantastic coconut
shrimp roll from
@Wegmans . Even
the dog is drooling
right now.
http://yfrog.com/kl1n
cxhj
•
ibudmen I made my
favorite of all grocery
stores @wegmans in
#photoshop today.
#productive #produce
http://twitpic.com/5q3kni
Thursday, September 22, 2011
Slide 9
TonyGreen Having some
fun with friends at the
@Wegmans s cafe this
morning #roc
http://twitpic.com/5typa1
Wegmans :: Social Media & iPhone App
Wegmans YouTube Channel
YouTube allows us and our customers to share Wegmans video content like
cooking lessons and stories from our blog with our customers, and hear their
feedback
We use it when…
We have video content we believe our customers would find value in
To share new videos with our subscribers
Thursday, September 22, 2011
Slide 10
Wegmans :: Social Media & iPhone App
Thursday, September 22, 2011
Slide 11
Wegmans :: Social Media & iPhone App
Fresh Stories Blog
Our blog allows us to share why we do what we do at Wegmans to bring the very
best to our customers. As a communication vehicle it extends our online reach,
helps us gather feedback and talk to our best customers.
We use it when…
• We have something to say and want to share it “straight from the horse’s mouth”
–directly from one of our people in real words
• We believe customers would enjoy the opportunity to either comment or share
the story with their friends (or both!)
• We have great pictures, videos or other digital content that help convey our
message
Thursday, September 22, 2011
Slide 12
Wegmans :: Social Media & iPhone App
Thursday, September 22, 2011
Slide 13
Wegmans :: Social Media & iPhone App
Facebook, Pilot (Pittsford Store)
Facebook allows us share the great news from our blog and interesting local
happenings with our customers on Facebook. As a communication vehicle it is one
of our most valuable tools for reaching our best customers since 60% of them are on
facebook multiple times of day.
We use it when…
We’ve said something important on our blog or added great content to
wegmans.com and we don’t want them to miss it
We’ve got important local happenings that are “of the moment” (today or
coming soon!) that we believe customers would find the information useful and
want to share with their friends and family
We have something we want to ask our customers, or just want to have a little
fun creating some conversation about food or Wegmans (a way to continue to
build an “in-store connection online”)
Thursday, September 22, 2011
Slide 14
Wegmans :: Social Media & iPhone App
Thursday, September 22, 2011
Slide 15
Wegmans :: Social Media & iPhone App
Social Media :: What We’ve Learned
• 71% stated that they have purchased something after reading about it
on the blog.
• Although the focus shouldn’t be entirely on product promotion, the blog
appears to be an effective tactic for encouraging product trial.
• 73% found the topics in the blog help them gain knowledge about the
inner workings of Wegmans.
• 70% find the content entertaining.
• Topics rated as most interesting• #1- Produce/Meet the Grower
• #2- Tips and advice on healthy eating by nutritionists
• #3- Weeknight meal help.
• Most were introduced to the blog through our other online tactics
• 84% through Fresh News + wegmans.com
• 6% through social media- Facebook + Twitter.
Thursday, September 22, 2011
Slide 16
Wegmans :: Social Media & iPhone App
iPhone App
Thursday, September 22, 2011
Slide 17
Wegmans :: Social Media & iPhone App
Apple iPhone App v1
Customer Issues (264)
•Trouble accessing or using
• Shopping List (85)
• Connecting to App (62)
• Sign In (35)
• Access Products (30)
• Access Recipes (24)
• Refill Rx (11)
• Sign Up (9)
• Store Locations (8)
Thursday, September 22, 2011
Slide 18
Wegmans :: Social Media & iPhone App
*NEW* Apple iPhone App v2
Features & Fixes
• **ALL Customer issues in v1**
• Fully rebuilt “Web Services”
• Improved navigation (tab bar)
• Improved customer experience
• Added “Featured” screen
• Featured, Product, Recipes
• Scan barcode, Add to List
Thursday, September 22, 2011
Slide 19
Wegmans :: Social Media & iPhone App
*NEW* Apple iPhone App v2
Welcome Screen
• Creates an official “starting
point” for the customer.
• Added a forgot password
link
• Easy to follow “guest”
process
• Create an account using
m.wegmans.com
Thursday, September 22, 2011
Slide 20
Wegmans :: Social Media & iPhone App
*NEW* Apple iPhone App v2
Featured Screen
• Market most important message
(vs. before we had the navigation
“the grid”)
• Messages can be timed to
publish
• Messages can be targeted to any
segment avail (store, state, etc.)
Thursday, September 22, 2011
Slide 21
Wegmans :: Social Media & iPhone App
*NEW* Apple iPhone App v2
Recipes
Thursday, September 22, 2011
Slide 22
Wegmans :: Social Media & iPhone App
*NEW* Apple iPhone App v2
Shopping List
Thursday, September 22, 2011
Slide 23
Wegmans :: Social Media & iPhone App
*NEW* Apple iPhone App v2
Products
Thursday, September 22, 2011
Slide 24
Wegmans :: Social Media & iPhone App
*NEW* Apple iPhone App v2
More…
Thursday, September 22, 2011
Slide 25
Thank You!
Nora Hoefer :: Josh Culhane
Thursday, September 22, 2011
Slide 26