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Why Wegmans is a Trust Agent [and your Brand should be too]

Everyone knows that Wegmans is the best grocery store in the country. We in Central New York take this for granted because they began in Rochester and have been in the Syracuse area since the John Glenn Boulevard store opened in Liverpool in 1968.

Image courtesy of weddingmapper.com

If you’re unaware of the wonders of Wegmans, allow me to provide a brief overview.  Way beyond a grocery store, Wegmans is a total experience.  From the beautifully displayed fresh produce (of which there is more variety than you can imagine), their delicious prepared food items and  their friendly and knowledgeable  employees, Wegmans is three cuts above the competition.

Now Wegmans is becoming known for their prowess in another area: social media.  The @Wegmans twitter account is leading the way with 8,700 followers and a Klout score of 45.  What is Wegmans doing that is making them so successful at social media?  Let me tell you.

[At the end, I will share with you my personal story of why I will be a Wegmans customer for life.]

Offering Content their Followers Can Use. What would you want if you were following a grocery store on Twitter?  Wegmans knows.  They share a recipe of the day, information on new products, tips for using a variety of fresh ingredients and news about upcoming store openings.  Wegmans also posts links to well-written articles and quirky videos from their blog Fresh Stories on topics ranging from food and wine pairings to profiles of local farmers who they partner with.  If you’re following a grocery store, this is probably the kind of content you’re looking for.

Joining the conversation. @Wegmans bio on Twitter reads “Can’t wait to talk to you!”  And they really can’t!  If you mention @Wegmans, be prepared to get a response.  I have not seen one instance of a Wegmans mention going unnoticed.  They are consistently ‘on’, and they are listening to what their customers have to say.  In social media, if you’re not talking to people, you’re sunk.  This is a far cry from what Wegmans local competitors are doing in social media.  @PriceChopperNY doesn’t really do much conversing on their account, and they’re follower:following ratio is pretty low.  But at least they’re trying. P&C on the other hand, seems to be a lost cause.  They don’t even have a social media presence from what I could gather from their website.

Having a consistent voice. Even though they haven’t told us who’s tweeting for Wegmans, you get the feeling there’s a real person behind the account.  This is not easy to do when you are representing a brand, trust me.  And not only do you get the sense that it’s a real person, you get the sense that it’s the SAME person.  The tone of the conversation is always consistent: easy, friendly, engaging, without a hint of sarcasm.  You don’t get a young, bubbly voice one day and then a boring monotone the next.  Wegmans is always pleasant, and this fits perfectly with their brand.

Showing they Care. I was going to divide this into several sections focused on what Wegmans does right with their account:  following up, doing what they say they will do, being polite.  But then I realized that they are all about the same thing:  showing your customers that you care.  This is what Wegmans is best at, and it puts them head and shoulders above not only their competition, but most companies using social media.

I promised to tell you my Wegmans story. It’s the reason I wrote this post – and why they have me as a customer for life.

I found a new product that I really liked when I was on vacation in South Carolina recently.  Starbucks doubleshot Energy + Coffee in 15 oz cans.   When I got home, I went to Wegmans and searched the aisles for what I call ‘my new love.’  Hmmm, not finding it in the store.  I found a few similar items, but not the one I really wanted.  Having interacted with Wegmans on Twitter many times, and being the social media junkie that I am, I asked @Wegmans instead of going to the store manager. Then this happened:

1.  They asked me for specifics on the product.  I sent them this image.

2.  They responded that they would check with their supplier and get back to me.

3.  When I tweeted about it to my followers, they responded that they couldn’t promise anything.  That’s fair.

3.  They contacted me a few days later and said, sorry for the delay, we are still working on it.

4.  I got a tweet from Wegmans asking what store locations I usually shop at.  I gave them my #1 and #2 stores.

4.  I got a DM from Wegmans asking me for my email address.

5.  I got a very nice letter from Michelle, a Consumer Services Specialist.

6.  The products will be in both of my store locations of choice by the middle of next week, and I have a contact name in each store to follow up with if there are any questions or concerns.

7.  Customer for Life.

In their best-selling book, Chris Brogan and Julien Smith say this about the emergence of ‘Trust Agents’ in social media:

“People who humanize the Web are trust agents.  People who understand the system and how to make their own game are trust agents.  People who connect and build fluid relationships are trust agents.”

Wegmans has become a Trust Agent – and thereby my loyalty and devotion to their brand.  Isn’t that what every company wants?

Do you have a great @Wegmans story? or a story about another company who has your allegiance because of their astute use of social media?  Share in the comments.

 
 

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