Safeway recently announced a new Corporate Social Responsibility (CSR) initiative that true to big-corp form became one more of promotion than passion.
The grocery store chain launched what it calls the “Heart of Safeway Pledge” to promote sustainable actions by customers and employees.
Safeway has done some great things and deserves praise, but the promotion provides another example of supermarkets touting what traditionally has been the realm of health food stores and grocers.
What those supermarkets do better, though, is pat themselves on the back for their efforts. And what Safeway is doing well with this promotion, is pulling customers into the fold by offering a coupon and chance to win gift cards. To get those, Safeway directs customers to reports on its own environmentally friendly actions.
Natural foods retailers can replicate these efforts. In fact, they should, not to brag (as it often feels like big corporations do) but to let customers know the meaning of a store’s operations (and often product selections).
Customers just don’t understand our business and motivations as much as we like to believe. Sharing that story can help them understand and also position your business against (or ahead) of larger competitors.
Authenticity is key. And transparency is appreciated.
It’s the new way of doing business. It’s the natural way of doing business, one health food retailers know well. It’s time your customers knew it, too.
Do you often feel like the spotlight is stolen by big retail corporations? Share in the comments.