Increased Marketing and Customer Focus Drives Sales for Greggs

Published on:

June 3, 2014

Two very tasty looking burgers.

The UK bakery chain Greggs has reported increased sales during the most recent financial quarter, thanks largely to “targeted promotional activity”.

During the third quarter, the retailer reported a 0.8% like-for-like sales rise and a 5.4% total sales increase.

Greggs has highlighted the importance for companies of understanding and communicating directly with their customer base. By introducing new ranges, opening more and different styles of shops, and marketing wisely, the company has been able to exceed market expectations.

This is especially commendable given the current economic climate and the general reluctance by the public to spend.

Chief executive Ken McMeikan said: “In a tough environment, we have increased our investment in promotional activity, offering a range of outstanding meal deals that help our customers to make their money go further,” NEbusiness reports.

He added: “We will continue to respond to this by offering our customers outstanding value through targeted promotional activity, supporting some of this investment through our continuing drive to improve business efficiencies.”

Marketing forms a key aspect of every business, and the importance of tailoring promotional materials to customers is neatly emphasised by Greggs’ sales success. For example, the chain launched a new breakfast range in 2010 and in the past year, 600,000 porridge pots were sold and coffee sales soared by 18%  – underlining how well Greggs knows its market and target audience.

Its “superstar” doughnuts range also proved popular, with 1.4 million selling in the first five weeks.

Another element of Greggs’ business success is its shops. Both new store openings like the one that forms part of the Westfield Stratford City development near the Olympic stadium in London, and different shop formats like the coffee-shop style Greggs in the North East, have been popular with customers.

When it comes to frontline business intelligence, it’s not always that easy to have all the customer and company data needed to make smart decisions. Awardroo helps medium-sized companies target and understand their marketing ROI. It also helps organisations see how they can make improvements in their frontline business processes for enhanced productivity and profits.

If you want to be the next sales-success story, contact Awardaroo today and gain the vital insight needed to take your company further.

About Paul Freudenberg

Paul Freudenberg is a business productivity coach and consultant with a focus on operational excellence delivering improved profitability and business performance, and Founder of Awardaroo in 2005. Paul has set the mission of Awardaroo to help raise UK Business Productivity from one of the lowest in the G7 to one of the highest by 2030. Connect on LinkedIn

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