Emotional connection: Stop and Shop’s journey to a human-centric approach in a rapidly evolving grocery landscape

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Stop and Shop has been a neighborhood grocer across the Northeast for more than a century. Known for its convenient locations, it leads in market share among its traditional competitors with 413 stores in 5 states along with more than 100 gas stations. But with a rapidly changing grocery landscape and increasing competitive pressures, Stop and Shop knew it needed to evolve in a meaningful way to connect with—and keep—its loyal customers.

In this recording join Robin Ruttle, digital and loyalty marketing at Stop and Shop; Denise Holt, customer strategy and insights at ICF Next; and Bill Hanifin, CLMP from Wise Marketer to learn about ICF Next’s and Stop and Shop’s collaborative process and shared focus on strengthening emotional loyalty through the design of the new Stop and Shop GO Rewards program.

Key topics of discussion:

• The power of empathy and customer understanding—a look at real life for our customers
• How the key drivers of emotional loyalty were embedded into the design of GO Rewards
• Impressive results achieved since launching in the middle of a global pandemic and the challenge to build on that momentum going forward

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