Businesswoman 30

It looked like a nightclub. The lights dimmed and a DJ blasted music throughout the space. It was a grocery store…or more. Loreen and Lisa walked through the doors with the CEO Marshall Voe. He stood at six feet two inches. His days as a bartender planted the seeds to combine club life with grocery chores. He donned clothes for Friday or Saturday.

“This is our price club. I call it FreshEscape. And don’t worry. We have enough light illuminating the produce,” he mentioned. Music continued to boom and a few dozen shoppers perused the aisles in search of great products and produce.

“What’s the problem?”

“I can’t turn a profit. Sure, we have great revenue. Everybody and their cousin have spread the word about the ‘supermarket club.’ The only thing is, our overhead prevents us from turning a coin on our investment.”

“This is simple, Mr. Voe. Drop the club scene. I know you thought it was innovative and chic and cool, but losing money is never cool,” Loreen explained.

“If you also diversify and allow your providers to supply your store with a wider variety of products, you will see sales rise and that will translate into profit,” Lisa mentioned.

“I really did want that club vibe, you know? Shopping would be a whole new experience for everyone.” He looked up at the booth at his DJ. He did the “cut the neck” motion and ordered for the lights to go up around the market. Some people were still dancing while picking up tomatoes. The abrupt end of the party atmosphere didn’t upset the customers. They shrugged and kept on putting cereal boxes and detergent and oat milk in their carts.

“You see? That’s brand loyalty to not rush towards the exits even when the entire mood changed.”