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Marketer’s Edge Interview With Michael La Kier: Grocery Retail

Grocery Retail

RSW/US is an outsourced ad agency business development firm that works specifically with ad agencies, PR Firms, and Martech Firms to find better-qualified new business opportunities and get you closer to close

In this episode of Marketer’s Edge we’re talking grocery retail with Michael La Kier, Vice President of Brand Development for IGA, Inc.

If your ad agency focuses on grocery retail or independent retailers, you should watch this episode of Marketer’s Edge.

The Independent Grocers Alliance (IGA) was founded in 1926 to bring family-owned, local grocery stores together under the IGA brand.

Nearly a century later, the support of a nationally known brand is still giving IGA grocers the ability to better compete, while at the same time, allowing them to stay true to who they are—hometown store owners in a position to meet the needs of their unique communities.

Today, communities across the U.S. are being served by second, third and even fourth-generation local IGA grocers.

Why Advertising Agencies Should Watch This Episode-Michael talks:

  • His responsibilities as Vice President of Brand Development for IGA.
  • IGA’s unique business model and its support for independent retailers.
  • The shift in IGA’s branding strategy to emphasize retailer individuality.
  • The application of analytics in understanding customers at a local level for IGA stores.
  • Community engagement by local IGA store owners and corporate support.
  • IGA’s internal teams and use of external agencies for marketing purposes.
  • Challenges facing agencies in the retail sector post-COVID, like supply chain issues, inflation, and changes in digital marketing.
  • The evolving landscape of agencies and the importance of transparency and business understanding in agency-client relationships.
  • Michael’s varied background including advisory work, teaching, the CMO position, and role as managing editor at Shopper Matters.
  • The transition from Coca-Cola to startup consultancy and the challenges faced.
  • Advice for marketers considering bringing a new agency on board.
  • Advice for agencies trying to win business: understanding the client’s business.
  • Patience in business development, and empathetic communication strategies.

If your firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

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