Instore - June 2018 - 3
I love movies, novels and those ambitious TV shows where the plot
stretches on forever, even to the point where you don't find out who the
killer is at the end of the season, much less the end of the episode.
OK, when they go that far it makes me want to cancel Netflix. My point
is that if you're a story lover, you would have loved all the stories and
talk about storytelling at IDDBA '18 in New Orleans.
"Our brains are hard-wired to retain stories, not logic," Jim Donald,
Albertson's CEO, told attendees in a keynote address. "People
remember stories, not slides or graphics. What story are you going to
take back home to show the value you received at IDDBA?"
Ginger Hardage, the recently retired senior vice president of culture
and communications at Southwest Airlines, talked about how the
company uses storytelling to cement the employee-to-customer and
"Storytelling," she said, "is a wonderful way to infuse culture."
Walking the show floor, you heard plenty about how instore deli,
bakery and prepared foods suppliers and their retail partners use
stories about how companies or products came into being, what
company leaders believe, how products are made and how they move
through the supply chain.
Stories get consumers' attention, draw them in and use nostalgia,
emotions, values and other strong forces to build a real connection that
other marketing techniques can't match.
The "story" of IDDBA '18, meanwhile, was one of success. Record
numbers of attendees and exhibitors, and optimism about the fresh
perimeter's ability to thrive in the Age of Amazon.
Speaking of which, I'll end with one of my favorite stories of the long
weekend. Andy Ellwood, co-founder and president of Basket, an online
platform where shoppers share grocery prices, told a tale - call it an
alternative history - about Amazon's purchase of Whole Foods.
Contrary to widespread belief, he said, the deal didn't toll the death
knell for brick-and-mortar grocery. Instead, it was a case of Amazon
"admitting defeat," Ellwood said. After several attempts to disrupt
the way grocery perimeter items are purchased, Amazon realized it
needed a real grocery store.
"Amazon cannot compete against fresh," he said.
instore * JUNE 2018 * 3