Acting Corporately, Not Locally
One of the most important things in business is knowing your customer. If you don’t know your customer, you can’t possibly meet your customer’s needs and expectations. And if you’re new to the market, it’s even more important to study that market before you dive in head first. Unless of course you’re Martin’s Food Markets.
Richmond, Virginia is what I would call the biggest small town you’ll ever encounter. We are used to things being the way they are and we don’t like changes much. The announcement of the sale of Ukrop’s to Martin’s Food Markets, which is part of Netherlands-based Royal Ahold NV, brought on what has been characterized as the “Ukropalypse” by locals. While some folks seem lukewarm about the change or simply don’t care, others have mourned the loss of yet another Richmond business being sold. Concerns have been voiced about the Ukrop’s involvement in the local community. Initially those concerns were allayed by Bobby Ukrop’s statement that the family would remain involved locally. Unfortunately, the Ukrop’s can’t guarantee that the stores will remain supportive.
This week, at a time when the Girl Scouts have already placed their orders for cookies, Martin’s advised that the Girl Scouts were no longer allowed to sell cookies in front of the stores which still carry the Ukrop’s name. It has been reported that up to half of the sales of Girl Scout cookies in this area are made from those store locations. The troops can’t cancel the orders. But the chain has said, “Oh sorry. It’s against our long-standing corporate policy to allow sidewalk booths.”
It seems that Martin’s has failed to gain an understanding of the importance of Ukrop’s involvement in and support of local charities, events and organizations. Either that or the E-Suite has the attitude that it’s their way or the highway and the opinions of shoppers in Richmond don’t matter to them. That could be a rather fatal error in judgment.
Richmond isn’t like any other market. We’re fickle. And if you make too many changes or discount our opinions, you’ll find yourself looking for greener pastures. If Martin’s continues to disregard the differences in this demographic in deference to their “corporate policies” it may be a rather rough transition into the Richmond market.
We can all understand corporate policies. Many of us live within such constraints. So while the policy is irritating, the more troubling thing is the timing of the enforcement of the policy. It is certainly not in keeping with the spirit of the Ukrop’s traditions and it isn’t very “Richmond”. Leaving the Girl Scouts hanging out to dry without any consideration for the impact on the local troops is a red flag to those who doubt the sincerity of statements by the Martin’s mouthpieces who seem to want us all to believe that we’ll be happy with the sale of a Richmond institution.
Actions speak louder than words. While Ukrop’s embraced our concerns and supported our community, Martin’s actions have told us that their policies are more important than our concerns and community. At the end of the day, it doesn’t matter if Martin’s opens on Sundays and sells beer and wine. If Martin’s continues to show that they don’t care about the local area, the rabidly loyal former Ukrop’s shoppers will shop elsewhere.
If Martin’s policy has to do with safety then they should allow in-store sales.
I agree, Joe. I haven’t seen any reference to safety; only that this is a long-standing corporate policy. Curiously enough, there are others willing to step into the void that Martin’s has created.
Frankly, I have no reason to shop at “The Stores Formerly Known as Ukrop’s”. I prefer to support those who support what matters to me.
Ukrop’s had their policies that some didn’t agree with.
Martin’s have theirs.
Give them a chance to settle in before you write them off. They’re very presence has already brought actual price competition in the market, which is GREAT for the Richmond community.
Joss – Thanks for reading and commenting.
As I stated, the policy itself is less of a concern than how they approached it and the timing. It shows lack of concern for those in the community with no willingness to work with those impacted by this.
At the end of the day, prices are far less important to me than support of the community. I can find lower prices by being a smart shopper, with or without Martin’s.
Why not teach the GirlScouts freedom of assembly and picket in the same spot they would have sold the cookies. Get those markers and smores ready time to make signs
In response to Joss- if I wanted to shop CHEAP- I can go to Wally World or Food Circus. Martins has obviously not done their demographic homework. I’ve had to shop twice in the one in Harrisonburg (Shenandoah Valley) and can only tell you if they change Ukrop’s standards and start pulling out product to fill it with cheap crap, they’re nothing more than the basic discount store. I understand having to open on Sundays (I too have a retail business) but we all know cheaper doesn’t mean better. And, as for the Girl Scout Cookie issue- it’s just more corporate BS and lack of knowledge of the community into which they are entering.