A new retail strategy for Aldens of Oxford
Being asked to support a family owned food business with more than 225 years of history was a real pleasure. Aldens of Oxford have been supplying high quality meat and produce to an impressive range of food service clients for many years but have more recently established a strong regional retail offering from their meat and fish sites near central Oxford.
The simple challenge set to Phil was to interrogate the retail businesses, create a new strategy platform for growth and set the foundations in place to implement an exciting new plan. At the heart of the solution were the Aldens team and its existing bank of shoppers who provided wide ranging insight which was translated into a focus on driving awareness and trial via a ‘Discover Aldens’ platform. New relationships with the local regional radio station were established which saw Aldens take to air for the first time in their 225-year history along with an advertising partnership with Oxford United FC at their ground as well as offering season ticket holders discount incentives to visit and shop at Aldens.
Building on this clear and meaningful platform, a new unified masterbrand strategy has been developed, an exciting new marketing plan created, a new customer loyalty scheme launched, and a new Marketing Manager recruited to implement the growth plan.
The future looks bright for the Aldens business – here’s to the next 225 years.