I'm Feeling Lucky

Contrary to popular belief, grocery shopping is not a chore. It is not an errand. It is not something to be avoided. In my mind, it is an adventure: an opportunity to explore a culinary cornucopia (or three) in my own neighborhood. 

Not all grocery experiences are created equal, nor should they be. Although I like to stroll the aisles, munching my way through samples galore, others prefer to grab and go. However, the incredible variety of grocery retailers, even within a small city like Ann Arbor, leaves nothing to be desired by any shopper. This blog will explore Ann Arbor’s diverse grocery offerings, highlighting shopping strategies with the total business concept: the idea that a product should offer a combination of value, because each customer prioritizes a different type of value (Babin & Harris, 2016, p. 32).

Hoffman, T. (2015, March 24). [Lucky's Market]. Retrieved from
     http://mkt313tylerhoffman.blogspot.com/

My favorite grocery store in Ann Arbor is Lucky’s Market. Lucky’s is located just south of the University of Michigan campus, and is only accessible to most Michigan students by car or bike. Although this inconvenience would seem to decrease utilitarian value, most grocery stores (that are not convenience stores, like 7-11) are located outside of walking distance from the campus (Babin & Harris, 2016, p. 29).

Once I’ve arrived, Lucky’s friendly community is palpable from the parking lot. A bounty of fresh produce welcomes me before I enter the store. Next to the entrance, families enjoy delicious burgers at picnic tables as a Lucky’s team member works hard at the grill. Entering the store, I see posters of exciting activities highlighting local Michigan farmers and their products.

Stump, J.-M. (2017, March 25). [The Kitchen]. Retrieved from
     http://www.record-eagle.com/news/local_news/
     the-kitchen-is-essence-of-lucky-s-market/
     article_1df9fa27-6326-54a4-a1d4-d59e047ec2d6.html

At this point, I am a bit hungry. I think the silver rule is to never grocery shop hungry. With this in mind, I pass an indoor lounge area en route to the prepared foods area and café. I can choose among several types of pizza, salad, sushi, and sandwiches. After enjoying a delicious turkey wrap and a latté from the coffee bar, I am ready to shop.

Han, J. (2016, March 3). [Sip and Stroll]. Retrieved from http://www.mlive.com/
     business/index.ssf/2016/03/luckys_ann_arbor_adds_2_beer_p.html 

I should also note Lucky’s insanely popular “sip and stroll” experience. The coffee bar serves small, inexpensive glasses of wine and beer that can be conveniently stored in a cup holder connected to your cart. Enjoying wine or beer is typically considered a relaxing activity, and will hopefully bring some relaxation to what could be a stressful grocery trip. This is a brilliant way to increase Lucky’s hedonic value by combining a sense of intangible enjoyment to the tangible product: wine and beer, of which the customer will hopefully purchase more (Babin & Harris, 2016, p. 29).

[Lucky's Produce]. (n.d.). Retrieved from https://www.indeed.com/cmp/
     Lucky%27s-Market

Exploring the aisles, Lucky’s offers almost every type of food product found in a generic supermarket, but without the same variety within each product category. For example, Lucky’s may offer only 10 types of cereal instead of 20. However, many of the brands at Lucky’s are unlikely to be found at Kroger or Meijer’s, keeping Lucky’s competitive by stocking exclusive brands. This is particularly true of Lucky’s own private brand. In addition to its exclusivity, Lucky’s contributes 10% of the profits from its own products to local charitable organizations. This plays into the consumers’ value-expressive function of attitude, and shows the consumer that Lucky’s is an altruistic company and invests in the Ann Arbor community (Babin & Harris, 2016, p. 131). By purchasing Lucky’s brand products, the consumer is expressing his or her own beliefs about community support and corporate social responsibility.

At the checkout station, I am greeted by a friendly employee. I have responsibly brought my own reusable shopping bags, and am offered two options as a reward: 10 cents off of my bill for each bag used, or a 10-cent token that will be matched by Lucky’s and donated to one of three charities (my choice!). This is yet another reminder of Lucky’s core values, and adds to the hedonic value for the customer (Babin & Harris, 2016, p. 29). I am being recognized and rewarded for my commitment to the environment, and can continue that goodwill by further contributing to the community.

As a “foodie” and active citizen of Ann Arbor, I feel quite lucky to have this market in my backyard!