Who are Earth Fare?Earth Fare is a rapidly growing national chain of health-conscious grocery stores, headquartered in Asheville, NC. Earth Fare’s vision is to be the most trusted organic and natural food market in the country – a place where healthy decisions are easy people have confidence in the food they buy, and everyone feels welcome. To accomplish this, Earth Fare has embarked on a rapid multi-state expansion plan.
ChallengeWith a strict food philosophy that bans any food containing high fructose corn syrup, artificial preservatives or sweeteners—among other things—from their shelves, Earth Fare wants to be known as the grocery store for REAL food. However, they’ve become better known for their constant couponing than the quality of their product. agencyQ partnered with Earth Fare to help them better align their digital strategy with their business goals, closing the gap between in-store and online.
After comprehensive market research and engaging with Earth Fare to gain a deeper understanding of its customers, agencyQ developed a comprehensive digital strategy that:
- Leveraged Sitecore’s Digital Marketing System (DMS) to reduce customers’ dependency on deals and coupons by disseminating more focused, personalized content that speaks to Earth Fare’s value and food philosophy.
- Extended the conversation about Earth Fare on social networks by unifying Earth Fare’s hundreds of store-level Facebook and Twitter pages into single corporate level platforms.
- Served as the foundation for a full-site redesign, informing content strategy and user experience.
- Connected Earth Fare’s Content Management System (CMS) with its Point of Sale system to be able to trace the effectiveness of online activities to ultimate sales conversions in-store.
In addition to the digital strategy, agencyQ has provided support to Earth Fare’s marketing and IT teams, addressing ad hoc issues pertaining to Earth Fare’s current site and Sitecore CMS.