For two years, grocery stores have sent customers this message: Shopping here will save you money.
Now, as some consumers appear once again willing to pay for ready-to-go-meals and service, grocers are trying to shape a new message: Value, not price, matters.
With profit margins slim, generally 1 percent, according to the Food Marketing Institute, stores have to compete on costs as well.
Customers want discounts, triple-coupon offers and service with a smile. But the seduction starts with price.
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