COMPANY BACKGROUND

 

Founded in 1989, Ellwood Thompson’s is a small, independent, local, organic market in Richmond that offers an array of products. They believe they can inspire real change through community engagement. They value sustainability, healthy lifestyles, nourishment, community, small businesses, and their employees.

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Ellwood Thompson’s has a deeper motivation than other stores and the store itself has a purpose. There are true beliefs behind everything Ellwood Thompson's has in store. They believe the products the provide are the best for everyone and that selling them provides the biggest outcome.

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BUSINESS OBJECTIVE

 

We want Ellwood Thompson’s Local Market to have a greater brand awareness to new people in the local Richmond area. We are striving to introduce people new to Richmond to Ellwood Thompson’s as the local, fresh, organic market to get groceries and more.

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4 C'S BREAKDOWN

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CULTURE
Primary & Secondary Research: We researched national and local trends and sent out digital surveys to consumers.

Findings: On trendwatching.com we found that nationally and locally there is a push from "eco-status" to "eco-shame".

Through surveys done we discovered that the Greater Richmond area values local farmers and small businesses who work to provide sustainable options in grocery stores.

Insights to Creating an Eco-Friendly Destination:

• Keep sustainability in mind: Consumers all over are looking for environmentally sustainable options. They now believe it is their duty to consume and use eco-friendly options rather than it being a social status to flaunt about.

• Ensure local benefits: Richmond and its surrounding areas are a melting pot of small business owners and local farmers. There is a want for not only Ellwood Thompson's to succeed but for the hard working locals it supports.

• Get the locals involved: In a time where face-to-face interaction is decreasing, Ellwood Thompson's has a way of getting people involved. There is a greater sense of community when consumers are able to have a place to meet.

 

CONSUMER

Primary & Secondary Research: We sent out digital surveys and thoroughly evaluated the company website and affiliated social media accounts.

Findings: We performed research on Ellwood Thompson’s website and social media platforms. A majority of consumers that interact with the accounts are “foodies” or have some health and physical education background.

Key Insights:

High brand loyalty: It seems that consumers who value the same ideas as Ellwood Thompson’s are highly loyal to the establishment. Many consumers will return for specific products that only Ellwood Thompson's services or provides.
Closed circles: The Ellwood Thompson's name seems to circulate in groups that have similar values or tastes. Outside of their circles, it is practically unheard of.
Service champs: Many consumers are thankful for the services provided by Ellwood Thompson's, including charity funding with their produce partners. The staff is constantly thanked for their hard work.
Not a College Type: Most students make purchases based on price, quality, taste, and proximity. Sustainability, locality, organic, and life-style based diets have some jurisdiction, but are not a priority. At least 66.66% have heard of or shopped at Ellwood Thompson’s, but only half of them knew what goods or services the establishment provided.
Environmental Geeks: Based on their social media followers, many loyal consumers lead environmentally-friendly lifestyles. Some asked if they could bring their own reusable containers for the many food bars and corners.
Perfect for Special Diets: Ellwood Thompson’s is dedicated to healthy, organic, and sustainable products, so many people who shop there are health or diet-savvy. A majority of followers on their platforms have special diets, whether for fitness or health goals. All products are labelled with ingredients and origins.

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COMPANY

Secondary Research: Searched the Ellwood Thompson's website and their affiliates'.

Findings: We discovered through the company website many principles they hold themselves to and try to achieve. We also dove deep into their reputation with local brands and found they have a charitable background.

Insights: Ellwood Thompson’s has a deeper motivation than other stores and the store itself has a purpose. There are true beliefs behind everything Ellwood Thompson's has in store. They believe the products the provide are the best for everyone and that selling them provides the biggest outcome.

 

Ellwood Thompson’s has a brand reputation of being organic and environmentally sustainable. The staff show incredible attention to what customers think and their opinions. They also have a reputation of partnering with local brands that have some sort of charitable background. Consumers feel that their dietary needs and wants are being fulfilled honestly. One downside we found was through customer complaints. The younger staff members are, in isolated incidences, criticized for being uneducated on the products and being unwelcoming. However, that is in contrast to the management that is often praised for being knowledgeable, timely, and working hard to bring new things to their aisles.

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COMPETITION

Primary Research: We conducted store visits and product trials specifically in the produce sections.

Findings: We visited other organic grocers and markets in the area and compiled observational data comparing their produce sections and the freshness of their products.

Insights: Instead of believing their products were of the best quality, we saw the competition as mere providers of what they have. 

 

Whole Foods has organic fresh items, like they say, but since it’s national that's the extent of our experience. Trader Joes is also national, but what surprised us the most was that most of their produce was packaged in plastic; there were organic options and non-organic, but the plastic threw us off because minimizing the use of plastic is a common trait amongst these “organic” stores. Tom Leonard would be the closest in comparison to Ellwood Thompson's; they provide local produce from the Virginia area too, but their supply is limited to only food, while Ellwood Thompson's has other products as well.