Wild Oats: Promotion of Wild Term Paper

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Finally, by offering purely informational material on its Internet site, it draws additional traffic from web-surfers who may be looking for information regarding the benefits of 'going organic,' and after becoming persuaded about the general superiority of such produce, decide to make their next grocery store trip at Wild Oats.

Types of sales promotions used

Like most grocery stores, Wild Oats pulls customers into the store through the weekly promotion of different, popular seasonal items. One blurb on the website reads: "What's on sale." Click onto the link, and the web-surfer can type the zip code of his or her local store, and find out what is on sale. Also, Wild Oats offers consumers weekly email notifications of popular sale items, usually on seasonal or locally grown produce -- but also on vitamins and natural body products. The fact that customers also can type in their store's location, as different locations may have different offers customizes this feature that is generically offered to all Wild Oats shoppers.

Types of publicity used and for what purpose

Thus Wild Oats uses traditional on-site promotions, such as sales and short informative blurbs about their foods, but it also combines these real-life strategies with Internet promotions, such as the Wild Oats email newsletter and the website's informative articles about the advantages of organic products, buying local produce, and other information designed to subtly convince the customer of the superiority of Wild Oats' specialty goods.

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Wild Oats also makes use of non-threatening sales pitches like increasing the health IQ of children by offering factory tours. These do not specifically promote the business, but increases the number of positive associations parents will have regarding the market.

How Wild Oats achieve Integrated Marketing Communication (IMC)

Organic, sustainability, buying locally -- keeping the customer informed of what is healthy for the mind and body (and stealthily promoting products that just happen to be found at Wild Oats) are reinforced in every aspect of Wild Oats promotional materials. All of these associations are confirmed at every juncture through both the web-based and onsite promotion of Wild Oats. The tone of the marketing is not overtly persuasive. It deploys subtly persuasive informative and reminder-type techniques in addition to overtly stressing the quality of the product, and thus successfully employs an integrated marketing communication strategy likely to appeal to the middle class, concerned, and educated potential Wild Oats shopper who wishes to buy locally, eat healthfully, and not harm the environment.

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