Customer Engagement – Wegmans Style

Some of you might know Gretchen, my better, smarter and seemingly more socially influential half. Recently, she was spurred by her love of the Wegmans grocery store chain to organize the #wegupma event – essentially a rented van full of friends and family that arrived and reveled in the grand opening of the Northborough, MA Wegmans store.

She wrote a blog post about her experience at the grand opening and also included in that post a little sadness. During our trip to Wegmans (the grand opening was also attended by 24,994 other rabid fans), she forgot to purchase plastic wrap and paper towels.

Well, Wegmans is on the social media ball. They tweeted at us all day, followed and retweeted our photos of the grand opening. Engaged with us about our experiences. And when they saw that Gretchen forgot her paper towels and plastic wrap, they called her.

Actually, Kevin Russell, store manager at the new Wegmans called her. He left a message saying that he felt sorry that our Wegmans experience was incomplete and was sending a delivery to our house in Hingham. Seriously. TO OUR HOUSE, 47 miles away. Here’s the video of what we found on the porch when we got home today…

So, if you run a company that might be having some trouble understanding the right and wrong ways to engage using social media, I urge you to take a lesson from the Wegmans team. They spend time paying attention to what people are sharing about them on the Web (active listening), and they actually think about what matters to people – being heard and being valued.

If you don’t think this type of activity pays off, ask yourself if your business could benefit from 25,000 people coming to your next grand opening.

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10 Responses to Customer Engagement – Wegmans Style

  1. @Stales says:

    WOW! I love Wegmans. Watch out Mass! Wegman’s is in town.

  2. Lois Ardito says:

    What a great way to end the Wegmans “opening day” adventure. Without a doubt, the good vibes felt that day from the moment we pulled into the parking lot were genuine and now this…oh yeah they are not only “the real deal” but they know how to recognize “the real deal” ( Gretchen) as well! Can you ask for anything more?

    Wegmans Shopper Forever!

  3. Wegmans is an experience rather than another grocery store. I have lived in the Rochester, NY area and have enjoyed shopping at Wegmans over the years. One day I wanted some freshly made raisin cinnamon bread, but none was fresh in the bakery. When I asked the baker if he had any, he asked me if I could be back in an hour and a half. Since I had other errands to do, I said sure. And he made some so I could have a loaf. I know of no other store that would go to this trouble.

  4. I remember when Wegman’s came to Ithaca back in 1989. It was life altering.

  5. Adam Zand says:

    So called A-lister’s story about special delivery Morton’s bores me to no end. This is the case study all social media ninjas, Jedis and gurus are now required to insert into their Blog World Expo and Pivot presentations.
    Besides that rant, I really like Gretchen, Jeff and since sophomore year at Syracuse – Wegman’s!

  6. KL Penton says:

    Whining…. I want a Wegman’s!! Wonder if they’ll ever get to the west coast!!?

  7. will says:

    A well-connected blogger gets special treatment from Wegmans with the implied guarantee of a positive writeup and wide syndication in the blogosphere – big whoop.

  8. naturally like your website but you need to take a look at the spelling on several of your posts. Several of them are rife with spelling problems and I in finding it very troublesome to tell the truth then again I’ll certainly come back again.
    realtor in md´s last [type] ..1

  9. Dear so called “realtor in md” -
    Most style books and English teachers would correct your lame comment that contains multiple typos and your byline to read “Realtor in MD” or “Realtor in Maryland.” Please fix these in future comments. If you don’t make these changes, I’ll never even consider buying real estate from you in or outside of Maryland. Troll ya later realtor in md.

  10. Dear Will –
    Have you ever been to a Wegmans? It is that “special.” Also do you have any proof that blogger and content catalyst Jeff Cutler is “well-connected” aka a member of an organized crime family?
    I’d like to see that background ASAP as it may effect my future dealing with him.
    Thanks,
    Might be Adam Zand

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