Gelson's marketing case study
Gelson's Markets, recognized for its fresh produce, convenient meals, and overall excellent shopping experience, is an upscale grocery store chain throughout Southern California. With a legacy spanning 70 years, we were excited when their team approached us to help open their newest location in West LA. They wanted to create a fresh concept that would engage the local community and attract a crowd for their soft launch.
The challenge arose from the location's retro vibes, prompting Gelson’s to ask us to design an experience that would evoke childhood memories for Gen Xers. Additionally, since the West LA area is largely populated by Millennials, we needed to craft an ambiance that appealed to those who may not have personal ties to the theme but appreciate its aesthetic. We also aimed to attract event attendees from nearby grocery stores, the Metro station, and surrounding businesses. Despite the beautiful new West Edge complex where Gelson’s is situated, it was newly built and lacked foot traffic at that time. Our goal was to set a significant standard and draw the first crowds to the center.
Compounding the challenge was the unprecedented supply chain issues that led to delays in the store's grand opening, presenting hurdles that were beyond anyone's control. For more details on the results, visit: https://www.elevatemybrand.com/work/gelsons.