{"id":5059,"date":"2025-09-22T05:38:35","date_gmt":"2025-09-22T10:38:35","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=5059"},"modified":"2025-09-22T05:38:36","modified_gmt":"2025-09-22T10:38:36","slug":"revitalizing-brand-image-and-increasing-margins-for-a-winn-dixie","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/revitalizing-brand-image-and-increasing-margins-for-a-winn-dixie\/","title":{"rendered":"Revitalizing Brand Image and Increasing Margins for a Winn Dixie"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div 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'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">BACKGROUND\/GOAL<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Once a household name for affordability and value, Winn-Dixie had struggled to maintain its position in a fiercely competitive grocery market. Despite improved sales following bankruptcy, the brand continued to face\u00a0thin margins, shopper fickleness, and intense competition. Brand health studies showed Winn-Dixie\u00a0lagging behind\u00a0competitors in\u00a0Net Promoter Scores (NPS), particularly in shopping experience, product quality and selection, and overall value. Our assignment was to\u00a0relaunch the brand as a destination for quality products without compromising its value-driven heritage. The challenge was to shift perception, improve margins, and strengthen loyalty in a crowded retail landscape.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">STRATEGIC MEDIA APPROACH<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Our multi-faceted approach combined research, advanced analytics, and customized creative strategies to reposition Winn-Dixie while driving measurable business outcomes. Key pillars included:<br><br>\u2022\u00a0<strong>Brand Tracker Stud<\/strong>y:\u00a0Validated and expanded on customer preferences, confirming where Winn-Dixie was competitive and where it needed to improve.<br><br>\u2022\u00a0<strong>IRI Data Analysi<\/strong>s:\u00a0Quantified local competitive realities and identified opportunities for growth.<br><br>\u2022\u00a0<strong>Trade Zone Insight<\/strong>s:\u00a0Leveraged proprietary tools to illustrate store penetration overlaps, helping optimize local strategy.<br><br>\u2022\u00a0<strong>Localized Messaging<\/strong>:\u00a0Tailored creative by store to reflect household composition, socioeconomic factors, product mix, renovations, language preferences, and community events.<br><br>\u2022\u00a0<strong>Channel Preference Mapping<\/strong>:\u00a0Unified disparate data sources to build a communications plan focused on quality, value, convenience, and community. This was activated through an always-on brand campaign supported by tactical efforts, including: 100+ store renewal campaigns per quarter, 50 competitive threat response plans, launch of e-commerce initiatives, relaunch of the SEG Rewards program, and the launch of Fresco y M\u00e1s, a dedicated Hispanic brand.<br><br>\u2022\u00a0<strong>Test-and-Learn Agenda<\/strong>:\u00a0Balanced core vs. growth targets to refine messaging and media allocation.<br><br>\u2022\u00a0<strong>Pricing &amp; Promotions Optimizatio<\/strong>n:\u00a0Adjusted strategies to improve margins without weakening value perception.<br><br>\u2022\u00a0<strong>Targeted Media Strategies<\/strong>:\u00a0Deployed to increase foot traffic, online engagement, and sales conversions.<br><br>\u2022<strong>\u00a0Loyalty App Relaunch<\/strong>:\u00a0Tested in select markets to attract younger, affluent families and expand brand engagement.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">RESULTS ACHIEVED<br><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The relaunch delivered strong results across both in-store and digital channels, validating the approach:<br>Store Performance<br>\u2022\u00a047% increase\u00a0in visitation.<br>\u2022\u00a033% increase\u00a0in brand awareness.<br>\u2022\u00a024% growth\u00a0among target demographic (F18\u201324, married).<br>E-Commerce Performance<br>\u2022\u00a037% increase\u00a0in visitation.<br>\u2022\u00a016% increase\u00a0in average order value.<br>\u2022\u00a021% increase\u00a0in app downloads, driven in part by connected TV (CTV) <\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69df8e317ebf0-9643\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-69df8e317ebf0-9643').style.display='block'; currentSlide(1, 'galleryModal-gallery-69df8e317ebf0-9643')\">\r\n                                                            <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/09\/ad1f1e0a-b17d-45c0-90d5-98b6a34b507e-1024x576.png\"\r\n                                     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