As SpartanNash strives to raise its profile with grocery shoppers, the Midwestern retailer wants people to associate a store it runs in Michigan with their wellness-focused activities.
On Saturday, a store under the company’s D&W Fresh Market banner sponsored a free event that coupled a complimentary exercise session with samples of fresh foods, according to an emailed announcement. The store co-hosted the event with Spoke Cycle and Strength, its neighbor in a shopping center in Grand Rapids, Michigan, in an effort to highlight “the link between fresh food and everyday routines,” according to SpartanNash.
The event also aimed to show how grocers can connect with shoppers by tapping local partners that “already hold their trust with shared customers,” SpartanNash added.
SpartanNash said D&W’s goals included offering “curated local influencers” the opportunity to try fresh and private label goods. The chain noted that it also wanted to strengthen its relationship with “health-minded shoppers already aligned with the brand.”
After visiting the fitness studio for yoga and cycling group workouts, participants moved to a “Fuel Station” stocked with fresh functional juices, mimosas and seasonal fruit. They also received a bag of produce, grocery coupons, a reusable shopping tote, a gym duffel bag and a same-day offer for a free spring bouquet from the D&W store.
SpartanNash’s effort to bring shoppers to the D&W store by partnering with Spoke Cycle and Strength builds on the grocery company’s efforts to woo customers with an improved shopping experience.
The D&W store’s event took place a week after SpartanNash announced that it had completed upgrades to three stores it runs under its Family Fare banner in Pennfield, Marshall and Albion, Michigan. SpartanNash, which is owned by C&S Wholesale Grocers, said earlier this year that it finished several other remodeling projects, including an overhaul of a Martin’s Super Markets location in Indiana that the grocer said was that store’s first major refresh in 20 years.
In addition to D&W Fresh Market, Family Fare and Martin’s Super Markets — SpartanNash’s primary banners — C&S’ banners include Grand Union and Piggly Wiggly.
