Does Hy-Vee Use Marketing Strategies For Increased American Consumption?

“The average American is exposed to at least three thousand ads every day and will spend three years of his or her life watching television commercials,” according to Jean Kilbourne, a leading expert on the effects of advertising (90). Consumer’s constant exposure toward advertisements is one of the reasons for increased American consumption. Advertisements are just one form of marketing strategies businesses use. Corporations use particular tactics, like commercials, store layout, and employee appearance to increase appeal towards consumers, which shapes their beliefs and ideas. Hy-Vee, an employee-owned grocery store on South Cliff Avenue in Sioux Falls, utilizes marketing strategies such as advertisements, their Fuel Saver program, and

Hy-Vee prepares fresh fruits and vegetables that come pre-cut, which they call Hy-Vee Short Cuts. These items save customers with busy schedules time cooking for their families. Other healthy meal solutions, like dietician’s choice prepared meals for under 500 calories, are also available. They include fresh fruits, vegetables, cheese, and a source of protein. These pre-made meals help consumers eat healthier, as well as, save them time. The use of Short Cut items and prepared meals help attract customers trying to live a healthier lifestyle and save time on their everyday meal preparation. Hy-Vee uses marketing strategies of advertisements, their Fuel Saver program, and convenient products and meal solutions to entice customers to consume more

Hy-Vee on South Cliff in Sioux Falls plans out their store layout in order to make their store extremely consumer-friendly. Every aisle is clearly labeled with signs and all products are organized accordingly. Customers walk through the aisles, following the floor plan, and can easily find the items they need. Hy-Vee’s pre-made items are located at the front of the store so they can be picked up quickly by customers who are in a hurry. Using the same colors of red, black, and white also helps build uniformity within the store. Hy-Vee strives to keep their stores clean and shelves filled and organized. This helps customers easily find the products they are looking for, especially with the help of professional employees, which makes customers want to shop at Hy-Vee repeatedly. Each time a customer comes into the Hy-Vee on South Cliff, consumerism increases due to the store’s appeal. Lastly, in-store displays help to increase the store appeal. Hy-Vee uses displays to promote featured products, employees, or deals. This connects the consumer to the store. During specific times of the year, Hy-Vee uses soda or cereal boxes to create unique displays to portray an object or theme. On Super Bowl weekend, they display cases of soda in the shape of a football stadium and decorate with bags of chips to promote these items for consumption. In