Riverside Red X Grocery & Liquor Store

The Challenge:

Riverside Red X has a 70-year story of satisfying generations of consumers as the store to explore and discover. Not only does it have the largest liquor department in town and great value on groceries and other household items, but also the greatest selection of curious antiques and eclectic artifacts.

Being a Northland legacy is no longer enough. Great value must be combined with unique experiences along with this constant reminder: For generations, people have gone out of their way to shop at Red X. Now, a new generation needs to hear the remarkable Red X story.

There has been as much change in the last five years as there has been the past 70 years in consumer retail marketing. Combined with the changing consumer habits, the task to reach and sell to shoppers can be daunting.

The challenge was to make Red X a contemporary messenger of their brand to a new generation so that they can continue to compete, grow and prosper.

The Direction:

Moving away from circulars and TV that brought the store this far wasn’t a decision that Red X’s owners took lightly. They approached EAG Advertising & Marketing to update their strategy because they knew they needed to reach a younger generation of shoppers and widen their demographic south of the river to the growing downtown and River Market areas, while staying true to the store’s history and success.

A 180-degree rebrand was in order. Already knowing the retail market, EAG’s creative team dug deep to understand Red X’s history, legacy and reputation in the industry to “find their voice.”

Retailers reap big rewards by responding to trends early and consistently. These trends include, but are not limited to:

  • Meaningful experiences
  • Purposeful, honest social engagement
  • Value “value,” retain quality
  • Give consumers choices
  • Be a destination for an experience
  • Top-notch service

EAG’s account team honed the comprehensive strategy to get their new voice perfected and introduce Red X to non-traditional media, channels Red X had not taken full advantage of before.

EAG constructed a framework on which to transition to a broad, holistic marketing campaign. It started with:

  • A new voice in words and pictures
  • Refreshing the website experience
  • Increased social and email communication

Since social media was a pillar, building a new website was a must because all digital roads lead back to the site. Red X’s new website not only features new brand language and design standards, but also integrates a new online grocery shopping option, appealing to both younger shoppers and existing customers.

What the Client Says:

“EAG has truly become a partner involved in every aspect of our store from hiring and recruiting, event management, in-store signage and store layout, to advertising & marketing.”

Jen Boyd, Red X’s chief strategy officer

The Results:

In spite of being in the midst of a total rebrand, EAG pushed sales via social media tactics that have proven to be highly successful. With sales numbers and customer engagement results as proof of performance during the first six months of the partnership, EAG launched newly branded campaigns consisting of:

  • Social influencer campaigns
  • Kansas City T-Bones baseball sponsorship
  • Videos for social media, email and the web
  • In-store graphics to promote events and a friendly, inviting atmosphere
  • Liquor Department branding and messaging through many channels
  • Events (hosting, advertising and attracting sponsors and distributors)
  • On-site meetings with department managers to better understand the new branding

Red X was able to increase revenue in the Floral, Liquor, Deli, Humidor and other departments. The deli was rebranded (name, new aesthetics and menu design) and the Sub Squad created. The Whiskey Club launched, and memberships sold out within one month. Red X’s Wine Club rebranded to be consistent with the store brand and is growing.