Cover Story: One Step at a Time

Although comfortable for Meijer's long-time customers, who'd grown accustomed to visiting the company's website to view its weekly ads circular before purchasing in stores, the company knew it had to sell online to compete with the Wal-Marts and Targets of the world.

So Meijer had to help its loyal customers, who often viewed it as their neighborhood retail store, learn that it had more to offer online. Aligning its e-commerce and retail teams more closely allowed Meijer to present a more holistic marketing message to its customers: that Meijer.com was open for business.