Heritage Grocers Group (Heritage) is a multi-brand family of grocery chains that is dedicated to serving customers in six different states, and is constantly working to maintain a competitive edge. In the last few months alone, Heritage has made acquisitions, expanded its footprint, and launched a new loyalty program. This is all in addition to their partnership with Upside, which has been going strong since 2021. 

CMO Adam Salgado and COO Prabash Coswatte are always looking for ways to profitably attract and retain customers, and they use Upside to make it happen. In a recent interview, both executives reflected on the challenges they face in today’s competitive market and what Upside does to help.

Differentiating in today’s crowded market

The market environment presents grocers with a number of hurdles. Salgado says that “economic conditions, competitive pressures, and pricing across different offerings" are constant challenges. In a crowded market, customer loyalty can be fickle, making retention a top priority.

Heritage is constantly innovating, using different technologies to engage customers. But even then, options are somewhat limited. 

Coswatte says:

“Before engaging with Upside, our only mechanisms to keep attracting and retaining customers were pricing, in-store conditions, and product offering. That's something that every other retailer also can execute, right?”  

So Heritage looked for something different in order to win market share. 

What Upside does for Heritage 

Now more than ever, shoppers are in search of value. In the grocery industry specifically, shoppers are now buying at a number of different stores, with the same grocery budget. So in an effort to get more for every dollar, shoppers are buying less at each store.  

“Upside was a differentiator that really helped us enhance that shopping experience by helping them stretch their dollar and their budget,” Coswatte noted.  

Shoppers are price sensitive, and grocers are limited in how much they can raise their prices to cover costs. Upside helps grocers close the gap, providing the value shoppers need without jeopardizing a grocer’s margins. 

Salgado says that, “With Upside, we have seen our ROI grow tremendously. We have worked together to find ways of making sure that the ROI grows. And to the point where we are now — 75% ROI — I'll take that to the bank any day.” 

What’s next for Heritage and Upside

Looking ahead, both Coswatte and Salgado see a bright future for the Upside partnership. "As we grow, I expect our relationship with Upside to grow. As we go into new cities and states, Upside is a really good vehicle to introduce us to the consumer and help them save even more in our stores," Coswatte says.  

Watch the full video for more from Heritage CMO Adam Salgado and COO Prabash Coswatte. 

"Upside is a really good vehicle to introduce us to the consumer and help them save even more in our stores," Coswatte says

Interested in learning what Upside can do for your business? Reach out.