Brainstorms

Would You Ever Take a Political Stand as a Business? This German Company Did

The stance was related to immigration.

Published

4 years ago

February 16, 2021

INSTORE Staff Instore February 2021 Issue

THE UNITED STATES is not the only country struggling to come to terms with the inherent diversity of the modern age. Germany has also experienced several episodes of unrest related to the issue of immigration. Edeka, a supermarket chain, decided to be clear where it stood. For a month, it removed all foreign products from its shelves, replacing them with signs such as “Our selection now knows borders” and “This shelf is pretty boring without diversity.” It was a risky move. Removing products from shelves is dicey enough from competitive and revenue standpoints, let alone the risk of alienating customers with opposed political views. Still, Edeka showed it was willing to take a stand on something it felt strongly about, and it has demographics on its side. According to marketing company Enso, which publishes a World Value Index, brands that promote “meaning” do better with millennials, whose spending power has surpassed that of baby boomers. In a similarly fraught political climate in the US, would you consider doing something as bold?

After 139 Years, A Family Legacy Finds Its Perfect Exit With Wilkerson.

When third-generation jeweler Sam Sipe and his wife Laura decided to close Indianapolis’ historic J.C. Sipe Jewelers, they turned to Wilkerson to handle their retirement sale. “The conditions were right,” Sam explains of their decision to close the 139-year-old business. Wilkerson managed the entire going-out-of-business sale process, from marketing strategy to sales floor operations. “Our goal was to convert our paid inventory into retirement funds,” notes Sam. “The results exceeded expectations.” The Sipes’ advice for jewelers considering retirement? “Contact Wilkerson,” Laura says. “They’ll help you transition into retirement with confidence and financial security.”