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Pathmark Branding Scheme Targets the Time-Starved

CARTERET, N.J. -- Pathmark Stores, Inc. here is unveiling a new branding initiative with the tag line, "It's About Time," designed to communicate convenience and service to its time-strained customers.

The program officially kicked off last Friday, with the tag line published in Pathmark's sales fliers and on its Web site. An advertising campaign with radio spots and print is being launched in all of Pathmark's trading areas, spokesman Rich Savner told Progressive Grocer.

"This is geared toward the time-strained consumer. We want them to know that we value their time. The ad campaign focuses on that, but you’ll also see subtle changes in our store décor that speak to their needs. We'll utilize our in-store comment cards to help us find out what those needs are," Savner said.

As part of the initiative, Pathmark has created a laminated "Customer Bill of Rights" that it will post in break rooms for employees to see, and on the selling floor where customers can view it. Among the "rights":

-- The Right to speak with the store manager in charge at any time.
-- To a clean store and restroom.
-- To receive the full attention of our associates.
-- To easily identify our associates by a clean uniform and name badge.
-- To be escorted to item locations.
-- To a raincheck or like substitution in the event an advertised item is unavailable.
-- To guaranteed freshness and quality on perishable items.
-- And the Right to complete satisfaction at checkout.

A 1-800 number will be posted at the bottom of the "Bill of Rights" in case customers wish to speak to someone in Pathmark's Customer Relations Department.

The "It's About Time" tag line will also appear on Pathmark employees' business cards and name tags, and in other corporate communications, Savner said.

-- Jenny McTaggart
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