As Sales Fall At Whole Foods, Company Dials Up Digital Marketing

With sales still slipping at Whole Foods Markets, the company says it is continuing its efforts to lower prices, and getting ready to support those changes with increased marketing.

The Austin, Texas-based retailer says that while overall sales rose to $3.7 billion — a record — comparable-store sales dropped 3% — a bigger dip than in recent quarters, and more than observers expected.

In a conference call, its executives explained the investments it was making, first in lowering its prices, and then in communicating those values to consumers. “We are ramping up our marketing behind digital coupons, in some markets stepping up mailings to people’s homes,” says John Mackey, co-founder and co-chief executive officer of Whole Foods Market, during the call. “That marketing is the next big step. We can lower prices here and there, but if people don’t know about them, we won’t get the full lift.”

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