Our very own, Tisha Oehmen, lent some insight today to the Bellingham Business Journal on the recent Haggen/Albertsons merger.
Under the proposed plan, the Haggen stores would operate separately from Albertsons, in a business unit that would still be based in Bellingham, where the chain started more than eight decades ago.
“They’re trying to convert as much goodwill and name equity as possible,” said Tisha Oehmen, a partner with Paradux Media Group, a marketing agency based in southern Oregon.
“The stores that have historically been Haggens have goodwill in those communities,” she said. Likewise with stores that have historically been Albertsons or Safeways, or other brands under the Albertson’s banner.
“It’s all about name recognition,” she said. “If I grew up in a community where Haggen has been my grocery store in the past, there’s no reason to change that going forward.”