retail news in context, analysis with attitude

As Michael reports above, and has often been noted here on MNB, marketing to younger generations often means taking a different approach, or understanding that young people may have different needs or sensitivities than older shoppers.

Which may be what Ahold-owned Giant of Landover had in mind when it decided to run an ad welcoming students at local Howard University back to school after the holidays and letting them know that a nearby Giant store had reopened while they were away.

The only problem was that the ad featured a picture of a young woman shopping in a Giant store. A young woman who was white. And Howard is a historically African-American university where the majority of the students are, well, African American.

According to the Washington Business Journal, "People started calling the company out on Twitter late last week, noting that the picture of the woman in the ad doesn't reflect a typical Howard University student."

Jamie Miller, a spokesman for Giant, tells the Journal, "Unfortunately an incorrect stock photo was used in the ad and we apologize for this oversight."
KC's View:
This isn't a matter of political correctness. In fact, it is just a matter of paying attention. Because details count. And if you get things wrong, it can cost you customers, sales and profits.