Monday, January 19, 2015

Piggly Wiggly: “About Us” Evaluation by Corporate

In 1916, Clarence Saunders opened a revolutionary grocery store in Memphis, Tennessee: instead of having a clerk fetch items, you picked out your own groceries, put them in a cart, and took them to the front of the store to be checked out. Independent franchisees now operate over 600 Piggly Wiggly stores in 17 states, mostly in the Midwest and South. The company, headquartered in Keene, New Hampshire, is an affiliate of C&S Wholesale Grocers. Its About Us page is here.


Products/Services: A
Piggly Wiggly’s About Us page is a great example of how much business history can be packed into a single page. It starts by describing Piggly Wiggly’s history as the first true self-service grocery store. Separate headings cover the origin of the lilting name, a list of Piggly Wiggly firsts, a bio of the founder after he left Piggly Wiggly, and a summary of Piggly Wiggly today. All this is laid out in paragraphs of manageable size and illustrated with logos old and new, plus two archival photos. Our Commandment 5 of About Us Pages is, “Honor they readers and their attention spans.” Piggly Wiggly does that with a page of fact-filled, easy-to-read corporate storytelling. Well done!

Personality: A
The connecting link for independently run Piggly Wiggly stores is the concept created by Clarence Saunders, who’s appropriately given a lot of space on the About Us page. Although Piggly Wiggly is now affiliated with the mammoth C&S Wholesale Grocers, Clarence Saunders’ DNA continues to make Piggly Wiggly distinctive—no mean feat as the brand approaches its 100-year business anniversary in 2016.

Accessibility: A
The Contact page (available via a link at the upper right) has an online email form for corporate headquarters, plus an easy-to-navigate directory for those who want to contact a specific store.

A single page that includes the right content with an enticing layout and illustrations can be very effective.

Does your Web site’s “About Us” section accurately convey your organization’s history and capabilities? Every two weeks we evaluate one example, grading it in three areas that are key to potential customers: Personality (Who are you?), Products/Services (What can you do for us?), and Accessibility (How can we reach you?). To talk about your About Us page, contact us!
Today’s example was chosen at random; has no ties to this company.