Al Safa Halal Presents A Unique Selling Proposition For Mainstream Retailers
While Al Safa Halal has primarily focused its efforts on Halal specialty stores, it also presents a unique and unprecedented selling proposition to mainstream food retailers (supermarkets), since by carrying Al Safa products, a retailer can attract to its store(s) Muslim customers who previously had been doing their shopping elsewhere (for instance, at smaller grocery stores). Thus, the retailer gains not only from the new customer’s purchase of Al Safa products, but by the additional revenue generated by that customer doing all of their grocery shopping at the retailer’s store – and doing so week after week after week. (This is precisely why North American supermarkets now stock kosher and organic products.) As Al Safa salespeople put it to supermarket executives, “What other new product can you stock that will actually bring in new customers who have never shopped in your store before?”
Since food retailers are locked into a high fixed cost, low margin business, these kind of marginal sales (i.e., increasing “same store sales”) are extremely valuable to them. This unique selling proposition has enabled Al Safa to gain valuable supermarket shelf space at several major supermarket chains in both the US and Canada.
