The Power of Partnership: Lavel Unites RB Convenience with Local Farmers Market

RB Convenience is a local convenience store located in downtown Rehoboth Beach. Being one of many places to buy basic necessities in downtown Rehoboth, we developed a strategy to differentiate RB Convenience from the competition. The RB Farmers Market is a popular local and tourist destination. With a variety of handmade, locally grown, and unique products, it has a devout following. With this marketing strategy, our goal was to tap into the Farmers Market's loyal consumer base and create resilient year-long demand at RB Convenience.

Rehoboth Beach sees more than 6 million visitors every year. The population swells to more than 300,000 in the summer and less than 4,000 in the off-season. Local businesses experience extreme variations in demand throughout the year; by offering differentiated products, such as popular handmade soaps and coffee from the farmers market, we were able to create demand resilience. Ultimately, locals love Gaia Coffee and Tall Oak Trading CO. Soaps and when the Farmers Market closes for the year, RB Convenience is the place to buy them.

This medium to long-term strategy not only quickly paid for itself but also led to a marked improvement in brand image. RB Convenience is in a great location that prevents trips out of town, particularly when traffic is bad, now they offer a more differentiated product selection that keeps customers coming back throughout the off-season.