Grupo Éxito invests in Super Inter banner

Date : 17 June 2020

Oliver Butterworth

Retail Analyst

Colombia’s Grupo Éxito has invested around COP4 bn (US$1m) in renovating six stores under its Super Inter banner. The stores are in the south western region of Valle del Cauca, five in the city of Cali and one in the town of Jamundí.

Source: Grupo Éxito

As a result of coronavirus, Super Inter is focused on providing safe shopping environments for its customers. It has implemented various biosecurity measures and cleaning conditions, which will help it to build trust with customers (explored further below). It has also evolved some of its delivery and collection services to reduce physical contact.

 Source: Grupo Éxito

Background to Grupo Éxito’s Super Inter banner

Super Inter (SI) is a benchmark banner in the south-west and coffee growing region of Colombia. There are 70 SI stores across the regions of Valle del Cauca, Caldas, Risaralda, Quindío, Tolima and Huila.

The banner is well regarded for its meat, fruit, vegetables, and grains (beans etc.) which can all be bought in bulk. It has some unique product dispensers where other products, such as pet food, can be bought in bulk and by weight. Super Inter prides itself on its high quality and fair prices.

Source: Grupo Éxito

The stores have a warehouse-like look and feel and are in the heart of local neighbourhoods, close to the customer. Grupo Éxito recently launched a new advertising campaign for the banner, which incorporates its new slogan “Super Inter, for everyone”. 

Source: Grupo Éxito

Customer safety a top priority 

Éxito has implemented various safety measures in these stores. They include portable sinks for customers to wash their hands, acrylic antibacterial gel dispensers at pay stations and disinfection equipment for staff to deep clean the stores several times a day.

Source: Grupo Éxito

Strong support for local producers

Most of Super Inter’s perishable products are sourced locally and purchased directly from the producer. This enables the business to build close relationships with its suppliers and to develop its own-brand products, such as its Ekono brand.

Source: Grupo Éxito

Super Inter’s fruit, vegetables and meat come from over 130 suppliers in the Valle del Cauca and Risaralda regions. 80% of the chicken and eggs sold are sourced from Valle del Cauca. This local sourcing is key in supporting small Colombian suppliers and farmers during the COVID-19 pandemic.

“We have ensured the employment of 2,735 collaborators in the cities where the brand has a presence, a commitment we have proposed since the contingency started by COVID-19,” Camilo Bolaños, Super Inter corporate manager.

An ally for local businesses

Super Inter is committed to being the best ally for professional customers e.g. restaurants. It offers a service called “For your business”, where customers can work with SI to develop a portfolio of products suited to their needs. Super Inter can provide them with advice on buying products, like meat, for commercial use. 

Enhanced omnichannel proposition

Super Inter has evolved its collection and delivery services to reduce physical contact to help keep its customers safe during the pandemic. Shoppers can, as a result, make purchases by phone or through the Super Inter website and have these delivered to their home.  Alternatively, they can collect their shopping in-store through SI’s Buy and Collect initiative. This limits time spent waiting at the checkout and reduces contact with other customers and store employees in the physical store.  

Grupo Éxito continues to leverage its alliance with last mile deliverer Rappi. Customers can purchase Super Inter products through the Rappi delivery platform and have these delivered in less than an hour.

In December 2019 Colombian retailer Grupo Éxito, part of the French Casino Group, opened its Carulla SmartMarket store concept in Bogotá, Colombia. This innovation lab, which is Colombia’s first smart supermarket, exhibits 30 pieces of innovative technology which enhance the customer experience.

In Latin America grocery retailers and FMCG businesses are starting to consider the future of retail in a post-Covid-19 world. This report builds on our 10 global hypotheses, which we published in April, focusing on the six that have been the most prevalent in the region.

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