Portugal: promotions and store growth

Date : 16 March 2015

As Lidl and El Corte Inglés launch new promotions, Covirán’s chief executive discusses the retailer’s success in the market and Jerónimo Martins begins exporting its private label to its operations in Poland, we round up the news from the market.

Lidl celebrates 20 years in Portugal

Lidl has launched its biggest advertising campaign to celebrate 20 years in the country, with music at its core. The adverts star Marisa Liz, lead singer of Amor Electro, and Luís Sequeira, a finalist from the TV programme The Voice Portugal, singing a song written specially for the campaign and is, according to the retailer, meant to celebrate ‘the meeting of generations of tradition and modernity, over a period of two decades in Portugal’. The song has been recorded at a number of iconic locations in Portugal and is also meant to highlight the retailer’s recent investment in its stores, which has seen the addition of bakery areas, new lighting and contactless payment systems, to boost shoppers’ speed and convenience in-store.

Covirán chief executive: we are profitable after three years

Following on from the announcement of the retailer’s results, Covirán’s chief executive, Luis Osuna, has said that it is benefiting from its decision to expand into Portugal. Osuna said that just three years after beginning operations in the market, its stores are already profitable and that it can afford to ‘reinvest in the country’. Covirán ended 2014 with 320 supermarkets and that in its short term strategy was to continue growing volume sales by ‘double digits’ by maintaining an associated pace of store openings.

El Corte Inglés adds cross promotion offer with Repsol

El Corte Inglés and Repsol have launched a cross-promotion campaign that will enable shoppers to earn discounts at the other’s stores. The campaign, which will run for five months will allow shoppers who spend more than €30 at El Corte Inglés, Supercor, Bricor and online to earn €0.06 off every litre of petrol they buy at a Repsol forecourt station, while those spending €30 at a Repsol forecourt will receive a €6 voucher to spend at El Corte Inglés, Supercor, Bricor and online.

Jerónimo Martins to export private label to Poland

Jerónimo Martins, which operates the Pingo Doce banner in Portugal, has announced that it is stocking its Pingo Doce private label products at its Biedronka stores in Poland. As part of a ‘Tastes of Portugal’ initiative, the retailer has exported a number of food and beverage products, building on synergies between the two brands that have not been exploited to a great degree until recently. The campaign was advertised in-store, through a dedicated web site and on YouTube to maximise its visibility.