Spain: supply chain investment, in-store innovation

Date : 17 November 2015

As Mercadona continues to invest in its fresh supply chain, Eroski revamps its health and beauty private label Belle and Eroski-Vegalsa spotlights its in-store innovations, we round up news from the country.

Mercadona drives supply chain efficiencies in fresh

Speaking at an Aecoc event, Mercadona’s Pedro Corraliza, who manages its logistics programme, said that the retailer was aiming to build out its integrated logistics chain for fresh produce (agricultural products, livestock and fish) with the clear intention to ‘eliminate the intermediaries’. Mercadona has been investing in its fresh supply chain to minimise wastage, maximise freshness and to take account of changing shopper trends. The new initiative will help the retailer build on these strengths and improve its margin by removing additional steps within the supply chain.

Eroski updates belle private label make up range

Retailers in Spain have been investing in private label, such as DIA with Bonté and El Corte Inglés with ‘All Intense Beauty’, with health and beauty an increasing focus category, a development that Eroski has mirrored through an update of its Belle private label cosmetics range. The Belle range includes 100 products across all make up categories. The retailer’s investment in its private label ranges and the way it communicates its different tiers to shoppers stood out when we recently visited an Eroski City store in Madrid helping it to differentiate itself from rivals and create a targeted range.

Caprabo adds interactive kitchen in-store

At a store in Barcelona Caprabo has added an interactive kitchen under the ‘Chef Caprabo’ brand, which it is aiming to use to add value for shoppers by educating them about products and cooking. The retailer has said that classes will teach shoppers about both traditional recipes and introduce them to new and exciting products from world food. The in-store teachings will be mirrored with online videos added to YouTube, which will provide helpful tips and advice on how to cook 70 recipes.

Eroski-Vegalsa spotlights in-store innovation

As part of a marketing campaign under the ‘Innovation’ tagline, Eroski-Vegalsa is highlighting the investment it has made in innovative initiatives across its offer and its evolution under the ‘Contigo’ concept. The in-store innovations being stressed by the retailer include its more sustainable store design and format, the modernisation of the concept through the addition of digital signage, amongst other elements, and the evolution of its private label ranges. Meanwhile, Eroski-Vegalsa is also highlighting the launch of its e-commerce service and the click and collect solution it now offers shoppers.

Gadisa maintains expansion through franchisees

Gadisa, which operates mainly in Galicia, in north-west Spain, has said that franchisees have opened 20 new ‘Claudio’ branded stores during 2015 following the addition of its newest store in Vilaboa-Culleredo, La Coruña. Retailers in Spain have been expanding quickly during 2015, competing to sign up further franchisees to their fascia, with Gadisa’s proximity focused strategy helping to win in the key Galicia region.

Covirán invests in digital channel

Covirán has updated its corporate web site as part of its investment in digital as a way to engage and add value to its conversations with shoppers. The retailer said that the redesign sees it raise the visibility of the site’s key areas for its customers, namely its offers, store locator and microsites for its Family Club and product information.