Blog: Dean BestSpanish retailer Caprabo aims to build customer loyalty

Dean Best | 11 October 2012

Spanish supermarket chain Caprabo has relaunched its loyalty scheme in a bid to win over consumers no doubt searching for value in a country rocked by its economic problems.

Spain is one of the toughest European economies in which to operate. One of the country's largest retailers, El Corte Ingles, saw its profits drop by a third in 2011 as it battled a shift towards cheaper products.

And Caprabo's owner, Spanish retailer Eroski, reported last week its net losses widened in the first half of the year, with sales and traffic down.

Retailers are using all sorts of tactics to lure customers. According to the latest data from the just-food international basket, private-label prices in Spain are among the lowest in Europe. Retailers also account for a relatively larger share of volume sales. Retailers in Spain really get behind their own-label ranges and push it as a core part of their strategy as they try to cope with shopper pressure on prices.

And loyalty is another tool being used. Caprabo claims to have "shaken up" the relationship with customers with its new My Club Caprabo scheme. It is offering customers over 1,000 "exclusive" prices and a range of other discounts, including by category to "broaden in choice in certain deals", it said.

And crucially, echoing the recent thoughts of Tesco CEO Philip Clarke, personalisation is a key part of the programme. "Each client is unique, has different needs and wants to be treated differently and in a personalised way," CEO Alberto Ojinaga said. "My Club Caprabo will ... give special treatment to the best clients, providing tailored information and benefits."

Caprabo said it will invest EUR20m in the scheme but claims it will boost sales by 3%.


Osborne overplays Britishness of United Biscuits

That politicians are selective with the truth is pretty much a given. But it did make this pundit chuckle to hear UK Chancellor George Osborne describe United Biscuits as a "great British company"... ...


Globally, consumers are dining out again, says NPD Group

Researchers at US-based The NPD Group have expressed optimism in the prospects for the foodservice sector after analysing sales data in 11 markets this summer....


Maggi returns but will growth follow in AOA for Nestle?

Nestle had some reason for cheer this week when it was confirmed that Maggi noodles should be back on Indian shelves this month....


Talk of IPO of Australia's Manassen Foods returns

Speculation Bright Food is planning to float its Australian asset, the distributor Manassen Foods, has resurfaced, with a report the Chinese giant has hired banking advisers to line up a listing next ...

just-food homepage

Forgot your password?