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"The challenge of satisfying an increasingly demanding and environmentally-conscious customer"

We may now be facing a new challenge for our organization and the sector in general, such as meeting the demand of more demanding and informed consumers. It is no longer enough to offer a product that is tasty, affordable and labeled under a recognized brand. Today's client wants to know more about the fruits and vegetables they consume, including aspects such as their organoleptic properties, where they come from, if they are environmentally-sustainable, both in terms of CO2 emissions and the packaging itself, if they are recyclable, biodegradable, or whether the price is fair.

Spanish retailer El Corte Inglés analyzes these consumer demands by listening to its customers, since it is the only way to know the reasons why they choose the products in their shopping carts, or why they like a certain brand.

We are consistent with the products chosen based on the type of customer we are targeting, and we communicate the benefits and attributes of our fruits and vegetables externally.

Throughout this past year, we have continued to search for new varieties in established categories, such as watermelons and melons, citrus fruits, vegetables, tomatoes... looking for different and unique flavors, and giving the consumer a wide range of information on properties and their different culinary uses.

When it comes to infant feeding, we have developed a line of peeled fruit and purees for children under the brands Chulifruta (a peeled fruit tub that includes a children's workshop activity) and Rechupete (peeled vegetable for purees and ready to boil, offered in partnership with the University of Valladolid).

The website of El Corte Inglés has been updated with new images of greater appeal. There is a promotion on the benefits of the fruits and vegetables offered in the store, a report on the products that are in season, so that consumers purchase fruit from current campaigns, and a display of the exclusive brands.

In order to combat food waste, the company has adapted its packaging to offer the right volume and number of pieces based on the current demographic situation and the consumer demands. In order to care for and respect the environment, biodegradable and recyclable trays have also been introduced.

The El Corte Inglés group continues to offer the customer three sales formulas, so that any consumer feels identified and the retailer remains their choice when looking for the right quality and price.

At the traditional counter, the customer will find a professional who will advise them on the best purchase option, offering them recognized and relevant brands.

The cold showcase features a wide assortment of unique products with exclusive flavors, including seedless grapes, berries, avocados, salads and ready-to-eat peeled fruit. The free service assortment includes more than 80 basic products with excellent quality and competitive prices.

In addition, some stores are being restructured so that El Corte Inglés can continue to grow and add value to the economic development of the region. Moreover, these updates should also allow them to meet the new needs of the consumer. Over the past year, six SuperCor supermarkets have been opened and other inaugurations are planned in the local store format. 

Every day, El Corte Inglés continues to work on customer loyalty and growth, striving to guarantee a satisfactory shopping experience in its stores, as well as the supply of a wide range of recognized brands at competitive prices. It also wants to boost the online channel, while opening more local supermarkets, seeking differentiation in terms of quality and flavor. Lastly, the focus is also on convenience and proximity, sustainability in the future development of new products, and profitability.



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