Diapositiva 1

Involving
consumers
with the store
London,
30 September 2011
contents
 ABOUT EROSKI
 CONSUMERS THROUGHOUT OUR HISTORY
 OUR MODEL FOR THE FUTURE
about
EROSKI

year 1969
88 employees
9.000 consumers
EROSKI, S. COOP IS BORN
002
New consumer cooperatives
comprising workers and
consumers decide to come
together to make their vision
a reality:
Defence of consumers and their interests and commitment to society.

today
44.000 employees
634.000 consumers
> € 8,170 million turnover
> Spain’s 3rd ranking
food distributor

business area
FOOD
BUSINESS
SUPERMARKETS
SELF SERVICES
473
174
342
NON-FOOD
BUSINESS
HYPERMARKETS
485
105
OPTICIANS
TRAVEL
PETROL STATIONS
26
218
59
PERFUMERY
SPORTS
AND LEISURE
281
36

our innovative model
We recognise that our employees are our partners
EQUAL GOVERNMENT
Assembly,
Supreme governing body of the cooperative:
> 250 employee partners
>
250 consumer partners
Board of Governors,
governing, management and representative body:
> 6 employee partners
>
6 consumer partners
consumers
throughout
our history

pro-consumer iniciatives
40 YEARS CONTRIBUTING TO THEIR
TRAINING AND INFORMATION
• consumer rights
• food and nutrition
• health and well-being
• environment and sustainability
• solidarity
• etc…

information - publications
1974- the EROSKI CONSUMER is born
• Spain’s leading consumer information
magazine: the printed version has 625,000
readers every month
• Almost four decades
• Available online (since1998) with more
than 3 million individual users every month
(www.consumer.es)
• Four languages (Basque, Catalan,
Galician, Spanish)

in-person training
WE STARTED THE “CONSUMER SCHOOLS” 30 YEARS AGO
• Consumer schools: one-hour talks
in stores
• We hold different types of
campaigns in our stores: health and
well-being, solidarity, fair trade, the
environment…

listening and dialogue
CONSUMER OPINION FORUMS (FOCOS)
• Interactive sessions where consumers have
discussions, take positions and create
guidelines on topics of interest to them.
• Initiatives stemming from these FOCOS
we have put in motion:
- improved nutrition labels
- less use of plastic bags
- withdrawal of trans-fatty acids

advice
IN-STORE AND ON-LINE INFORMATION
•In-store stands
In-store information points for clients.
• Attention from specialists, whose
profile varies depending on the
theme of the campaign; dietary,
nutritional, psychological,
pedagogic, etc.
model
for the
future

our model for the future
communication
of personality
adapted-integrated
Local market
most attractive
price-promotion
health and
well-being
better clientpartner relationship
outstanding
Fresh foods

involving the client in the store
THEIR INTERESTS ARE REFLECTED IN THE
STORE “WITH YOU”
Feel better...
Celebrate the local festival…
Lose weight...
Look after your pets…
Treat yourself…
Remember your faraway homeland…

involving the client in the store
“MAKES ME FEEL
UNIQUE AND DIFFERENT”
> “partners’ zone” in store and on website
> exclusive benefits for partners-members: commercial
advantages, participation in equity according to their purchases,
special services or priority for advanced use, information with
added value (nutritional analysis of purchases, ad-hoc suggestions
according to their characteristics and needs, etc.)

involving the client in the store
“IT’S MY STORE”
•client-partners are our “external
consultants” and their contributions
have an impact on the store
•client-partners visit the store (even the
back room) and audit us
• client-partners tell us what we need to
change to make shopping easier
• client-partners tell us how they felt that
day while they were shopping…

involve clients client in the store
“IT’S MY NEIGHBOURHOOD STORE”
• client-partners are our link with local associations, they identify
neighbourhood needs and tell the shop about them, in search of collaboration
• products fit for consumption are not thrown away. The client-partners’
committee arranges their distribution to NGOs
• this committee also manages the store budget to sponsor cultural or sporting
events relevant to the location

shop “with you”
BECOME
“SHOP-KEEPERS”
AGAIN
www.eroski.es