Zuliani (Conad): “Trust must be built with consumers”

Archived 2023 with a record turnover of 20.2 billion euros (plus 9.1%), Conad faces the year that has just begun with a strategy based on two directions: on the one hand, meeting families whose spending capacity has been significantly reduced by the inflationary flare-up, on the other, satisfying the increasingly specific needs of those consumers who have retained a good income in relation to the cost of living. A strategy summarized in the latest advertising campaign launched during Sanremo Festivalwhose commercial features a little dog as its protagonist.

“The commercial tells a light and exciting story, through the point of view of a four-legged friend, highlighting how everyone at Conad can find what they are looking for – he explains Giuseppe Zuliani, customer marketing and communications director of Conad – A little dog that runs through the aisles of the store, coming into contact with all the main values ​​of the Conad system: quality, convenience, taste, sustainability, innovation, solidarity. In fact, in Conad stores, over 11 million customers find the “right” answer to every need, thanks to the commitment, the ability to listen, the building of a relationship of trust and closeness on the part of the cooperatives, members and of collaborators throughout the Italian territory and to the proposal of a broad and distinctive offer of products and services”.

Conad’s response to meet families looking for convenience is to ‘Low and Fixed’, which for more than a decade – was launched in 2013 – has offered a basket of hundreds of products essential for daily life. In 2023, over 600 products were part of the ‘Bassi e Fissi’ basket, representing 115 product categories. For the first quarter of 2024, Conad has committed to keeping the prices of the products in the basket still frozen. There Mdd Conad however, it is also able to intercept the demand of those consumers with a greater spending capacity and therefore less interested in the first prices. For example, there are products linked to the territory of il ‘Good of the country’those dedicated to well-being (‘Choices of well-being’) and those designed for those seeking freshness and authenticity (‘Artists of quality’).

“We chose Sanremo for the launch of our new institutional campaign because it is a large-scale media event, which has become an integral part of the culture of our country, as well as an opportunity for great sharing, across the board, which brings together families and communities – he continues Zuliani – This year too we have decided to propose ourselves with an advert that expresses Conad’s daily commitment to always putting people and their needs, all their needs, at the centre. For us at Conad satisfy people’s needs has always been a central theme, even beyond the price. On our shelves we sell much more than products and things: quality, convenience, taste, but also attention to social, environmental and economic sustainability, the spirit of innovation and in general the vision of those who intend to build a future better, because the construction of the assortment starts from listening to customers”.

For Conad, however, 2024 will not only be characterized by the convenience and quality of products, but also by the growing offer of services. The tool chosen to implement this strategy is theapp Hey Conad, whose launch dates back to the spring of 2022, when it mainly offered the possibility of shopping online. Subsequently, the HeyConad ecosystem was significantly expanded with the expansion of the offer to travel and leisure experiences. Thanks to the HeyConad Viaggi platform, today the customer can purchase not only holiday packages but also food and wine experienceswellness activities and adventures to discover the beauty of the area.

Soon it will also be possible to purchase medical tests thanks to the partnership with Bianalysisa network of medical analysis laboratories. Finally, care for pets and the sale of insurance policies are also in the pipeline. According to company estimates, the sale of services, which currently represents 5% of the overall turnover, should reach 35% within a few years.