Two years to bring 5000 new Coop-branded products to the shelves, innovating the offer by 50%. This is the new Coop program. An important investment to guarantee quality and safeguarding of purchasing power in an increasingly difficult economic situation. “What we are presenting today and that our members and consumers will already be able to see in the stores from the next few weeks onwards is the result of an incredible, underground, gigantic work that started more than a year and a half ago in the post-pandemic and continues still today “, says Maura Latini, Coop Italia CEO. “It is a project of profound change – he explains – achieved thanks to the product and analysis skills present in Coop Italia and the sales skills present in our cooperatives, a complex but rich and productive teamwork. The new offer takes strength from the evaluation of what is happening in the world of Italian large-scale distribution that is profoundly transforming: discount stores continue to grow and reach 20% shares, promotional purchases have returned to increase, in the last 15 years brands have sold half their share And in this turbulent scenario the pandemic first arrived and now the war. We are now looking at today but also at the future. The new Coop will certainly be born from this work still in progress; offer of our stores in such a way that they are effective in responding to the needs of members and consumers solidity of the value contents resulting from our history are the foundations on which the entire project rests “. “We keep faith with the values from which Coop started many years ago but we look ahead and the repositioning project that we present to you is unparalleled in the universe of Italian and European large-scale distribution – confirms Domenico Brisigotti, Commercial Director of Food Coop Italy – the development of our private label will be such as to represent a unicum in the national panorama, it means revolutionizing the offer by guaranteeing the presence of successful brands and not compromising consumer loyalty. Such a wide range will make it possible to respond to the requests of very different consumers, increasingly demanding towards whom we will continue to guarantee Coop’s indispensable dictates, starting with the sustainability and transparency of our supply chains. At the same time, the whole offer, even more than before, due to its greater extensiveness, will work as a bulwark to defend the purchasing power of families which, needless to hide, is the main concern of the moment we are experiencing “. “With this project, Coop brings innovation, variety and novelty to the point of sale to a level never seen before – explains Paolo Bonsignore, Marketing Director and Product Manager under the Coop Italia brand – This is a project that was born thanks to Coop employees and partners. We have collected tens of thousands of recommendations and product ideas from them, and we have revolutionized the assortments to meet the demands. A process that really puts the member at the center. “” For the number of references handled and speed of implementation, this is the most impressive repositioning and relaunching project ever developed in Italy by a company, whether manufacturing or distribution. An impressive challenge which, due to its size and the speed required by the plans, made it necessary to develop new marketing methodologies and research ”, he concludes.
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