At a time when retail groups are increasingly committed to differentiation between their store formats, it becomes crucial for brands to no longer think in terms of "the retailer" but of "the store context. A message that works in a Colruyt Lowest Prices often misses its mark in a Bio-Planet or an OKay. The consumer differs by format, and so the brand strategy must also move with them.
One chain, different realities
Retail groups like Colruyt Group or Delhaize manage a diverse portfolio of store formulas, each with its own price positioning, atmosphere and target group. For example, Bio-Planet focuses on ecological quality and conscious choices, Colruyt on price and volume and OKay on speed and proximity. Customers come in with a different mindset and expect different signals: health and provenance at Bio-Planet, promotion and efficiency at Colruyt and convenience at OKay.
Brands that ignore this difference risk not only inefficient communication but also missed sales opportunities.
Adapt per formula: not a luxury, but a necessity
A "one size fits all" approach no longer works. Today, formula-specific positioning offers strategic advantages:
- Product assortment: select products per formula based on relevance and margin. A large format multipack fits better in a hypermarket than in an express store.
- Promotions: match promotion types to shopping behavior. Bio-Planet customers respond to value-added content (sustainability, provenance), while Colruyt shoppers are sensitive to price reductions and volume advantage.
- Brand message: emphasize speed and convenience at OKay, and natural ingredients and ethics at Bio-Planet.
- Sampling and activations: aim for high-involvement sampling in stores with time and space (such as hypermarkets) and opt for simple trials in convenience stores or express formats.
Content personalization at the point of sale
The point of sale remains the most powerful communication channel. Personalized POS materials, displays, and even dynamic pricing or digital screens can help strike the right chord within each store type. Think recipe inspiration in Bio-Planet, a price comparison tool in Colruyt, or a quick-match format at express formats.
On the digital front, too, brands can work with retailers to offer personalized content through apps or loyalty platforms tailored to the consumer's shopping profile.
Brands as chameleons
The brands doing well today are not the loudest, but the smartest. They understand that the success of a message is not in its repetition, but in its adaptation. Positioning by store format is not a fragmentation of identity, but a strengthening of it as long as the core of the brand remains intact.
Those who align their communications and offerings with the profile of each store format maximize relevance, conversion and customer loyalty. In a market where differentiation is key, this is the way forward.
