Discounters in Argentina

PROSPECTS

Franchising model allows Dia to continue rapid expansion

The discounters channel continues to develop rapidly in Argentina. However, the only player present remains Dia, which continues to invest heavily to attract new customers.

Acquisition of Walmart and Chango Más stores extends outreach

In a context where hypermarkets and supermarkets are losing volume sales and contracts, Walmart decided to sell 14 of its smaller branches that were opened some years ago with the intention of competing with convenience stores, albeit with little success. Dia bought these branches, some of which are branded as Walmart and others as Chango Más, and will begin to operate them at the end of 2018.

New app provides news on special offers and promotions

Under the slogan “Put Yourself in Saving Mode”, the Dia chain has launched an app that allows Dia Club members to learn about promotions and offers and access discount coupons digitally. Club Dia has some 3.

COMPETITIVE LANDSCAPE

Price sensitivity encourages development of private label ranges

As part of its strategy to attract new consumers, Dia is focusing on developing its private label range and has started to import certain brands exclusively in some premium categories such as beer or condensed milk. In this way, the chain is widening its product offer with a good price-quality ratio that is extremely attractive for consumers looking for low prices.

Cable TV show helps boost Dia brand awareness

Every Saturday morning on a well-known cable channel, Dia has its own programme called “Experts TV” making reference to the chain slogan “experts in savings”, hosted by well-known cook Jimena Monteverde. The objective of the programme is to have a communication space with the chain’s consumers and it is mainly orientated to offer recipes for economical cooking, as well as to communicate the different offers and savings provided by the chain.

Gaturro album and figurine promotions help attract younger consumers

With the aim of attracting young children, Dia launched an album and range of figurines featuring the popular local Gaturro character. The promotion consists of paying a promotional price for both the album and the figurines when a consumer purchases any Dia private label products.

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