Discounters in Argentina

PROSPECTS

Dia continues its expansion via the franchising model

Discounters is a channel that continues to show strong development in Argentina. The only player present is Dia, which continues to invest heavily to attract new customers.

Dia acquires 14 outlets of Walmart and Chango Más

In a context where hypermarkets and supermarkets lose volumes and contracts, Walmart decided to sell 14 of its smaller branches that were opened some years ago with the intention to compete with convenience stores but with little success. Dia bought these branches from Walmart, some of them are Walmart and others Chango Más, and will begin to operate them at the end of 2018.

Club Dia launches app by which customers receive latest news about discounts and promotions

Under the slogan "Put Yourself in Saving Mode", the chain has launched an app that allows Dia Club members to have their card, learn of promotions and offers and have access to discount coupons in a digital way. Club Dia has some 3.

COMPETITIVE LANDSCAPE

Strong development of Dia private label

As part of its strategy to attract new consumers, Dia has embarked on strong development of its private label and has also begun to import certain brands exclusively in some premium categories such as beer or condensed milk. In this way, the chain widens its product offer with a good price-quality ratio that is extremely attractive for new consumers who are increasingly looking for low prices.

“Experts TV” - own programme on cable TV

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 offered by the chain.

Album and figurines of Gaturro to attract the youngest consumers

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

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