4.3More compelling prices
The DIA Group remains firmly committed to the provision of unbeatable value for money across all of its formats. To this end, it carries out painstaking price positioning work with the aim of leading the retail sector on price in all of its operating markets year after year.
To achieve this, it listens to and tracks its customers, engaging the services of international agency Nielsen to assist it, an exercise which every year provides it with a reliable snapshot of their needs and perception of the sales policy and initiatives executed across the various markets. In this manner it retains the ability to react quickly to changing consumer needs and adapt more precisely to their habits.
The surveys conducted this year revealed that DIA is the retailer with the best price image in Spain and Argentina, outperforming its closest rivals by 7 and 58 points, respectively at year-end. In Portugal, Brazil and China, meanwhile, DIA ranks third on perceived pricing, although according to the consumers polled, during the second half of the year the company managed to improve this perception by as many as nine points in the Chinese market and two points in Brazil.
In general terms, the development of fresh products and the commitment to perishables is improving how DIA is perceived by shoppers on price in all of its business markets.
As for the image garnered by its private-label brands, the customers surveyed by Nielsen flag excellent value for money and compelling promotions as their highest-rated attributes year after year. An opinion that is shared in all of the countries in which the company operates.