Strategy

Digitalisation, Assortment, and Brand Strategy

Continente, the leader in food retail in Portugal and prominent in online mass-market commerce, aims to meet all the needs of its customers through a diversified offering, with quality products at the best prices and a close service.

The company had numerous digital initiatives spread across various departments within the organisation that needed a global strategic objective, as well as the need to strengthen the store model and brand policy.

Challenge:

The challenge consisted of three different paths. The first focused on evaluating and prioritising the company's digital projects, giving them a global business sense to emphasise their value-added contribution to the market. The second was about defining the assortment strategically, determining breadth, depth, review mechanisms, and alignment with the positioning desired by Continente. Finally, there was a need to define the opportunity territory and brand policy for the company, improving its fit with the national market and significantly increasing sales in its stores.

Solution:

To tackle the three challenges, we implemented a comprehensive digitalisation strategy, focusing on brand philosophy and the consumer in all actions. A thorough evaluation of existing digital projects was carried out, prioritising those that best aligned with the company's strategic objectives. Additionally, a unique product assortment was created, and a brand policy was defined that emphasised positive differentiation and adaptation to the national market. This allowed Continente to strengthen its position as a leader in food retail and online mass-market commerce in Portugal, significantly improving its revenue and connection with consumers.sumidores.

Digitalisation, Assortment, and Brand Strategy

Solution:

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