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The Customer

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More offer, better prices

During 2017, DIA pursued its strategy of investing in own-label prices to ensure that it could maintain the price gap versus the main groups of the competition.

It also launched new promotional activities in addition to the existing ones, such as the VAT-free Day in the Spanish and Portuguese markets. For one day, all the products sold in the DIA Group’s stores are exempt from VAT. Clarel.es launched its “28 íntimo” initiative, whereby on the 28th of each month, a total of 86 women’s hygiene products (both national brands and the Bonté own-label brand) are exempt from VAT.

These promotional campaigns have been accompanied by efforts to identify the products that are in highest demand, and the rollout of ad-hoc promotional activities focused on these products, both in-store and across the group’s social networks. Accordingly, the company has managed to sustain its promotional pressure through coupons and the second item at half price associated with the loyalty card.

In addition, the company has continued to promote innovation, introducing 200 new own-label SKUs in line with its customer listening work and information sharing that is being carried out with customers. This implies a 3.3% increase versus the previous year.

Regarding the brand breakdown in stores, in 2017 the company also worked on improving the in –store visibility and presence of brands such as Bonté, Vital, and Delicious, leveraging the transformation of DIA’s more traditional store formats, such as the Market and Maxi models.

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