Best Retail food Brand+ Best Sustainable Brand

Best brands

What are you going to do to remain a Best Brand in 2021?

We will primarily focus on what makes us strong. We believe this is the best way to remain successful. Therefore, via our competent employees, we will continue to offer our customers high-quality products at the lowest prices within our efficient store concept.And by remaining in close contact with our customers, we continue to optimally respond to their changing needs, including by offering additional services such as our online shopping service Collect & Go.

The Best Brands study is based on two factors: rational (market share) and emotional (brand perception). Which factor do you think is more important?

Good brand perception gives confidence so we consider the emotional factor to be the basis.

This means that customers have a connection or are bound to our brand, that there are shared values and that they have trust in our brand.

Colruyt receives the highest score for its “Quality/Price” ratio. How do you maintain such an optimal balance?

We always sell quality products, both fresh products and products from national brands and those from our own brands Boni Selection and Everyday. All these products must meet our strict quality standards and specifications.

And for all these products, we guarantee the lowest price, for every product, at all times.This is the strength of our commercial model: we do not choose between one thing (quality) or the other (lowest price). And because we organise ourselves very efficiently, we can do this in a profitable and sustainable way.

You score highest on recent positive and memorable experiences. How did you maintain a positive brand experience in the context of COVID-19?

We have continued to understand what our customers are going through and have responded to their needs and requirements. Of course we could not anticipate what would happen, but we still continued to work based on our strengths, with our resilient employees. Our store employees in particular have made a huge contribution, because they are the face of our brand for our customers. In circumstances that were not straightforward. We are extremely grateful to all our employees for this.

You have 98% brand awareness. How do you reach the younger target groups?

Good brand perception gives confidence so we consider the emotional factor to be the basis.

This means that customers have a connection or are bound to our brand, that there are shared values and that they have trust in our brand.

You score highest on recent positive and memorable experiences. How did you maintain a positive brand experience in the context of COVID-19?

We have continued to understand what our customers are going through and have responded to their needs and requirements. Of course we could not anticipate what would happen, but we still continued to work based on our strengths, with our resilient employees. Our store employees in particular have made a huge contribution, because they are the face of our brand for our customers. In circumstances that were not straightforward. We are extremely grateful to all our employees for this.

You have 98% brand awareness. How do you reach the younger target groups?

Colruyt Lowest Prices reaches the younger target groups by applying sufficient scope in the brand experience, in this way we are in sync with the younger target groups’ lifestyle.

In addition, our marketing techniques and channels also evolve and are perfectly in line with the young target groups.

You have been named the most sustainable brand in Belgium, both in ecological and human terms. How do you continue to invest in sustainability?  

Sustainable entrepreneurship is self-evident for Colruyt, it is in our DNA. Sustainable entrepreneurship has grown out of necessity: we had to look after the pennies and so we have always remained thrifty, which turned out to be good for us and for our environment. I like to illustrate this with the following example: if you use just enough (and not too much) washing powder in your washing machine, it is good for your wallet and good for the environment. We always apply this in our operations. Money you don’t spend today doesn’t have to be saved later. At Colruyt you can find numerous examples: we build sustainable shops that last a long time, use energy-efficient chest freezers, have no music in our shops, never offered plastic bags, etc.

In addition, we continue to invest in matters we consider relevant and that contribute to better health, environment, society and animal welfare. We group these together within ‘Step by step’, the Colruyt Group’s sustainability programme.

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