Cheap must not look cheap
Weber Hodel Schmid and Christinger Partner are working on a new image for Denner
Weber Hodel Schmid and Christinger Partner are working on a new image for DennerBy Andreas Panzeri The new management at discounter Denner, with 30-year-old Philippe Gaydoul at the helm, is starting to show results. The rejuvenation at the top of the company is to be followed by a visible facelift. Weber Hodel Schmid is working on a new advertising presence for Denner. Christinger Partner is to give 314 stores a visual makeover over the next two years.
"There's a lot to do and there are sure to be surprises," reveals Reini Weber. His agency
Weber Hodel Schmid (WHS) recently became responsible for the discounter's future advertising. This choice of agency caused a stir, as Denner has so far attracted attention with so-called pork belly advertisements and hardly any creative advertising. Gaydoul now wants to change that. "Denner came to us because they need different advertising," says Weber.
The "poor man's groove" has had its day at Denner
Schweri's grandson Gaydoul, who recently attracted attention with the sale of his Waro chain to Coop and the concentration of Franz Carl Weber - now only 9 large stores instead of 21 - commissioned a new corporate design for the more than 300 Denner stores at the beginning of this year. A new logo was designed by a German agency. Since then, this has been further developed by Christinger Partner in Schlieren and "continuously optimized" during the conversion of 14 test stores to date, according to Michael Egger at Christinger. At the same time, WHS is now also working on a comprehensive restyling of Denner's CD.
"The pork belly advertising is successful and will continue to run on Tuesdays and Thursdays for the time being. But we could become more flexible, and even here there are possibilities for a new design," explains Weber. Accordingly, Denner wants to continue to advertise like a discounter. However, the "poor man's groove" should be a thing of the past.
"We remain a discounter and don't want to offer a shopping experience where you have to invest a lot of money in an expensive product presentation," adds Stefan Maegli, Head of Advertising at Denner. Even with the new corporate design that WHS is currently working on, it must still be possible to offer promotional goods from the pallet in the store.
In the popular store for complementary purchases, there will be "no fancy-pants atmosphere" in the future either. 1400 different products are piled up in the now streamlined range in the store. 75 percent of these are branded products.
Even more creative possibilities than this sales advertising will certainly be offered by the campaigns with which WHS will be able to accompany the opening of three to four converted stores every week in the coming year.
WHS has been commissioned with a "significant budget" for this opening advertising. This advertising at local level will primarily involve multimedia communication. In addition, events for Denner customers, including catering and hostesses, will ensure a great deal of goodwill. This will be flanked by advertisements, mailings and radio spots.
Positive customer reactions to the new labeling
On February 27 of this year, the first Denner store was opened on Uetlibergstrasse in Zurich as a pilot branch of the "New Denner". It led the way for a further ten test stores that followed throughout Switzerland over the course of the summer. At the same time, Denner had the new look evaluated in a customer survey. The positive result of their graphic proposals ultimately led to Christinger Partner in Schlieren being commissioned to create new signage for 314 stores throughout Switzerland.
The work will take two years. Three to four stores are to be restyled each week. To this end, Christinger has measured all the stores and "created a separate, customized layout", as Egger, project manager at the graphics and lettering specialist, explains.
As many Denner stores are located in completely different premises, from large supermarkets to small stores on the first floor of apartment buildings, various adjustments also had to be made to the new signage. The new equipment includes light boxes, the appearance of the shop windows, boards, parking lot signs and various interior products such as ceiling hangers, shelf labels, promotional labels and information boards.
"There's a lot to do and there are sure to be surprises," reveals Reini Weber. His agency
Weber Hodel Schmid (WHS) recently became responsible for the discounter's future advertising. This choice of agency caused a stir, as Denner has so far attracted attention with so-called pork belly advertisements and hardly any creative advertising. Gaydoul now wants to change that. "Denner came to us because they need different advertising," says Weber.
The "poor man's groove" has had its day at Denner
Schweri's grandson Gaydoul, who recently attracted attention with the sale of his Waro chain to Coop and the concentration of Franz Carl Weber - now only 9 large stores instead of 21 - commissioned a new corporate design for the more than 300 Denner stores at the beginning of this year. A new logo was designed by a German agency. Since then, this has been further developed by Christinger Partner in Schlieren and "continuously optimized" during the conversion of 14 test stores to date, according to Michael Egger at Christinger. At the same time, WHS is now also working on a comprehensive restyling of Denner's CD.
"The pork belly advertising is successful and will continue to run on Tuesdays and Thursdays for the time being. But we could become more flexible, and even here there are possibilities for a new design," explains Weber. Accordingly, Denner wants to continue to advertise like a discounter. However, the "poor man's groove" should be a thing of the past.
"We remain a discounter and don't want to offer a shopping experience where you have to invest a lot of money in an expensive product presentation," adds Stefan Maegli, Head of Advertising at Denner. Even with the new corporate design that WHS is currently working on, it must still be possible to offer promotional goods from the pallet in the store.
In the popular store for complementary purchases, there will be "no fancy-pants atmosphere" in the future either. 1400 different products are piled up in the now streamlined range in the store. 75 percent of these are branded products.
Even more creative possibilities than this sales advertising will certainly be offered by the campaigns with which WHS will be able to accompany the opening of three to four converted stores every week in the coming year.
WHS has been commissioned with a "significant budget" for this opening advertising. This advertising at local level will primarily involve multimedia communication. In addition, events for Denner customers, including catering and hostesses, will ensure a great deal of goodwill. This will be flanked by advertisements, mailings and radio spots.
Positive customer reactions to the new labeling
On February 27 of this year, the first Denner store was opened on Uetlibergstrasse in Zurich as a pilot branch of the "New Denner". It led the way for a further ten test stores that followed throughout Switzerland over the course of the summer. At the same time, Denner had the new look evaluated in a customer survey. The positive result of their graphic proposals ultimately led to Christinger Partner in Schlieren being commissioned to create new signage for 314 stores throughout Switzerland.
The work will take two years. Three to four stores are to be restyled each week. To this end, Christinger has measured all the stores and "created a separate, customized layout", as Egger, project manager at the graphics and lettering specialist, explains.
As many Denner stores are located in completely different premises, from large supermarkets to small stores on the first floor of apartment buildings, various adjustments also had to be made to the new signage. The new equipment includes light boxes, the appearance of the shop windows, boards, parking lot signs and various interior products such as ceiling hangers, shelf labels, promotional labels and information boards.
