The world eats at Globus
Retail marketing With the opening of "Globus am Bellevue", the Migros family department store group aims to further strengthen its brand. Meanwhile, it is quietly developing and expanding its own brands.
Retail marketing With the opening of "Globus am Bellevue", the Migros family department store group aims to further strengthen its brand. Meanwhile, it is quietly developing and expanding its own brands.Tina Turner cannot resist Peter Rosenberger's sausages at Zurich's Bellevue. That is a fact. It remains to be seen whether her culinary route will still lead to the "Vorderer Sternen" from May 8. On this day, the Globus department store will open a branch in a prime location with a new store concept based entirely on food and cuisine. According to Managing Director Manfred Wittler, "the house of indulgence" wants to set new standards. This also makes it clear how the Globus chain, which recorded a 2.3 percent drop in sales in 2002, intends to respond to the crisis: the core competencies of Home & Household and Delicatessa are to be deepened, expanded and supplemented with courage and creativity.
In addition to the exquisite goods, the courteous service also comes to the fore in the three product areas, which are located on just as many floors. While the world of cuisine and tableware is celebrated on the second floor with a view of the Sechseläutenwiese and the Soussol comestibles and wine cellar attract customers with "new trends and surprising events", upmarket take-aways and bars - new territory for Globus - share the first floor. Very urban and late into the night
inside.
Much more is happening behind the scenes, which should help to strengthen the Globus brand in the food sector: In the wake of the international trendsetters (see also box), the proportion of own brands in the higher price segment is to be increased to 30 to 40 percent. Globus does not want to increase footfall with price promotions, but with its sophisticated appearance. This CI, developed by Heiri Scherer, will be carried through accurately and effectively into the new cookbook, which will be published to coincide with the store opening. The headline of the launch campaign from Spillmann Felser Leo Burnett is rather snobbish and in contrast to the otherwise typical understatement. There's no doubt about it: the snacks on the opening day and the twelve-page newspaper supplement should also be more to the taste of those who used to shop at Delicatessa more often due to reduced bonuses.
The route leads from the seaside to the Gold Coast via Globus.
In addition to the exquisite goods, the courteous service also comes to the fore in the three product areas, which are located on just as many floors. While the world of cuisine and tableware is celebrated on the second floor with a view of the Sechseläutenwiese and the Soussol comestibles and wine cellar attract customers with "new trends and surprising events", upmarket take-aways and bars - new territory for Globus - share the first floor. Very urban and late into the night
inside.
Much more is happening behind the scenes, which should help to strengthen the Globus brand in the food sector: In the wake of the international trendsetters (see also box), the proportion of own brands in the higher price segment is to be increased to 30 to 40 percent. Globus does not want to increase footfall with price promotions, but with its sophisticated appearance. This CI, developed by Heiri Scherer, will be carried through accurately and effectively into the new cookbook, which will be published to coincide with the store opening. The headline of the launch campaign from Spillmann Felser Leo Burnett is rather snobbish and in contrast to the otherwise typical understatement. There's no doubt about it: the snacks on the opening day and the twelve-page newspaper supplement should also be more to the taste of those who used to shop at Delicatessa more often due to reduced bonuses.
The route leads from the seaside to the Gold Coast via Globus.
Silver gray is inIn the UK, the Harvey Nichols' Foodmarket department store has been demonstrating for some time how private labels can be sold successfully. Around 50 percent of the food sold, including drinks, is packaged in specially created packaging with the HN logo. The corporate color is silver-grey. Food Director Dominic Ford is confident: "We believe there is enormous growth potential, especially as we combine a trendy appearance with quality." (ck)
Luca Aloisi
