"Not cult, but popular like M-Budget"
Urs Riedener, Head of Marketing at MGB, on the Migros premium line and its potential.
Coop and Manor are now joining Migros in offering their premium product lines. Anders
Ahead of the competition, you are launching the Sélection line with a wide
Advertising campaign. Is this how you plan to make up the deficit?
Urs Riedener: There are
to make up for lost ground. We have announced this policy
as early as the beginning of 2004. That's why the competition reacted. The
Launch of a premium line featuring outstanding products from all over the
Welt takes a lot of time. Every single product in this
The line has a long, authentic, and unique history. Since
There's a lot of emotion behind it, and we want to share that with our customers and
Bring customers over.
ww: Trading up
has more to do with the emotional aspects of the product experience than with
Luxury in the classic sense. That is why you should prioritize communication for
Does "Sélection" have this meaning?
Urs Riedener: Although
Since these products are more expensive, we don't want to market them primarily as
offer pure luxury products in the traditional sense. At
"Sélection" refers to selected products that stand out for their
specialized production—often done by hand and rooted in tradition
stand out. The images in the advertising campaign convey authenticity and
In this way, they build a bridge between people and products.
ww: To
One of the basic principles of trading up is maintaining close relationships with customers in order to understand,
what customers are willing to pay more for. Where did Migros get
this expertise?
Urs Riedener: Shopping
is an experience. When a product stands out because of its freshness and presentation,
evokes sensory impressions through its history and origins
and if the quality and value for money are also right, then
We've handled this the right way. Migros has always had the
Focus on Quality. Buyers are pleased that this line allows them to
to be able to contribute all of my experience.
ww: You
We plan to expand our product line quickly, which will meet your expectations
explained. What sales potential do you anticipate with the new
Is this line part of the Migros product range?
Urs Riedener: We expect this to account for five percent of our revenue in the relevant categories over the next few years.
ww: Will Sélection become a cult brand comparable to M-Budget in five years?
Urs Riedener: Maybe not as iconic as M-Budget, but just as popular and in demand as M-Budget.
Interview: Luca Aloisi
