Listening to the customer is the first step
Knowing our customers and meeting their needs has always been the cornerstone of the Selex strategy. Selex has launched a customer-listening project with the goal of instituting a sophisticated system that leverages marketing information tools to capture consumer needs. The listening project provides a continuous flow of information that guides the commercial and organizational decisions of our Partner Companies and helps optimize relationships with customers and suppliers. There are three strands to the project. The first consists of analysing the reputational positioning of our brands; the second entails monitoring customer behaviour and gauging sentiment by means of quarterly surveys; and the third consists of studying consumer feedback on the web to measure reported levels of satisfaction.
Getting the savings message out
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8
million loyalty cards
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26
Special Discount Promotions on some 3.569 products
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+808
million euros of cost savings for households
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26.4%
of the products sold were promotional items
In 2023, Selex Group promotions allowed customer households to save approximately 808 million euros, thanks to promotional items making up a substantial share, 26.4 per cent, of total products sold. In 2024, the Group also plans to implement a joint promotional programme involving the Partner Companies, which will include numerous campaigns both for branded products and for private-label/distributor brands. In addition to these campaigns, Selex will continue with its customary seasonal promotions and special discount offers for loyalty card holders. To give maximum visibility to the numerous initiatives, the chief aim of which is to protect customer purchasing power, the Group will advertise through the main national media channels and its own digital channels. The Group is pursuing a policy of broad outreach to encompass an increasingly large section of the public interested in availing itself of the cost savings that the Group will be offering.
Defending purchasing power and supporting local economies
Our pre-eminent aim at Selex Group is to foster close relationships with our customers and defend their purchasing power. It has been particularly challenging to keep our aim true in these times of double-digit inflation, which is also why Selex spent a good deal on media campaigns for the following brands: Selex, Consilia, Il Gigante and Vale. For the Selex brand, the “Spesa Difesa” (anti price-inflation) campaign was relaunched in 2023 and enriched with new content. The initiative, which was backed by a strong media communications plan, will be repeated in 2024.
A key part of the message the Group means to communicate is the importance it attaches to local economies and communities. To deepen and strengthen its community ties, at the end of 2023, loyalty-cardholders were invited to take part in “Tutti in Campo,” a nationwide initiative that allowed them to trade in their collected points for supplies of equipment for their favourite amateur sports club. Seventeen of the Group’s 18 Partner Companies participated in the initiative, whose success we aim to repeat this year, which also means investing significantly in messaging through traditional and digital media channels.
