BY UE STUDIO

Updated Friday, November 25, 2022-11:46

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The proximity store.

This is the strategic axis that marks a new era for the Dia group, which opened its first store in 1979 in Madrid.

Currently, with nearly 6,000 establishments in Spain, Argentina, Brazil and Portugal, it wants to continue being -and today more than ever- the neighborhood store.

Or in other words, to guarantee an easy and fast shopping experience with a wide range of quality products at affordable prices, within everyone's reach.

Dia began a profound redirection of its business three years ago, leveraging its strategy on its greatest strength: proximity

This new stage of the company is based on some clear pillars: a new value proposition for the customer supported by a proximity store concept;

a new franchise model in partnership with local entrepreneurs;

and an in-depth review of the quality of Dia brand products, according to the needs of customers.

Pioneers of its own brand in Spain, the company's objective is to be closer to people every day and to ensure that quality food is within the reach of all families.

For this reason, Dia has renewed its products, launching in the last two years 1,700 new quality references at affordable prices, of which more than 400 have been launched in 2022. Successful products that continue to gain relevance and presence in the shopping cart (52% in Spain).

In addition, with technology at the service of the business, Dia has advanced in the deployment of its online channel and now reaches more than 32 million people in Spain and more than 30,000 customers make their purchases on this channel every month in Argentina.

With more than 2,100 stores already renovated, more than half of Dia's proximity store network globally, customer satisfaction and performance show the success of this differentiating value proposition.

In Spain, the new concept is in 81% of the proximity network and during 2023 the remodeling process will conclude.

Comparable sales of the new store model have increased by 10%, a better performance than the market and allowing Dia to gain market share in comparable sales area.

After some turbulent times, the company that has more than 40 years of history is transforming and redirecting all its solid experience into a roadmap that frames a sustainable and unique business.

And all thanks to its values: leadership, a talented and committed team and, of course, proximity.

People are at the center of this model and relationships -with a local soul- with each of the stakeholders, clients, investors, employees or suppliers, are always based on trust and transparency.

Renewed leadership and positive impact in communities

Dia now opens a new stage towards renewed growth and leadership that is based on a franchise model in alliance with local entrepreneurs and that it has been designing for more than three years.

The redirection of the business has a key word: proximity.

Currently, 48% of Dia's 6,000 stores are managed by franchisees and 86% of their purchases are made locally, from national suppliers

The ecosystem formed by Dia and its franchisees generated a contribution of 96.4 billion euros to the economy of the four countries in which it operates in the last decade.

Dia's impact on the GDP of the countries in which it has a presence is growing.

In 2021, it accounted for 9,275 million euros in Spain, Argentina, Brazil and Portugal.

In addition, for every euro of direct impact, the Dia ecosystem generates a tractor effect on the economy of approximately 3.3 euros.

And, in turn, it indirectly supports more than 9,100 companies and more than 413,000 people.

Because the proximity store concept is the future.

Nearly 63.5% of Spaniards have a store within a 15-minute walk and local shopping is now much more than a trend or fashion.

And, in this context, Dia's ambition is to lead, precisely, this local trade with a new value proposition focused on customer satisfaction and accessibility to quality products.

Thus, with proximity as the cornerstone of the business, the "nuevo Dia" works to create value in the communities of which it is a part.

It achieves this thanks to the talent and commitment of its more than 38,500 people in the store and 18,000 in the franchisee network.

Now, after four decades of constant change, a new stage begins, a New Day to be closer to customers and within everyone's reach.

Made by UE Studio

This text has been developed by UE Studio, a creative branded content and content marketing firm from Unidad Editorial, for DIA.

According to the criteria of The Trust Project

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