Establishing a coherence between what brands communicate and how they are viewed and experienced is essential to ensure that the consumer receives a single message.
CONSISTENCY IS CRUCIAL FOR UNDERSTANDING
Mercadoni, through its image, its interface and the visual style of its communications (color palette, icons, illustrations …) transmits accessibility, closeness and youth while Cornershop evokes a feeling of premiumness and exclusivity, very aligned with its offer of stores and its brand essence.
FRESH: Cornershop bags that contain “free time”.
ROTTING: An aspirational brand like Superama, built on quality and service should aim for a more sophisticated identity.
IT IS BETTER NOT TO PROVIDE A SERVICE THAT PROVIDES A DISABLED
Today’s consumer, saturated with supply and hyper-demanding, is tough and intransigent with brands. Educated thus by technology, he hopes that if something exists, it works.
The fact that Bodega Aurrerá does not have a mobile application may not surprise or annoy anyone. It is not harmful to the brand. On the contrary, having a “home buying” platform that only serves to collect your order in store, such as the one in La Comer, is negative and counterproductive from the mark point of view.
FRESH: Stable platforms and reliable services such as Cornershop.
ROTTING: The misalignment between the expected function and the real function of the digital platforms.
IT IS NOT SUFFICIENT TO COMPLY, EXPECT THE EXPECTATIONS
Defining a value proposition is crucial to success as a brand. You have to promise and deliver and, as much as possible, surprise by giving a little more.
Being more conservative in calculating their shipping times, Rappi manages to meet delivery times and sometimes improve them. Receiving a link from Cornershop to give a physical follow-up to the order also surprised us.
FRESH: The real-time update of Mercadoni products found.
ROTTING: Discover, after placing your order, that your postal area is not served by Soriana.