SPAR Greece - Fresh department SPAR Greece - Fresh department

Greece

  • Central Office:

    Veropoulos Bros S.A.
    11th km Athinon - Lamias National Road
    144 51 Metamorphosis Attiki
    Athens
    Greece

  • Telephone: +30 2102 8931 00

Faced by the continued economic recession, SPAR saw a decline of 5.7% in retail sales during the year, bringing the total to €558 million. Low consumer spending throughout Greece resulted in more intense competition. Despite the difficult economic climate, store numbers grew to 181, with retail selling space increasing by 2%.

SPAR Greece invested €5 million in a nationwide communication campaign, 60% of which was spent on TV advertising. The campaign ran for 310 days, promoting daily deals. The focus instore is on price and value, with €5 million invested to permanently reduce the cost of 480 everyday products. In addition to this, ensuring freshness and sourcing local produce acts as a key differentiator in the market. Consumer communication was particularly successful during the campaign about the safe sourcing of meat products, aired via multiple channels. Consumers are keen to know the origin of the meat they eat and SPAR Greece has developed clear communication to do just this and to convey additional information about food safety.

Political and financial instability continue to make a considerable impact on the Greek market. Small and medium sized businesses are experiencing major difficulties in obtaining loans and overdrafts from banks. Greek enterprises are adapting to the new situation by operating in a more sustainable manner and by promoting locally sourced products.

Share this: