Spanish retailer DIA has launched a new format, DIA Fresh. This neighbourhood store model is the latest part of the group's focus on proximity to the shopper. As hypermarkets continue to lose shoppers to convenience formats, DIA says it is "complementing its existing DIA Market and DIA Maxi formats" with DIA Fresh.
The stores are located in urban centres, with a sales area of 125 to 200 square metres and about 1,000 SKUs. With a focus on fresh produce, the aptly-named Fresh stores stock an assortment of fresh products as well as dairy products, soft drinks, pre-packed meats, and snacks.
There are currently 12 DIA Fresh branches in operation in Spain, with 20 more to be opened by the end of year. There are five DIA Fresh stores in Madrid and four in Barcelona, while Valladolid, Seville and Cadiz each have one store. The group says it will speed up the pace of openings of the new format in 2013, both in group-owned and franchised shops, and has not ruled out bringing the format to the other markets in which it operates.
Each store has between four and six employees who are specially-trained in the handling of fresh produce. Deliveries are made each day at 7 am to ensure freshness.
DIA Fresh stores have a new image, with a splash of green added to the group's traditional red, which the retailer says reflects the Mediterranean diet products on offer in store. Business hours are from 9:30 am to 9:30 pm, non-stop.
The stores have the following areas:
Ready to eat: this section offers ready-made food such as sandwiches, pasta, cut fresh fruit, all prepared and packaged. Fruit and vegetables: DIA Fresh offers a wide variety of seasonal fruit and vegetables. Fish: packaged in trays. On Wednesdays they celebrate the "Special fish day", with discounts. Meat: packaged in trays. On Mondays, there are special offers on poultry and game. Tuesdays are "Meat Day", also offering discounts. Hot spot: DIA Fresh has incorporated this appliance, which is already operational in the DIA Market and DIA Maxi shops. It provides bread, pastries and baked goods. Pickles: The customer can find a small variety of olives, gherkins, etc. Sweets: treats for little children and “big children” too. "Last minute" shopping: small assortment of basic goods.
© 2012 - ESM: European Supermarket Magazine
