Abstract
U2 Supermarket and private label products are the main strategic levers that qualify the development of UNES. U2 is a "countercurrent Supermarket” that combine the Every Day Low Price (EDLP) business model with the offer of a wide range of private label products often subject to innovation in order to satisfy changeable customers’ needs.
Highlights
Unes was born in Milan in 1967 by the intuition of seven small retailers, who joined to develop a network of small stores, a great innovation for the time
U2 Supermercato was born this way, a retail brand developed according to the EDLP philosophy (Every Day Low Price), the first in Italy
With its business model Every Day Low Price, U2 Supermercato combines the quality of Unes supermarkets with a more aggressive price line, and implements different and opposite choices respect to the competitors: not realize promotions, does not print or distribute flyers, it has no loyalty program with points or similar tiles, it lives on word of mouth and customers active reference, and last but not least, has a volume share of private labels in line with European values
Summary
Unes was born in Milan in 1967 by the intuition of seven small retailers, who joined to develop a network of small stores, a great innovation for the time. Designed to meet the changing needs of consumers, neighborhood supermarkets were based on an innovative formula that combined the quality and the assortment of large retailers with the characteristics of proximity stores. The real change took place since 2006 when, with the replacement of Unes management and the nomination of Mario Gasbarrino as CEO, the company decided to question the commercial policy and review its position. U2 Supermercato was born this way, a retail brand developed according to the EDLP philosophy (Every Day Low Price), the first in Italy. In its 50 years Unes developed through the opening of new stores, with franchise operators. Today U2 Supermercato is the business model which the company believes and invests on
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