føtex is a leading Danish supermarket chain with 90 stores throughout the country. Part of Dansk Supermarked Group, it was founded in 1960 by Herman Salling. føtex was the first supermarket in Denmark to offer both groceries and clothes. føtex and Kunde & Co have been working together since 2013 to build and continuously nurture a strong value position for føtex in a highly competitive and constantly changing market. føtex The foundation for a strong value position To build customer preference and a distinct position in a highly-competitive market, Kunde & Co and føtex revised all branding and marketing efforts in order to identify core drivers for its value position. This revision clearly showed that for føtex to attain its goal, it must be the best at offering a good quality experience and value for money in four destination categories: meat, bread, fruit & vegetables and wine. Kunde & Co developed impactful concepts and claims for each area to help ensure this. Value for money with a clear focus With point of departure in making good quality products available for everybody in Denmark, føtex continuously markets itself by focusing on quality produce, origin, and offering customers good quality at the best prices possible. What we delivered Customer analysis and segmentation Development of brand positioning and platform Marketing strategy and planning Concept development for fresh food categories Campaign planning and execution In-store concept and implementation Development and handling of loyalty programs Social media content and handling Revision of digital platform (føtex.dk) Internal alignment for 12.000 employees Campaign planning Throughout the year, føtex follows a carefully organised campaign plan that ensures messages are of highest possible relevance to core customers and the seasons. Kunde & Co supports føtex with planning, concept and content development and rolling out the campaigns in various offline and online channels in an integrated approach. Read about the strategic work Repositioning a leading Danish retail brand Read more about how Kunde & Co worked with føtex to create a clear and distinct concept to ensure the company stood out in the market. Building loyalty around wine The wine section is an important destination for core føtex customers and that interest resulted in Kunde & Co developing Vores Egen Vinkælder (Our Own Wine Cellar). The concept is both the name for the føtex wine section and also a loyalty programme. The programme offers weekly specials, information and education about wine, and invitations to special events for wine aficionados and those who want to be. Becoming children families’ preferred supermarket føtex for de små (føtex for the little ones) is the club for families with small children. Through a highly segmented approach, content targets pregnancy to children up to three years old. The club’s goal is to make føtex the preferred supermarket for families with children. Today, the membership stands at more than 50,000. Instore implementation A pivotal part of the roll out has been for Kunde & Co to design an instore concept that reflects the overall brand concept and tonality. This is done to make sure there is a red thread running from marketing and communication to the physical customer experience. The instore concept includes navigation and signage for both new and refurbished supermarkets. Digital roll-out A revision of føtex.dk website has resulted in a dynamic e-commerce platform and content hub for all digital activities, such as social media and e-mail marketing. See some of our other work within related areas Film Design Corporate Internal alignment Campaign Social Customer experience Marketing strategy Corporate positioning and brand system Market and customer insights Social media marketing Cross-channel marketing Lead nurturing and marketing automation Consumer goods Retail Brand book Be inspired by 31 cases on how to build a strong brand Download now Christian Brandstrup Partner +45 2687 8807 Read more Scroll to see the next Client Story Kieser Training