A new retail format, a new way of building relationships

Date of publication: May 12, 2002

Catalogue: Latin America 2002

Abstract:

The paper describes the process of development of a new supermarket chain in Argentina - Plaza VEA - for an international retail company. This paper describes a methodology building process, oriented towards solving - simultaneously and in real time - the following objectives and constraints: change in positioning from single-brand/single-format to a multi-brand/multi-format company; building a new space of supply and purchase within a context of strong income; decrease of a population segment with high demands and strong expectations of satisfaction; completed within 300 days; and resulting in a 'local' development that can be replicated elsewhere. The development of Plaza Vea in Argentina resulted in a model that has already begun to be replicated in Chile, Peru and Thailand.

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