Presentación de EROSKI

Eroski Consumer
Alejandro Martínez Berriochoa
EROSKI CONSUMER
FUNDACIÓN EROSKI
Director
BRUSSELS | MARCH 7, 2012
01
FAST CONTEXT
ABOUT EROSKI
Índice /
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EROSKI, A PECULIAR PROJECT
-Eroski, a retail
2nd Spanish Hypermarket retailer
2nd Spanish Supermarket retailer
-Eroski, a consumer cooperative
-Eroski, more than business: a social agent
Business: We are concerned by the impact of our business activities all along the
value chain.
More than business: We promote a better, healthier and more sustainable living
for consumers (not only for our customers...!).
This peculiar personality provides our activities with a special
perspective and character, as we will see in next charts.
01
EROSKI: A PECULIAR PROJECT
3
FUNDACIÓN EROSKI / EROSKI FOUNDATION
-10% of the benefits is re-invested in the society, mainly through Eroski
Foundation (Fundación Eroski).
We are deeply involved in different activities. Just some examples:
SOLIDARITY
-Supporting national and international projects of NGOS.
-Developing our own projects.
HEALTH AND WELLNESS
-Promoting a healthier lifestyle, focusing our efforts in the education of children
in order to prevent obesity.
ENVIRONMENT
-Deveoping campaigns to educate consumers to take care of the planet from
their daily consumer decisions.
But the stronger and more consistent of our projects is Eroski Consumer.
01
FUNDACIÓN EROSKI / EROSKI FOUNDATION
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02
EROSKI CONSUMER
INDEPENDENT AND RELIABLE
INFORMATION FOR CONSUMERS
Índice /
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EROSKI CONSUMER: CONCEPT
EROSKI CONSUMER is the leading project of consumer information in Spain.
The concept is very simple:
•
Information (not direct or indirect publicity, Eroski’s or others’)
•
Independent (from the retailer business)
•
Reliable (based on scientific general agreement)
•
Non profit aim (no commercial aim, free)
•
Open to consumer voice and opinion: no barriers
•
Modern
02
CONCEPT
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EROSKI CONSUMER: PRODUCTS
•
Free magazine since 1978, in all our shops
•
Web since 1998
•
Consumer Guides since the 80’s
•
Newsletters since the late 90’s
•
Mobile apps since 2009
•
Social media (Facebook and twitter) since 2010
•
Collaboration in TV program since 2011
In future? We are developing new ideas…
02
PRODUCTS
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EROSKI CONSUMER: CHANNELS
What do we offer information about?
•
Food and nutrition
•
Food security
•
Health
•
Baby
•
Pets
•
Environment
02
CHANNELS
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EROSKI CONSUMER
What do we offer information about?
•
DIY (do it yourself)
•
Economy
•
Education
•
Solidarity
•
Technology
02
CHANNELS
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EROSKI CONSUMER: CHANNELS
Each one is divided in several channels.
For example:
Channel: Food
Sub-channels: Menues & Recipes / Learning how
to eat well / In the kitchen / Food trends
02
EROSKI CONSUMER
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EROSKI CONSUMER LOOK & FEEL
The magazine is available in Spanish, Basque, Catalan and
Galician languages, all of them officials in Spain.
02
LOOK & FEEL
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EROSKI CONSUMER LOOK & FEEL
02
LOOK & FEEL
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EROSKI CONSUMER LOOK & FEEL
02
LOOK & FEEL
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EROSKI CONSUMER: HOW?
HOW DO WE DO IT?
• “Classic” formats: articles, interviews, news, long reports…
• Videos
• Infographs
• Recipes
• Comments of consumers
• Social media
• Apps
• IT programs (calculators…)
02
HOW?
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INVESTIGATIONS AND ANALYSIS
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INVESTIGATIONS AND ANALYSIS
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WEB SCHOOL TO PREVENT CHILD OBESITY
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WEB SCHOOL TO PREVENT CHILD OBESITY
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GUIDE OF “CAMINO DE SANTIAGO DE COMPOSTELA”
02
CAMINO DE SANTIAGO
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SOCIAL MEDIA: FACEBOOK
02
SOCIAL MEDIA
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SOCIAL MEDIA: TWITTER
02
SOCIAL MEDIA
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MORE THAN 3.800 RECIPES
Explained step by step
More than 500 videos
Nutritional and diet information
The users can adapt the nutritional facts to their
own nutritional needs (that depend on gender,
age, physical activity, weight and height), and
peculiarities (allergies, for example).
02
RECIPES
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MORE THAN 3.800 RECIPES
Powerful tool to search among 3.805 recipes (tomorrow there will be more!)
02
RECIPES
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MORE THAN 3.800 RECIPES
Possibility of calculating our own personal nutritional profile.
02
RECIPES
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MORE THAN 3.800 RECIPES
Consumers can build a menu adapted to their nutritional profile.
02
RECIPES
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MORE THAN 3.800 RECIPES
Each recipe is explained.
We are developing videos.
Nutritional facts are explained
using the semaphore
system.
02
RECIPES
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MOBILE APPS
FIRST IN SPANISH APP STORE!!
02
MOBILE APPS
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EROSKI CONSUMER: SOME FIGURES
More than 35.000 exclusive and different contents.
More than 50 new exclusive and different contents per week.
More than 2.500 new exclusive and different contents per year.
More than 43.500.000 visits to www.consumer.es in 2012 (360.000 visits per
month).
More than 700.000 readers of the printed magazine each month.
More than 1.000.000 subscribers to our newsletters.
More than 2.000 mentions in Spanish media (newspapers, TV, radio) in 2012.
More than 25 fantastic persons with full dedication in the project (that’s
really the secret!!!!!)
8,70 (in a 0 – 10 scale) is the evaluation given by users in 2012.
02
SOME FIGURES
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EROSKI CONSUMER: MORE AND MORE ISSUES
Just one last minute to mention other treasures available in
our project:
• All the printed magazines since 1998 are available in pdf
format…
• The most visited Guide of the “Camino de Santiago”…
• A complete guide of dog races…
• A complete guide of national and international NGOs operating
in Spain, with more than 500…
• The most complete guide of Spanish universities…
02
• A complete guide of Spanish Museums…
MORE ISSUES
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Thanks for your attention…!
alejandro.martinez@consumer.es
www.consumer.es
BRUSSELS | MARCH 7, 2012