Keep it local and get the basics right

Musgrave’s two retail brands in the Irish market — SuperValu and Centra — are not only competing, but winning in today’s tough economic climate.

SuperValu’s market share sits at just under 20%, which means that one in every five euro spent on grocery shopping is spent in our stores, while Centra is widely recognised as the number one brand in the convenience sector. I put this success down to a number of key factors, beginning with absolute clarity around what both of our brands stand for.

Driving sales for us, begins with our brands and ensuring that there is no ambiguity. Our shoppers understand that everything we do fits under the SuperValu “Real Food Real People” banner or Centra’s “Brighten Up Your Day”. These are not just straplines — they are the very essence of everything we do with both brands, so our shoppers know exactly what they will get, when they shop in our stores.