BASQUE LABEL HARATEGIAK
The certified butchers’ for the sale of Euskal Okela did not have a recognizable brand. They were no longer the Euskal Okela exclusive sellers as their meat became available in supermarkets and hypermarkets. The sector is declining, with continuous closures and a lack of generational turnover.
The quality was associated with the product (Euskal Okela), but not with the seller. The best potential customers did not consider the butchers’ an appealing seller. They had to move on from simply selling products to offering solutions.
We have created an appealing experience targeting the client profiles we want to attract (or enhance) which simultaneously continues to work for current clients. We created different purchase speeds: cross counter sale, self-service and click & collect. Complementary products are brought closer to the client.
We have designed a store model that allows a progressive implementation with a restricted budget for a heterogeneous network that is envisaged to continue as such. We produced both physical (furniture, signage, uniforms, packaging …) and digital supports (web, social networks, videos …).
We adapt the model to each individual case, studying the location’s characteristics, the client’s specific profile, the business specialty and the available budget. Minor interventions are carried out (in less than 3 days) to the complete remodelling of the butcher’s shop.
The model has a dashboard that integrates the KPIs required for the analysis of the business’ development. The model is fine-tuned with each adaptation by taking in the butchers and customers’ feedback.