Dia has increased same-store sales by 50% over the past four years.

Supermarket chain Day completes the transformation process in Spain, as explained yesterday by its national market CEO Ricardo Alvarez, who confirmed that Dia has revolutionized its own brand “from the inside out” with in order to adapt to consumer demand.

The manager emphasized that transformation

Supermarket chain Day completes the transformation process in Spain, as explained yesterday by its national market CEO Ricardo Alvarez, who confirmed that Dia has revolutionized its own brand “from the inside out” with in order to adapt to consumer demand.

The manager emphasized that transformation company, which led to a sharp reduction in the number of stores in Spain to 2,300 establishments, concluded and assured that the company was focused on maximizing the quality of its own brand, launching 2,400 new products of its own brand on the market. has been teaching for the past four years.

Alvarez noted that the company is not currently considering further asset sales following the sale of 223 stores in Spain to the company In fieldas well as perfume business Clarel to the Colombian group Trinity or transfer to Auchan his business in Portugal is worth about $155 million.

Following this in-depth process of strategic reorganization of its business, Dia managed to end last year with positive results in Spanish market, where he made a net profit of 122 million, which means leaving behind several years of tying red numbers. One key point is that average sales per store increased 50% in four years.

The first head of Dia in Spain emphasized that the company’s reconversion has led to a deep renewal of the company’s product range: more than 50 new items per month and a record number of new products of 139 in March 2021. This area has also been strengthened. from freshness and intimacysince 96% of purchases are made from local suppliers (3.1 billion euros).

On the other hand, Alvarez recalled that since 2020, the supermarket chain has allocated more than 500 million euros to offers and promotions for its customers, helping households save. In addition, the group increased customer loyalty through Club daywhich already has almost 6 million users.