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BOGOTA, Colombia - Carulla Vivero S.A., Colombia's second-biggest retailer, has chosen Toronto-based brand strategy and design consultancy Watt International, a wholly owned subsidiary of the Envoy Communications Group, to lead the repositioning and design of the company's 83 Carulla stores. Carulla Vivero operates a chain of 133 supermarkets, hypermarkets, and discount stores throughout Colombia.
Since 2003 Watt has helped to develop Carulla Vivero's retail operations, including work on the grocer's hypermarket concept, Vivero. Carulla Vivero currently runs 14 such units.
"The success of our new Vivero concept speaks volumes on Watt's ability to help us remain competitive in the South American retail landscape," said Carulla Vivero e.v.p. Pedro Pablo Cuevas in a statement. "We're pleased to be expanding our relationship with Watt. We are confident that together we'll find many new ways to turn our objectives and goals into results."
Carulla Vivero has embarked on a large-scale growth strategy to cement its position as a homegrown leader and retail innovator.
Juan Esquijarosa, Watt's v.p., international business, told Progressive Grocer: "Watt worked with Vivero to develop their brand strategy and to define their brand pillars: surprising, entertaining, and community. Based on Vivero's brand strategy and [their] identity, we developed all in-store and external communications, store planning and merchandising, lighting, etc." As a result, "Vivero experienced 20 percent higher sales than they had originally targeted for after opening." Esquijarosa added that Watt was "rolling out the same branding and design program for Carulla," but said that there were no plans at this time regarding the chain's 36 Merquefaciles discount supermarkets.
According to its Web site, Watt also counts among its clients in the supermarket industry A&P, Ahold USA, Albertsons, Wal-Mart, and Wegmans, as well as Canadian food retailers Loblaws and Sobeys.