‘From village stores even a loaf of bread was delivered to old people’s doors’

– The pandemic made shoppers appreciate Hungarian-owned retail chains much more. This translated into both sales revenue growth and an increase in the number of customers. Online sales also surged during the first wave of the pandemic. In this period we cooperated very closely with our suppliers, to ensure the uninterrupted availability of FMCG products.

How did the expansion of the online channel transform the daily operations of CBA?

– Due to the innumerable online orders, we had to make changes in the domains of service and transportation. E-commerce was the biggest winner of the recent period: our sales got 6-7 times bigger during the first wave of the pandemic.

In addition to the services related to online orders, what kind of other changes occurred during the pandemic?

– Hungarian products found themselves in the spotlight, together with small shops – especially in the pandemic’s first wave. One thing is sure: in the countryside the relationship small shops have with customers is very important. There was a small village CBA shop which even delivered a single loaf of bread to old customers!

Did you predict that people would start stockpiling?

– During the first wave half the country were baking bread. When in the second wave shoppers were bringing out the bags of flour from the pantry they had purchased back in March, they realised there was no need to panic.

Recently you have launched the ‘We are CBA’ video series. What is your objective with this campaign?

– There are several hundred CBA stores all over Hungary and they definitely have one thing in common: they want satisfied customers who return. The campaign visits small CBAs in the country and introduces them; the message is that the CBA store network is like one big family.

How do you support CBA partners?

– In 2019 we started a programme that offers regular professional help to those who would like to make progress in their work.

In another campaign you ask viewers to send in suggestion for CBA Piros commercials. Have you received any ideas yet?

– We have already received more than 100 ideas for commercials. The programme will end in June and the commercial based on the winner concept will debut in September.

CBA Piros products appeared on store shelves more than two years ago. Have customers learned by now that low-priced private label products can also be of high quality?

– Consumers know and like Piros products, because they know that they deliver brand quality. It took lots of hard work from us to convince them of this. CBA keeps expanding the Piros product selection.

Can you speak a little about your CSR activities?

– We cooperate with the Save a Life Foundation in realising the dreams of children in need. Recently we have also been helping many hospitals with fruit donations.

What can we know about your sustainability efforts?

– Soon our private label products will get an eco-friendly packaging. It is a priority for CBA to use recycled material for product packaging.

CBA will be 30 years old next year. How are you preparing for the anniversary?

– With a campaign, a prize game and lots of surprises! (x)