COOP’s refurbished website is the strategic pillar of the company’s digital communication

By: trademagazin Date: 2014. 12. 02. 09:33

In the middle of August retail chain COOP launched its refurbished website. With the new layout and redesign the goal was to communicate price promotions and band innovation efficiently, and to optimise the website for mobile devices such as tablets or smartphones. Attila Gazdag, CO-OP Hungary Zrt.’s marketing and sales director told our magazine that they intend to keep developing the company’s online services. The old website was unable to serve new type of demand as consumers already started using new devices, on which the website couldn’t be displayed properly. It is needless to say that there is also new content on the new website – retail information and promotions dominate. COOP’ new web page not only looks better, but it is also easier to comprehend and navigate. Thanks to the user-friendly approach the company was able to bring its services closer to consumers. Before refurbishing the website, based on statistics and research results the company reviewed its digital strategy. The website is still central but from now on they also try to use all digital platforms in achieving business objectives. In the last year and a half COOP collected 80,000 followers on Facebook and the company now also applies online advertisement and campaigns. With digital communication the company’s goal is to serve consumers in a new way and to provide them with all the information they need. Brand innovation is key in COOP’s digital communication and in the future its loyalty scheme will also be promoted strongly in this fashion, although the loyalty programme itself is already given great emphasis on the website. Currently the company is also examining how to enter the realm of online retail.