Retail Innovation Learnings From A Segmented Shop Formula: Sunka

Lluis Martinez-Ribes
ESADE (Business School)
Xavier Roure
Supermercats Pujol SA

THE SITUATION BEFORE SUNKA

SUPSA, the retail company that launched Sunka, is a Catalan supermarket company which manages some 50 neighbourhood stores under the logo 'Plus Fresc'. (See Figure 1)

Because the company is rather small in comparison to its competitors, its survival has been based on innovation, both in the use of customer information, and in the warm shopping experience offered.