A new retail format, a new way of building relationships

F. Czajka, P. Magarinos, M. Soto, F. Moiguer and A. Perez Echeverria

The paper describes the process of development of a new supermarket chain in Argentina - Plaza VEA - for an international retail company.

A New Retail Format, A New Way Of Building Relationships

Anibal Prez EcheverraDiscoAholdFernando MoiguerMoiguer & AsociadosMarita SotoMoiguer & AsociadosPaula MagarinsMoiguer & Asociados andFabian CzajkaMoiguer & Asociados

Introduction

 

This paper describes a retail development case, 'Plaza Vea', a new hypermarket chain whose original concept was aligned with the characteristics of the local market and today has nine outlets in Buenos Aires and three in the interior of the country.

This process began in late 1999, when the company Royal Ahold decided to develop and implement a European format in Latin...

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