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27
FUNDAMENTALS
them of course, with the launch of breakthrough products or with a high added
value, which also provide a response to consumers’ heightened awareness of
health/environmental issues and responsible purchasing. Service is another
lever, with the Group offering more and more products associating the appliance
with consumables (pod coffee, sachets of mix for yoghurt makers or
bread machines, haircare products etc.), which are mostly developed through
partnerships. Finally, the Group is also boosting its growth by expanding its
sphere of activity and becoming involved in new segments such as Intense
Pulsed Light hair removal, home-made cosmetics etc.
loyalty programmeS generating
growth
For several years now, loyalty programmes have been becoming increasingly
widespread all over the world. Generally the result of a close
partnership between a retailer and a supplier, these programmes
share a simple basic principle - consumers collect loyalty points from
the store, which ultimately give them the right to a substantial
reduction on a product from the proposed range. The Group regularly
participates in this type of promotional campaign, proposing a range
of cookware or small electrical appliances according to the requirements
of the stores: Casino or Auchan in France, Soriana in Mexico,
Metro in Russia, Makro in Poland, IGA in Australia, Falabella in Chile,
Esselunga in Italy etc. These campaigns have enabled the Group to
increase its business activity in 2012, whilst also boosting the visibility
and image of its brands.
S u s t a i n a b l e D e v e l o p m e n t
imuSa recycleS cookware at their end-of-life
Since 2009, the Colombian brand Imusa has been regularly organising
"Cambiatón*" events with its retailers. Supported by a major
communications campaign, this type of event involves collecting used
cookware for recycling, giving it a second life. Consumers are encouraged
to leave their old pots and pans in bins installed in the store and
in exchange they receive money-off coupons giving them approximately
30% off the purchase of an Imusa product. Since the beginning of
the project, 259 tonnes of unprocessed materials have been collected
by a social cooperative, containing 180 tonnes of food-grade aluminium,
which has been recycled by the brand. This good cause has also
led to the sale of 120,000 Imusa products through the use of coupons.
* From the Spanish "cambiar" meaning "to exchange"