Esselunga Marketing Strategy 2024: A Case Study

Esselunga, an Italian supermarket chain, has gained international recognition for its exceptional marketing strategy and brand positioning. With a sales figure of €15,300 per square meter, Esselunga has outperformed other major global chains, such as J Sainsbury and Wm Morrison, in terms of revenue generation. In this case study, we will delve into the innovative tactics and digital marketing approach that have propelled Esselunga’s success in the highly competitive retail industry.

Key Takeaways:

  • Esselunga’s marketing strategy has positioned the company as a leader in the Italian supermarket sector.
  • The brand has achieved record-breaking sales per square meter, surpassing other international retail chains.
  • Esselunga’s success can be attributed to its innovative tactics and digital marketing approach.
  • The company focuses on creating an emotional connection with customers through its advertising campaigns.
  • Esselunga’s competitive pricing strategy and commitment to high-quality products contribute to its market leadership.

Market Share and Competition

Despite facing competition from other retail chains, Esselunga has maintained a significant market share in Italy. In 2021, Conad held the largest market share at 15%, followed closely by Selex at 14.5% and Coop at 12.3%. Esselunga’s market share stood at 8.1% with a turnover of around €6.8 billion. This indicates Esselunga’s strong position in the market and its ability to compete effectively with other retail giants.

To gain a deeper understanding of Esselunga’s market dominance and competitive landscape, let’s take a closer look at the market research data and perform a competitive analysis.

Market Research Overview

Esselunga’s market research provides valuable insights into customer preferences, shopping behaviors, and industry trends. By analyzing customer data, Esselunga can identify opportunities for growth, optimize its product offerings, and enhance customer experiences.

Esselunga’s customer research covers various aspects, including:

  • Demographics: Understanding the age, gender, and location of its customer base allows Esselunga to tailor marketing strategies to specific segments.
  • Shopping Habits: Analyzing how frequently customers shop, what products they purchase, and their preferred shopping channels helps Esselunga optimize inventory and promotions.
  • Customer Satisfaction: Measuring customer satisfaction levels through surveys and feedback enables Esselunga to identify areas for improvement and enhance service quality.

Competitive Analysis

To stay ahead of the competition, Esselunga conducts a thorough competitive analysis that includes:

  • Comparative Pricing: Monitoring and benchmarking prices against competitors allows Esselunga to offer competitive prices and ensure its pricing strategy aligns with market trends.
  • Product Assortment: Analyzing the product range of competitors helps Esselunga identify gaps in the market and introduce new, in-demand products.
  • Marketing Strategies: Evaluating the advertising campaigns and promotional tactics of competitors allows Esselunga to differentiate its messaging and develop innovative marketing campaigns.
  • Customer Experience: Assessing the customer experience provided by competitors enables Esselunga to identify areas where it can deliver better service and exceed customer expectations.

Through market research and competitive analysis, Esselunga remains well-informed about the market landscape and takes proactive measures to maintain its market share and competitive edge.

Stay tuned for the next section, where we’ll explore Esselunga’s emotion-based marketing approach and its impact on customer engagement.

Emotion-based Marketing Approach

Esselunga understands the power of emotions in creating meaningful connections with their customers. Through their emotion-based marketing approach, Esselunga aims to engage their audience on a deeper level and drive sales. Emotion-based marketing involves the strategic use of emotions in marketing and advertising efforts to capture attention and create a lasting impact on consumers.

One notable example of Esselunga’s emotional marketing is their recent advertising campaign that tells the heartwarming story of a daughter trying to bridge the gap between her separated parents. This commercial taps into the universal theme of family and love, evoking emotions and resonating with their target audience. By creating an emotional connection, Esselunga aims to make their advertisement memorable and shareable, ultimately driving brand awareness and customer loyalty.

Emotional marketing allows Esselunga to differentiate themselves from competitors by establishing a deeper and more authentic relationship with their customers. By appealing to their emotions, Esselunga can evoke a response that goes beyond rational decision-making, tapping into the consumers’ desires, aspirations, and values.

This emotion-based marketing approach aligns with Esselunga’s commitment to customer-centricity and creating meaningful experiences. Emotions have the power to influence customer behavior and purchase decisions, and Esselunga recognizes the value of connecting with their audience on an emotional level.

Pricing Strategy

Esselunga, as a market leader in Italy, has established itself with a competitive pricing strategy that revolves around offering the best prices to its customers. To ensure its pricing remains competitive, the company regularly checks the prices of its main competitors and strives to offer the lowest prices in the market. By maintaining this pricing strategy, Esselunga attracts price-conscious customers who are looking for the best deals.

In addition to its commitment to competitive pricing, Esselunga implements various promotional tactics to provide additional value to its customers. One of these tactics is the implementation of a loyalty program, allowing customers to collect points for their purchases and redeem them for various rewards. This not only encourages customer loyalty and repeat purchases, but also enhances the overall customer experience.

Through its promotional tactics and commitment to offering the best prices, Esselunga maintains its position as a market leader with a loyal customer base. This pricing strategy resonates with price-conscious shoppers and further strengthens Esselunga’s brand positioning in the highly competitive retail industry.

Product Assortment and Quality

Esselunga is renowned for its extensive and diverse product range, offering customers a wide selection of high-quality options. Whether you’re seeking premium brands or more affordable alternatives, Esselunga ensures that there is something to suit every taste and budget. The supermarket takes pride in curating a collection of products that caters to the unique preferences of its diverse customer base.

At Esselunga, product quality is of utmost importance. The company is committed to sourcing and providing customers with only the finest products, ensuring that they meet stringent quality standards. By prioritizing quality, Esselunga has built a strong reputation for reliability and trustworthiness among its loyal customer base.

Here is a glimpse of the product categories available at Esselunga:

  • Groceries
  • Fresh produce
  • Meat and poultry
  • Seafood
  • Dairy and deli
  • Bakery items
  • Wine and spirits
  • Household products
  • Health and beauty
  • Baby care

Esselunga’s commitment to offering a diverse product assortment and maintaining exceptional quality has solidified its position as a trusted destination for customers looking for the best in both variety and reliability.

Product Category Quality
Groceries Esselunga offers a wide range of high-quality grocery items, including organic and specialty products.
Fresh produce Customers can expect fresh, locally sourced fruits and vegetables that are carefully selected for optimal taste and quality.
Meat and poultry Esselunga partners with trusted suppliers to provide customers with premium cuts of meat and poultry, ensuring top-notch taste and freshness.
Seafood From succulent shrimp to pristine salmon, Esselunga offers a wide variety of high-quality seafood options that meet the highest quality standards.
Dairy and deli Customers can find an array of delicious dairy products and carefully crafted deli items that showcase Esselunga’s dedication to quality.
Bakery items Esselunga’s bakery delights customers with freshly baked bread, pastries, and desserts, all made with the finest ingredients.
Wine and spirits Esselunga’s impressive selection of wines and spirits features both acclaimed international labels and exceptional local offerings.
Household products Esselunga provides a comprehensive range of household products, including cleaning supplies and everyday essentials, ensuring quality for every need.
Health and beauty Customers can discover a diverse assortment of premium health and beauty products at Esselunga, allowing them to look and feel their best.
Baby care Esselunga understands the unique needs of parents and offers a range of baby care products that prioritize safety and quality.

Customer Segmentation

Esselunga recognizes the importance of understanding and catering to the diverse needs of its customers through a customer segmentation approach. By identifying different customer segments, such as the foodie segment, visual shopper segment, and convenience-driven segment, Esselunga can tailor its marketing strategies and product offerings to meet the specific needs of each segment. This customer-centric approach allows Esselunga to build stronger relationships with its customers and drive customer satisfaction.

Understanding the preferences and shopping behaviors of each customer segment enables Esselunga to create targeted marketing campaigns that resonate with their specific interests and motivations. For example, the foodie segment may be more interested in gourmet and specialty food products, while the visual shopper segment may prioritize aesthetic packaging and visually appealing displays. By catering to these preferences, Esselunga can provide a personalized shopping experience that meets the unique needs of each customer segment.

To further enhance customer satisfaction, Esselunga utilizes customer data and analytics to continuously refine its customer segmentation strategies. Through data-driven insights, Esselunga can identify emerging trends, preferences, and behaviors within each customer segment, allowing the supermarket chain to adapt its marketing efforts and stay ahead of changing customer demands.

Esselunga’s commitment to customer segmentation not only benefits the customers by providing tailored experiences but also serves the supermarket chain’s overall business objectives. By understanding and responding to the diverse needs of different customer segments, Esselunga can maximize customer loyalty and retention, ultimately driving revenue growth and maintaining its position as a market leader in the retail industry.

Customer Segment Description
Foodie Segment Customers who have a passion for gourmet and specialty food products. They value unique and high-quality food options.
Visual Shopper Segment Customers who are visually influenced by product packaging and store displays. They appreciate aesthetically pleasing and visually appealing products.
Convenience-Driven Segment Customers who prioritize convenience and efficiency in their shopping experience. They value quick and easy access to essential products.

Innovative Store Formats

Esselunga understands the importance of catering to different customer needs and preferences. That’s why they operate various store formats, including hypermarkets, supermarkets, and superettes. With 87 hypermarkets, 49 supermarkets, and 7 superettes across Northern and Central Italy, Esselunga ensures that customers have convenient and accessible shopping experiences.

These diverse store formats contribute significantly to Esselunga’s overall marketing strategy and brand positioning. By offering different types of stores, Esselunga can tailor its offerings to specific customer segments and provide a personalized shopping experience.

Innovative Store Formats: A Closer Look

Let’s take a closer look at Esselunga’s store formats:

Store Format Number of Stores
Hypermarkets 87
Supermarkets 49
Superettes 7

Esselunga’s hypermarkets are large-scale stores that offer a wide range of products, including groceries, household items, clothing, and electronics. These mega-stores provide customers with a one-stop shopping experience, making it convenient to fulfill all their needs in one place.

The supermarkets, on the other hand, are smaller in size but still offer a comprehensive selection of products. These stores are strategically located in different neighborhoods, ensuring that customers have easy access to their essential groceries.

Lastly, Esselunga’s superettes are smaller convenience stores that cater to customers who are looking for a quick and hassle-free shopping experience. These stores are perfect for grabbing last-minute items or essentials on the go.

Esselunga’s innovative store format strategy allows them to meet the diverse needs of their customers. Whether it’s a large weekly grocery shopping trip or a quick stop for essentials, Esselunga has a store format that fits every customer’s preferences.

Loyalty Programs and Promotions

Esselunga understands the importance of fostering customer loyalty and incentivizing repeat purchases. To achieve this, the supermarket chain has implemented a range of loyalty programs and promotions tailored to meet the diverse needs of its customers.

Loyalty Programs

Customers can register for a Fidaty card, which serves as their key to unlocking exclusive benefits and rewards. With the Fidaty card, customers can collect “punti fragola” (strawberry points) every time they make a purchase at Esselunga. These strawberry points can then be redeemed for a variety of rewards, ranging from discounts on future purchases to special gifts and experiences.

Esselunga’s loyalty programs not only provide customers with tangible rewards but also create a sense of belonging and appreciation. By offering personalized benefits and tailored promotions, Esselunga strengthens its relationship with each customer, reinforcing their loyalty to the brand.

Promotions and Discounts

In addition to its loyalty programs, Esselunga regularly runs promotions and discounts to engage customers and provide added value. These promotions cover a wide range of products, allowing customers to enjoy savings on their favorite items. Whether it’s buy-one-get-one-free offers or percentage-based discounts, Esselunga ensures that its promotions cater to varying customer preferences.

Furthermore, Esselunga’s promotional activities are designed to create excitement and drive customer engagement. From seasonal sales events to limited-time offers, the supermarket chain keeps customers informed and eager to take advantage of the latest promotions.

These loyalty programs and promotions play a vital role in Esselunga’s overall marketing strategy. By fostering customer loyalty and providing added value, Esselunga continues to build strong relationships with its customer base. Through these initiatives, the supermarket chain not only increases customer retention but also attracts new customers who recognize the benefits of shopping at Esselunga.


Esselunga’s marketing strategy has solidified its position as a market leader in Italy, showcasing its relentless commitment to excellence. By employing an emotion-based marketing approach, the company successfully connects with customers on a deeper level, forging lasting connections. Furthermore, Esselunga’s Marketing Strategy 2024 includes a competitive pricing strategy, enabling the retailer to offer the best prices and attract a wide range of customers.

Their diverse product assortment caters to various customer preferences, ensuring that every individual finds what they need. Utilizing customer segmentation, Esselunga tailors its marketing efforts to different target segments, enhancing customer satisfaction and loyalty. Additionally, the innovative store formats implemented by Esselunga create convenient shopping experiences for consumers across Northern and Central Italy.

Esselunga’s unwavering dedication to customer satisfaction extends to its loyalty programs and promotions. The company rewards loyal customers through its Fidaty card, allowing them to accumulate points and redeem exciting rewards. Through all these initiatives, Esselunga’s brand positioning remains strong, solidifying its reputation as a trusted retailer known for delivering high-quality products and exceptional customer service.


What is the marketing strategy of Esselunga?

Esselunga’s marketing strategy focuses on emotion-based marketing, competitive pricing, diverse product assortment, customer segmentation, and innovative store formats.

How does Esselunga maintain market share and compete with other retail chains?

Esselunga maintains a significant market share by offering competitive prices, high-quality products, and implementing promotions and discounts. It competes effectively by understanding customer needs through segmentation and providing convenient store formats.

How does Esselunga use emotion-based marketing?

Esselunga uses emotion-based marketing to connect with customers on a deeper level. Its commercials often feature heartwarming stories that evoke emotions and resonate with the target audience.

What is Esselunga’s pricing strategy?

Esselunga ensures it offers the lowest prices in the market by regularly checking prices from competitors. It also implements promotions and discounts, such as a loyalty program where customers can collect points and redeem them for rewards.

What is the product assortment and quality of Esselunga?

Esselunga offers a wide range of high-quality products, including premium and regular options. The company is committed to providing the best quality and variety to meet customer preferences.

How does Esselunga segment its customers?

Esselunga adopts a customer-centric approach by segmenting customers into different groups based on their preferences and shopping behaviors. This allows Esselunga to tailor its marketing strategies and product offerings to meet specific needs.

What are the store formats of Esselunga?

Esselunga operates various store formats, including hypermarkets, supermarkets, and superettes. This allows the company to cater to different customer needs and provide convenient and accessible shopping experiences.

Does Esselunga have loyalty programs and promotions?

Yes, Esselunga has loyalty programs where customers can register for a Fidaty card and collect “punti fragola” (strawberry points) to redeem for rewards. The company also regularly runs promotions and discounts to engage customers and provide added value.

What has contributed to Esselunga’s success in the market?

Esselunga’s success can be attributed to its marketing strategies, which include emotion-based marketing, competitive pricing, diverse product assortment, customer segmentation, and innovative store formats. These factors have helped establish a strong brand presence and customer loyalty.
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Editorial Team