Development of Spanish supermarket concept of Caprabo

Caprabo (Spain)
The Barcelona based company Caprabo, this year 50 years old of age, currently has around 500 supermarkets in Spain. The mayority of these supermarkets is located in the province of Catalonia.

In 2006 Caprabo and Jos de Vries The Retail Company agreed on the development ofnew multiformat store concepts: Caprabo Periferica (hypermarket), Urbano (city-format and convenience

The first new store model, located in the Shopping Centre L´Illa de Barcelona, a pilot program was developed with a firm commitment to fresh departments, fruits, vegetables and fish.

The idea of the formula was to transform the shopping experience into a quick, convenient and functional one for the client by strengthening its offer of fresh produce. In order to do this, and in contrast to standard retail practice, the fruit and vegetable shelves are the first ones to greet visitors to the store directly after the checkout area. Another new feature is the height of the shelves themselves, which are lower than usual and more accessible. Illumination plays an essential role in all of this adding quality to the atmosphere of the whole area.
The pilot store has been divided into three areas: fresh produce directly entering the store, packed products, wine cellar and perfumery at the back and household accesories on the right. The total area of this supermarket was 5.000 square meters. After the succesfull opening of the pilot store, Caprabo to decided to (re)built new and existing supermarkets into the new concept.

Eroski Group, number 3 in Spanish food retail market, purchased in 2007 75% of the shares of Caprabo. Both formulas work together with brands and image but maintain their own formulas.



www.caprabo.es
www.josdevries.eu