A plush beaver called Júlio, is now available in Auchan stores and has arrived on the shelves with an unusual mission. After purchasing each fluffy toy character, the supermarket chain donates five hundred forints to the Semmelweis University’s II. Pediatric Clinic in the Tűzoltó utca for the acquisition of X-ray amplification equipment, which would be great help for life-saving interventions.

“Corporate Social Responsibility is a key element of Auchan’s strategy and it is a pleasure to organize activities in which we can engage our customers. We are confident that every Júlio will find a good owner for a good cause, ” Széll Hajnalka Auchan Retail Hungary’s national HR director said.

The 28 cm high Júlio can be purchased in the domestic stores for 1990 forints.

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The Auchan staff also received two awards at the awards ceremony held at the European Trade Day, known as the most prestigious of the industry.

At the event, the Klauzál Gábor Certificate of Recognition was rewarded to Balázs Ildikó, Auchan’s Director of Corporate Relations and Quality, while Nagy Viktor, Head of the Department Store Department for Hungarian Trade.

The European Trade Day has been celebrated for 15 years by the National Association of Entrepreneurs and Employers (VOSZ). Today it is the most prestigious forum in the profession, which rightly draws attention to the importance of the commercial sector in the domestic economy.

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For three days, from Friday to Sunday, the Hungarian Food Bank Association awaits the food donations of the population in about 120 settlements and more than 200 stores nationwide.

The organization announced on Tuesday that the traditional Christmas fundraising event, will take place with the participation of 5,000 volunteers and will primarily feature long-term food donations across the country from 3pm to 8pm on 22 November, from 8am to 7pm on 23 November, and from 8am to 6pm on 24 November in the designated stores of the Auchan, METRO and Tesco chains. (MTI)

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Beyond previous years, Auchan is participating in the Christmas Fundraising Campaign of the Hungarian Food Bank Association with 23 stores this year.

In addition to the November joint action, the supermarket chain also sponsors charity cake fairs and cash donations, as part of the Food Bank Donation Convoy launched at World Food Day. As part of the collaboration, 17 Auchan stores store and deliver bakery products, vegetables and fruit to the needy every day.

The list of the participating Auchan stores are:

AUCHAN Aquincum, 1033 Budapest, Szentendrei út 115.

AUCHAN Budakalász, 2011 Budakalász, Omszk park 1.

AUCHAN Budaörs, 2040 Budaörs, Sport utca 2-4.

AUCHAN Csömör, 2141 Csömör, Határ út 6.

AUCHAN Debrecen, 4031 Debrecen, Kishatár utca 7.

AUCHAN Dunakeszi, 2120 Dunakeszi, Nádas utca 6.

AUCHAN Fót, 2151 Fót, Fehérkő utca 1.

AUCHAN Győr, 9024 Győr, Vasvári Pál u. 1.

AUCHAN Kecskemét, 6000 Kecskemét, Dunaföldvári út 2.

AUCHAN Maglód, 2234 Maglód, Eszterházy János utca 1.

AUCHAN Miskolc, 3527 Miskolc, József Attila utca 87.

AUCHAN Miskolc 3516 Miskolc, Pesti út 9.

AUCHAN Savoya Park, 1117 Budapest, Hunyadi János utca 19.

AUCHAN Solymár, 2083 Solymár, Szent Flórián utca 2-4.

AUCHAN Sopron, 9400 Sopron, Lackner Kristóf u. 35.

AUCHAN Soroksár, 1239 Budapest, Bevásárló utca 2.

AUCHAN Szeged, 6728 Szeged, Zápor út 4.

AUCHAN Székesfehérvár, 8000 Székesfehérvár, Holland fasor 2.

AUCHAN Szigetszentmiklós, 2310 Szigetszentmiklós, Háros utca 120.

AUCHAN Szolnok, 5000 Szolnok, Felső Szandai rét 1.

AUCHAN Törökbálint, 2040 Törökbálint, Torbágy utca 1.

AUCHAN Újhegy, 1103 Budapest Gyömrői út 99.

AUCHAN Zalaegerszeg, 8900 Zalaegerszeg, Stadion u. 5. 206

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Eszter Benedek
managing director
MAGYAR TERMÉK

This autumn Hungarian Product Nonprofit Kft. came out with two new trademarks, Product of Excellence and the ECOlogical Product label. Managing director Eszter Bendedek reckons their most important task in 2020 is to familiarise product manufactures with the new markings.

Once again Hungarian Product will organise two collective nationwide prize game campaigns to promote trademark using products – one in the spring and another in the autumn. There were 15 brands participating in the campaign this autumn and the next one in spring 2020 will have the capacity to involve even more. Next year’s campaigns will roll out under the name Discoverer, and customers won’t only have the opportunity to win valuable prizes, but will also get the chance to discover Hungary’s natural and cultural treasures.

Tailor-made Hungarian Product promotions organised for retailers will also continue in 2020. This year there was one such campaign for SPAR and another in Auchan stores, and next year will bring minimum two again. In 2019 trademark using products decided by voting that the Retail Award of Excellence for Hungarian Products goes to Co-op Hungary; last year’s winner Spar, Auchan, CBA and Penny Market received honourable mentions.

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Ildikó Balázs, head of corporate affairs and quality at Auchan was honoured with the Klauzál Gábor Certificate of Honour on Europe’s Day in Commerce. She received the prestigious prize for her pro-active and professional attitude in industrial cooperations – she is a fervent supporter of every project that contributes to the introduction of new innovations, services and products, and programmes that serve customer and worker education purposes. A good example of this is the role she plays in the project of installing Tesla Supercharger stations in the parking lots of Auchan stores in Fót, Törökbálint, Szeged, Miskolc and Debrecen.

Auchan is dedicated to environmental protection and sustainable retail, therefore from April 2020 the retail chain bans single-use plastic cutlery, drinking straws and cotton buds and replaces them with green alternatives. From December 2019 shopping cardboard boxes will be made available to customers, in order to cut in-store plastic bag use. From 2020 several single-use or non-recyclable shopping bags also disappear from Auchan stores. //

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Between 22 and 24 November the Hungarian Food Bank Association’s 5,400 volunteers collected 283 tons of long shelf life food at 200 locations – Aldi, Auchan, Metro and Tesco stores – of 120 towns. From the donations 57,000 food parcels will be made, which is going to be delivered to people living in poverty in the regions of participating towns. //

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On 31 October the consumer protection state secretariat of the Ministry for Innovation and Technology organised the latest event in the ‘Consumer Protection Friday’ programme series. This time the topic was online FMCG stores, and Tesco, Auchan, CBA and GRoby all sent their representatives.

Deputy state secretary Nikoletta Keszthelyi told: The authorities performed more than 2,000 inspections and found no major irregularities whatsoever. This year another big player, SPAR online entered the market and the number of specialist online grocery shops was also growing dynamically. Such rapid expansion on the supply side will transform consumption habits in the near future.

During the nearly 2-hour discussion participants also had the chance to learn about each other’s opinions and they named a few areas where progress can and should be made, e.g. conducting a market survey on the legislative background and the practical experiences of countries in the region (Czech Republic, Poland). //

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In champagne making Method Traditionelle means that the base wine is refermented in the bottle, and after years of aging it undergoes disgorgement (its sugar content is set), before riddling is performed and the Champagne is ready to hit the shops in the same bottle.

Contact: Zwack Unicum Nyrt. / Dorottya Piller wine trade marketing coordinator;
e-mail: piller@zwackunicum.hu;
web: https://zwackwebshop.hu/hu/termekek/lanson-champagne/

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Auchan Retail has announced that it has launched Cosmia Bio, a new range of organic hygiene and beauty products for adults and babies.

It is available in all Auchan stores in Spain, France, Portugal, Hungary, Ukraine, Poland, Romania.

The range comprises liquid soap, shower gel, hand cream, face moisturiser, micellar water, deodorant and shampoo for adults.

The products contain at least 97% natural-origin ingredients such as olive, sweet almond, aloe vera, calendula or shea butter.

ESM

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Carrefour Italia has signed an agreement with Conad to acquire 28 Auchan stores in the Lombardy region in Italy for an undisclosed amount, reports suggest.

Most of the stores are of the proximity format with the sales area ranging between 150 and 600 square meters.

The transaction is scheduled to close in the beginning of next year, and includes provisions to safeguard the jobs of existing employees.

ESM

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The French Auchan chain’s logistics centre is under construction on the field of the Üllő Airport Logistics Center.

The nearly 90,000 square meters complex is built by the GSE Hungária Kft. in the development of international industrial real estate developer Goodman and will be Hungary’s largest logistics center.

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Auchan Retail Magyarország and the Trade Union of Trade Employees (KASZ) have agreed on a wage increase for 2020 – the chain announced.

According to information sent to MTI, the new remuneration system, which will involve an investment of more than 1.6 billion HUF in 2020, will increase the starting salary of new entrants by 17 percent for non-managerial employees. (MTI)

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Auchan has launched an extraordinary social campaign for its loyalty program customers from 1February. As part of the initiative, customers will be able to turn their Trust Points into charity and vote on which of the six organizations Auchan will support with an additional 1 Million Trust Points.

Auchan Trust Card holders can redeem their Trust Points for noble purpose in February this year. Customers can decide how much of their points to donate to one of the six Auchan pre-selected foundations.

Organizations eligible for the Trust Card charity campaign:
Peter Cerny Alapítvány a Beteg Koraszülöttek Gyógyításáért
Baptista Szeretetszolgálat
Rex Kutyaotthon Alapítvány
Tábitha Gyermekhospice Ház
A Szívbeteg Gyermekek Védelmében Alapítvány
SOS Gyermekfalvak Magyarország

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The No. 2 Department of Pediatrics of the Semmelweis University buys life saving equipment from donation.

Exceeding expectations, Auchan raised a total of 21 million forints in a charity campaign with the help of its customers and staff to the No. 2 Department of Pediatrics of the Semmelweis University. The amount was used to purchase X-ray amplification equipment, which is a great help for life-saving interventions.

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Tóth-Perge Bianka
trade marketing
manager
L’Oréal Magyarország

According to Bianka Tóth-Perge, trade marketing manager of L’Oréal Magyarország Kft., last year face mask was the fastest developing segment in the face care category. The face mask trend originates from South Korea and it has conquered the world. Veil masks aren’t only available for the face any more, but for other parts of the body too. In Hungary face masks make up for 8.7 percent of the total face care market, and the segment’s share is even higher, 13 percent in drugstores.

Roland Kanyó, dm Kft.’s marketing and PR manager informed that dm’s private label products are very popular. The company opines that drugstores are responsible for more than 50 percent of face mask sales. Orsolya Marosi-Tokaji, category manager of Rossmann Magyarország Kft. revealed that both value and volume sales developed faster in their stores than the market average. Plus more than 90 percent of total sales come from this retail channel.

Gabriella Szabó
product manager
Solanie Professional
Cosmetics, Alveola

ALVEOLA Kft. concentrates on the professional segment. Gabriella Szabó, Solanie Professional Cosmetics product manager told our magazine that veil masks and alginate masks dominate in the category. Professionals use more cream masks, from which they sell the smaller-sized products to their customers.

Kata Bartek 
brand manager
Superio

Kata Bartek, brand manager of Superio Kft. informed that more than 20 different Ziaja face masks are available to consumers. Most of the company’s products are sold in Rossmann and Auchan stores, and in organic product shops. Sales jumped 23 percent in 2019 if measured in number of items. László Somogyi, managing director of Somogyi Brothers Kft. and owner of the My Hsin-Ni brand reported to Trade magazin that their sales soared last year, in comparison with 2018. The company’s experience is that many shoppers buy face mask based on the recommendation of people they trust.

Orsolya Marosi-Tokaji
category manager
Rossmann Hungary

Ms Marosi-Tokaji reckons that seasonality isn’t characteristic of the category. She added that today many types of face masks are available in shops, in really attractive packaging, and this has a beneficial effect on sales. Mr Kanyó agreed that demand is steady in the face mask category. His experience is that shoppers make their choices based on skin type, but new innovations also drive sales. Consumers aren’t really price-sensitive when it comes to buying face masks. Ms Tóth-Perge explained that some women use face mask once a week, while others apply it 2-3 times per week. What is more, 22 percent of consumers using the face care category enter it via the face mask. However, shoppers are less loyal to brands than in the face cream category.

Ms Bartek told that in the winter period women prefer deep-hydrating masks, while in the summer lighter, gel-type products are popular; spring is the time for face masks with extra vitamin content.

László Somogyi
managing director
Somogyi Brothers

Mr Somogyi called attention to the fact that women like to buy face mask sets as a gift before Christmas – for their mothers, friends, etc. He told that My Hsin-Ni face masks contain special, very effective ingredients. Ms Szabó talked about ALVEOLA Kft.’s large portfolio: shoppers can choose from 28 different Solanie masks, which can be powder-, cream- or gel-based.

L’Oréal Magyarország Kft.’s most popular product is Garnier Aqua Bomb, a hydrating veil mask that contains pomegranate and hyaluronic acid. Consumers also like the hyaluronic acid or vitamin C containing Fresh Mix masks. This year’s new product is the L’Oréal Paris Age Specialist anti-wrinkle veil mask. From ALVEOLA Kft.’s Solanie Professional veil masks it is the Alginate series that is the most popular. Superio Kft. came out with a clay-containing face mask range in 2019.

Roland Kanyó
marketing and
PR-manager
dm

dm Kft. offers face masks in different shapes, fragrances and functions, plus they have natural products too. In dm drugstores private label and Garnier textile masks are the most popular. Rossmann Magyarország Kft.’s expectation is that this year will be dominated by anti-wrinkle masks, and hyaluronic acid and collagen containing masks will become even more popular. Somogyi Brothers Kft. is busy designing a more eco-friendly packaging for products, and plans also include the launch of a new My Hsin-Ni eye mask. //

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Essity Hungary Kft. started the Zewa Designer Contest back in 2017, and this year was the first that POPAI Hungary Association – with the sponsorship of Zewa and SPAR – organised the now nationwide competition for students, called POPAI Student Design Awards. Designer students had to create in-store displays based on the brief they received.

In 2016 Zewa renewed its moist toilet tissue selection and planned a special campaign to increase the category’s low penetration level. Réka Nagy, customer marketing manager of Essity explained that consumer surveys revealed: one of the obstacles to more people using the product is that it has no ‘established’ place in bathrooms and toilet rooms. It seemed a good idea to solve this problem with the help of design students from the Budapest University of Technology and Economics (BME) – who were happy to be asked, informed professor András Varga – and the two parties have been working together ever since. The jury of experts decided that the design by Yevgeniy Levkovets was the best, while Bianka Rudokasz’s entry won the online voting, where 50,603 votes were cast.

_{Zewa Designer Awards 1.0 students of BME and the organisers (2017)}

After the successful product launch and consumer campaign, Essity started focusing on the POS communication of Zewa moist toilet tissue. This time in the Zewa Designer Contest 2.0, the main task was the in-store placement of moist toilet tissue. Mr Varga told that the contest was integrated into the university course’s material. Jury members included the representatives of Essity, POPAI Hungary Association, BME professor András Varga, and experts from DS Smith, ET Research and Publicis.

The 1st place was awarded to the ‘Backpack’ display of Zsófia Volyák. Eszter Regina Gaál’s interactive ‘Rotating Wheel’ solution won the consumers’ choice award. POPAI’s special award was given to Petra Viola Vityi’s ‘Forest Lodge’ creation. The first two display designs were manufactured and installed in Tesco and Auchan stores. All three winners qualified for the Shop! Global Awards in the Student Design category, and Ms Gaál’s display won the ‘Oscar’ of the POS trade! Barbara Bódogh, Essity’s shopper marketing manager explained: they wanted display designs that can make an impact on those who don’t buy the category yet and non-Zewa buyers as well. Ms Bódogh added that they had tried to take into consideration how the designs can be put into practice in shops. The award ceremony took place on 14 February 2020 at the Budapest Chamber of Commerce and Industry, as part of the ‘I love Trade Marketing – The Age of Experience’ conference. In the next issue of Trade magazin we will introduce the winners.

_{POPAI Student Design Awards – students, organisers and the members of the jury (2019)}

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Managing director Eszter Benedek told that Hungarian Product Nonprofit Kft. is implementing a wobbler campaign in Auchan stores this February and October, calling shoppers’ attention to products bearing the trademark. Plus a tailor-made promotion will also start in Auchan stores at the end of February: in the one-month prize game 200 products of 13 trademark using companies will participate. CBA, SPAR, Coop and Aldi stores will also promote products with the Hungarian Product trademark in February and March.

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Bauer Zsófia
research specialist
Ynsight Research

 Ynsight Research and Silberstein & Partners set up a research team to study consumer opinion about FMCG retailers in social media and on the internet in general. They used the netnography method that not only counts the ‘likes’ but also sheds light on the motivations behind consumers’ emotions and opinions. There was plenty of data available for this, as in 2019 no fewer than 700,000 posts and comments were dealing with various brands; these generated 2.8 million likes, comments and shares.

Márk Mezei
communications expert
Silberstein & Partners

 We registered big differences in the number of followers of retail chains. In this respect Lidl, Spar and Tesco have the most popular pages. Auchan is in a special situation as it publishes Hungarian-language content online in Hungary, its follower base is international. Both CBA and Príma have their own pages, but we combined their data for the sake of this research. Having many followers doesn’t necessarily translate into high activity level, e.g. Coop’s followers are much more active than the average.

We prepared our ranking using sentiment analysis, so that not only the number of mentions show how popular a retailer is. The data reveals that in the case of Reál promotions campaigns and prize games made the retail chain popular. With Aldi, the focus is on high-quality products, while Lidl is about saving money. Both retailers showed themselves in a positive light with their efforts to go plastic-free in 2019, and with the good career opportunities that they offer.

Last year 144,419 individual users expressed their opinion about retail chains on more than 6,000 different platforms. It is noteworthy that much more women do so than men: 60.5 percent were women and 39.5 percent were men. Men were more active commenting on articles about public affairs and politics, while women liked to discuss environmental issues. It seems that 25-44 year old consumers made the most comments among those whose age was indicated.

Shoppers were the most active on Facebook by far. It is interesting that Hungarian users are also active in other countries with a considerable Hungarian population. After the Christmas period, there were two very important shopping-related topics discussed in the online space. Already at the end of the year users started talking about the level of inflation and how much FMCG product prices are likely to increase. There were more than 10,000 such comments and posts between 1 December 2019 and 15 January 2020. The other popular topic was buying Hungarian-made products. This discussion was generated by the plans to subsidise the operating of village grocery stores and to use little flags for marking the origin of pork in shops. //

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