New image for Cofaq

The intention is to demonstrate the strength of this group of independent retailers, and enable it to be perceived as a wholeSince March 2007 Cofaq has been offering its members a uniform image for their 380 stores. This involved developing a new logo to appear beside that of the particular chain, or the member's name in cases where none of the group's trading formats (Brico Pro, Master Pro or Master Mat) has been adopted."Head office hasn't had a negative year since 1978. On the contrary, centrally-invoiced sales have continued to develop exponentially. We could well be satisfied with this progress - we make a good living, and we favour discretion. But it has become vital for our group to create a halo effect for the public as a whole. A national identity is essential for our members. It brings them together, no matter what their field of activity. In this way it is possible to create a strong image with which to demonstrate our strength," explains Michel Poupot, executive director of Cofaq.
A heterogeneous group
"It was a complex project to undertake. Cofaq has its own history and a variety of different operating areas. It is a heterogeneous group." A complexity that is expressed by two target groups - trade and private customers - and three different trading formats (Master Pro, Master Mat and Brico Pro), as well as 131 outlets operating under their own company names. The stores are often to be found on inner-city locations and to combine several different sectors (industrial distribution, hardware, glass/porcelain/ceramics, etc), that do not necessarily fit into any of the group's trading concepts.The great majority of the stores are expected to adopt the new standards within the next 18 months. "It is important that the stores should adopt the national image, first and foremost in respect of their customers, whether professionals or end-consumers. The image of a strong group brings with it the promise of reasonable prices and the continued existence of the individual company. A national image makes it possible to gain regular customers and reinforce local awareness of the company, since it is linked to the national level of awareness."This brand strategy is being accompanied by communications activities. The first phase, an institutional campaign, ran from April to July in the trade press. The second phase lasted from September to November, and was addressed to end-consumers. The message is always geared at the group's internet site, which shows…