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The Monoprix line of products revamped

Monoprix revamped last year the packaging of all products sold under its own brand (the acronym “MDD” is used in French – Marques De Distributeurs – to refer to distributors selling products under their own brand).

The least we can say is that Monoprix was very creative and broke with the rules of the industry. Packagings were used to be very simple (to depict probably their low-cost positioning) and boring. Not only did Monoprix innovate with colorful packagings but it also aligned all its packagings across categories (food, non-food) on the same Pop Art scheme.

Last but not least funny slogans were added to each product which will surely remind you of another award-winning brand, namely Michel & Augustin. The latter became popular among others for their refreshing perspective on marketing and their collaborative innovation methods on which we have already reported.

My take:

It had been long time since I visited Monoprix for the last time and I must admit their product lines are very coherent and, more important, their products are excellent. I also noticed that cash registers are built on the same principle as those at Whole Foods. Each cash register has a number and a speaker in the roof above clients call them to the next free cash out line.

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Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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