Background on Soriana and its Relevance
Soriana is a prominent Mexican retail chain specializing in self-service stores. With over 1,100 stores across Mexico, Soriana plays a significant role in the retail sector by offering a wide range of products to millions of families. The company’s commitment to supporting local economies and promoting national consumption makes it a relevant player in the current market.
Campaign Details and Objectives
In response to weakened consumer spending, Soriana has launched the “Preciazazaso” campaign. This nationwide initiative aims to provide lower prices on more than 5,000 high-demand products, focusing on daily consumption staples that account for approximately 20% of the company’s total sales.
Gabriel Luciano Baldini’s Statement
Gabriel Luciano Baldini, the commercial director for Soriana’s autoservicio division, explained the rationale behind the campaign:
We decided to launch this campaign considering the current situation in consumer spending, which is a bit tighter. There’s a need for solutions and economy in daily life.
Product Selection and Regional Focus
The campaign features a representative basket of high-demand, daily consumption basics. Additionally, Soriana has incorporated regional products by partnering with local and regional producers to cater to specific consumption habits in different areas.
Baldini highlighted the involvement of small and medium enterprises (SMEs) in this initiative, emphasizing the campaign’s regional approach:
We’ve added regional products, though it’s a national campaign with a regional tone. In some regions, we have strong alliances with local and regional producers.
Campaign Scope and Additional Focus Areas
Starting August 10, the “Preciazazaso” campaign will be available in all Soriana stores nationwide. The initiative not only centers on price reductions but also aims to enhance product quality, assortment, and service. It offers seasonal proposals addressing various needs throughout the year.
Baldini further emphasized the campaign’s long-term commitment:
This will be an always-on campaign. We won’t stop, and we aim to make a significant impact.
Alignment with “Hecho en México” Initiative
The “Preciazazaso” campaign aligns with Soriana’s “Hecho en México” (Made in Mexico) initiative, focusing on low-price strategies and supporting local brands and producers. In Q2 2025, Soriana reported a 1.4% decline in same-store sales due to a weakened consumer environment.
Key Questions and Answers
- What is the “Preciazazaso” campaign? It’s a nationwide initiative by Soriana to lower prices on over 5,000 high-demand products, focusing on daily consumption staples that account for 20% of their total sales.
- Which products are included in the campaign? The campaign features a representative basket of high-demand, daily consumption basics, along with regional products from local and regional producers.
- Why is Soriana focusing on price reductions? The campaign aims to support families facing concrete needs by offering more affordable options and fostering daily consumption.
- How does the “Preciazazaso” campaign align with Soriana’s other initiatives? It complements Soriana’s “Hecho en México” initiative by promoting local brands and producers alongside low-price strategies.
- When will the “Preciazazaso” campaign start? The campaign begins on August 10 and will be available in all Soriana stores nationwide.
