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Jeronimo Martins
How did Jeronimo Martins turn price battles into market power?
The Group used aggressive 2024–2025 price wars in Poland, real-time SMS marketing and comparative receipt ads to shift consumer perception and lock in loyalty. Its evolution from a 1792 Lisbon grocer to a data-driven international retailer underpins rapid market moves.
Today the company posts > 33 billion EUR revenue (2024) and eyes 36 billion EUR in 2025 while blending high-volume discounting, digital personalization and transparent price comparisons to dominate diverse markets; see Jeronimo Martins Porter's Five Forces Analysis
How Does Jeronimo Martins Reach Its Customers?
Sales Channels at Jeronimo Martins combine dense physical networks with targeted digital partnerships to serve Portugal, Poland and Colombia, positioning stores as the primary revenue base while scaling e-commerce and rapid delivery to capture convenience-driven demand.
Poland — Proximity Discount Network
Biedronka operates over 3,600 stores as of early 2025, using a proximity discount model across urban and rural locations to drive frequency and market share.
Portugal — Supermarket & Wholesale
Pingo Doce runs 485 supermarkets focused on fresh assortments, while Recheio leads the cash-and-carry wholesale format serving horeca and small retailers.
Colombia — Neighborhood Discount Rollout
Ara scaled to over 1,400 stores by early 2025, targeting informal-trade replacement with low-price, high-frequency neighborhood outlets.
Digital & Delivery Partnerships
Hebe has become a digital-first health & beauty channel across markets; grocery e-commerce growth is captured via an exclusive partnership with Glovo, which materially contributed to incremental sales in 2024.
Channel mix emphasizes physical store density as the sales engine while layering digital convenience and partnership-driven last-mile to boost reach and margin efficiency.
Channel Dynamics & Strategic Impacts
Omnichannel integration supports customer acquisition and retention, with strong alignment between merchandising, pricing and logistics across banners.
- Biedronka marketing approach centers on price leadership and proximity-driven footfall.
- Pingo Doce sales plan prioritizes fresh categories and local sourcing for differentiation.
- Hebe’s digital marketing strategy drives non-store revenue and cross-sell opportunities.
- Partnership with Glovo preserves capital by outsourcing last-mile while accelerating same-day delivery adoption.
For further market context and competitor positioning see Competitors Landscape of Jeronimo Martins.
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What Marketing Tactics Does Jeronimo Martins Use?
Jeronimo Martins combines high-reach traditional media with hyper-personalized digital engagement, using loyalty data and AI to drive targeted promotions, inventory-aligned campaigns and younger-consumer outreach across Biedronka, Pingo Doce and Hebe.
Loyalty-first personalization
The Moja Biedronka program had over 19 million active users by 2025, enabling personalized pricing and SMS campaigns based on purchase history.
Traditional media strength
Biedronka and Pingo Doce maintain dominant TV and print presence; weekly promotional catalogs remain core to consumer buying routines in their markets.
Digital content & SEO
Hebe invests heavily in SEO and content marketing to position the brand as a skincare and cosmetics expert, increasing organic search share in 2024–25.
AI-driven promotions
AI demand forecasting aligns promotional cycles with inventory, reducing waste and improving promotional ROI through better stock-promo synchronization.
Influencer & social focus
In 2025 the Group scaled influencer partnerships—micro-influencers on TikTok and Instagram promote private labels like Private and BeBeauty to younger cohorts.
Gamified footfall drivers
Biedronka leaflets are digitized in-app with gamified features such as Shakeomat, delivering daily surprise discounts to increase store visits and impulse purchases.
Key tactical elements integrate data, media and execution to support Jeronimo Martins sales strategy and marketing strategy across formats and geographies.
Marketing Tactics Snapshot
Selected tactics that drive the Group’s competitive positioning and customer acquisition:
- Moja Biedronka loyalty segmentation for targeted pricing and SMS retention campaigns
- Weekly print catalogs and TV spots for Biedronka and Pingo Doce to sustain mass reach
- SEO and expert content for Hebe to capture high-intent beauty search traffic
- AI demand forecasting to synchronize promotions with stock and reduce waste
- Micro-influencer campaigns on TikTok/Instagram for private labels to access Gen Z/young millennials
- App-based gamification (Shakeomat) to convert digital engagement into in-store footfall
For deeper context on revenue mix and how these tactics tie into the Group’s commercial model see Revenue Streams & Business Model of Jeronimo Martins.
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How Is Jeronimo Martins Positioned in the Market?
Brand positioning for Jeronimo Martins centers on Smart Shopping: consistent value for money, strong local relevance and private-label quality across markets.
Poland — Biedronka
Biedronka is positioned as the neighborhood protector of purchasing power for Polish families, highlighting low prices and everyday value; messaging proved effective during the inflationary pressures of 2023–2025.
Portugal — Pingo Doce
Pingo Doce positions itself as the kitchen for Portuguese families with a focus on fresh food and premium private labels, leveraging quality to drive loyalty and basket frequency.
Colombia — Ara
Ara presents as a joyful, accessible neighbor bringing modern retail to underserved communities at the lowest possible prices, emphasizing convenience and affordability.
Private label as a differentiator
Private labels represent approximately 40 percent of Group sales and are positioned as high-quality benchmarks rather than low-cost substitutes, often earning consumer awards.
Value and Trust
Consistent low-price positioning and reliable private-label quality sustain high brand trust even amid competition from Lidl and Carrefour.
Sustainability
The Group’s 2024–2025 ESG roadmap prioritizes plastic reduction and increased local sourcing to appeal to eco-conscious European consumers.
Local-first sourcing
Local sourcing supports freshness (Pingo Doce), affordability (Biedronka) and community relevance (Ara), reinforcing each banner’s positioning and supply resilience.
Marketing alignment
Sales and marketing strategies align around Smart Shopping messaging to drive footfall, higher basket sizes and private-label penetration across markets.
Data-driven decisions
Price, promotion and assortment decisions use point-of-sale and loyalty data to protect margins while sustaining perceived value.
Further reading
See the Group’s mission and values for context on positioning: Mission, Vision & Core Values of Jeronimo Martins
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What Are Jeronimo Martins’s Most Notable Campaigns?
Key campaigns from 2024–2025 reinforced Jeronimo Martins sales strategy and marketing strategy across markets, combining price-led tactics in Poland with loyalty and cultural engagement in Brazil and Colombia.
2024–2025 Price War (Poland)
Biedronka ran a transparency-driven price campaign using comparative ads on receipts and billboards to demonstrate lower basket prices versus its main rival, citing independent basket comparisons; this contributed to a measurable market share gain and strengthened positioning as an inflation shield.
Gang loyalty series
Gang campaigns (Gang Bystrzaków, Gang Produkciaków) use sticker-collect mechanics for plush rewards, consistently boosting average basket size and frequency; the 2024 Gang Produkciaków integrated educational content on healthy eating and traceability while driving significant sales spikes.
Tiendas Ara – La Alegria de Comprar (Colombia)
Local music and cultural motifs powered emotional brand-building, achieving above 90 percent brand awareness within months of rollout and accelerating customer acquisition metrics in a new market.
Digital & social engagement
Price War social content achieved record engagement in 2024–2025 via data-backed posts; social amplification and receipt-based comparative ads supported omnichannel customer conversion and measurable uplift in weekly transactions.
Campaign performance highlights and tactical lessons reflect Jeronimo Martins marketing strategy and competitive advantage across markets.
Measured market impact
In Poland, the Price War correlated with a year-on-year market share increase for Biedronka in 2024; independent basket audits were used to validate pricing claims.
Loyalty-driven sales lift
Sticker-collect promotions historically raise average basket size and frequency; Gang campaigns in 2024 produced peak weekly sales during distribution windows.
CSR integration
Gang Produkciaków 2024 blended education on healthy eating and provenance, aligning commercial objectives with sustainability and corporate social responsibility messaging.
Local cultural resonance
Tiendas Ara used local music and symbols to accelerate brand recall; achieved >90% aided awareness shortly after launch, supporting rapid customer acquisition.
Data-led messaging
Comparative pricing claims were supported by third-party basket comparisons to ensure compliance and credibility, central to the Biedronka marketing approach.
Cross-market strategy alignment
Campaign formats adapt per market: aggressive price leadership in Poland, loyalty mechanics in Portugal/Brazil, cultural storytelling in Colombia—demonstrating Jeronimo Martins business strategy versatility.
Key metrics & takeaways
Selected campaign outcomes and tactical KPIs from 2024–2025.
- Market share gain in Poland driven by Price War campaign (validated by independent basket comparisons)
- Record social engagement and higher transaction conversion during receipt-led comparative ads
- Gang series increased average basket size and repeat purchase rates during promotional windows
- Tiendas Ara achieved >90% brand awareness shortly after campaign launch in Colombia
For broader context on the group’s growth and strategic positioning, see Growth Strategy of Jeronimo Martins
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- What is Customer Demographics and Target Market of Jeronimo Martins Company?
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