“Over the past six months, we have transformed into a regional service that will quickly come to the rescue, no matter what you need: food for dinner or dinner itself if you don’t want to cook, a toy for a pet, medicines for your loved ones, batteries for a remote control or flowers for a loved one. We continue to expand our range and became even more versatile, speeding up deliveries, strengthening our positions in the regions and maintaining a high level of quality service for customers. Rebranding is a logical consequence of all the changes, it will help us get closer to our customers, differentiate ourselves from our competitors and expand our audience,” said the company’s CEO Anastasia Kudryavtseva.
The new positioning takes into account the versatility of the service and the availability of the widest range of products in a short period of time, starting from 20 minutes. It is based on the principle of hyperlocality.
At the same time, the company notes that Cooper’s service will go beyond simple grocery delivery. The service united all the shops and restaurants in the districts. Its showcase includes more than 7.2 million items from 100 food stores and 25 pharmacy chains, around 1.3 thousand non-food stores and 35.5 thousand restaurants. Up to 130 stores and 30 restaurants are now available at each customer’s home. Their number is constantly growing.
Customer service is reflected in the updated name and corporate identity, according to representatives of the service.
“The name Cooper, which comes from the word ‘buy’, makes the service more human. Its main character is the courier Cooper. Figuratively speaking, he is ‘your guy’ – a good neighbor who constantly appears here and there and whom everyone knows. He will always come to help and bring you everything you need as quickly as possible,” the service representatives say.
The basis of the corporate identity is the writing of the name in the logo in lowercase letters, bright and rich colors: neon green, silver white, sky blue, lemon and carrot, as well as an icon in the shape of Cooper himself with a hidden letter “K.”
The rebranding will take place in several stages and will last about six months. Today Cooper updated all advertising media and customer communication materials. In the coming months, the uniforms of more than 64 thousand couriers and collectors, the brands of more than a thousand cars and 1.1 thousand areas in hypermarkets will be completely renewed.
