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cora Romania
Bringing About Change and Helping Clients Face Critical Times

cora is a retail group of hypermarkets of Belgian origin located in France, Belgium, Luxembourg, and Romania. The chain of 70+ hypermarkets belongs to the Louis Delhaize international group. Eleven of the cora hypermarkets, located in Romania, have succeeded since 2003 to meet their main objective, i.e., to offer their customers the widest variety of quality products and services at advantageous prices. cora also offers a rich portfolio of financial services, from installments to travel insurance to RCA.

Challenge (I)
cora Romania needed in 2015 to reorganize for growth, compelled by new developments on the market that required a different approach to product and service delivery. With significant transformation on the horizon, leadership wanted to inspire employees to embrace change by engaging them through smart internal communication. This was the task entrusted to OMA Vision.

OMA Vision cased the communications infrastructure and employees’ feelings towards change and its impact on their careers and livelihoods. Then it designed an ERM internal communication strategy meant to encourage internal mobility and engagement, healthy communication between leaders and their teams, as well as employees’ awareness of the company’s strategic plan and vision for the future.

Monitoring the impact of the restructuring showed the story of a company reorganization done right. Most importantly, the communications plan OMA Vision created for the organization continues to evolve in step with its long-term strategic plan. We didn’t just solve a problem; we have built an infrastructure to manage change and enhance the company’s agility.

Challenge (II)
At the end of 2019, on top of other smaller projects, cora Romania challenged OMA Vision to develop its new brand strategy.

After in-depth research and analysis, we identified the brand’s structure, positioning and communication strategic directions. We coined it in a new slogan that encapsulates the spirit of cora Romania and how its team relates to their clients - “cora: cu un pas înainte” (“cora: one step ahead”).

As the strategy got its final approval after the start of the COVID-19 pandemic, its implementation made a difference in the repositioning of cora Romania and in inspiring their teams during uncertain times.

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