Stratitude the “smart” choice for consumer co-operative bsmart

Stratitude has been appointed as the new full-service agency for consumer co-operative, bsmart. Established in 1947 and previously known as Cape Consumers, bsmart today has over 40 000 members and long-term partnerships with more than 10 000 retailers including Pick n Pay, Dis-Chem, Woolworths, Edgars, Game and Clicks.

“We’re thrilled to be selected as bsmart’s agency,” says Sylvia Schutte, managing director of Stratitude. “Cape Consumers has repositioned themselves as bsmart and we believe they are now geared for growth. It’s an ideal opportunity for Stratitude to step in and help bsmart define their new member proposition, while simultaneously aligning communication and branding to their overall offering.”Along with the development of a brand and communication strategy for bsmart, the scope of the project also includes a new brand identity, digital, direct marketing and PR.

“We chose Stratitude because they have a long track record of working with member benefit programmes, which we feel gives them valuable insight and experience. They also immediately understood that what makes bsmart unique is our co-operative model. We are confident that the agency will deliver an innovative business strategy that will help reposition bsmart in the industry,” says Marthinus Fourie, managing director of bsmart.

To ensure that current bsmart members enjoy a seamless experience with the brand, the agency will integrate their brand building and member engagement campaigns with bsmart’s customer care and member liaison activities.

“We know the importance of chemistry between an agency and their client, and right from the word go we knew there was a great fit with bsmart. We’re excited to deliver a new brand and communication strategy that will set the foundation for bsmart’s next 70 years,” says Schutte.