Automercado es mi lugar

    In my last post, I talked about the famous supermarket store where all Floridians buy their groceries, Publix. In this article, I want to focus on the supermarket I grew up with. It is far away from the United States and located in one of the happiest countries. Auto Mercado is a staple of the Costa Rican culture and since the company celebrates its 60th anniversary, this article will be dedicated to discussing its history, features, and ranking. 

Vegetables

    Automercado's unique history and constant innovations made shopping pleasurable and exciting for consumers. The origins of the grocery store are tied to its own name. In 1960 most Costa Rican grocery markets were not self serve. Costumers had to ask employees for the items they wanted so store clerks could fetch them while consumers stood behind the counter waiting for their products. However, Automercado's vision was to leave the experience of shopping to customers. So they named the store Auto, which means self as in self serve and allowed buyers to be in charge of their groceries excursions and decision making. This way customers did not depend on a third party and had more freedom to choose from a variety of products. 

    

    Innovation and variety soon became two pillars of the company. For example, in 2012 they opened a smaller subdivision of their stores called Vindi. The compacted markets have limited, basic, and necessary products buyers usually forget to buy or need on-the-go. Furthermore, the stores are strategically placed near condos or houses, so that if a buyer forgot to purchase flour to bake their cookies or a pen to write notes with, they can quickly stop by the store and get any last-minute craving, or necessary ingredient. 

    

Gourmet Brit chocolates

    Just as important as their innovation and variety pillars are the store's relationship with its customers. This element was clear from the beggining, as the store focused on having a store where consumers created their own experience. With that mindset, they did their frequent client credit cards and rewards program. With this card, members get special discounts and earn points that can later be exchanged with their seasonal special collections, including items like dinnerware, pan sets, traveling bags, or cookware. Their promotions have been so successful, that it is quite common to visit a friend's house and find the same glasses or dinnerware that one has because they were earned through previous purchases from the store. 

    Automercado's slogan is "Este es mi lugar" or this is my place, and they have shown through their affiliations and actions that they are socially responsible and care about their country and fellow Costa Ricans. With their distinguished customer service and varied products, it is indeed Costa Rican's lugar or place. The store is committed to giving back to their community, and many times sponsors fundraisers for their affiliated NGO's like "El Movimiento Rosa" or the pink movement, which helps those who are fighting breast cancer and survivors. They also promote different local cultura artistic businesses by showcasing their products in "Día del Campo" or Field day. Another project they are involved with is restoring poor communities and low resource schools by giving them supplies and training. 

Local Pineapple 

    Lastly, just like Costa Rica has done with the country, the supermarket moves towards a greener and eco-friendlier consumption. For example, in many of their stores, they charge customers a small amount for the use of plastic bags to disincentivize their use and encourage reusable bags. Through this initiative, the store has already used 1,260,000 fewer plastic bags just from 2014 to 2015. 

    Through their programs, Automercado has earned recognition, winning awards in Marketing for their loyalty and frequent users reward card. Also, they won top 5 businesses with good service and quality products in Central America and top 10 companies in management. 

    With all of its history and background, Automercado became a supermarket where people feel they are cared for. They did this through their fresh and local produce, niche sections, and amazing customer service. 

Fresh greens

    The expression of "farm-to-table" is a perfect way to describe the store's produce. As you can see in the picture, the supermarket has amazingly fresh and crisp vegetables and fruits that are exquisite when mixed with the right ingredients. Local products like pineapples, mangoes, or yuca are just some of the uniquely luscious harvests that are well presented and stored for users to buy. By well stored, I mean that some products like lettuce and cucumbers are constantly drizzled with water, hydrating them to stay fresh. 

National cheese 

Another national product that is of high-quality is dairy and all of its derived goods, like Turrialba cheese and Dos Pinos yogurts. 

Discounts in the dairy aisle

    Amounting to the exceptional goods, there are also many discounts and promotions throughout the store. This makes customers, like myself, more excited to go and find good deals. 

  

Some of my favorite features include the Britt section, which is a local brand and chain that sells coffee and chocolates with local ingredients, like Guava and coffee beans. This section is elegantly presented, and the aroma of coffee waives in the air, drawing everyone who likes or has an addiction to the brew in. Usually, next to it is the candy region, which also has a lot of national brands that remind Costa Rican's of their childhood. 

Nuts Dispenser

    Another specialized segment the supermarket offers are its sugar-free and gluten-free sections. Automercado prides itself in its variety of products, and while some of the specific products are not the tastiest ones, many of them are pretty good. Furthermore, the fact that the store has these niche products, demonstrates their commitment to satisfy their clientele. 

Candy Aisle

    

    Apart from the fresh produce and unique goods, Automercado has something unmatchable; a great quality service. The store workers are always willing to help, and more than happy to do it. After all, the Costa Rican mentality is "Pura Vida and Tuanis" or pure life and too nice. They are always smiling and greeting you, which adds to the overall experience. 

While there are many things to love in Automercado, everything has its flaws. 

National Candy "Tapitas"

     One of them is the supermarket's high cost. While this is a premium supermarket with nice installations, the general grocery prices have skyrocketed in the country, including Automercados. 

    Another thing I dislike, as someone who studies in the United States but grew up in Costa Rica, is the lack of options. Even though the chain brands themselves as "varied in products" their quantity does not compare to the variety found in US stores. I still remember when I traveled to Miami as a kid, and visited Publix or Target. I was shocked and even overstimulated by the extensive amount of products and the hard decision-making it came with. Just the cereal aisle had twice the repertoire found in Automercado.

    Overall, I think Automercado promotes national brands and products in its stores and has a decent variety of products, according to national standards and when not compared to not abroad supermarkets. The company is loyal to its customers and created a reward system for its frequent buyers. Their promotions are meant to engage and appease its buyers. This proves that the company centered its shopping experience around consumer satisfaction. Likewise, customer service contributes to the harmonious energy felt through the stores. Similarly, the company shows it is interested in contributing to mending social issues by actively helping NGOs and movements. 

    Is Automercado my place? when I am in Costa Rica it definitely is. I rank this place a 4.7 out of 5 and would recommend tourists to visit it at least once.