Polle de Maagt 
Polle de Maagt
Colruyt’s answer in this example: use less paint in the car park.
Story.
Colruyt is a no-frills supermarket chain in Belgium that takes pride in being responsible about costs. Its argument is that saving money as a company lowers overheads and makes it possible to offer products at lower prices than competitors.
In my 2012 observations, Colruyt was not only good at putting that into practice; it also communicated it through simple stories customers could remember and share. I had recently written about the coin locks on its shopping carts. This is another, separate example.
What they did.
Colruyt used two or three lines, rather than four, to mark its parking spaces, saving paint.
Why it works.
The premise is easy to understand: less paint means lower costs. That money can be used to lower prices. As a customer, you benefit from those lower prices.
How much difference a few euros saved on paint make to everyday prices is debatable. The savings may not be substantial, even over a longer period. But it is a story that is very easy to understand and share.
Try it yourself.
Look for an ordinary operational choice that reflects your brand’s promise. Explain the connection in terms a customer can understand. If you claim a saving, distinguish the cost you removed from the net saving and any effect on prices.
Pick one visible detail in your business. Can you explain how it supports your promise without using an advertising slogan?
First written in 2012, observed then, not rechecked since. Where I took it later: Acts, not ads.
Original: Best practice: Colruyt helps you save by saving on paint for parking spots, 2 April 2012. Title and wording edited in October 2026.
