Kuper: brand communication

The delivery service «Kuper» is one of the largest players in the Russian market. For several years, it was primarily associated with grocery delivery; however, over time it expanded its assortment and began offering users not only food products, but also ready-made meals from restaurants, household goods, medicines, flowers, electronics, and other categories of products.

In 2024, «SberMarket» was officially rebranded as «Kuper.» At the same time, the brand identity and visual style were updated. Company representatives noted that the new name derives from the word «to buy» and is intended to make the brand feel more human and closer to its audience. The new positioning is based on the idea of accessibility and convenience: users can order almost anything they need without leaving their homes.

The brand’s core values include convenience, customer care, accessibility, and time-saving. The courier becomes a key element of the brand image, presented as an assistant capable of handling everyday tasks and making daily life easier. In this way, the company aims to build a more emotional connection with its audience.

The brand’s target audience includes a wide range of urban consumers who regularly shop online. Primarily, these are families with children, busy working individuals, and residents of large cities, for whom saving time and convenience are especially important. Additionally, the service seeks to attract a younger audience accustomed to using digital platforms and mobile applications to solve everyday tasks.

The brand’s visual identity also underwent significant changes. As part of the rebranding, the logo, color palette, and digital interfaces — including the website and mobile application — were updated. The new visual style is characterized by minimalism. This simplification of the identity enhances brand recognition and makes communication messages easier to perceive.

The brand’s official website and mobile application serve as the primary interface for user interaction, providing access to the product catalog, order placement, and information about the service. Through the website, the brand communicates its key advantages and value proposition.

«Kuper» actively uses online advertising tools, including contextual advertising, targeted campaigns, and banner placements. Video advertising and TV communications also play a significant role. In addition, the brand employs influencer marketing by collaborating with bloggers and opinion leaders. This approach helps integrate the service into the everyday media consumption context and increases audience trust through recommendations.

The brand’s PR strategy is based on creating significant newsworthy events and actively engaging with the media landscape. For example, the company has launched new product categories, developed partnerships, and introduced service updates. These efforts have helped maintain continuous interest in the brand and strengthen its position in the market.

Dialogic theory, developed by Kent and Taylor, views communication as a process of building and maintaining relationships between an organization and its audience through dialogue and interaction. This theory is applicable to the brand «Kuper, ” as the service operates primarily in a digital environment and actively uses online communication channels.

The principle of the dialogic loop is implemented through responses to comments on social media, customer support services, and the management of user reviews. This creates opportunities for feedback and interaction between the brand and its audience.

The principle of usefulness of information is reflected in providing users with valuable content, such as information about promotions and discounts, explanations of service functionality, and personalized offers. Thus, the brand’s communication is not only promotional but also practical in nature.

The generation of return visits is achieved through push notifications, loyalty programs, and regular content updates. These tools encourage repeated interactions with users and help maintain long-term relationships.

The principle of ease of interface is expressed in the user-friendly and intuitive design of the application, a simplified ordering process, and a logical interaction structure. This reduces communication barriers and makes the service more convenient to use.

The brand actively engages with its audience on Telegram, Instagram*, and VK, maintaining regular communication and responding to user inquiries and feedback. Its communication style is friendly and informal: the brand frequently addresses followers using a casual tone, employs conversational language, and communicates in the first person. This approach helps foster a stronger sense of connection and builds closer relationships with the audience.

The company also seeks to go beyond traditional advertising and become part of the media space familiar to its audience. For example, the brand was integrated into the New Year film «Yolki 11» (2024), where a Kuper courier character appeared, allowing the service to be presented in an entertainment context and reach a wide mass audience.

In addition, the brand carried out a collaboration with the Major Grom universe, releasing a joint comic and special promotional materials. Such projects help the company not only increase awareness but also build an emotional connection with the audience through familiar cultural references.

An additional role in the brand identity is played by the signature mascot — a drawn 2D cat. It regularly appears in social media and advertising materials, making communication more recognizable, emotional, and friendly. In this way, the brand maintains the image of a friendly companion and appeals to audiences of all ages.

One of Kuper’s key communication strengths is its human-centered approach. The brand also effectively incorporates contemporary cultural references and trends to engage younger audiences.

Although the company provides multiple channels for customer feedback through social media, reviews, and customer support services, interactions with users often remain relatively formal. As a result, communication tends to function more as a response to customer inquiries rather than a genuine dialogue. Furthermore, according to Dialogic Theory, communication should not only provide information but also contribute to building long-term relationships between an organization and its audience. In Kuper’s case, interactions often remain transactional, with users being viewed primarily as consumers of the service.

To improve the effectiveness of its communication strategy, Kuper could place greater emphasis on authentic customer stories. Rather than focusing exclusively on discounts and promotions, the brand could demonstrate how its service supports people in their everyday lives—for example, by saving time for families, helping students, or assisting customers in unexpected situations. This would strengthen emotional connections with the audience and reinforce the brand’s image as a reliable and helpful companion.

Overall, Kuper’s communication strategy benefits from a friendly tone of voice and an active presence across media platforms. For future development, the company should move beyond a traditional brand-to-consumer communication model and adopt a more participatory approach, where the audience becomes not only a consumer of content but also an active contributor to the communication process.

*Instagram is owned by Meta Platforms, Inc., an organization designated as extremist and banned in the Russian Federation.