Voice & Personality

The voice of Cornershop

Principles

Direct and objective

People hardly read, we only have a few seconds to get their attention. We need to capture their interest with attractive subjects and short messages that motivate them to take a specific action. Do not use unnecessary punctuation, colors or incentives that distract from the main message.

Fun and funny

Our humor is weird and somewhat sarcastic. Sometimes we even laugh at ourselves. Every time someone reads or sees something from Cornershop, we want their reaction to be “Wow, what were they thinking?” And leave them feeling curious so that they want to know what’s coming next. People should think “Let’s see what they’re up to now.”

Pragmatic

Less is more, we want to get to the point. We prefer to make a good and short joke that makes the message stand out (or have not a joke at all), than make them laugh a lot without communicating anything. Consider that text or jokes should never distract from the main idea, but rather, give a clue or preamble to the message. We do not force jokes when they are not necessary, especially in serious situations.

Clear and transparent

Our customers, Shoppers, partners and associates always have to know what we are doing with their information, money, orders, etc. We do not lie and we do not exaggerate or embellish phrases. Our prices and processes should always be visible and well detailed in all of our channels.

Basic tips to write

Always objective, never subjective.

We avoid terms like “the best service”, “the highest quality”, “we are leaders”.

Use neutral language

Remember that many messages are standardized for all our countries. Be sure to use the word(s) that are most local for each country. When in doubt, always ask someone local.

Be aware of localization differences

Make sure that the currencies and units of measurement are adapted to the country that corresponds. For example, in Chile the thousand separator is a point and in Mexico and Canada it is a comma (Chile: $5.000, Canada: $5,000).

Write a simple and short, straight to the point.

Avoid being redundant.

We are not bots

Our messages must show the human part of Cornershop. We speak to people, not “clients” nor “users”, nor “consumers”.

Be fun

If the context allows, add a joke here and there. Always take care not to offend anyone or talk about sensitive topics.

Dos & Don’ts

Avoid using too much format like bold, italic, commas, unnecessary points or ellipsis (...)
  • Do: Take advantage of the promos and discounts this week. We have fruits, dairy and more.
  • Don’t: Take advantage of the promos and discounts this week. We have apples, oranges, pineapples, celery and cabbages and more…
Avoid excessive exclamation marks (!). Do not force emotion—unless the context allows it.
  • Do: Hi Javier, these are the promos of the week.
  • Don’t: Hi Javier, these are the promos of the week!
Do not use words in CAPITAL LETTERS. We do not scream.
  • Do: We want to welcome Jorge López to the Customer Service team.
  • Don’t: We want to welcome JORGE LÓPEZ to the CUSTOMER SERVICE team.
Do not use numbers, use words (unless there is a quantity).
  • Do: Today we have five promos that may interest you. You can save up to $50.
  • Don’t: Today we have 5 promos that may interest you. You can save up to five dollars.
Do not use symbols as arrows to indicate things.
  • Do: Enter here to learn more.
  • Don’t: Enter -> here <- to learn more.
Avoid forcing jokes, especially in serious situations.
  • Do: We know we didn’t arrive at the time we promised, and we regret the inconvenience that this could have caused. To compensate, we have added $XX Cornershop credits to your account.
  • Don’t: Oops! We were late because the old lady in the line paid with lots of coins. Although it was not our fault, we will add you $XX Cornershop credits to your account.
Do not abuse emojis, especially in serious contexts.
  • Do: We know we didn’t arrive at the time we promised, and we regret the inconvenience that this could have caused. To compensate, we have added $XX Cornershop credits to your account.
  • Don’t: Opps!😅 We were late because the old lady in the line paid with lots of coins. 🤦🏻 Although it was not our fault, we will add you $XX Cornershop credits to your account.
It’s not “pop”, nor “Pop”, nor “Cornershop pop”. We always talk about Cornershop Pop.
  • Do: ¿Are you already a member of Cornershop Pop?
  • Don’t: ¿Are you pop?
It’s not a
  • Do: Publish your store in Cornershop and make your products reach more customers.
  • Don’t: Publish your store in our platform and make your products reach more customers.
It’s not “the system”, it’s Cornershop, in first person.
  • Do: We have canceled your order.
  • Don’t: The system canceled your order.
It’s not a “website”, is “your Cornershop account”.
  • Do: To check your credits, enter your Cornershop account.
  • Don’t: To check your credits, log in to the website.
It’s not “shoppers”, is Shoppers (with a capital letter).
  • Do: Remember that your Shopper will call you.
  • Don’t: Remember that your shopper will call you.
Write casual, as you would normally speak. Avoid formalities.
  • Do: As of June 6, the materials delivery schedule will be at 9 a.m.
  • Don’t: I am writing this email to inform you of the change of material delivery schedules from June 6th.
Sign emails like “The Cornershop team”, not “Cornershop Team”, nor “Cornershop”. Example: > Have a nice day, > The Cornershop team.
In Mexico, use the trademark symbol (®) when you write brand names.
  • Do: Esta semana, promociones con Nestlé®, Philadelphia® y Maggi®.
  • Don’t: Esta semana, promociones con Nestlé, Philadelphia y Maggi.
Be natural and casual, get to the point.
  • Do: Hello Mariana, remember that tomorrow is the last day to pick up your material.
  • Don’t: Good afternoon, by this means we remind you that you have until tomorrow to acquire your material.
The title of your email is a summary of the content, people must understand what it is about.
  • Do: Manuel, these are the promotions of the week.
  • Don’t: Manuel, open this email so that you know what’s coming.
Don’t forget to capitalize names, cities, months and days of the week.
  • Do: Your credits will expire today, Monday, March 1st.
  • Don’t: Your credits will expire today, monday, march 1st.
Preferably, we say '60 minutes' instead of '1 hour' (except in cases of small spaces)
  • Do: We deliver your order in 60 minutes or less.
  • Don’t: We deliver your order in 1 hour or less.
We say “order”, not “purchase”.
  • Do: We deliver your order in 60 minutes or less.
  • Don’t: We deliver your purchase in 60 minutes or less.
Cornershop Pop can be known as “membership” or “subscription”.
  • Do: Cornershop Pop is an annual subscription.
  • Don’t: Cornershop Pop is an exclusive service.
We say “customers”, not “users”.
  • Do: Already a Cornershop Pop customer?
  • Don’t: Already a Cornershop Pop user?
We never ask for sensitive information by email. Only through Cornershop you can request data, documents, etc.
  • Do: To send your documentation, open the following link.
  • Don’t: Type your full name and bank card number on this email.
Make sure you use the following schedule formats:
  • Do: 19:00 o 7:00 pm.
  • Don’t: 7pm.
In subjects with more than one message, avoid parentheses.
  • Do: Tips to take advantage of Cornershop + 10% OFF in your next order.
  • Don’t: Tips to take advantage of Cornershop (and 10% OFF in your next order).
We are very objective and clear with our promotions. If these include refunds in credits or discounts, they should always be specified in detail with their validity and mechanics.
  • Do: We will refund you 10% in credits (15% for Cornershop Pop customers) of the total you spend in a store that you have not ordered before (doesn’t apply for supermarkets and drugstores). Valid from XX to XX April 2019.Don’t - We will give you a 20% discount this weekend.
Do not brag or exaggerate.
  • Do: We deliver your orders in 60 minutes.
  • Don’t: We are the best and fastest, that’s why we deliver in 60 minutes.