I think the selection in the Norwegian matkjeder in general is pretty lax, so it doesn’t sound good if there will be even fewer brands in the Retail stores, ” says Kenneth Wagenius.
Aftenposten meet him in a Retail shop in the lunch break. In the basket he has bread, butter and cheese. On and he has skinkepålegg bought in a delicatessen on the other side of the street.
– It is boring when the store cuts out favorite badges you have. Even I liked a lot of Uncle Ben’s products, but suddenly they were stripped away from the shelves, ” says Wagenius.
Want to associate certain brands to
Rema pandering to the vendors when they change direction. The plan is to associate certain brands closer to themselves – and also drop the other.
the Background is that they have looked tired at Norgesgruppen (which stands behind the Kiwi, Meny, Joker and Spades) dominance in the negotiations between the retail chains and the suppliers.
We have over a long time adapted Norgesgruppen’s way to negotiate with suppliers. It is now the end. We will take other options for the next five years, and we want to differentiate ourselves from the other chains with a closer and more long-term cooperation with some suppliers.
the Words came from a serious executive vice president for strategy and procurement in Rema 1000 Norge, Lars Kristian Lindberg, and was served to those who supply groceries in Norway, during an event in Oslo last week.
Each autumn, sets matkjedene and suppliers together and negotiate on what goods should be left in the shelves the next year, what they should cost and how much and who should pay for marketing.
In the industry this goes under the name of “Høstjakta”.
This man decides what you get in the grocery store next year
Some years, the result is that the goods we know of are being pulled out of the shelves. Are not the negotiations finished before the far outside in January. Other years it goes easier for themselves.
Same item, different price for each chain
In the day negotiated it once a year.
– It fits It well. But it suits neither us, the customers, or the best suppliers, ” says Lindberg.
today has Norgesgruppen over 40 per cent of the retail market. From the new year, they have also more than 4 percent from Bunnpris. This affects the price, with the buyer most of a product, also receive the maximum discount.
Matbaronene earn a lot more than “a penny here and a penny there”
Before we receive the goods, there are around 6 per cent difference in the price, which is equivalent to milliardbeløp for us. We can no longer compete with Norgesgruppen with these conditions. That’s why we do some grip, ” says Lindberg.
Want to have “best friends”
Lindberg looking seriously out of the 180 vendors that sit in the audience and asks them to come to him with new merchandise first. He tempts with a langtidskontrakt of three to five years, while the current agreements can be terminated with three months deadline.
the newspaper Aftenposten wrote earlier in the year that the issues loom large for Rema 1000.
Will you be our “best friend”, it means you are our hovedsatsing. We don’t need two kinds of salt potetchips or two types of the same jam. We need a jam with their own brand, a big seller, with additional berries, a little sugar and a organic. Delivers one supplier, we will use the rest of the hylleplassen to the special and from seasonal produce.
Threatens to throw out suppliers
He does not hide that by choosing a main supplier, he away some other:
– This is a choice. It is very good for some, while others must be out, or get less space. Yes, many of you will experience this as a threat. And it is there, says Lindberg, to a quiet congregation.
Norwegians love brands. – Give me a any home and I need to find at least 50 of the 150 best-selling goods in kjøkkenhyller and refrigerator, says expert on handlevaner.
Both the Rema and Norgesgruppen has developed such exclusive cooperation already. An example is the ” ecological series and Sørlandschips organic chips. Both are only in Rema. It does the same, they have, among others, a cooperation with Nortura under the name Norfersk.
Throughout the year several vendors have been pushed out of the shelves of the Rema in order to give place to these exclusive samarbeidene or the Rema own brands.
We want to be different
We do this to differentiate ourselves from the other chains. Today, we are too close.
– Norwegians are very fond of brands. Are you not afraid that a part becomes irritated and takes with him his wallet elsewhere?
– No. Norwegians have never been given any other options. Now we give it to them – also from the well-known brands, and I think they are going to like, ” says Lindberg to Aftenposten after a meeting with the suppliers.
– Deprives consumers of choice
Managing director Helge Hasselgård in Dagligvareleverandørenes association are well aware of the replacements in the store shelves the last time.
He represents the 108 suppliers and says he is now excited about what kind of effects this can have.
– We want competition in the shelves. With fewer suppliers, which may result in less competition with consumers. In addition, several exclusive collaborations make it difficult for the consumer to compare the price between the retail chains, ” says Hasselgård.
– Harder to compare price
Rema also earn good money.
He gets the support from the Norwegian Consumer council.
– The more different goods is between the retail chains, the more difficult it is for consumers to compare both price and quality, ” says medical director for food and trade, Gunstein Instefjord in the Consumer.
He adds that it currently is a bit early to see the full effect, but that it probably is the medium-sized suppliers which will get in a skvis.
This may indicate that the Rema choose to bet on the goods that sell much and to a lesser extent bet on the width in the selection, ” he says.
He also believes that it will be almost impossible to get rid of a part brands without customers object. It applies, for example, certain goods from major suppliers such as Thaw and the River.
Reject domination
It will not necessarily go with the Rema virkelighetsbeskrivelse and answer the following to Aftenposten:
– It is not aware of the terms and conditions Rema or other competitors have from their suppliers, ” says director of public affairs Brian Gultvedt in Norgesgruppen.
He believes that the good purchasing terms is good for their customers.
” We are working every day with our suppliers to offer the consumer low prices and good collections throughout the country. Our job is to win the consumer together with our partners, ” he says.
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