– This is not just an app. But this is the tool that provides customers with the best prices. Ask what your customers can do for themselves, ” says executive vice president for strategy and procurement in Rema 1000 Norge, Lars Kristian Lindberg from the scene at the Airport when he laserte news, app, Æ.
Rema has spent the last few weeks of building anticipation to what this Æ-a means. Now is 560 merchants gathered for an extraordinary “Riksmøte” at Gardermoen to get to know what’s new.
– This is war!
The last time Rema worked in the headwind. From analysebyrået Nielsen it has come forward that they have lost market share month for month after that Coop got to buy the stores to Ica Norge. Last year, they were also keen to get stopped Norgesgruppen’s søndagsåpne shops.
Now, they shall take again the lost. Therefore, they have turned on stortrommen with this launch.
– This is a bloody price war, ” says Lindberg.
– This will ensure us new customers, loyal customers, but without the old-fashioned, complicated loyalty programs. The competition has never been cheaper than us, but they have appeared cheaper than us. There we find us in, ” says Lindberg.
10 per cent of the goods – but not beer and snuff
the App can be downloaded and attached to your bank card. When the job is done, without login and password get 10 per cent on the 10 items you have traded most of the last 10 times you acted. Everyone who has downloaded the app also get 10 per cent on fruit and vegetables.
Rema riksmøter is to build the culture of the company and the most important thing that happens in the company in the course of the year. As described Aftenposten hallelujastemningen from the time they thought they would be bigger than the Coop: Massive rice on the Rema hallelujamøte.
Goods such as smoke, snuff and beer, you will not get this discount.
Norgesgruppen has loyalty Trump, while Coop gives members ownership in the co-operative and dividends according to how much you purchase.
Trades one of Norgesgruppen’s chains, Menu, Kiwi, Spades or Joker, you get 1 percent on all goods. Use the Visa Advantages you will get 2 per cent. Have you registered on the Kiwi plus, you get 7.5 per cent on fruit and vegetables. You get 7 per cent sunnhetsbonus in Menu/Jacobs and 5 percent bonus every Monday at Joker. In addition, you will receive 30 cents per. litres bonus at Shell. Use the app MinMeny in the chain Menu, you get a 20 percent discount on items you normally buy (4-8 products every 14. day).
Coop chains Mega, Prix, Extra, Matkroken and Attention, also provides 1 percent on everything you buy, as well as around 20 per cent on the goods that you most often buy. Regularly going the offers of free products to fit your day. In addition, you get discounts on what you shop with partners, as well as great offers from the same partners. Are you using the app and not just the card holder when using with Extra and Notes, you get an 11 percent bonus on fruit and vegetables.
Priskrigen is started
During the one hour after the launch, follow the Rema arch rival Coop up. Co-operative introduces the 11 per cent discount on all fruit and vegetables to all who use their app in the Coop Extra and Note.
Now we give 11 percent discount instantly on fruit and vegetables, just to torment Rema, ” says communications director Bjørn Cope with Friis in the Coop, that says to Aftenposten that the Rema launch is “embarrassing” and “a mageplask” after all the fuss that has been at the forefront.
< p>Kiwi doubles
a Few hours after the follow Kiwi up his vow to never give up on the price:
– We want Rema welcome after a fordelsprogram. We will double our fruit and green bonus from 7.5 per cent to 15 per cent, ” says the Kiwi-boss Jan Paul Bjørkøy and appends:
– It is better with 1 per cent of 4500 items than 10 per cent of the ten goods. Our customers saved 300 million in the Trump in the last year. 90 of these were in fruit and grøntbonusen our.
Both the Kiwi and Coop believes that Rema has launched something the two already have in their fordelsprogrammer.
What do you do when the other increases its discount on fruit and vegetables, are you following after?
– Hæhæ, follow with, ” says communications director Mette Fossum in Rema as a comment to the Coop’s declaration to start a price war on fruit and vegetables.
It does not help as much, since they are more expensive than us anyway, ” says Fossum.
Chainsaw up again
Early in the lecture said Lindberg that he can sound like a vekkelsespredikant from the scene. And the merchants sitting as lit candles and follow with.
– Now we take up chainsaw, and heats it up. We introduce kuttismen again, ” says Lindberg, and refers to the advertising campaigns from earlier times.
He is clear on what he thinks of your competitors ‘ loyalty program:
They are complex. With Us you get the cut straight in the bin. Simple and easy.
This is a price war, and now they are yellow and green turns yellow, and blue, ” he says to cheers in the audience and reference to the yellow Coop stores and the green Kiwi-shops.
He calls this a hard-core war, and music, and the rhetoric follows closely on the.
Customer information
Norgesgruppen and Coop has in the past told us that they know their customers well on the basis of the information they get through lojalitetsprogrammene.
This has not Rema earlier had the opportunity to. Now they will get the same data as their competitors.
Among other things, told the Rema competitors that they see that customers are not so keen to hunt for prices or follow the shopping list, they are come into the shops.
This is something both the Rema main competitors Coop and Norgesgruppen have, respectively, the Coop Member and the Trump/Kiwi plus, but the Rema believes now they have launched something that is a much easier solution.
“This is our dream, but our competitors ‘nightmare,” says Lindberg to full cheers from the audience.
Former Rema 1000 rejected customer loyalty program and marketed himself hard on the “just low prices”.
dozens of people have amounts up to 60.000 nok standing in Norgesgruppen’s the Trump system. A customer by the name of Robert, which is in 40-years, was in august one of them. He had 57.000 money ready to be retrieved.
the Rema principle has been that all customers should be treated equally. In any case, until now.
– Consumers pay the fun
the Norwegian Consumer council is critical to all the loyalty card in the industry.
Consumers pay the fun and also making these applications it is difficult to compare prices, says Gunstein Instefjord in the Consumer.
Throwing out brands
Rema has in the fall also worked hard with something they call “Bestevennerstrategien”.
the Idea is to limit the number of goods which is, so to say the same, but from different competitors, so that they can fit more own brands, or goods from a few suppliers, so-called “best Friends”.
Thus, well-known brands to be thrown out of the Retail-shelves.
So far, among other things, Kims potechips from Orkla’s been thrown out of the shelves for the benefit of others. Several brands stand for the door, according to the Aftenposten know.
the Lecture in a packed hall at Gardermoen on Wednesday was packed krigsretorikk and references, with light show, big screens, photos, and video.
After krigsretorikken terminated Lindberg with quiet music, soft light and a much lower voice while he talked about Æ-her dream.
To a standing ovation from those in attendance the merchants, asked him to them to go out and make the dream a reality:
– We should get 1 million users on the app. Go out to become a certified Æ-users, misjonerte him.
the App Æ is now ready and available in the app store.
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