– 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 beaten the big drum 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 on, informs director of communications Mette Beyer in Rema 1000.
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>He believes that the Coop already has it Rema has launched, among other things, with 20 per cent on the goods you buy most often. In addition, you will receive a free product in the month of the you shop the most, if you use Coop medlemsapp.
– Hæhæ, follow with, ” says communications director Mette Beyer 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 Beyer.
Chainsaw up again
Early in the lecture said Lindberg that he can sound like a vekkelsespredikant from the scene. And the merchants sitting as it lit brightly and follows.
– 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, forktalte the Rema konkurrententer 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.
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 Gardemoen 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 information is Rema-app Æ Wednesday afternoon not approved in the app store. It was Lindberg.
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