Since the launch of the “Æ” 4. January of this year, Rema had to defend themselves to the ministers, the competition supervisory authority, suppliers and consumers. In parts of the country has consumers boycotted them, and it gives off a clear impact on the figures for January.
Rema has lost close to 90 million in revenue in January, shows the numbers the newspaper Aftenposten has gained access to. The calculations are based on bakgrunnstallene as analysebyrået Nielsen prepares each month for matvarekjedene.
It means a decline in market shares of 3.2 per cent. Kiwi increases by 1.6 per cent and the Extra 2.5 per cent.
Expensive campaigns
After the Aftenposten knows, it is especially week 2 in January which was close to the disaster for the Rema. When it was known that they kicked out Hansa Borg and Mack of the stores for the benefit of Ringnes.
Especially in areas where Hansa Borg and Mack stands strong, there was a fall in turnover of up to 40 per cent. Several shops marked decline in sales of 20-30 per cent.
Background: Aftenposten revealed in the autumn that the Rema throwing out brands. Here, they explain why.
Rema responded with to give all your customers a 10 percent discount on the entire store in two weekends.
This cost around between 70 and 80 million in lost revenue, given normal days. On the other hand, has more shopped in the stores, so it has contributed positively.
Also discounts on the top ten most purchased goods and fruit and vegetables-the discounts cost the chain expensive, but can be taken by “krigskassen”, money that central is set off to fight for market share in the fight against the other chains.
Rema is also active in the priskrigen about fruit and vegetables, it was a short time from the Rema put down prices before the Kiwi put down their even more.
I can’t comment on what we spend on the various campaigns and how it affects us, ” says communications director Mette Fossum in Rema 1000.
4. January launched the Rema 1000 app Æ. It is a loyalty program that gives 10 percent cut on the ten items you buy most, in addition to the 10 per cent of all fruit and vegetables.
at the same time, it was known that they throw out the well-known brands of the shelves for the benefit of suppliers as they can have a closer relationship with.
This was, among other things out of the Orkla-owned Kims, where Maarud was selected. But the most trouble was when Mack and Hansa Borg was thrown out of the stores, while Ringnes was best friend.
the Background was that the Rema-owner Ole Robert Reitan believes they are forskjellsbehandlet of the suppliers. He believes Norgesgruppen, which owns the Kiwi, Meny, Spar and Joker, get far lower purchase prices than Retail get.
Loyalty program, the best friend strategy and priskrigen on the fruit and vegetables are therefore the Rema attempt to change the rules of the game in dagligvarebransjen.
Lose money on Coke
the newspaper Aftenposten has spoken with a number of merchants around the country, and despite strong loyalty to the chain, expresses several of its concern for the situation.
the Discounts costs a lot, the customers are small loyal and the noise has led to omsetningsnedgang. In addition, the costs of the lack of agreement with the Coca-Cola them dearly.
After that Ringnes was the “best friend” with the Rema, disappeared Coca Colas products out of the shelves. That is to say, all of Coca-Colas products, apart from the usual colaen and Coca-Cola Zero. These can merchants still order and sell.
But since the Rema does not have any direct agreement with Coca-Cola, prices are something completely different than the merchants are accustomed to.
In the day sold a halvannenliter Coca-Cola 29,60 in Rema 1000. Previously paid the 22 million to Coca-Cola for this bottle. Today the shopkeeper out with between 31 and 35, respectively. It will say that instead of a profit of 8 million, they lose now 2-6 million per. bottle they sell.
This we can not comment on, ” says Coca-Cola director in Norway, Stone Rømmerud.
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