Sligro announces raft of initiatives for 2013

Date : 28 January 2013

Netherlands-based Sligro, part of the Superunie buying group, has revealed a number of strategic developments following on from its annual results announcement.

2012 sees EMTÉ’s profit fall

As part of the publication of its annual results, Sligro said that its EMTE supermarket banner had suffered from a fall in profits to €3 million, from €4 million in 2011. The company said that EMTE had experienced a difficult first half in 2012, with margins squeezed due to pricing pressures in the Netherlands.

Sligro to focus on differentiation in 2013

As the Netherlands market becomes ever more competitive, Sligro said it was aiming to double its operating profit in the next three years by focussing on supply chain efficiencies. In 2013 this would see the retailer focus on boosting shopper loyalty, developing a unique assortment and through building consumer awareness of its EMTÉ brand.

One part of making its brand better known will see the retailer concentrate on improving its price image with shoppers, which should help boost sales per sq m. Johan van Heerebeek, EMTE’s commercial director, said: “Our price index is structurally below the leader, but consumers do not perceive this. The €130 – €140 turnover per meter is still structurally lower than Jumbo or AH where it is closer to €180.” In terms of building loyalty, EMTÉ said it will launch a new loyalty system, although it has not released any further details.