not just a matter of interpretation - René van Klooster, Director General of CoopCodis
In early 2004, three months after the outburst of a price war in Netherlands I went abroad a few days along with a colleague and Christiaan Rikkers, to undertake a comprehensive analysis of retail distribution, followed by lengthy brainstorming sessions.
In early 2004, three months after the outburst of a price war in Netherlands I went abroad a few days along with a colleague and Christiaan Rikkers, to undertake a comprehensive analysis of retail distribution, followed by lengthy brainstorming sessions.
The objective was to formulate the outlines of a new concept, and the foundations had been laid. We wanted a truly unique retail concept, by placing emphasis on quality, price and communication. You may think that there is nothing special about it. However, we believe that these sessions led to something special. After analyzing large commercial retail concepts and professionals from Europe, we got an idea of \u200b\u200bthe 'supermarket of the period 2005-2010' in the Netherlands. Although a strong focus on price will continue to play an important role in the coming years there will be a growing need to create a welcoming atmosphere in a time of low quality experiences.
In our brainstorming sessions we specify the main characteristics of the field of price and quality level. The price level is cold, sterile, corporate and austere, while the level of quality is warm, friendly and creative. Three years ago we developed the outlines of what is now Supercoop.
We are the best in fresh produce and the rest, cheap
Currently we have over 40 stores, with customer ratings above average. The clock is ticking, the price level has changed in the last three years and quality has turned upside down. In addition, the world of communication has only to run and, ultimately, will have to provide the capacity for differentiation. The communication of a brand ...
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