Now also starting picture will become clearer how Coop Sweden will emerge from the crisis. Yesterday presented roadmap eight points for the group’s nearly 100 top executives.
– We now have for the first time, a plan, a direction and a goal. But there are some tough activities awaiting says Sonat Burman-Olsson in the interview.
It’s all about efficiency, downsizing and skills transfer in a number of areas. Among other things, store flora tightened and today’s 6-7 size be three distinct segments: large trade, trading and completing everyday commerce. At least a couple of billion, Coop to go to freshen up the stores in the coming years.
– The front line will be out in the stores, says Coop’s CEO.
There is a lot of talk about products, prices and shopping experience. But there is also the old image “tractor and dyrkonsum” needs to be changed. It’s the Coop management well aware. But most of all look Sonat Burman-Olsson effektivseringsvinster 2-3 billion.
The Vision Coop Sweden have carved out during the summer is to be “the good force in Swedish supermarkets,” the first choice for especially families with children she stresses.
– We do not intend to primarily increase our market share. However, we will increase our volumes, our customers can simply add more in their shopping carts when they shop with us.
The cooperative has over a number of years lost market share, mainly to Ica. Today, ICA has put half of the market for themselves while Coop is around 20 percent.
This summer, however, Coop with one of the millstones, the generous rebate system introduced in 2010 but which soon meant annual billions of KF Group. Instead, a point system, definitely not as generous, but more difficult to grasp.
According to the newspaper Icanyheters latest numbers will the new system have already been hit hard by the customer base. The newspaper refers to a customer survey conducted by GFK showing that every tenth customer has turned Coop Forum back because of the new credit system.
Sonat Burman-Olsson is not aware of the study and concludes that it is too early to draw conclusions of this summer in favor of rescheduling. It was only yesterday that Coop opened his trade there have collected points can be exchanged for goods and services.
Over the summer, Sonat Burman-Olsson traveled around and met with consumer associations and store managers across the country. The old co-operative movement has been analyzed in depth in all the ingredients to find a way out of the economic crisis.
According Sonat Burman-Olsson exists now, therefore, a plan that covers the entire organization.
– All the focus now is to be a retailer. KF which is our largest shareholder has the same focus, she says.
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