The Norwegian retail market
Total value 2013: 153,5 BNOK (18 Billion Euro) Growth of 3,6%
Market Share % by competitor:
Market Share by Market Segment
Marketshare 2013 2012 % change
Norgesgruppen 39,3 38,5 0,8
Coop 22,7 23,3 -0,6
Rema 1000 23,1 22,2 0,9
ICA 11,1 12,3 -1,2
Bunnpris 3,6 3,7 -0,1
Segment (Nielsen)
2013 2012 % change Banners
Low price/ soft discount
59,7% 57,4% 2,3%
Hypermarket 6,7% 8,1% -1,4%
Convenience/ proximity shop
8,5% 9,2% -0,7%
Supermarket 25% 25,4% -0,4
Coop Extra–«Low price Supermarket»
• Store size: 800 - 2000 m2
• Core assortment: c.5,500 skus
Focus on Fresh and Bakery
• Food / Non-Food share: 90% / 10%
• EDLP
• Price Index 100 vs. Price leader
• Occasional promotions to excite
customers
• Maximum efficiency:
100% self service
Store layout / space
*sales impact based on unit uplift calculation, which is significant above control incremental units multiplied by 28 NOK (average selling price) includes VAT
** reduced number of coupons delivered to each member
COOP MARKET SHARE PEAKS IN LCM WEEKS
18.00%
19.00%
20.00%
21.00%
22.00%
23.00%
24.00%
25.00%
26.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32
Personalised rewards to members (LCM) driving 1%+ sales uplift in Coop Extra
LCM RESULTS AVERAGE PER LCM
Loyal Members
Participation % 60%
Redemption % 40%
Total Mailing Sales Uplift* NOK 70m
0%
5%
10%
15%
20%
25%
30%
35%
40%
% OF LCM SALES UPLIFT ACROSS COOP BANNERS