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Strategy 25
Growth
The importance of customer relations
The Group likes to develop long-term relations with its retail clients and capitalise on these
relations in order to establish firm partnerships and generate growth for both parties. The Group has
plenty of advantages on its side, including the extent of its product offer, innovation and the strong image
of our brands. Service quality is also a very important consideration these days. In this respect, we must
remain focussed on our customers' expectations in terms of inventory management, development of
specific ranges, shelf merchandising etc. This approach requires increased flexibility and reactivity on our
part, which are the necessary conditions to enable us to sustain lasting operations in our markets.
Support at the point of sale
At the point of sale, the consumer needs guidance when choosing products. In order to appeal
to consumers, we merchandise our product ranges, organise demonstrations and present explanatory videos.
Our primary concern is to make the range clear and easy to understand so that consumers can make a
better choice. The new shelf layout for pressure cookers in hypermarkets is proof of the research we have
carried out in this respect - multi-purpose display areas divided according to use; explanatory labelling;
comparisons between models. All of our work in this area has a single objective - to achieve better sales.
Our own retail stores, an additional advantage
The Group has a network of exclusive stores, which is growing every year. Their role complements
that of traditional retailers, both in terms of geographical presence and coverage of the various market
quartiles. At the end of 2011, our own retail stores accounted for 1,445 points of sale spread across
49 countries under the banners of Home & Cook, Tefal Shops (specifically in Turkey) and Supor Life Stores
in China. They increased significantly in number last year (291 new stores in 2011) with reinforcements in
particular in 3 new countries - Colombia with the arrival of Imusa, Vietnam with Asia Fan and Uruguay.
DEVELOPMENT OF A PARTNERSHIP WITH THE CASINO GROUP
"Like Groupe SEB, the Casino Group has set its sights on international expansion, which is
the source of our growth. As in France, we have forged solid positions in South America and
South-East Asia. We also have a deep-rooted intention to deploy a multi-channel strategy, which we
adapt according to the maturity of each market. Our strategic visions are very close to those of Groupe
SEB, such as conquering emerging markets and developing new distribution channels such as e-business.
Our partnership with Groupe SEB is built to last, with the identification of priorities and the sharing of
opportunities based on mutual trust and a high level of responsiveness. Growth for both parties will come
from the right choice of product categories, launched at the right time and in the most suitable way."
Lylian Vignau, Managing Director of IRTS (the international structure of the Casino Group).