Activities (1,3 MB) - Colruyt Group

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82 stimulate internet sales. For example, the new webshops have been designed specifically to support the online buying process. The aim is to strengthen the cross-channel sales, so that webshop, store and catalogue complement each other perfectly. At every moment in the buying process the customer can easily switch between the three channels. Gathering inspiration in the catalogue, comparing online and ordering directly, online by telephone or asking advice in the store, or examining the product more closely in the store, collecting it there or having it delivered at home. In order to support the purchasing process as much as possible, we structure the store and the catalogue in the same manner as the webshop. We are working on the necessary time to adapt the stores and the training of the personnel to the new concept. www.collishop.be 10 new Colruyt stores opened in France 1.5. Food retail France • Year of inception: 1996 (acquisition) • Revenue: EUR 194,2 million ( +18,6%) • Number of stores: 64 (Colruyt and Coccinelle) • Average store surface area: 1.000 m² • Number of employees in FTE: 878 (+ 83) • Baseline: All major brands for the lowest price Codi-France S.A. operates the integrated neighbourhood Colruyt supermarkets and a number of its own neighbourhood Coccinelle stores in the East and North-east of France. We expect that these Coccinelle stores will switch to the Colruyt formula or become independent in the near future. The French Colruyt concept is based on the Belgian formula and offers, for example, identical store brands such as Biotime, Kelvin and Everyday Selection (premier prix). The brands Belle France and Les Délices de Belle France, a range of more than 1400 own brand products, have been developed specifically for the French market. In view of the very different market situation, Colruyt profiles itself with ‘Prix-Qualité’. At the same time, the label guarantees the lowest prices for all national brands and for comparable products in all Colruyt stores since the beginning of 2009.
Developments Due to lower consumer confidence, the French retail market as a whole saw a drop in the volumes sold. Nevertheless, the integrated stores were able to realise an 18,6% increase in sales. In a stagnating retail market, Colruyt took an important step in its expansion strategy in the past financial year with the opening of 10 new stores. Never before did the retailer realise more than 12.000 m² sales surface area in one year, a growth of 25%. The number of integrated stores at the end of the financial year amounted to 64 (of which 60 Colruyt stores), with a total sales surface area of 59.982 m². The expansion strategy combined with the fierce price competition that puts pressure on the margins, resulted in the short term in a negative contribution. However, Codi- France is convinced that it will be able to reap the benefits of the current expansion in the near future. Recent survey results from the market research agency Nielsen show that Colruyt customers are the most satisfied about the prices. With this high score, Colruyt ranks in the same position as the French hypermarket Leclerc and before Intermaché and Super-U as the main competitors. In the past year, the Colruyt stores focussed on three spear points: the butcher’s shop, a high quality fruit and vegetable product range and an extensive wine and cheese product range. The ‘premier prix’ product range was expanded with 30 own brand products specifically for the French market. Codi-France is working on the concept for its third generation stores. The focus lies on more fresh products (dairy, butcher’s shop, vegetables and fruit) and its own traditional bakery. Colruyt aims to profile itself even more as a neighbourhood supermarket with the new concept. Codi-France separated the logistics for its own Colruyt stores and the logistics for the independent stores. The storage and distribution for the Colruyt stores remains concentrated in Rochefort-sur-Nenon, all affiliated activities were relocated to Châteauneuf-sur-Loire. Each activity now has its own distribution centre and can continue to grow at its own pace. Codi-France is thus able to measure the operational and commercial performance of both activities better. The ten new DATS 24 petrol stations that were opened on the Colruyt sites are an extra service that strengthens the customer loyalty at Colruyt. Outlook Colruyt continues to invest intensively in its lowest prices policy. The aim is to further develop the integrated store activities in the coming year in “le Grand-Est” of France, from the Luxembourg border to south of Lyon. The target is to open five to eight new stores a year in the coming five years with an average surface area of 1.000 m² per store. 25 % increase in store surface area 18,6 % increase in revenue annual report 2011•2012 00 01 02 03 04 05 83
Page 1 and 2: 03 Activities Retail ..............
Page 3 and 4: 3 Other activities • DATS 24: pet
Page 5 and 6: 343.003m2 total store surface area
Page 7 and 8: 1.2. OKay • Combined revenue OKay
Page 9 and 10: 1.4. DreamLand, DreamBaby and Colli
Page 11: In order to increase the interactio
Page 15 and 16: custom-made and supervised by Intri
Page 17 and 18: With the roll-out of automatic stoc
Page 19 and 20: The Belgian foodservice companies C
Page 21 and 22: 3. Other activities 3.1. DATS 24 1
Page 23 and 24: to the external market more and mor
Page 25 and 26: annual report 2011•2012 00 01 02
Page 27 and 28: 4.2. Communication The internal com
Page 29 and 30: 5. Annexes 5.1. Activities 5.1.1. R
Page 31 and 32: 5.2. Personnel 5.2.1. Job creation
Page 33: In this manner, in total EUR 152,46

Activities (1,3 MB) - Colruyt Group

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