Activities (1,3 MB) - Colruyt Group

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74 00 01 02 03 04 05 1. Retail 1.1. Colruyt 1 Retail 21 detailhandel Wholesale and foodservice • Year of inception: 1976 • Revenue: EUR 4.973,2 million (+ 6,0 %) • Number of stores: 225 (including 1 in Luxembourg) • Average store surface area: 1.400 m² • Number of employees in FTE: 15.257 (+ 640) (1) • Baseline: Lowest prices (1) store personnel + personnel employed in distribution centres and in the administrative departments for sales 3 Other activities 4 Corporate activities Colruyt is well known for its low prices and no-nonsense discount policy. The economical furnishing of the stores and the working methods are designed in order to be able to work as efficiently as possible and reduce cost. Colruyt mainly targets families with children, who are price concious and who organise their shopping in an efficient and rational manner. Colruyt systematically monitors the prices of other stores in the area and adjusts its prices if necessary. Therefore, at Colruyt, customers will find all the special offers at any given time of all the other stores under one roof. As a result, Colruyt is always the cheapest, for each individual product category and for the contents of an average shopping cart with products from several categories. Via the ‘Extra discount’ card, they receive on average an additional 3% discount on the lowest prices. Customers can find additional promotional campaigns in the bi-weekly personalised shopping leaflet ‘Selection for you’. At Colruyt, customers can count on skilled and service-oriented personnel. Based on readiness to serve and simplicity, the formula aims to establish long-term relationships with its customers. Developments Rarely has Colruyt’s revenue been so affected by external factors as in the past financial year. Since the financial-economic crisis in the whole South-West of Europe, customers are keeping a tight hold on their purse strings and are spending less. As a result, revenues have come under pressure. In a very competitive environment, Colruyt’s market share nevertheless continued to grow in the past financial year. Compared to its competitors, Colruyt is even the only company to achieve a strong increase in market share. The market share over the calendar year 2011 amounted to 25,20%. The opening of new stores and longer opening hours have certainly contributed to this. Combined, the Colruyt stores realised a total
343.003m2 total store surface area revenue of EUR 4.973,2 million, which represents a 6% increase compared to the previous financial year. Colruyt opened five new stores and renovated or enlarged 12 existing stores. On 31 March 2012, there were 224 Colruyt stores in Belgium and one in Luxembourg. Four stores were closed temporarily in connection with renovations. At the end of the financial year, the total sales surface area amounted to 343.003 m², a 5,4% increase compared to the previous financial year. A Colruyt store that wishes to offer the complete product range requires a sales surface area of 2.200 m². As the average sales surface area of a Colruyt store currently amounts to 1.400 m², there is still a lot of work to be done. Therefore, it remains our target to increase the sales surface area by 14.000 m² annually by means of a combination of expansion and opening new stores. In Belgium, Colruyt sees potential for around forty additional stores. In the annual price survey of the Belgian consumer magazine Test-Aankoop, Colruyt remains the cheapest supermarket, both for national brands and for discount products (from Everyday). In addition, from the winter report of the market research agency GfK, it appears that the image of the stores appeal to customers the most. Colruyt has ranked number one in this report for the elements ‘advantageous’ and ‘friendliness’ already for ten years. Colruyt also compares its prices with retailers in other countries. According to its own calculations, Colruyt is on average around 10% cheaper in comparison to other Belgian retailers. This is sufficient to compete successfully with Belgian and foreign competitors. Due to the price difference, Colruyt also has many foreign customers. In recent years, Colruyt also invested significantly in a higher quality of its products and that is paying off. In its own blind tasting tests for meat, vegetables and fruit, Colruyt usually has the highest score. In the past financial year, Colruyt started to sell freshly baked bread in around eighty of its stores. 225stores 25,20% market share in Belgium over 2011 Colruyt reduced its toys product range in favour of the toys specialist DreamLand. The area that then became available has been used for freshly baked bread or other food products. This results in higher revenues as a group and creates room at Colruyt to create added value within other product ranges. In November 2011, Colruyt customers could purchase an exclusive building block box of Westvleteren XII with six bottles of the famous Trappist beer and two unique beer glasses. This was the first time that the Trappists of Westvleteren sold their beer outside the walls of their abbey and worked together with an external partner for the distribution. The company also positioned itself even more as a beer specialist in the past financial year with its 24th cookbook about Belgian beers. The book has a digital window with QR codes for smart phones. These codes provide a link to a new ‘Beer Search’ tool on the culinary website. ‘Delicious Cooking’, Colruyt’s culinary website, was completely restyled to better meet the customer’s expectations. The site was equipped with an advanced search engine, a library with over 1000 recipes and an attractive design. annual report 2011•2012 00 01 02 03 04 05 75
Page 1 and 2: 03 Activities Retail ..............
Page 3: 3 Other activities • DATS 24: pet
Page 7 and 8: 1.2. OKay • Combined revenue OKay
Page 9 and 10: 1.4. DreamLand, DreamBaby and Colli
Page 11 and 12: In order to increase the interactio
Page 13 and 14: Developments Due to lower consumer
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Page 17 and 18: With the roll-out of automatic stoc
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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
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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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