donderdag, 15 juli 2010 (7:57)

Tot Jumbo omgekatte Super de Boerwinkel plust 70 procent

De eerste Super de Boers die retailketen Jumbo onlangs ombouwde tot Jumbo, tikken inmiddels gemiddeld 70 procent hogere omzetten af. Dat meldt Frits van Eerd van het geelkleurige supermarktconcern. Jumbo kreeg eind 2009 300 Super de Boers in het bezit, tegen een overnamesom van een half miljard euro. Lees hier de belangrijkste ingrepen die leiden tot de omzetstijging.

'Er verandert niks hoor, als we zo worden omgebouwd tot Jumbo', zegt de supermarktmanager van de heerlijk rustige, koele en ruime Super de Boer in Hendrik Jacobszstraat te Amsterdam Zuid, in de buurt beroemd om zijn ruime verse visaanbod. Dit filiaal is niet de goedkoopste in een straal van 1 kilometer, maar je shopt er wel erg prettig. 'Het enige wat zal gebeuren is de andere huistijl, een goedkoper assortiment en meer schappen', zegt de baas. Het volproppen met extra schappen is een van de succesfactoren richting een hogere omzet. Dat leidt kennelijk tot meer purchase en meer publiek. Daarnaast kent Jumbo een aantal opvallende beloftes ten aanzien van de lage prijs, kwaliteit en service. Wanneer de wachtrij voor de kassa te lang is, krijgt de wachter zijn of haar boodschappen bijvoorbeeld gratis. Producten die tegen de uiterste houdbaarheid aanzitten mag je gratis mee naar huis nemen. En dat is geen spelletje.

Omkatten loont
Daarnaast zegt Van Eerd vandaag in de Financiele Telegraaf door de recente schaalvergroting extra synergie-effecten te verwachten. Dat zal zich onder meer vertalen in extra voordeel voor de consument. In 2009 boekten de twee ketens samen een pro-forma resultaat van 120 miljoen euro. Nu behaalden de supermarkten in de eerste helft van 2010 samen een bedrijfsresultaat van 70 miljoen euro. De omzet van de overgebleven Super de Boer-zaken die de familie Van Eerd in handen heeft, bedroeg in dezelfde periode 1,032 miljard euro. Het bedrijfsresultaat van de 150 Jumbo's groeide in de eerste helft van 2010 met tien procent tot 904 miljoen. Uiteindelijk worden in totaal 175 Super de Boers ingelijfd, waarvan er intussen 22 zijn omgekat. De rest wordt doorverkocht. Gemiddeld zal de omzetstijging per omgebouwde Super de Boer-winkel straks 50 procent bedragen, verwacht Jumbo. In 2012 zal de omkat-operatie voltooid zijn, zegt Van Eerd. (PvWK)

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