In the battle for increasingly price-sensitive customers, nahkauf is focussing more than ever on service, promotions and new sales models. one paid a visit to the sales professionals.
The 455 nahkauf stores across Germany have made a good start to the year despite the continuing challenging conditions. As national sales manager Mathis Neth reported to the regional business consultants, the shops operated by independent retailers recorded double-digit sales growth in the first few months. However, inflation and rising prices for many products are also having an impact on local suppliers. "Customers are increasingly going to discounters and are paying much more attention to price than they used to," said Neth. Accordingly, there is demand for food in the entry-level price range, especially the "ja!" own brand, which should be presented in the stores in an eye-catching way. The strong price performance for consumers must be clearly emphasised, said Mathis Neth.
Mathis Neth
Payback
The Payback customer card and bonus programme is already a tried-and-tested customer loyalty tool at nahkauf. "Payback customers shop more regularly and more often," summarised Philipp Rosenberg, Senior Manager Customer Loyalty Programme at REWE. "Please make sure Payback is visible in the stores," he appealed to the sales professionals. As before, asking customers at the checkout whether they already have a Payback card is essential for success.
Boxes have got off to a good start
The nahkauf boxes, on the other hand, are still a very recent success story. So far, three of the autonomous mini-shops have been opened and continue to enjoy high customer frequency. "We will be rolling out and testing more boxes over the course of this year," announced Mathis Neth.
For Neth, the meeting organised by the South West region was the first in his new role as national nahkauf sales manager. Together with his experienced sales team and dedicated retailers, he wants to continue the successful course set by his predecessor Florian Sörensen and further develop tried-and-tested products.
This includes, for example, the Sustainability Week in cooperation with NABU, which is now in its third year and will be starting soon, and the popular retailers' get-together, which emphasises the special cohesion within the self-employed. And things are also making great strides digitally. Leaflet portals, offers via social media, WhatsApp and the newsletter - these are all offers that nahkauf customers can now also benefit from.
