30 different kinds of tomatoes in the shops
Globus has 46 shops throughout Germany and reported a turnover of EUR 7,4 million last year. AGF is an important part of the chain. The smallest AGF-department of Globus comprises 320 m2, the largest is no less then 920 metres. "On average, we have 25 varieties on the shelves at any given time in the year", says Tim Strubing. There are also five types of organic tomatoes and the local product plays an important role.
This is what makes it difficult for the AGF-sector. How do you, as a supermarket chain, ensure that your customers do not get overwhelmed? "You just want tomatoes. And there you find yourself in a 15 m aisle of them," illustrates Tim. "Which do you choose? Those on sale, the most expensive or the type you always take? That depends. The customer's expectation determines which choice he makes. We have to know what they are looking for." Globus have gained knowledge of this through Rijk Zwaan and Valstar.
Decisions, decisions
About 77% of of consumers decide at home which tomatoes they are going to buy, while the remaining 23% only decide when they are at the shop already. Just over half of the customers already know what they are going to do with the tomatoes. "They plan to buy tomatoes, but not which kind. This they decide on in the shop." The size of the tomato is most important factor. Then the consumer will decide on what to do with the tomatoes. Lastly, they will look at the price. And it is here that Tim says Globus has a chance. "Almost 2/3rd of customers do not yet know what kind of tomato they are going to buy."
Shelf display
Globus wants to create clarity on the shelves. They want to display recipes with different uses of tomatoes. Finally they want to structure the shelves with different types of packaging and price categories. Within Globus, the tomatoes are divided into Globus Gold, the mid price range and discount varieties. The Globus Gold products are on their own shelf in the shop. They are sourced from companies that are personally known to Globus.
The same goes for products from the region. AGF that comes from a maximum of 40 km away can be sold under the special 'Gutes von hier' label. "Not all shops have this," says Tim. "But it is an important aspect."
And then there is special attention to activities such as barbecues and snacks. Fun shelves make the purpose of these products clear. "Over the weekends, we also make sure there is someone available to talk to customers and advise them about AGF products. In this way we distinguish ourselves."
Less important
Globus, of course, continually monitors what the turnover per m2 is per product. This information not only shows what is important in each shop, but also what customers do not like. The packaging information shows that who the growers are, in not so important. The type of packaging gets more attention. There are, for example, shops where organic products do not do well at all. "We pay attention to this. We introduce customers to organic products with special prices and so get them used to the products."
It is because of these strategies and possibilities that one thing is obvious to Tim Strubing and Globus. There is no such thing as too many varieties of tomatoes. "The more variety, the better - as long as you ensure the customer does not get overwhelmed."