DetailResult creates synergy between Dirk and DekaMarkt
Synergy in fresh produce
Rob Van der Weele, manager of fresh produce at DetailResult Group, is working to create synergy between the two companies. "Starting in 2008, the company has been working on synergy between the two formulas, and almost all parts of the group have been discussed and addressed in recent times. Fresh produce is one of the last issues at hand. The 'synergy process' in fresh produce was recently put into operation."
Rob thoroughly investigated both organizations and the market in order to determine a distinctive vision. Currently, he is in the process of ensuring that Dirk and DekaMarkt work more as a group, at least when it comes to fresh produce: the DetailResult Group. In the past, there was a lot less cooperation between Dirk and DekaMarkt. "Now we sit down at the table and try to reinforce each other. The collaboration has a lot of advantages. For one thing, we can first test product innovations at DekaMarkt, and if it works, we introduce them at Dirk.”
Trends
Rob sees two important trends: an increasing interest in healthy lifestyles and local food. According to him, it is difficult to innovate during the crisis. "We are now exploring the possibility of a private house label, a label that can be used for both formulas. If you add up the volumes of certain products, it is sometimes interesting to market it under a different label." Rob concludes: "I don’t know how things will look a few years down the line, but the focus now is to find synergies and still retain the distinction we have."
