SPAR Switzerland is a relatively small player in the Swiss grocery market, dominated by Migros and Coop. SPAR Switzerland holds a 2.3% market share.

Swiss retail is under immense pressure and none of the key retailers measured by Nielsen’s experienced positive sales growth. The Swiss franc continues to strengthen against the euro, which is a positive sign. Inflation is unchanged at 0.6% for the past 18 months and will continue on that basis through 2020.

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SPAR saw positive sales and margin performance from upgraded SPAR stores including stores that have fully implemented category management. We anticipate this positive trend to continue into 2020.

Cross-border shopping is a concern across retail sectors as consumers have greater buying power and goods can be bought free of value added tax. Swiss import tariffs and trade protection further drive up prices. This is particularly evident in fashion; however, food and beverages are also affected as prices are between 50% and 60% cheaper than in Switzerland.

We continue collaborating with Austrian retailers and global suppliers to identify cost-saving opportunities and open more cost-effective supply routes into Switzerland. We are also working with SPAR International to improve landing costs and with other Swiss retailers to create new revenue streams.

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SPAR Switzerland collaborates with Austrian retailers to seek further extended range and cost-saving opportunities. We entered into an agreement to specifically unpack the house brand strategy, international parallel sourcing, supply and product innovation. We expect to see the impact of this arrangement come into play by March 2020.

SPAR Switzerland entered into a formal joint venture agreement since September 2019 to create a new buying group. Vitertia AG was established to extract better landed costs, drive supplier income and provide support for parties.

We are further collaborating with SPAR International on a project to assist us in sourcing better landed costs for international house brands and other exclusive brands. Costs will be enhanced through combined volumes on these brands.

We are exploring a possible joint venture to generate income through suppliers for advertising via electronic media platforms. This is a collaborative model targeting malls and retail environments. The venture enables collaboration between SPAR and the largest retailer in Switzerland, and roles and responsibilities are clearly defined in a memorandum of understanding. We believe that significant long-term benefits exist for this collaboration.

To date, 75% of TopCC and SPAR stores have fully implemented category management. These stores deliver higher-volume, improved basket and increased footfall growth statistics. This is tangible evidence of the positive impact on consumer satisfaction and resulted in a substantial change to the cash flow position of these stores. Well-executed category management typically drives improved demand-based planning and reduces stock levels.

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Stores continue having quarterly reviews which enhance our ability to fine tune the range and flows specific to each customers’ needs. Stockholding remains a concern: we are focusing on eliminating slow movers occupying expensive real estate space.

SPAR brand and house brand stock keeping units were reduced through the category management process. Therefore, we are actively reviewing the brand ranges to ensure compatibility and reintroduction when appropriate.

Promotional activity and discounting are prevalent. Therefore, loyalty programmes continue gaining a bigger share of consumers’ wallets. The SPAR Friends loyalty card had 173 200 registered card holders by financial year-end. Through this initiative we can customise consumer-specific promotions based on their purchase history. Personalised promotions are piloted and will be available for SPAR format stores in the next financial year.

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The personalised SPAR Friend promotions are executed through various platforms, including SMS campaigns.  Purchase volumes through SPAR Friends are close to 60% higher and feature a ratio of 14.4% against total sales. Our short-term objective is to get the ratio of SPAR Friends sales to 20% of total sales.

The SPAR Friends loyalty card offers “friends” more value on day-to-day promotions and/or activities. We can offer multiple points for purchases and use this to attract new friends to the programme. The short-term target is to grow registered friends to 200 000. Our base will be large enough to significantly shift the route to market for advertising and promotions via social and digital media. 

SPAR Switzerland focuses on delivering value through Fresh, and providing a wide selection of quality meats, wines and day-to-day grocery products at a competitive price in the convenience market. Recent launches include SPAR Natural and Fresh To Go, followed by Meat and More.

Meat and More, featuring SPAR branded fresh and processed meats, was launched this year. This concept reduces our reliance on suppliers for their branded ranges. Our retailers strongly supported this as this category will significantly differentiate them from their local competitors.

There is approximately 200 stock keeping units in range and we plan to continuously innovate and develop the range. The extended range will include spices, marinades, charcoal, fire lighters, grills, grids and tongs which will follow in the next financial year.

We maintain the highest standards of food safety through our dedicated quality control department. Inspections are done in collaboration with local food inspectors employed by the Swiss government. In addition, we provide our employees with courses and training on food safety, when necessary.

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SPAR Switzerland has an internal food, health and safety officer. Continuous tests are undertaken at supply, distribution centre and retail levels to ensure compliance to stringent Swiss food and safety legislation. Our full-time team continuously tests our procedures and processes and remedy any areas that possibly pose a health or safety risk. In 2019, there were no health and safety or food safety concerns at distribution centres or retailers.

Rural areas constitute 70% of the Swiss market with many smaller villages consisting of as little as 1 000 inhabitants per village. SPAR Mini provides the ideal store format to connect SPAR to these smaller communities. The SPAR offering is in a smaller form with differentiated pricing and offers the key fresh categories that consumers can get in larger towns in a larger SPAR store.

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The setup costs for the SPAR Mini format are more affordable and we anticipate the majority of new SPAR Mini stores to come from converting either Maxi or other competitor stores. This was previously difficult to do under the main SPAR brand.

Instead of developing an alternate retail brand which is costly to build and develop, we adopted the SPAR Mini format from South Africa. We also found that our suppliers are more willing to participate in projects when associated to the SPAR brand and, as such, we developed our first SPAR Mini in Rapperswill in 2019. This was a huge success and we have a further seven SPAR Mini stores planned over the next year.

How our stores performed in 2019

In the past 24 months, we sold five company SPAR stores to independent retailers. We have reviewed our current store list and are confident that we will be able to sell an additional five stores to independent retailers in the next financial year.

Read about Switzerland’s financial performance here.

Retail turnover decreased by

1.9%

CHF521 million

(2018: CHF531 million)

Wholesale turnover decreased by

1.6%

CHF329 million

(2018: CHF334 million)

New stores opened

7

(2018: 3)

Stores closed

4

(2018: 6)

Stores refurbished

22

(2018: 6)

There are two dominant formats under the SPAR brand, namely SPAR, aimed at neighbourhood shopping, and SPAR Express, for forecourt convenience and high-frequency, commuter-type shopping. We are busy introducing SPAR Mini.

We opened two independent SPAR stores and a company SPAR store, the former performing well above the expected target. However, as anticipated, the company-owned SPAR store is taking longer to get off the ground. We expect the latter to improve performance in 2020.

We closed four independent SPAR stores due to lease complications and performance concerns. We also closed two C-store operations not SPAR branded but tied into the system through a group purchase of stores eight years ago.

An independent but old and poorly managed SPAR store was converted to a company SPAR store. The store is well positioned in a neighbourhood with good growth opportunity. Planning for an upgrade is under way and we will continue searching for a suitable partner to take on this project.

We opened two company-owned SPAR Express stores and one independent SPAR Express. One independent SPAR Express store was converted into a company store as a short-term measure. This store will be transferred to an independent retailer in 2020. This format has performed exceptionally well in turnover and margin with good prospects for the new year.

To date, we opened one SPAR Mini and the store performed beyond expectations. The Mini format will be developed in smaller villages and is differentiated with varied pricing, a smaller range and promotional offerings. They will feature fresh and other category innovations found in a SPAR store. Seven SPAR Mini stores will be opened in the next year.

Wholesale turnover decreased by

8.5%

CHF27 million

(2018: CHF30 million)

New stores opened

0

(2018: 2)

Stores closed

6

(2018: 23)

Maxi is a fluid format with approximately 100 stores operating at any given time. Key Maxi stores are being reviewed for conversion to SPAR Mini. In 2018, we appointed a senior manager to engage Maxi retailers. This resulted in reduced store turnarounds and created stronger relationships.

Retail turnover decreased by

0.4%

CHF284 million

(2018: CHF285 million)

Wholesale turnover decreased by

1.7%

CHF113 million

(2018: CHF115 million)

New stores opened

0

(2018: 0)

Stores closed

0

(2018: 0)

Stores refurbished

1

(2018: 1)

Our TopCC stores provide a direct, wholesale and cash and carry service catering to the restaurant and business trade (excluding the general public as this is not permissible under Swiss law). The TopCC store format is under review, but several performed well. Recent upgrades to the new look, feel and design specifications were well received with two stores fully converted. We are piloting omni-channel and online deliveries through TopCC.