As one of Northern Europe’s leading retail companies, the ICA Group is on a constant mission to ensure its stores are dynamic and attractive to its customers. ESM reports on its modern new concept in Norway, which focuses on fresh produce.
With about 2,125 stores across Sweden, Norway, Estonia, Latvia and Lithuania, the ICA Group has become a major player in Scandinavia and Northern Europe. It has a commitment to innovation, and here at ESM we think that its latest venture will appeal to a lot of customers.
The Most Modern StoreThis summer, ICA Supermarked Finnbekken closed for an extreme makeover. In just six weeks, the outlet was totally transformed before it reopened on 21 June. ICA Supermarked Finnbekken can now claim to be northern Norway’s most modern store.
The branch has been given a dramatic new visual appearance and design. The entire store is opened up and the shelves are lower, which makes everything more conspicuous.
Most importantly, there is a reinforced focus on the employees and their expertise. The employees went on intensive courses during the six-week conversion, and a further ten employees were added to the ICA Finnbekken staff. Many of them will work in the impressive new fresh-food department, which has been expanded.
The fresh-food department is the heart of this ICA branch. It now boasts its own tapas and sushi counter, while there is also a brand-new bakery, where customers can enjoy a freshly cooked pizza.A Comprehensive ProgrammeThe transformation of ICA Finnbekken is an important part of ICA Norway’s comprehensive programme to modernise and revitalise its chains of supermarkets. So far, seven store have been revamped with great success. The project has led to a growth in revenue and the number of visitors, with the feedback from customers entirely positive.ICA’s ‘Friendly Goods’ICA Norway has also become more conscious of accommodating shoppers who suffer from allergies. It now offers what it calls ‘Friendly Goods’, which are geared toward customers who are allergic to gluten, milk protein, lactose, egg, soy, tree nuts, fish and shellfish.
With an innovative and modern design, ICA Finnbekken seems to have all the properties of a great supermarket that accommodates customers with a variety of tastes and an appreciation for value.
Let’s hope they keep up the good work.
This feature was originally published in the September/October issue of ESM.
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