Jumper: Up to 100 stores in Holland

Jumper achieved an increase in sales of 16.8 per cent last year with a comparable retail area. Thanks to its close cooperation with Fressnapf on the purchasing front, the company has also succeeded in increasing its gross margin considerably. Above all, Fressnapf’s private “Multifit” label, which now accounts for 7 per cent of Jumper’s overall sales, has made Sjaak Dijkhuis and his team very happy. Jumper is already stocking 70 to 75 per cent of the overall “Multifit” range and notes with satisfaction the enthusiasm shown by its customers for these products, which are substantially lower in price than comparable branded products. Clients are made aware of the price advantages of the private labels through suitably prominent positioning at the point of sale.
Jumper is to establish pet departments in 40 Groenrijk garden centres.
Jumper is working hard to develop its concept further. On the one hand, its strategy is targeted at appealing to the emotions of pet owners. This purpose is served by new placards suspended from the ceiling, for example, displaying sympathetically photographed “people-and-pet” motifs. These are to be found in every store. Likewise the pet departments that stock a basic range and form part of all Jumper branches, with the exception of the Terburg store in Arnhem.
All stores will be supplied with goods from Arnhem.
On the other hand, the company is fearless when it comes to discounting in the market, and not without success: when Jumper published a full-page advert in the leading Dutch daily “De Telegraaf” last November to mark its tenth anniversary, the pet sector was in turmoil. 400 g tins of “Felix” and “Whiskas” for 0.59 euro each, 400 g tins of “Bonzo” for 0.49 euro and 15 kg packs of “Biokat’s” for 6.99 euro – prices like these frightened even the food retailers, who constitute the principal sales channel for pet food in Holland. Jumper profited from the campaign in a number of ways: sales rose by 43 per cent in the week following publication and, perhaps more importantly, the customers that were enticed into a Jumper store by the campaign were happy to repeat the experience in the following weeks.
Jumper shocked even the food retailers with this full-page advert in the leading Dutch daily "De Telegraaf".
To build the company’s name up gradually as a brand, Jumper is investing heavily in advertising. Six times a year, the company produces a run of 40,000 leaflets for each store. The trading chain has thus succeeded in raising its…