Expansion in Sweden

“Sales in the first six months have grown by about 17 per cent,” Annika Engdahl, chairwoman of the board, explains to PET worldwide. She is sure that this tells her that the general concept is working well for the member stores. But this shouldn’t be a reason for stopping work on refining it. Today the Djurens Värld chain has 30 stores and the goal is to add around ten more before the end of 2010. Annika Engdahl states that the goal is not just quantity but also the quality of the stores that are allowed to join the chain. “We feel confident that Djurens Värld will grow and prosper in the coming years and we are looking forward to the future,” Annika Engdahl concludes. New marketing ideas Digital signs from Zeta-Display are the latest addition to the shops. This tool, part of what is called “last metre marketing”, offers a wide range of options for additional sales. The displays will be mounted in the stores and will feature animated messages. Their content is managed centrally, but can be changed to suit the individual stores. Messages regarding the loyalty club and of course different unique offers which the customer was not previously aware of will be shown on the displays. And when the company’s own print magazine is distributed, the different offers from this will be displayed. The signs will also be used to communicate hints and tips about pets. “It’s a perfect tool to help us increase sales,” Annika Engdahl states. “The goal is to have 15 Djurens Värld stores up and running with the digital signs by the end of 2010 and the rest of the stores in 2011.” Own brands Annika Engdahl This autumn the company wants to re-launch its own cat litter under the brand “Djurens Värld”. A new product will also be introduced into the company’s portfolio of private label merchandise. “It will be a degradable cat litter made from wood, but one that still makes clumps,” Annika Engdahl explains. She states that own brand merchandise is important for the whole chain to build its own identity. The “Djurens Värld” assortment as a whole consists of cat litter, food for small animals and birds, leather collars and leashes as well as dog waste bags. “We are constantly looking for new and interesting merchandise to add,” Annika Engdahl states in summary. Download: Expansion in Sweden (PDF file)