RZ-100-wt4-E-flipbook-240702 - Flipbook - Page 162
Retail Centre Berlin
Another service that Rijk Zwaan has been offering
The consumer research that started using the
since the Retail Centre was founded is the
Love My Salad platform has been taken to the
‘category growth model’. This involves a scan of a
next level in the past five years. The Retail Centre
supermarket’s range of a particular crop.
in Berlin opens in 2017. This marks the latest
Rijk Zwaan then makes recommendations to
important step in the continuous improvement
change, improve, reposition and/or rearrange the
of services to retailers. In Berlin, information
range to increase the supermarket’s efficiency.
is collected in cooperation with buyers, such
as supermarkets, to help them optimise their
In this context, it also makes sense to move away
product ranges and shelf arrangements and
from targeting consumer brands. It becomes
maximise their returns. In this way, Rijk Zwaan
obvious that the company has too many different
can offer its retail partners customised research.
brands (such as Salanova), labels (such as KNOX)
Retailers can submit their own research questions
and concepts (such as Sensational Flavours).
– for example, about the purchasing behaviour of
Added to this, the development and promotion
consumers or product presentation. To do this, it
of consumer brands is very costly. Rijk Zwaan
uses methods such as eye tracking, focus groups
therefore decides to focus entirely on becoming a
and in-depth interviews with consumers.
BTB (business-to-business) and BTBTC (businessto-business-to-consumer) company and chooses
Meanwhile, Rijk Zwaan has developed into a
to leave the consumer-oriented ‘branding’ in
specialist in the field of selling fruit and vegetables.
supermarkets to others from now on.
The company offers this knowledge to its retail
partners by means of inspiring workshops and
meetings in the Retail Centre.
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Rijk Zwaan | Moving forward together
