Migrolino, Switzerland
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© him! Ltd 2016. All rights reserved MIGROLINO, SWITZERLAND: THE FACTS • Migrolino concept was founded in 2009. • It is a wholly-owned subsidiary of the Migros-Cooperative Federation. Under the name migrolino-wholesale, it also acts as a wholesaler to outside partners. • There are over 350 locations in Switzerland, about half are franchise stores. They operate standalone stores, forecourt stores, ‘take-aways’ with baristas and freshly prepared food-to-go, typically at stations. • Their goal is to create “A simple shopping experience, an attractive, fresh assortment, complementary services and long opening hours - that is migrolino!”
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Transcript of Migrolino, Switzerland
© him! Ltd 2016. All rights reserved
MIGROLINO, SWITZERLAND: THE FACTS
• Migrolino concept was founded in 2009.
• It is a wholly-owned subsidiary of the Migros-Cooperative Federation. Under the name migrolino-wholesale, it also acts as a wholesaler to outside partners.
• There are over 350 locations in Switzerland, about half are franchise stores. They operate standalone stores, forecourt stores, ‘take-aways’ with baristas and freshly prepared food-to-go, typically at stations.
• Their goal is to create “A simple shopping experience, an attractive, fresh assortment, complementary services and long opening hours -that is migrolino!”
© him! Ltd 2016. All rights reserved
MIGROLINO SHOPPERS IN SWITZERLAND ARE LOYALTY SCHEME USERS!
Nam news
• 21% of Migrolino shoppers choose to visit because they are part of their loyalty scheme vs. 13% the Swiss average.
• 1-in-2 Swiss adults have visited a Migrolino in the last month, even higher in rural areas, making it one of the most popular convenience brands in Switzerland.
• There is a BIG focus on food to go including hot drinks and ‘freshly made’ – 7% of Migrolino shoppers regularly buy breakfast there. A similar proportion buy soft drinks.
• 2-in-3 Migrolino shoppers think the stores are ‘Fast & Efficient’.
© him! Ltd 2016. All rights reserved
HOW TO WIN THE SHOPPER IN SWITZERLAND?
him! international Convenience Tracking programme 2016
Most likely to live alone
23% …vs 15% global av.
Only 30% think Food to go is
served in portion sizes they like…vs 36% global av.
There is plenty of opportunity for c-stores to improve their Food-to-Go offer by tailoring to the specific needs of this shopper, ultimately in order to capture higher spend. Influencing
this decision process must be started Pre Shop. Digital screen advertising meal deal outside the store could lure shopper in. Catering single dwellers and improving portion size is vital.
Only 29% Think c-
stores try to use the latest technology…vs 36% global av.
Buy meal deal only
1 in 14 visit …vs 1 in 9 global av.
Get in touch for more information [email protected]
