Decidedly Swiss

The new Jumbo store in Allmendingen near Bern demonstrates anew the Swiss DIY chain’s claim to be precisely that: a Swiss company first and foremost. To differentiate itself from other market participants, especially the big neighbouring country of Germany, it is very much adapted to the requirements that have been identified among Swiss customers: they are happy to have “hard” DIY jobs done for them, bringing in a specialist to tile the bathroom instead of doing it themselves, for instance. But they also like to move house. Which means that Jumbo needs plenty of space for this product category, that the plumbing range is dominated by bathroom accessories and, though building materials are available, they do not take the limelight. Ecology is dominant as a major theme that is documented through the use of a whole range of labels and certifications which are affixed directly to the racking near the products concerned. They are grouped together under the “Jumbo-Öko-Tipp” label, which is designed to indicate ecological alternatives to customers. However, Jumbo does not certify these products itself but makes use of existing labels such as the FSC or Blue Angel marks. “Right Way” is a logo provided for products that, while not certified, are seen by the company as ecological alternatives. But Jumbo is for the first time going one step further in Allmendingen, where it is testing the marketing of complete alternative energy generating systems, mainly solar based. Incidentally, Jumbo itself has put the idea of energy efficiency into practice by lighting the store throughout with LED lamps – a higher initial outlay, but one that will have paid for itself after just 1.6 years, thanks to reduced electricity consumption. The 7 500 m² outlet in Allmendingen is the 41st Jumbo store. It represents the latest generation of the Jumbo maximo sales format, along with the one in Emmen that reopened in March following an extension. In both of these stores the planners have introduced a number of new features to the layout. For instance, they work along the main aisle with large alcoves carrying complete ranges of categories such as security products or power tools, etc. Here they have got away from the brand-oriented style of merchandising and are once again grouping together the full product offer arranged according to use. But no way does this mean that brands are not visible. On the contrary, brand logos are fixed above the racking. The department for bathroom accessories…