Axfood’s strategy is based on five cornerstones: profitability, growth, customers, environment and social responsibility, and employees and organization.
Profitability
Axfood will be the most profitable company in the Swedish food retail market.
- Increase private label share.
- Cost control in all areas.
- Increase automation at stores and in logistics.
- Strive for best purchasing prices in the market.
Growth
Axfood will grow its market shares and strengthen its position as the number two player in Sweden’s food retail market by investing in Group-owned and proprietorrun stores.
- Increase like-for-like sales through development of chain and store operations.
- Aggressive pace of store establishment in major cities and other growth areas.
- Grow in e-commerce and ready-made meal solutions.
- Develop a long-term and stable business model for grocers.
Customers
Axfood will increase its customer orientation and offer customers the best shopping experience for the respective concepts’ target groups.
- Focus on attractive selection and offerings for an improved customer shopping experience.
- Increase innovativeness in product developmentfor key categories.
- Boost customer loyalty by developing loyalty programmes.
- Improve local and regional customer offerings.
- Expand selection of environmentally adapted and FairtradeCertified products.
Environment and Social responsibility
Axfood will be an active driver of work for the environment and sustainable development and thereby be the best in the industry.
- Reduce climate impact and energy use.
- Improve waste handling.
- Increase the number of social audits among suppliers.
Employees and organization
Axfood wants proud and committed employees and grocers who work in concert in a costeffective organization.
- Establish a more customer-oriented organization.
- Develop leadership and enhance business acumen.
- Develop managers’ recruitment skills.
- Ensure access to stores and grocers.