In time for the start of Ramadan, Willys has more than doubled its “world” product range, adding original products primarily from the Balkans, the Middle East and Eastern Europe. In selecting the new products, Willys has sought the assistance of customers from various ethnic groups.
“We have put a lot of effort into the actual selection of new products,” explains Irene Seideman, product line manager for the world product offering. “For example, we have asked customers with various ethnic backgrounds to participate in focus groups in order to find out their preferred products and brands.”
A few examples of new products that are now being launched are goat cheese with varying fat content under the Gazi and Dodoni brands, grape syrup, pomegranate syrup, quince marmalade, watermelon seeds, yufka dough, chapatti flour and frozen pies with various fillings from the Balkans. In all, the world product line has been expanded by some 200 new items.
Willys has noted a sharp rise in demand for products from the world product offering prior to holiday celebrations such as Ramadan, especially at Willys stores that are located in areas with a large immigrant population.
“In my store you can clearly see that Ramadan is just around the corner,” says Magnus Hansson, manager of the Willys store in Katrinelund, Malmö. “We have given extensive exposure to our world product offering in our ‘market square’ section and on aisle ends, where customers can easily find such products as baklava, nuts, dates, dried fruit and other specialities that are big sellers during Ramadan. I am very happy to have a growing selection of world products. Here in Malmö, roughly half the population has an immigrant background, and in my catchment area the share is even higher.”
Willys began selling “world” products in 2003, with focus on meeting the absolute basic needs of customers with immigrant backgrounds. Due to the very strong response, the product range has been gradually expanded to today’s some 350 items. The world product offering is a strategic venture by Willys, which has people with immigrant backgrounds as one of its priority target groups.
“We are working intensively to help customers who are interested in our world products to find what they need on our store shelves,” says Patrick Grabenbauer, Marketing Manager at Willys. “At the same time, it is important that the products fit in to our discount concept. A Willys customer must know that he or she is carrying home Sweden’s cheapest bag of groceries, no matter what products are inside.”