Dear Ms. Rüeger I found the above-mentioned e-mail in my inbox earlier and reading it almost "knocked my socks off". Why? Let's be honest - Lindt products are nothing new, almost every supplier has them in their range, you know them well enough. So why should I activate a stamp card to try bar after bar? It has been discussed here in the community several times and I am of the same opinion: Migros chocolates are the best and yet they are gradually being removed from the range and replaced by brands that are available everywhere. I really don't understand why Migros lacks pride in its own brands and supports them accordingly. What's more, as has already been criticized several times, Migros is disappearing more and more into the uniformity of the large suppliers. So why should I still shop at Migros in future when Coop and Aldi are closer? I'm beginning to run out of good reasons, and I could go on and on, such as the fact that changing the product range will certainly lead to job losses at Chocolat Frey, and so on and so forth. But I won't, because will these words really be heard if everything revolves around the figures? Probably not. Since you are the "Category Field Manager Confectionery", I hope I'm wrong. Many Migros chocoholics ;) would be VERY happy with me. Kind regards, Malfrau
All replies (3)
Hi Malfrau, thank you very much for your contribution. The Lindt bars are effectively only new in the Migros range. With the stamp card you mentioned, we would like to give a treat to those who would like to try the Lindt range. Lindt chocolates are very popular in Switzerland and are an ideal addition to our already excellent range of chocolates. In future, Migros customers will therefore have access to the largest and most varied range of chocolates in Switzerland. Frey and Lindt are the most popular chocolate brands in Switzerland. With the expansion of its product range, Migros is the only retailer in Switzerland to offer both brands. The expansion of our range offers our customers added value. Lindt is an ideal addition. However, Chocolat Frey products will remain the main part of the range in future. The addition of branded products to the Migros range will continue to be the exception. This is because we want to maintain our price-performance advantage with our more than 250 own brands. We still produce around 75 percent of our goods ourselves. Accordingly, we are constantly investing in our industrial operations. Best regards, Matteo
Hi Malfrau, thank you very much for your contribution. The Lindt bars are effectively only new in the Migros range. With the stamp card you mentioned, we would like to give a treat to those who would like to try the Lindt range. Lindt chocolates are very popular in Switzerland and are an ideal addition to our already excellent range of chocolates. In future, Migros customers will therefore have access to the largest and most varied range of chocolates in Switzerland. Frey and Lindt are the most popular chocolate brands in Switzerland. With the expansion of its product range, Migros is the only retailer in Switzerland to offer both brands. The expansion of our range offers our customers added value. Lindt is an ideal addition. However, Chocolat Frey products will remain the main part of the range in future. The addition of branded products to the Migros range will continue to be the exception. This is because we want to maintain our price-performance advantage with our more than 250 own brands. We still produce around 75 percent of our goods ourselves. Accordingly, we are constantly investing in our industrial operations. Best regards, Matteo
"Lindt's chocolates are very popular in Switzerland and are an ideal addition to our already excellent chocolate range." The marketing department has earned another big Fleisskäfer for whitewashing. The correct sentence should read: "Lindt chocolates are very popular in Switzerland, so they are indispensable for increasing Migros' margins and are a replacement for our previously excellent chocolate range, which we ourselves - unlike the majority of our customers - were no longer convinced of." And that doesn't just apply to the chocolate range. Perhaps you should consider why my mother, a loyal Migros customer and member of the cooperative for almost 60 years, complained to me today that she now has to shop at Aldi because she can't find almost any of her usual items in "her" Migros and what is still there has lost a lot of quality. And she is far from alone in this... For me personally, the winner is not Aldi, but my spending at Migros has also more than halved in the last 10 years. Keep up the good work, it's called market consolidation.
"Lindt's chocolates are very popular in Switzerland and are an ideal addition to our already excellent chocolate range." The marketing department has earned another big Fleisskäfer for whitewashing. The correct sentence should read: "Lindt chocolates are very popular in Switzerland, so they are indispensable for increasing Migros' margins and are a replacement for our previously excellent chocolate range, which we ourselves - unlike the majority of our customers - were no longer convinced of." And that doesn't just apply to the chocolate range. Perhaps you should consider why my mother, a loyal Migros customer and member of the cooperative for almost 60 years, complained to me today that she now has to shop at Aldi because she can't find almost any of her usual items in "her" Migros and what is still there has lost a lot of quality. And she is far from alone in this... For me personally, the winner is not Aldi, but my spending at Migros has also more than halved in the last 10 years. Keep up the good work, it's called market consolidation.
To the point. Very nicely written @federwolke 👏