“We are tired of price reductions”, says Ayo Akintola, new CEO at Oddbins’. “To escape as well from the discounting we’ve had intense discussions about prices and values. So we draw the conclusion to place our customers at center stage and to focus our activities on them.”
In the future, Oddbins wants to hold available at least 1,200 bottles of the customer realized price (in short: CRP) wine per store. “Well, we are taking a considerable risk”, Ayo Akintola says, “this strategy, however, is symptomatic for our new approach to enter into a fair dialogue with our customers; unlike supermarket chains and discounters, we don’t want to enter into a discount battle but we want to offer the best wines possible in each price class at fair prices.”
In the second half of the last century, Oddbins, which was founded as early as 1963, used to be a popular shopping chain for a whole generation of wine drinkers in the United Kingdom. Until to the turn of the century, more than 250 stores had been established in the United Kingdom and in Ireland. Then the owner changed. From 2002 on, Oddbins had been managed by the French beverage group Castel, then by Simon Baile, whose father had managed the company in the 1970ies already. However, at the beginning of 2011, Oddbins was indebted, and due to a lack of investments, the number of stores had decreased to 85. In April 2011, the Whittails Wine Merchants company, which is itself part of the European Food Raj Chatha Brokers Group (EFB) purchased 37 of the most interesting stores and thus saved 200 jobs. (red.yoopress)
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