Danish retail group Dagrofa has announced that it will invest over DKK 1 billion (€130 million) over the next three years as part of a new customer-oriented strategy.
The three-year 'Fremgang Sammen' (Progress Together) strategy will see the retailer investing in digitalisation, strengthening its store network and winning in selected category positions.
The 'Fremgang Sammen' strategy will take effect from 2022 and run until the end of 2024.
Tomas Pietrangeli (pictured), group CEO of Dagrofa, stated, "We are moving from a strategy period where we focused on optimising the organisation and processes internally and expect to be in the black by 2021.
"We have achieved a strong profit improvement with our current strategy. Now it's time to be more offensive and show that we have even more to offer."
Healthy And Sustainable Dagrofa
The company noted that the group's significantly-improved standing should be the starting point for a healthy and sustainable Dagrofa in the future.
The company aims to offer customers the best digital food shopping experience with stores as the focal point through its investment in digitisation.
Pietrangeli explained, "We want to differentiate the customer experience, both physically and digitally. Among other things, we will also offer more unique items in our range and focus even more on the market's highest level of professionalism, inspiration and local presence."
Focus Areas
Dagrofa will also focus on the local community and strengthening its store network as part of the 'Fremgang Sammen' strategy in the coming years.
The company has expanded its store network in recent years with the addition of more than 20 new supermarkets, including several community projects that have taken root in smaller communities.
'Strong Local Roots'
Pietrangeli added, "We will cultivate our strengths even more in the coming strategy period. Our grocers have very strong local roots, and we have seen that this is important to customers across the country.
"We have an entire group of skilled employees who are hungry to take on more of the market, and we have strength in that we can work closely together across retail, foodservice and logistics."
In August, Dagrofa launched organic chickpeas grown in Denmark in its MENY retail chain.
