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Delhaize Serbia
111
BSWTHM 1 EfflS O0OO
SB8
INDONESIA - SUPER INDO
Delhaize Group Annual Report 2014 45
Image supermarkets or Shop&Go conveni
ence stores. At the end of the year there were
410 stores in Romania, up from 296 in 2013.
Operating 387 stores, of which 170 are Maxi
supermarkets, Delhaize Group is the leading
food retailer in Serbia. Delhaize Serbia also
operates under the Tempo and Shop&Go
brands. In a difficult market environment in
2014, characterized by cuts in public spend
ing and deflation, Delhaize Serbia launched
several initiatives designed to better serve our
customers and simplify the organization. One
example is Delhaize Serbia's new commercial
strategy which focuses on improving the fresh
offering for customers of our Maxi banner.
Another is the opening of a new distribution
center in November 2014. This new distribution
center will strengthen operational efficiency
and improve Delhaize Serbia's ability to pro
vide the best in fresh products to customers.
On the back of a difficult retail environment
in 2014, growth in 2015 is expected to come
from increased operational efficiency and from
improved banner performance as a result of
the new and simplified strategic direction.
A new Maxi strategy
to change the store
layout offering a new
approach to the fresh
departments was
launched and has
been well-received by
customers.
Delhaize Group operates in Indonesia through a 51%
holding stake in Super Indo. With more than 245
million people, Indonesia is the largest economy in
Southeast Asia. The growth of the middle class in
Indonesia is having a positive effect on Super Indo
stores which in 2014 saw comparable store sales
growth of 9.8% and 17.9% total sales growth. Focus
on store expansion in residential areas and aggressive
market renewals were the engine of growth in 2014.
This translated into strong customer acquisition and
retention. Super Indo also improved shrinkage control
to deliver significantly higher profit from operations.
Eight new stores opened in Java; and 14 stores were
remodeled in 2014.
KEY FIGURES (AS OF DECEMBER 31, 2014)™
SERBIA
ROMANIA
Ïut r/M
190
130
2 600
TEMPO
170
600
6 600
12
4 400
21 300
15
780
4 200
200
500
7 800
210
100
2 500
GREECE
INDONESIA
_«*mi to ou|ji)4fttv oai^
184 44 58 8 14
122
1 200 460 400 100 1 800
1 100
14 500 4 300 6 900 2 500 9 000
10 600
(1) An explanation of the icons used in the legend can be found in the Glossary
