New Migros chief outlines his vision

The incoming chief of Switzerland's largest supermarket chain, Migros, has been outlining his vision for the company. Claude Hauser said Migros was ready to resume strong growth, provided it capitalised on its strengths and promoted itself better.

The incoming chief of Switzerland’s largest supermarket chain, Migros, has been outlining his vision of the company’s future. Claude Hauser said the way was clear for Migros to resume strong growth, provided it capitalised on its strengths and promoted itself better.

Hauser is keen to play up the company’s strengths, reminding people that it was Migros which introduced the sell-by-date and was the first retail chain to list ingredients on the packaging of goods in Switzerland.

He says the chain remains at the forefront of modern retail shopping, with its high levels of customer care, and its responsible attitude to social issues.

Hauser is also determined to promote the company’s green credentials. He says Migros is keenly aware of the environmental impact of its activities, and ensures that its packaging is environmentally-friendly.

On the marketing side, Hauser admits mistakes have been made in the past, notably the company’s failure to respond to increased public demand for organic products.

He says this oversight is now being addressed, and Migros is determined to rise to a commanding position in this niche market.

Beyond expanding its organic range, Hauser plans to appeal to customers by emphasising Migros’ Swissness. “Founded in Switzerland, for the Swiss, by the Swiss” is the company’s motto.

However, Hauser is quick to reassure observers that Migros will not lose sight of its markets overseas: “We need to be strong in Switzerland to be successful abroad.”

On the question of expansion, Hauser is reticent: “This is a strategic question, which still needs to be discussed”.

One concrete measure is his plan to centralise Migros’ logistical and purchasing divisions.

From staff and wire reports