Outlook

ICA Norway will continue to operate in line with the strategic priorities established for the Group. In all likelihood, 2014 will be a challenging and demanding year.

Great emphasis will also be placed on strengthening customer loyalty and continuing to improve customer price perception. Communication with customers is important, as is ensuring that the core store operations are efficient and the product range is in line with customer expectations. For example, ICA Supermarked is investing in a more locally adapted profile. An overall goal is to change ICA’s image as an expensive retailer. The ongoing review of the product range and the new private label strategy are important elements, as is the introduction of an entirely new loyalty programme and the new price strategy for the Rimi stores. Following the Norwegian Competition Authority’s advance ruling that it is to block the cooperation with Norgesgruppen, an analysis is being carried out of the consequences for ICA’s operations in Norway.