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EXCITING NEW 7-ELEVEN FORMAT LAUNCHED IN NORWAY

08/11/21; Glocal Convenience Store Focus

The first 7-Eleven Market has opened in Oslo offering small format grocery to upmarket neighbourhood.

Norway’s Sunday stores

The legislation on opening hours in Norway states that, in general, stores that are bigger than 100sqm (approx. 1.000 sqf) must be closed on Sundays. During the rest of the week, grocery stores stay open from 7am to 10 or 11pm.

Traditionally convenience stores have focused on typical convenience items like food and drinks to go and have only had a small range of “grocery items” and then at a significantly higher price than in the grocery stores.

During the last 5-10 years, grocery chains have opened “down-sized” Sunday stores under 100sqm. These tend to be just small grocery stores without traditional convenience items.

The Reitan Group who operates 7-Eleven in Norway, Sweden and Denmark is also a major player in the grocery sector in Norway and Denmark through their “soft discount” chain REMA 1000.  In Norway this chain almost has a 25% share of the grocery market, but has not been very active with regard to down-sized Sunday stores.

So what is unique about 7-Eleven Market?

This first Market store which opened in late October has managed to:

  • Combine down-sized REMA 1000 grocery stores with a limited food and drinks on the go offer.
  • Sell grocery items at the same low price as REMA 1000.
  • Offer a wide grocery offer, but has also chosen to focus on trendy, healthy and “specialty” products targeted at the customer base in the store’s up-market neighbourhood.
  • Include some interesting category signage underlining their combination of low price and specialty items.
  • In addition to a traditional convenience store counter service, they also offer a self check-out solution where you can also pay with your mobile phone.

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