IRMA ILLUM

December 17, 2018

Quality and great experiences at Irma in Illum

Customers wanted Irma back and they got it. After a two-year absence, Irma reopened a store in the basement of ILLUM in late summer 2018. The new Irma store offers high quality and extra good experiences with, among other things, different delis, take away and electronic price tags, so the price is always updated on the shelves.

An exclusive location and a customer base of hedonists, tourists and busy office workers set high expectations for the shopping experience at the Irma store located in the basement of ILLUM. The experienced store manager, Peter Vermund, has previously worked at Irma Axelborg, one of Irma’s flagship stores. In addition, Peter Vermund has also been involved in starting up the online supermarket www.irma.dk as operations manager.

– The shopping experience at Irma should be something special. Our customers have high expectations and we must be able to meet them – and we must also give them a little extra. With electronic shelf labels, we save a significant amount of time, which we can instead convert into increased focus on the store and customer service, says Peter Vermund, Store Manager at Irma in ILLUM.

"Our customers have high expectations and we need to be able to meet them - and we want to give them a little extra. With electronic shelf labels, we save a significant amount of time that we can instead convert into increased focus on the store and customer service."

Peter Vermund, store manager at Irma in ILLUM

SOMETHING SPECIAL – A STORE WITH ALL THE BEST

Every effort has been made to adapt the Irma store to its surroundings and the type of customers who visit the basement of ILLUM. This means that the store offers various specialty departments – including a department for vegetarians and vegans. In addition, the store focuses on customers who are interested in ecology and, in particular, enjoyment of life and food.

– It’s all about high quality and good customer service. We can deliver high quality ready-made food solutions, new exciting products and the classic Irma products that customers already know us for,” says Peter Vermund.

Peter Vermund has several years of experience using electronic shelf labels in Irma and therefore knows the importance of having the correct price on the shelf.

– When the customer sees a price on the shelf, they naturally expect it to be the same price at the checkout. We ensure this by changing prices electronically instead of on paper, which takes much more time and involves a greater risk of errors,” concludes Peter Vermund.

Peter Vermund has several years of experience in using electronic shelf labels within Irma and therefore knows the importance of having the right price at the shelf.

– When the customer sees a price at the shelf, he will, of course, expect that it is the same price at checkout. We ensure this by changing the prices electronically instead of on paper, where more time is used and there is a higher risk of errors, concludes Peter Vermund.

ABOUT IRMA

Irma is Denmark’s oldest grocery chain and the second oldest supermarket in Europe. The first Irma store was opened in 1886 and since the beginning Irma has stood for the joy of food, quality and responsibility. Today, Irma has over 80 stores on Zealand.