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Dit is een groei van negentien nieuwe winkels, waarmee de winkelformule een notering krijgt in de top 10 formules in Nederland op basis van verkooppunten. De totale omzet groeide licht naar 689 miljoen euro en de marge groeide met 3 %. De online omzet groeide met 59 % en werd gedreven door de lancering van de Primera Keuze cadeaukaart. \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>De omzet tabak daalde in 2017 met 3 % en de omzet loterijen met 5 %. Gezien het omzetaandeel van deze assortimentsgroepen heeft dit een behoorlijke impact op het omzettotaal. Toch bleef de totale omzet stabiel door de toenemende vraag naar assortimentsgroepen zoals cadeaukaarten, e-sigaretten en cadeaus. Daarnaast wist de keten meer omzet bij concurrenten weg te halen met onder andere de assortimenten tijdschriften, wenskaarten en kantoorartikelen.\u003C\u002Fp>\n\u003Cp>“Klanten verwachten bij ons type winkels een breed assortiment en daar zetten wij als Primera flink op in. Wij vervullen een duidelijke buurtfunctie en hebben de koers ingezet om de margemix te verbeteren met deze assortimentsgroepen. Dit is ook noodzakelijk voor onze aangesloten ondernemers, om zo de daling van traditionele groepen op te kunnen vangen.”, aldus Gert van Doorn, Algemeen Directeur.\u003C\u002Fp>\n\u003Cp>De online omzet groeide afgelopen jaar voornamelijk door de lancering van de Primera Keuze cadeaukaart, een nieuw concept voor de zakelijke markt. “Zakelijke klanten willen de ontvanger zelf laten kiezen, een cadeaukaart geven die onbeperkt geldig is, maar ook gemak. Wij spelen daar succesvol op in met de Primera Keuze cadeaukaart en bedienen hiermee online een nieuwe doelgroep die vervolgens weer in de winkel komt. Zo’n 90 % van de ontvangers van de Primera Keuze cadeaukaarten verzilvert namelijk zijn of haar cadeaukaart in de winkel. 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