How animal supermarket Jumper wants to grow considerably without a webshop

A webshop? At animal supermarket Jumper they don’t  want to hear anything about that at the moment. “We are the brick kind of guys. We believe in that,” says Jan Jennissen. He (responsible for purchasing and category management), together with Edwin Keizer (sales / expansion), Peter Verschuur (sales / marketing) and Janco Catoen (finance / IT), forms the management team of Jumper. Jumper had a webshop for three years, but they figured it only costs money. Verschuur: “The previous management was working on a webshop, but we have made the choice: we are not going to do it now.”

Jumper knows that being visible on the internet is important, though. That is why the new website, a loyalty program and social media will not be dropped out of the plans. But the physical store, that’s where it’s got to happen. There, the new management team, which took office at the beginning of this year after the departure of the previous management, sees sufficient growth opportunities. Jumper currently has about ninety points of sale, of which 35 own stores and twelve franchise branches. The rest consists of shop-in-shops, especially at garden centers.

Green dots

Jumper is committed to growing the number of stores. Twenty own stores in two years. “A very ambitious goal,” Verschuur realises. Now only to find the right building (800-1000 square meters, in the right place on the outskirts of the city, easily accessible by car), at the right price and with the right permit. Jennissen: “So property owners, step up!” Are the green dots on the sign on the wall in the head office in Arnhem perhaps the desired locations? “No, those are all places where we can eat tasty sandwiches”, Keizer jokes. Indeed, Jumper would like to settle there as well.

Utrecht, The Hague and surroundings, Rotterdam and surroundings, Den Bosch, Breda, Zeeland.

Growth. The word often falls in conversation with Jennissen, Verschuur and Keizer. Jumper goes well. Revenue grew double-digit compared to last year. Based on the same number of shops and separate from the ‘corona plus’. Because it’s certainly there; like the supermarkets and the hardware stores, the pet store chain is making a significant plus during this period. “The first weeks, people were hoarding products” says Jennissen. “Consumables such as cat litter, but also straw. Then you saw that consumers started to extra spoil their pets with snacks. They were at home more often and therefore had more contact moments with their pet. And people looked around the house: does that dog basket still fit , shouldn’t there be another scratching post? ” And then on top of that, the nice weather came: there was a great demand for outdoor toys, swimming pools and fountains.

So, busy times for Jumper, which has had a twice as large distribution center on the IJsseloord 2 business park in Arnhem for more than six months. All stores are supplied from that DC, as much as possible with their own vehicles. A third truck will be added soon. The fact that there is room for substantial investments is largely due to Kees Vierhouten, owner / director of Jumper for three years. Many companies fall under the Vierhouten Group, especially in the field of packaging and transport. “A fantastic shareholder,” says Jennissen. Kees wants to grow, adds Keizer. “He really likes retail. A variety entrepreneur. He gives us all the freedom to make it big.”

Own brands

Jumper also wants to focus more on its own brands, including their subsidiary Jaap Koopman for Pets. They have been and are being refreshed. These include Konacorn (bird food) and Boer’n Goed (entry-level bird, poultry and rodent food). In the fall, a premium brand will be added in the category of bird and rodent food.

Just like competitor Pets Place, which usually has smaller shops, Jumper is increasingly opting to offer services. For example, there is a mobile vet who visits the branches and there are also shops with a regular vet. Furthermore, a dog wash has been ordered for ten stores and some have a grooming salon or an exhaust service. “A one-stop shop,” says Jennissen.

Jumper also thinks that pets belong in a pet shop. Guinea pigs, hamsters, rabbits, fish, birds and some poultry are sold. “We will continue to sell them,” says Keizer. “They are beautiful accommodations, where they have plenty of space, where we amply meet the guidelines.” And it creates ’emotion and experience’ in the store. Jennissen: “People immediately have the association: yes, I am at a pet store.”

The brand awareness could be even better; that is being worked on. As of next season, the name Jumper will appear on the front of the shirt of soccer club Go Ahead Eagles, where the company was already a back sponsor. Jennissen: “With our target group, which is quite versatile, soccer does fit. We are a bit down-to-earth. So we are more into soccer and less into hockey and cricket.”