Michael Møller lives with his wife
and their two young sons in Vindinge. This is also the town where
he runs his SPAR supermarket, renowned for its friendly
His pleasant attitude, involvement
with local residents and the obvious pleasure with which he
provides service to his customers, all contribute to the
exceptional customer-friendliness. The question of who would not
want to work or do their shopping here arises. Clearly, in this
store the customer is king.
In this interview, Michael helps us
gain a better understanding of this successful SPAR
How did you become
a SPAR retailer?
From a very young age, it was apparent that I was driven.
At the age of seven I was already working as a 'gardener' for the
local primary school. When I was in senior school, I worked after
school hours as a stock manager in a nearby supermarket. I was
asked to stay as an apprentice and
With the knowledge that I had
gained, I purchased a small 150m2 supermarket in the
town of Løve, not far from here. I was able to double the store's
turnover within one year. After 5½ years, I left Løve to begin a
SPAR supermarket in the town in which I was born. I am pleased to
announce that at the beginning of next year, the supermarket will
be expanded from 300m2 to 600m2. The
whole store will benefit from this expansion, in particular the
service departments of fresh produce, butchery, delicatessen and
Please describe the
location of your supermarket
Vindinge is situated approximately six kilometers from
the city of Roskilde which has around 800,000 inhabitants. There
are of course many supermarkets in the city. Here in Vindinge
though, we are the only supermarket, serving almost 2,000
people commute from Vindinge,
leaving early in the morning and returning late in the evening.
We are well known in the area for
local sourcing of a wide range of fresh produce including apples,
strawberries, potatoes and honey. A new initiative in Vindinge has
been the production of wine, which is also now sold in our SPAR
How do you keep an
involvement with your customers?
Because we are situated in a small town where everyone
knows each other, I try to always be hospitable and have a
pleasant attitude. It is important to be in a good mood as
socializing with customers makes them feel welcome. It is essential
to offer good quality fresh products such as fruit and
This applies equally to flowers and
garden plants, which we sell all year round and are an attraction
for customers. We also have a bake-off section, run a post office
and sell lottery tickets, all with the aim of being convenient for
Every year a wine tasting event is
held for approximately 130 people. We serve a light snack giving us
an opportunity to promote one of our bake-off products, for
The representatives of various wine
suppliers are invited to come and share their knowledge. During
this event, around 1,200 bottles of wine are sold within a few
hours. In this way, our customers can feel they are influencing our
The event is held in the same
period that the newest Danish Christmas beers from Carlsberg and
Tuborg are launched. Our customers don't leave the supermarket
without the newest national beer.
Please describe your
customers for our readers
We have a very diverse group of customers, as you would
expect as we service the entire town. We therefore need to cater
for all ages and lifestyles.
We see a difference between those
customers who come in daily and those who do their main shop at the
weekend. Many of my former study friends return to Vindinge after
completing their studies or other occupations, to provide
a safe environment in a close-knit community for their
children, here in the countryside.
Some customers give us unique
requests: such as a special bottle of wine or an exceptional bunch
of flowers, which differ to the regular range available in the
store. I try to always meet all of these requests as I strongly
believe that ensuring that the customers are satisfied will result
in them coming back to shop with me.
How would you describe
yourself as a manager?
I am a 'people' manager. I try to create a good working
environment for my employees and to be constantly pleasant to them
Each year we also hold two employee
celebrations. We have a summer barbeque and a typical Danish
Christmas lunch with open sandwiches. We meet four times a year to
discuss what has gone well and what can be improved.
Can you give us a good
example of a great moment as a SPAR retailer?
Each year we sponsor the SPAR Cup, a volleyball
tournament for children aged 7 - 16 years. This year, we organized
the tournament for the sixth time and included a barbecue. There
were 200 players, 50 volunteers and 300 supporters, comprised of
grandparents, parents and friends, which ensured that it was truly
an exceptionally festive SPAR family day.