RETAILCOURIER
www.josdevries.eu
13In this issue:
Retailing needs change
Are you ready for the
next generation?
Postbus 1194, 3600 BD Maarssen
The netherlands
Info!
2
Work in progressWhat we do
Household brandstore, Netherlands
Forlady Kitchencentrum, Spain
Globus, hypermarket Germany
De Block, the Netherlands
Sigma, Bakery Cyprus
In recent years, Jos de Vries The Retail Company has succeeded
in acquiring a leading position among Europe’s major concept
design bureaux. A major part of that success originates from our
market approach and our business vision. Our aim is to provide
our clients with practical, market-oriented solutions that give
them a clear advantage over their competitors. As a result, our
clients will be able to attract more consumers to their stores.
Satisfied consumers who buy more and come back more fre-
quently. In order to achieve this, we combine creative ideas and
designs with commercial vision.
In developing successful retail concepts, the store identity and
the store organisation concept are central in communications to
the consumer. The correct balance between the components of
layout, store design, store graphics, storefront and visual mer-
chandising is crucial.
To give a complete overview and to show what activities are
necessary when designing or redesigning a store formula,
instore concept or store location, a list of the activities involved
in the proper implementation of that process is given below
1. Strategy developmentThe basis of the store concept lies in market approach and mar-
ket strategy. What do I want to be for my con-sumers, and what
do I want to offer them? What is my added value by comparison
to all the other providers in the market? How can I constantly
stay one step ahead of the competition? How do I create consu-
mer loyalty? Not longwinded reports. Practical visions develo-
ped from practice. Knowledge of consumer behaviour. Acting as
a sparring partner for the client. Providing solutions. Setting out
the right basic principles.
2. Layout development
The store layout forms the basis of the store formula. The core
concepts are routing, orientation, focus points and product ran-
ge structure. No matter whether the store has one hundred or
ten thousand square metres of floor space, the store layout is
the foundation for further developments. And spatial vision plus
knowledge of the market form the input.
3. Store designColour, shape, material and space perception combined with
the lighting concept form the basis for the consumer’s emotio-
nal experience in the store. Architectonic principles combined
with commercial content bring the store alive. Proper visualisa-
tion in the design process using sketches, mood boards and
computer impressions provides insight into the store’s future
appearance.
4. StorefrontThe first impression of the store. The image it projects to the
outside world. Managing to find the right balance between
surroundings and concept. Transparency to the outside world.
Showing who you are. Also has to succeed in getting the consu-
mer to come inside. Recognisability, attractiveness and quality
are the core concepts here. Proper presentation at the design
stage is necessary to convince.
5. Store graphicsCommunicating with the customer in words and pictures Who
am I, what do I stand for? Building and reinforcing the brand.
Giving price signals and providing information. Only a concep-
tual structure for store graphics in the context of the overall
corporate identity will help to build the total concept. And that
calls for creative vision and development combined with cut-
ting-edge computer implementations.
6. Visual MerchandisingWhat matters is not just what you sell, but much more how you
sell it. Presenting in such a way that it really sells. Opting for a
concept-based approach means not just developing, but also
coaching and training. Implementing the best possible store
picture not just in the opening week but every week calls for
process-oriented thinking that makes the employee the success
factor. That is work for experienced specialists.
First generation Second generation Third generation Fourth generation Fifth generation
Neighbourhood store First supermarkets The branded store The total food supplier The future store
Strong social connection Rational connection Emotional connection
From product orientation to
customer orientation
Individual connection to customer (loyalty card).
Multi format concepts
Interaction between retail and consumer
Multiformat and multi-channel
Small scale store
Assortment in focus
First self service concepts
Price and assortment in focus
From store concept to store brand. Shift
between assortment and service and
price focus. Shift between
discount and fullservice concepts.
New value retailing. Price, assortment and service in
focus. Strong focus on meal solutions and out of home
concepts. Strong focus on new customer developments
Managing the last mile. Assortment in focus.
Price and service are basics. Strong focus on
Corporate Social Responsibility themes. Techni-
cal developments define the concepts.
Strong focus on dry gro-
cery products
Strong development of
manufactor and A-brands
Focus on private label and A-brands Segmentation of privat label. Strong competition be-
tween private label and A-brands
Private label is leading. Strong cooperation
between retailer and manufactor. Fresh is direct
connected to the farmer.
Are you ready for the next generation?
Without doubt, the current financial crisis will change
consumer behaviour and shopping patterns at unprecedented
rates. Retailers, who want to survive, will have to radically
rethink their position and strategy over the coming period.
Inevitably, the key-phrase in this process of change will be
‘how to stay connected with my customer.’ How, as a retailer, is
it possible in these difficult times to identify with customers
and serve their changing requirements effectively? Retailers
who wait for customers to come to them to share their new
ideas, will probably have missed the boat. Retailers therefore,
should be proactively seeking out customers and trying to
understand their changing needs.
So get out there and find out what they want, take it back to
your store tomorrow and, explain how much you care and
demonstrate your willingness to help.
That economic and social trends impact on retailing is, of
course, nothing new. The retail industry is influenced by social
change like no other. Developments taking place today define
the behaviour of the shopper tomorrow, the reason why the
retail sector is often run on a day-to-day basis. Successful
retailers however, know that day-to-day operations have to
take place within the framework of a long-term strategy. With
the consumer being bombarded with a constant flow of bad
news, formulating a long-term strategy is no easy task. To do
this effectively, it is necessary to understand the development
of the retail business and to look at it retrospectively. Current
developments in retailing can be defined as the transformation
from the third to fourth generation concepts. This change is
already underway, but the process is being stepped up by
current economic developments.
Retail generations
The traditional small-sized corner shop was the first generation
in retailing. These ‘Pappa and Mamma stores’ had a strong
social relationship with the customer.
This first retail generation was the first stage in the
disassociation of producer and consumer. Before that, producer
and retailer were one and the same: the baker sold his own
bread and the farmer sold his own vegetables at market.
Later, in the second retail generation, the first supermarkets
evolved. The direct social relationship between retailer and
consumer disappeared. Now price, product range and location
became the determining factors connecting customers with
the store.
In the eighties and nineties, third generation retail concepts
began to develop. Retail marketing was introduced; from store
concept to store brand. The store focused on its own customer-
base and, with the right communication and concept, a strong
store identity was created to differentiate itself from the
competition. Many retailers are still engaged in the process of
store-brand creation and market differentiation. A few retailers
are now entering the fourth retail generation: multi-format
concepts. This means that they are targeting individual
consumers using different formats, at different locations and a
different times of the week. Segmentation is the keyword in
this process of change. It goes without saying that retailers
entering the fifth retail generation - multi-format and multi-
channel - are few and far between.
In this fifth generation, the retailer
has almost total control, optimising management of the
complete flow of goods from producer to customer … and in
doing so, they are closing the circle: industry and retailer are
almost synonymous once again.
Having to change to stay the same
Retailing is about running the day-to-day operations, especially
in such turbulent times as today, but always based on a long-
term strategy. This long-term strategy is not as difficult as it
may seem. Just determine the stage of development your
company is at, compare this to overall developments in the
retail industry and connect up to these developments.
Join the fourth retail generation now and, when you’re ready
to take the leap, go for the fifth generation - multichannel and
multiformat - and take total control!
For information: [email protected]
Vision
3
In the short term current developments in the financial world
will naturally have a major impact on consumers shopping
behaviour. Reason enough for you as a retailer to consider how
you can respond quickly to this. After all, retailing calls for a
rapid response to developments.
However, it is not only these current, economic factors that
influence purchasing behaviour, and hence retail formulas.
Social factors such as an ageing population, changing family
size and new options in terms of leisure activities determine
consumer behaviour and therefore ultimately retail formulas.
Not only does the successful operation of retail formulas call
for keen observation of what is happening in society in the
short term, it is also essential to know how to develop a
strategy for the future based on long-term vision.
In order to arrive at a clear vision of the future, which takes
advantage of short and long-term developments, Jos de Vries
The Retail Company has used current and future trends to
develop a strong view of the retail formula of tomorrow and
beyond. This view of the future has been incorporated in the
presentation: ‘New-generation retailing.’
We are pleased to invite you to attend this presentation.
The presentation is given regularly at all our European
operations. Contact the operation in your country or our
international marketing department in Dortmund, Germany,
Claus Wester.
Five checkpoints for optimising your turnover and reducing
your costs in the short term.
Checkpoint 1: Connectivity
Is your concept still suitable for the changing consumer? Are
you still offering the product or service that the consumer
wants now?
Adapt to the changing consumer and show that you
understand your customer.
Checkpoint 2: Floor productivity
How efficient are your stores? Are all square metres equally
productive?
Check your store layout. This can often be used to generate
substantial profits without high levels of investment.
Checkpoint 3: In-store communication
What is the situation with your in-store communication
concept? Are you telling the right story about price and
identity? Does your communication still fit the current
economic situation?
A modified in-store communication concept can be achieved
without substantial investment.
Checkpoint 4: Investment in fixtures and fittings
It is currently important not to pay too much for a new store.
When did you last analyse your investment?
Arrange for your square-metre price to be checked by an
independent specialist. Set yourself the goal of a minimum
saving of 15 percent.
Checkpoint 5: Energy consumption
Refrigeration, air-conditioning and lighting devour energy.
Money that you save here goes straight to the bottom line.
Arrange for an energy report on your store right now.
Retailing needs change
4
Projects
For Mercator, we designed Ljubljana’s most beautiful
supermarket, with a floor space of 1,600 m². MERCATOR,
Slovenia’s largest trading firm, asked Jos de Vries The Retail
Company to transform the ‘aging’ supermarket concept at
Ljubliana’s Maxi department store into an exclusive food
shopping concept with a high percentage of delicatessen
products. In creating the concept, Mercator also wanted us to
take account of the historic architectural style of the department
store, as well as of its orientation toward the target groups:
parliamentarians, functionaries, tourists and residents of central
Ljubliana. The starting points for the project were: luxury, expert
service, high quality and customer-orientation. As the store is
often frequented by students, the concept also needed to
contain a convenience-food department of a high standard. As
the food level is a department within this department store, we
deviated from certain elements of the classic supermarket layout.
The entrance area needed to give customers a free-flow feeling.
As a result, linear check-out zones were largely avoided. Small
circular paths for the checking out were placed in the shop-in-
shop departments, Convenience Foods, Bio/Herbs, as well as Gifts.
In the fresh-foods area, however, the customer does receive the
impression of being in a classic supermarket. The fresh products
Food-Court Maxi MarktMERCATOR, Slovenia
department forms the heart of the supermarket. All the
departments are supported by means of communication
elements, in which graphic representations and 3-D visual
merchandising alternate, mounted on the rear walls. This
stimulates an intense high-quality freshness experience. The idea
is to give customers the feeling that they are receiving high-
quality products for their money. With the goal of providing
everything for one’s daily needs, the assortment of the rather
small Dried Products Department was given a luxury orientation.
In the Wine Department, the exclusive, high-quality wines and
Multimate‘An evolution, not a
revolution’
Shortly before 20 Big Boss DIY markets were converted to
Multimate DIY markets the concept update was finalised. Jos
the Vries The Retail Company also advised on the new energy-
saving lighting concept. With the new concept the products are
better illuminated, while power consumption has been reduced.
New concept
In early 2008 the Pyaterochka franchise chain’s new concept
store opened in Dimitrovgrad (Ulianovsk region, Russia).
Together with Jos de Vries the Retail Company, the chain’s
management developed a new philosophy and a new store
approach. Many changes have occurred in retail business in the
Ulianovsk region during the last two years. Now not only local
retail chains, but also national supermarket, hypermarket and
cash-and-carry stores have appeared here. Competition has
become stronger and Pyaterochka consequently decided to
change its concept in order to attract and retain customers.
Our proposals were based on an evolution of the existing
discount concept: a change from cold and laconic to more
friendly and fresh-products-oriented. In parallel with this
development the Chain Management had also adapted its
range approach and made study trips with Jos the Vries The
Retail Company to Croatia and Netherlands. The new store is
now divided into two ‘worlds’: an attractive fresh-food island at
the back of the store and dry groceries close to the check-outs.
This concept helps customers to focus on deli, semi-finished
products and ready-to-eat food; while they will find low prices
and good discounts in the dry grocery ‘world’. This new
concept enables Pyaterochka to be more competitive: retaining
low prices while offering quality food to its customers.
For information: [email protected]
A new Multimate store front was drawn for each former Big
Boss store.
For information: [email protected]
spirits are given maximum appeal through the use of walnut
shelves and dimmed lighting. The market’s reopening took place
in late August 2008. The Results have exceeded the market’s
expectations and goals, thus demonstrating that a good strategy,
together with a well-realised shopping concept yields successful
results.
For information: [email protected]
The Multimate DIY formula has been updated by Jos de Vries
the Retail Company.
Multimate is the number five DIY formula in Holland. The
markets are ‘smaller’ stores when compared with formulas such
as Praxis, Gamma, Karwei and Hornbach.
The colours and signage of the ‘old’ Multimate concept were
developed more than 10 years ago. However, the ‘old’
Multimate concept was already successful. For this reason the
update is intended as an evolution rather than a revolution.
in Ulianovsk
5
Projects
On behalf of Bloemenbureau Holland (Flower Board Holland),
Jos de Vries has collaborated in giving flowers and plants in
European supermarkets a more professional and suitable
presentation for the product.
Bloemenbureau Holland is a non-profit organisation designed,
through specialisation and cooperation, to improve the sales
potential of flowers and plants far beyond our borders, thereby
boosting trade.
The project, the optimal display, brings together all the
knowledge from the sector to inform, inspire and reach
solutions for a number of practical challenges on the shop floor.
The problem definition focuses on the following questions:
classification (differences in length, guidelines for colour,
maintenance, consumer purchasing criteria)?
highlight the incentive?
aspects inherent in the flower and plant category: water, shelf
life, knowledge on the shop floor?
The supermarket
DooveA store for well being
ZeemanA well-known name in
the European textile
industry for the past 40
years
With more than 1,000 shops in the Netherlands, Germany,
Belgium, Luxembourg and France, the textile discounter has
expanded into a trusted and successful chain over the past 40
years. The basic assumption in modernising the Zeeman
formula was to chart a safe course: rather than revolutionary
solutions, refine the formula in layout and visual identity as well
as merchandise mix. The sales tables that formed the trusted
image of the formula have been entirely revamped in the new
design. The new, contemporary and flexible design was created
in close cooperation with Hemi Winkelinrichting. Customers still
have that market feeling, which always characterised the
formula. Racks have also been added to the shop, which has
given Zeeman the opportunity to present an optimal
merchandise mix.
The various groups of merchandise are presented together
within the product groups. This provides ‘worlds’ where the
customer can easily examine the complete line. To emphasize
this, ‘hotspots’ have been made in the layout, where the
changing and more trendy merchandise are presented. The
‘Hotspots’are indicated on the walls, within the Zeeman
identity, with blue polycarbonate plate.
The major challenge for Jos de Vries The Retail Company was
the danger of not being able to upgrade the formula. Zeeman
is a successful discount formula, which is still the case in the first
pilot store in Alkmaar (The Netherlands), according to
customers. We wish Zeeman a safe voyage with the further roll-
out of the concept!
For information:
designed a juice bar and terrace on this floor, connected to a
health library and store; an informal location where customers
can talk to staff members while enjoying a healthy drink.
The second floor displays sleep-related products such as
healthy beds and bed components, pillows, kneeling chairs, etc.
The upper level exhibits mobility scooters, wheelchairs and
special bikes. To make this level more attractive and sportive,
customers can test the products on a test track complete with
obstacles. On the walls you can see mood photographs
projecting a bright outlook on life and life’s challenges. All the
floors are connected by a high ‘bamboo’ wall, which stands in
the middle of the open space. From here you have an overview
of all the product groups.
merchandising, branding, other means of communication,
lighting must be integrated.
To illustrate the results of the project and to encourage retailers
to consider flowers as a full-fledged category or for an impulse
purchase, Jos de Vries has designed a flower display to be
presented at the Horti Fair 2008.
The display satisfies three basic conditions:
communication and a modular display.
A private label, premium and biological classification is
legitimate.
plants are fresh products.
If, as a retailer, you’d like to boost your flower and plant sales, we
invite you to develop with us.
For information: [email protected]
Here people can order wheelchairs and other equipment
designed to help them cope with the physical problems that
they face. It may sound like a rather unhappy store but we
adopt a different view of customers in this category. Most of
them don’t attract pity at all. They have a very positive attitude
to life and we endeavour to build on that outlook by creating
an enjoyable environment. Most of the time the handicapped
customers are accompanied by family members or friends, so
why not encourage them also to purchase items for a healthy
lifestyle? We have therefore created a wellness department
store with healthy, enjoyable products on the ground floor, such
as spa baths, fitness equipment, saunas, relaxing massage chairs,
soap, towels, etc. To make a statement about this concept we
flower display
For information: [email protected]
6
Jos de Vries The Retail Company (the Netherlands)
Contact: Christiaan Rikkers
Safariweg 6-11, 3605 MA Maarssen
P.o box 1194, 3600 BD Maarssen
T +31 (0) 346563764 F +31 (0) 346572722
W www.josdevries.eu
Jos de Vries The Retail Company (Germany)
Contact: Jens Bork T +49(0)172 2488890
Jos de Vries The Retail Company (Spain)
Contact: Alexis Mavrommatis T +34 661640764
Jos de Vries The Retail Company (Russia)
Contact: Irina Bolotova T +7 9057182590
Retail Bouw Management
Contact: Peter Haagmans
Safariweg 6-11, 3605 MA Maarssen
P.o box 1466, 3600 BL Maarssen
T +31(0)346 552011 F +31(0)346 572722
W www.rbm-retail.com
Industry • Gastro • Food
Multi Format: Jos de Vries The Retail Company has through
years of experience in design of hypermarkets, supermarkets
and smaller convenience stores, a good informed vision of
multi-format developed.
In particular, the signing in a shopping mall is our expertise. But
not only the right branding and navigation is of great
importance also the routing, layout and sightlines are
important keys to success..
For suppliers is visibility and exposure within a formula the
challenge. We develop and design industry for the permanent
displays and appropriate solutions within each store concept.
From construction, apparel, health centres and showrooms to
furniture shops and pharmacies, a small selection from the wide
range of our projects in the non-food sector.
A sandwich on the move or just relax in a luxury lunchroom,
consumers are happy to seduce with good food. And the
company is not forgotten in the concept..
Even non-traditional retail environments are in our experience
package. Here we mean governments, banks and other service
institutions.
Food
Shopping malls
Industry
Non-Food
Gastro & Out of Home
Service retail
7
Shopping Malls • Nonfood
8
Why do we speak of the ‘worlds’ of Procalsa?
This was the best way to approach the project. For our
customers, the concept 'retail' was very new. Originally they
were manufacturers, its peculiar product had little to do with
the traditional formats and to speak of the ‘store’ Procalsa was
a bit too much. For them it was, simply, the 'warehouse'.
The internal change started when we began to re-organize and
to place the articles according to the category to which they
belonged, creating their own one ‘world’, a very innovative
result. The clients had to find in an easy and fast way everything
they were looking for: nuts, screws, pipes, heaters, insulating
Procalsa The architecture of a brand
Globus LudwigshafenFrom this point I would like to express my warmest
congratulations to Managing Director Hermann Hamann and
his team, as well as Team-leader for Beverages Steffen Sold, and
to thank them all for a fantastic team effort. I should now like to
give a short explanation of the title of my article.
Size: With its 2,200 m² of floor space, this market is at the
present time the only one in Europe boasting such a size. As
space was to become available next to the self-service
department store, Globus Ludwigshafen, the Globus
management decided to remove the beverages market from
the department store and build a new one together with the
adjacent tire centre and petrol station. The large petrol station
with a two-lane car wash is located in front of the beverage
centre. The tire centre is directly adjacent to the beverage
centre.
Clear concept: due to its excellent orientation system, made
possible through the use of large focus points above the
product groups, the market’s classic ‘man’s world’ environment
is also very popular with its female customers. The customer
resonance in the initial 3 months following the market’s
opening clearly reflected this. A large, clean-lined deposit return
station and cooling section for tap beer complete the market’s
service and increase long-term customer bonding.
Perfect realisation: As a result of years of partnership with Jos
de Vries The Retail Company, the realisation of the concept was
executed to a T. A large service island, promotion modules atop
the beverage shelves, and a high orientation pylon in the car
park give the concept transparency, orientation and a positive
shopping atmosphere, leading to a very positive reception of
the centre in the region.
For information: [email protected]
material… Everything organized inside their own space and
with a colour assigned, to communicate visually their location
inside the store. At that point more clarity appeared for the
customer and for Procalsa, creating a solid and coherent image.
The ‘store’ Procalsa was created. The ‘warehouse’ had
disappeared of its vocabulary and, simultaniously, of its
business. The architecture of a brand started therefore by
consolidating, inside the own business, the belief that Procalsa,
a big-scale manufacturer, began to have a retail vision, focusing
on their clients.
Now everybody speaks of the Procalsa ‘store!’
For information: [email protected]
Dynacoat, an AKZO NOBEL brand, provides
a range of quality automotive refinish
products. Dynacoat products are available
throughout Eastern and Western Europe,
and the brand is expanding into Africa and
the Middle East.
Originally limited to primers, clears and
other ancillary products, the Dynacoat
international paint brand now includes a
quality basecoat and a direct gloss topcoat
mixing system. The Dynacoat mixing
machine system offers thousands and
thousands of local and international solid,
metallic and pearl car colours.
Dynacoat has commissioned Jos the Vries
The Retail Company to develop a total, but
DynacoatNew Retail Concept
Launched in Poland
easy-to-use, merchandising concept to optimise the sales
system and help its dealers with a professional merchandising
system. The new concept has been created around the mixing
machine and strongly communicates the Dynacoat brand. The
objective is to present the entire Dynacoat range in a manner
that is user friendly and solution oriented.
The concept is modular and contains both presentation and
communication components and units.
In its smallest form, it consists of an efficient presentation shelf
and in its most comprehensive form, it consists of a complete
stand-alone store concept.
Jos de Vries The Retail Company and the Dynacoat team are
also jointly providing training and presentation sessions to
optimise the use and success of the concept.
The new concept has been launched in Poland with a first pilot
store. A second store will be opened in the Czech Republic next
month. A further roll-out in central Europe is envisaged.
For information: [email protected]
Projects
Chosen as Germany’s Best beverages dealer for 2008
Thema
9
To form a picture of how things will be in the future, it is first
necessary to take a good look at the past, and to ask a number
of different questions.
In the past fifty years, have supermarkets undergone an
essential change? We monitor such logistical and technological
developments as ordering systems, check-outs and ICT.
Naturally, going shopping is no longer the way it used to be: the
assortment is larger and self-service departments enable the
consumer to shop more quickly. However, the actual process of
selecting one’s purchases, placing them in a shopping trolley
and paying at the check-out has not essentially changed.
Demographic changes will lead to essential changes. In 2020
one out of three individuals will be of pensionable age.
As a result of continuing high energy prices, supermarkets will
obtain more and more products from the region where they
are located, rather than on a global basis. The supermarket’s
communication with the customer will become much more
important. The origin of products will also increase in
importance.
Demographic changes will lead to essential changes. In 2020
one out of three individuals will be of pensionable age. Most
households will be run by couples who are both earners, and
the customer of the future will devote less and less time to
running the household. Supermarkets will be the service
centres of the future.
The Jos de Vries concept for the future, ORACEL, takes account
of these developments. It demonstrates how today’s
supermarket will become tomorrow’s service centre for every
household need. Children’s daycare centres to pharmacies and
plumbing services, the supermarket of the future will offer all of
these and many other features. The concept also includes a
drive-in counter for picking up the items one has ordered.
Electronic developments, such as mobile scanning when
checking out, RFID technology for stock taking, as well as self-
service check-out zones will all be as normal as the air we
breathe in the shopping process of the future.
For information: www.josdevries.eu
Supermarket of the Future
Perspecitive Were World Design
Pharmacy
Entree Cafetaria Perspective Funds zone
Perspective Entree
Perspective Entree
Perspective Convenience zone
Shopping cart
Modern design, the use of new technologies and a well-
balanced assortment based on healthy groceries are united in
the formula Aqui é, the new concept of the Cuevas Group. Jos
the Vries The Retail Company has developed this new
generation supermarket concept, the concept can be best
described by the three key words speed, taste and health.
This innovative supermarket in Ourense (North-West of Spain)
has a ‘star’-department, where an interactive menu is offered,
with suggestions of healthy meals. The consumers can obtain
these menus in three different ways: completely prepared, on a
dish to prepare a certain amount or by ingredient. The other
important novelty is the ‘single row’, this is to evoid that the
customer gets the idea that the other row goes faster.
The new formula uses several progressive new technologies,
the cooling equipment with innovative design (designed by
Smeva), lightning with low consumption of electricity, a system
of electronical price tags generating the right price of the
product and bio-friendly packaging.
All this has been created to give the client maximum
transparency and guarantees, in a social and ecological way.
Aquí éThe reaction of the clients to the new concept is very positive,
while Jos the Vries The Retail Company and Grupo Cuevas
continue to convert more supermarkets into the Aqui é
concept.
For information: [email protected]
Develops supermarket of
the new generation in
Galicia (Spain)
10
The last three years in Spain have shown substantially increased
interest in the experience of strategy and communication for
retail concepts offered by Jos De Vries the Retail Company. This
experience is appreciated by major players in the Spanish retail
market, such as Caprabo, Carrefour, Coca Cola and Proctor &
Gamble as well as regional Spanish chains such as Plusfresc,
Lupa, Aquí and Coviran and non-food retailers such as
ForumSport, Venca and Forlday. These and other businesses
have seen their results increase above expectations after having
implemented strategic and communication projects adapted to
their needs by specialists at Jos de Vries the Retail Company.
The well-established name of Jos de Vries The Retail Company
in the Spanish market and the increased order portfolio over
the recent period have made it necessary to look for a larger
office in order to be able to satisfy this demand. The new office
has been found and was recently opened on the Rambla de
Catalunya in Barcelona, from where the team of specialists will
advise the Iberian retail market on further professionalisation.
International experience of Jos de Vries the Retail Company
From the start, Alexis Mavromattis has been responsible for
reputation and growth in the Spanish retail market, positioning
Jos de Vries The Retail Company over the years as the leading
consultant in retail concepts.
Alexis qualified at the University of Stirling in Scotland in the
field of ‘Positioning and image of international distribution
companies’ and completed the Master’s course in Retail
Management. This was in addition to his qualification in
Business Administration at the American College in Athens,
Greece. Since working for five years with the Carrefour group in
Greece, Alexis has been responsible for three years for the
growth of Jos de Vries The Retail Company in Spain. In addition,
he is director of the marketing department of the prestigious
MBA business school EADA in Barcelona.
Think global, act local
Cristina Carvajal Coll is the architect responsible for successful
development of the various retail concepts. The results can be
seen in the Caprabo supermarket, located in the L’Illa shopping
mall in Barcelona. She is also responsible for the development
of new presentation shelving for Coca Cola and Procter &
Gamble, which is increasingly being incorporated into Spanish
supermarkets. With her international vision and her years of
experience she is skilled at adapting every project to each
regional and national area of Southern Europe.
Jos de Vries The Retail Company in Europe
The team at Jos de Vries The Retail Company consists of
European specialists (languages spoken vary from Dutch to
Spanish and from Greek to Russian), as a result of which it
dominates the European retail market by means of thorough
analysis of stores, a strategic plan and the development of a
complete, unique retail concept, which provides a total solution
for the desired formula.
The strong increase in the order portfolio in Southern Europe
led to recruitment of the new international marketing specialist
Maurice van der Kooij. after successfully completing courses in
Small Business & Retail Management at Rotterdam University
and Marketing at Erasmus University, and working in a variety
of positions in the Laurus Group in the Netherlands and
Belgium, Maurice moved to Spain. Here he held a number of
marketing and sales management positions in consumer
products.With the addition of Maurice van der Kooij to the Jos
de Vries The Retail Company team, the company is in an even
better position to adapt its European know-how and
experience to the local needs of European customers.
You can reach us:
Jos de Vries The Retail Company B.V.
Office Spain
Rambla de Catalunya 121, 3, 2
08008 Barcelona, Spain
Phone: + 34 661 640 764
Email: [email protected]
Web: www.josdevries.eu
New office in Barcelona
Projects
Dr. Alexis Mavrommatis Christina Carvajal Maurice van der Kooij
Projects
11
Jamin has been a household name in the Netherlands for 125
years. Its famous macaroons, super smooth ice-creams and
assorted delicacies for Easter, Sinterklaas and Christmas have
made Jamin the number-one specialist in sweets and
confectionery. In 2008, Jamin had 145 franchises and eight
fully-owned stores.
At the beginning of October this year, two pilot stores
incorporating the new Jamin concept were opened in Zwolle
and Geleen. Jos de Vries The Retail Company devised this new
concept and RBM aided the construction and layout of the two
brand-new stores.
Minno Venema, operations manager at Jamin Winkelbedrijven,
explains the partnership:
‘With the advent of a new management at Jamin at the start of
the year, it was decided to breathe a new lease of life into the
company. Although Jamin enjoys widespread popularity, we
were keen to know exactly how customers view the brand
image and product range in 2008. What attracts customers to
Jamin?
The current store concept was put under a microscope. We
came to the conclusion that the stores were missing two key
elements: communication with the customer; and the focus on
Jamin’s history and tradition. We have a great deal of in-house
experience with store concepts, but we were looking for a
fresh look. We therefore approached a number of retail
strategy and design agencies to help crystallise our ideas.
Ultimately, we selected Jos de Vries The Retail Company. We
identified the most with their vision. No revolutionary change
in store image, but the expansion of our model store in Rijswijk
into a modern-day concept.
The fact that Jos de Vries The Retail Company is under the
same roof as Retail Bouw Management, was instrumental in
our choice. Cooperation between all parties involved was
extremely favourable. We are quickly able to translate design
into implementation. Not only does it lead to savings in time,
but we are well within budget.
We have high hopes for the future and we have ambitious
plans. It goes without saying that the new store concept will
lead to higher turnovers per store. If we attain these results, our
aim is to expand to over 300 stores throughout the
Netherlands.’
For information: [email protected]
JaminWhetting Dutch appetites again