Postbus 1194, 3600 BD Maarssen The netherlands
RETAILCOURIER www.josdevries.eu In this issue: Retailing needs change Are you ready for the next generation?
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Info!
Work in progress
What we do 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 frequently. 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 merchandising 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
Household brandstore, Netherlands
1. Strategy development The basis of the store concept lies in market approach and market 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 consumer loyalty? Not longwinded reports. Practical visions developed 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 range 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.
Globus, hypermarket Germany
3. Store design Colour, shape, material and space perception combined with the lighting concept form the basis for the consumer’s emotional experience in the store. Architectonic principles combined with commercial content bring the store alive. Proper visualisation in the design process using sketches, mood boards and computer impressions provides insight into the store’s future appearance.
4. Storefront The 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 consumer to come inside. Recognisability, attractiveness and quality are the core concepts here. Proper presentation at the design stage is necessary to convince.
Forlady Kitchencentrum, Spain
5. Store graphics Communicating 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 conceptual 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 cutting-edge computer implementations.
6. Visual Merchandising What 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.
De Block, the Netherlands
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Sigma, Bakery Cyprus
Vision Retailing needs change 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.
already underway, but the process is being stepped up by current economic developments.
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.
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.
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
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 customerbase 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 longterm 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: c.rikkers@josdevries.eu
First generation
Second generation
Third generation
Fourth generation
Neighbourhood store
First supermarkets
The branded store
The total food supplier
Fifth generation 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. Technical developments define the concepts.
Strong focus on dry grocery products
Strong development of manufactor and A-brands
Focus on private label and A-brands
Segmentation of privat label. Strong competition between 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? 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.
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.
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?
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Projects Food-Court Maxi Markt MERCATOR, Slovenia 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-inshop 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
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 highquality 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
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.
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.
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 energysaving lighting concept. With the new concept the products are better illuminated, while power consumption has been reduced.
A new Multimate store front was drawn for each former Big Boss store.
For information: b.damen@josdevries.eu
New concept in Ulianovsk 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.
For information: josdevries@yandex.ru
Multimate ‘An evolution, not a revolution’ 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.
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For information: n.d.jong@josdevries.eu
Projects Zeeman A 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 rollout of the concept!
For information: j.prinssen@josdevries.eu
Doove A store for well being 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
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.
For information: j.prinssen@josdevries.eu
The supermarket flower display 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.
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:
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?
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: g.bauer@josdevries.eu
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Industry • Gastro • Food 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.
Shopping malls 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..
Industry 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.
Non-Food 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.
Gastro & Out of Home 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..
Service retail Even non-traditional retail environments are in our experience package. Here we mean governments, banks and other service institutions.
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
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Shopping Malls • Nonfood
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Projects Procalsa The architecture of a brand 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
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: m.vanderkooij@josdevries.eu
Globus Ludwigshafen Chosen as Germany’s Best beverages dealer for 2008 From 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: j.bork@josdevries.eu
Dynacoat New Retail Concept Launched in Poland 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
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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: c.rikkers@josdevries.eu
Thema Supermarket of the Future 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 selfservice 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
Shopping cart
Perspecitive Were World Design
Pharmacy
Perspective Convenience zone
Perspective Entree
Entree Cafetaria
Perspective Funds zone
Perspective Entree
Aquí é Develops supermarket of the new generation in Galicia (Spain)
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.
The 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: c.carvajal@josdevries.eu
Modern design, the use of new technologies and a wellbalanced 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
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Projects New office in Barcelona 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
Dr. Alexis Mavrommatis
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Christina Carvajal
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
Maurice van der Kooij
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: a.mavrommatis@josdevries.eu Web: www.josdevries.eu
Projects Jamin Whetting Dutch appetites again 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: j.prinssen@josdevries.eu
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