The Gazette November 2023

Edition 6 • Two-monthly magazine November 2023 P911235 • General post office Brussels X

Good luck, Dreamland!

50 years of lowest prices Courteous drivers = ambassadors Got a minute?

Content

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Panorama 4 6 11 12 15 20 22

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Five questions about the acquisition of Match and Smatch In brief Partner: Average Rob Interview: Veerle De Witte about new start for Dreamland Feature: growing together in B2B In pictures: team photo from Geraardsbergen P&O news

Our profession 23 26 28 30 32 34 36 38 46

Team spirit: #TeamLowestPrices Our drivers: ambassadors on the road Zoom: new head office in Luxembourg 50 years of lowest prices The rare birds of Colruyt Group Got a minute?

A more animal-friendly menu A dinner to die for Go-getter: Emmanuel supports digital return deposit

Digital Gazette

Editorial

via Portal doc1.171.757

Dear colleagues,

The year is coming to an end. And that means Christmas and New Year are around the corner. This is a very important time for anyone working in retail. Including us. But before we can relax and enjoy, a couple of challenging weeks lie ahead of us.

Our competitors (and colleagues) will again be trying to entice consumers with big promotions and massive media campaigns.

In other words, we have to make sure we're in a strong position.

Fortunately, we also have many strengths. One of Colruyt's biggest strengths is the lowest prices. For the last fifty years already! And regardless of what others say, we will not deviate from this brand promise. Not even amidst this end-of-year promotion madness.

Every one of our store formats has a strong and unique positioning, that will appeal to our customers during this festive period. Okay is all about speed and convenience, Bio-Planet helps people looking for sustainable ways to celebrate the end of the year, Cru guarantees pure top products and our Spar convenience stores make the difference through their personal approach.

And in addition to this we can count on the craftsmanship of you all, our workers! In our stores, distribution centres and production sites as well as our central services. Together, we enthusiastically go to work every day to provide an efficient and effective service to all our customers. Because that's what's expected of us: doing business at the service of our customers!

Add to that our wide-ranging high-quality end-of-year assortment – the usual suspects and new products – and we have everything you need for the best Christmas and New Year.

Thank you for all your hard work.

I wish you all great sales and excellent end-of-year celebrations!

Jo Willemyns COO Food Retail

Between you and me 39 40 42 43 44 47 48 49

Bryan from Ecuador Artist Jimmy Steen Joyce photographs disabled athletes (G-sporters) Isabel: volunteer at cat shelter Birth, marriage, cohabitation, pension and death Flashback: 10th anniversary of Colruyt Group Academy Wall of fame Photo finish

COLOPHON Circulation: Dutch-speaking: 21,500 copies • French-speaking: 15,000 copies Chief editor: Benoit Van Trimpont Final editing: Benoit Van Trimpont Design: Veronique Devoghel Photography: Katleen Van Den Eede Picture editing: Joyce Vanhoutte Publication manager: Nathalie Roisin Publisher: Véronique De Rijck, nv Colruyt Group Services S.A.,Edingensesteenweg 196, B-1500 Halle.

Telephone: +32 (0)2 363 55 45 WO: 96218 Printed on FSC Mix Credit with partly recycled fibre.

Contact The Gazette via gazet@colruytgroup.com or send a direct to GAZET. On the cover: Roger Tampwongawuba still very busy at Laekebeek Hall 4 to serve Dreamland customers.

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Panorama • Focus

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stores of Match and Smatch

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Five questions about the acquisition of Match and Smatch stores Colruyt Group kicked off the autumn with some surprising news: the acquisition of 57 Match and Smatch stores in Belgium! “This take-over allows us to accelerate our expansion plans,” CEO Stefan Goethaert explains. The transaction will probably be finalised at the start of 2024.

1 What does the agreement imply?

Match and Smatch were owned by the Louis Delhaize group. We reached an agreement with them to take over 57 of their 84 stores. In addition to this, we're also acquiring six properties and welcoming around 1,000 new colleagues, who will also join Colruyt Group. However, the plans are not finalised yet: the transaction still has to be approved by the competition authorities. This means the deal is not expected to be finalised until the first quarter of next year and the acquired stores will be integrated in the new store format in the next financial year.

2 What stores?

More specifically, it concerns 28 Match stores, 23 Smatch stores and 6 Louis Delhaize stores. Their joint revenue in 2022 amounted to about 300 million euros. These stores are nicely spread over Belgium – Smatch is mostly in Flanders, Match more in Wallonia – and geographically they won't compete directly with our existing stores. When choosing the stores we wanted to take over we mostly looked at the efficiency in terms of logistics and cost control. The sites also fit into the expansion plans of our various store formats. Match and Smatch customers will thus find a suitable alternative for their familiar store.

3 Why is this acquisition so interesting?

When Louis Delhaize indicated - after Luxembourg and France - that it was also selling food stores in Belgium, we took this unique opportunity and submitted an offer for a number of these stores, which culminated in this deal. Colruyt Group aims to strengthen its presence in cities. Unfortunately, it has become increasingly difficult in recent years to get permits from the authorities. The acquisition of sites in Brussels, Ghent, Bruges, Ostend, Leuven, Namur and Mons needs to be seen in this context. And with the extra sites in Wallonia we're also strengthening our presence in that part of Belgium. This transaction also fits in the group's long-term strategy: it strengthens our leading position in food retail and helps to further implement our strategic plan to expand our activities together.

Initially, they will reopen under the CoMarkt banner, a store brand that is often used for take-overs because it allows us to reopen the stores in a very short time frame, without having to convert them immediately into one of our store formats. This is for the sake of convenience for existing customers, profitability and sustainability. Little will change for customers initially, except for minor adjustments here and there in terms of look and feel and the fact that their store will operate under the CoMarkt banner. The assortment will practically be the same, with a mix of national brands and Colruyt Group's private labels.

After that, a transition process will be launched in each store, converting it to its final format.

5 Under what banner will the stores operate?

It is too early to determine the final destination of each of the sites. For each store, Colruyt Group's most suitable food format will be considered. That can be Colruyt, Okay, Okay Compact, Bio-Planet or Spar. The choice will depend on different criteria such as the size of the store, the local market, customers' needs, to name a few. In the coming months, we'll work on a smooth transition and on making the acquired stores economically and sustainably profitable through one of our store formats. In the case of the seven franchise stores included in the deal, the franchise agreement with Louis Delhaize will be terminated and Retail Partner Colruyt Group will conclude a new agreement.

Text: Benoit Van Trimpont / Photo: Anja Magdaleens

4 What are the specific plans for these stores?

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Panorama • Brief

Three questions for Gunther Uyttenhove, Fine Food director

Why did the production site of Fine Food in Wommelgem move to Halle?

Easy, also at the freshmart Okay and Okay Compact are all about convenience. That is why the freshmart now also stocks 'Foodbag Easy Meals', an assortment of fresh produce with just about all the necessary ingredients for a soup or a meal, plus suggestions for any additional protein. The recipes - four regular recipes and four that change every six weeks - are, of course, easy and quick to prepare. They replace the former Freshbox meals and were developed in collaboration with mealbox supplier Foodbag. The launch of Foodbag Easy Meal should be seen in the context of the 'Easy Freshmart' project, through which Okay aims to make its freshmart even more accessible and clear by adjusting its assortment and layout. There's also a new range of quick fresh meal preparations, allowing you to get food on the table in the blink of an eye. It involves a mix of existing and new products under the Boni brand name.

Gunther • “In 2007, Colruyt Group started using this site for its poultry production activities. In 2023, the fixed costs for the building and the necessary investments to keep these activities in Wommelgem have become too high. This is why the decision was made to phase out production in Wommelgem in several stages. However, we'll continue to invest in poultry production and look for opportunities to produce good quality at a low cost more efficiently.”

Where will the production move to?

“The production of poultry products such as chicken burgers, chicken legs, chicken fillets, stuffed turkey and poultry skewers is now done at Fine Food Meat 0 in Stroppen. This site has a number of advantages. Optimal use is made of the existing spaces and by centralising the activities transport is more efficient. The site is also better prepared to produce decreasing volumes in poultry, allowing us to produce at lower costs which has a positive effect on our competitiveness.”

What is the impact on our workers?

“Employment has stayed the same: 34 people in Stroppen work in poultry production. However, most people working in Wommelgem lived in and around Antwerp. Commuting to Halle was not feasible for many of them. They received maximum support. By focusing on internal mobility, many were offered a new challenge at another Colruyt Group site. And in most cases successfully so.”

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New at Dassenveld: self-driving pallet trucks Our Dassenveld distribution centre in Halle has started using the first two self-driving pallet trucks. These trucks take over some of the work, take into account the people around them and effortlessly find every pallet in the distribution centre, thanks to advanced technology. The new Self-Driving Vehicles recognise and process both euro and block pallets and were especially developed for transporting pallets from the reception area to the right place in the distribution centre. Afterwards, order pickers can pick the orders for the stores. The SDVs will therefore complement and facilitate the work in harmony with the workers. This means workers can carry out more complex tasks or processes that require more specific knowledge and skills. The pallet trucks were designed by colleagues at Smart Technics, in collaboration with partner STILL, which provided the hardware. In all, Colruyt Group will purchase 85 SDVs, the first 24 of which have now been ordered.

Telex • Collibri Foundation invited another four Indonesian students for an internship at Colruyt Group in October this year. They stayed with co-workers and their families for a month.

Best Retailer of the Year Best convenience store “It's always great to win an award. But there's a reason because day in, day out we go that extra mile for our customers. And we always do it with a smile. Okay's aim is to give customers the best shopping experience every time. And we want to keep doing that!”

Christophe Dehandschutter, Okay and Okay Compact director

Best webshop ‘Hypermarkets & Supermarkets’

Best ‘Lingerie and undergarment’ webshop

“About 150,000 voting consumers decided that this award would be ours again. And that means something. I'm proud of what we achieved again this year, across the chain. Our customers also noticed. For this reason: a heartfelt and big thank you.”

“It's great that we win prizes with MyComfort24. We thank this award to the hard work of the whole team. Every day we make sure that every customer is a happy customer. Thank you!”

Toon Hermans, CEO MyComfort24

Tom De Prater, Collect&Go manager

School visit to Halle It doesn't often happen that we invite schools for visits.

But the students of sixth form Economy-Math of Kobos – a secondary school in Kapelle-op-den-Bos – were given this honour. Why? A successful animation movie about Colruyt Group convinced us. It was all part of a school assignment: make a short film about a company of your choice that is actively engaged in corporate social responsibility. Some students chose Colruyt Group and came up with a great, original creation. A reward - including a visit to our Dassenveld distribution centre, our wind turbine and the R&D lab - was in order!

• Our suppliers, Duvel Moortgat and Lotus Bakeries, are joining our tree project in Congo, where we intend to plant 12 million trees.

Together, we contribute to a better environment, step by step.

• The Technics technical school is offering teachers of technical subjects the chance to retrain under the expert guidance of its coaches this year. A great initiative!

• Rayon, Smartmat's online supermarket, is stopping.

Despite its collaboration with Colruyt Group, not enough customers are finding their way to the webshop.

• Every co-worker is an important link in our cybersecurity defences.

Suspicious situation? Report it to the Helpdesk. Phishing mails? Forward them to the SPAM mailbox.

• In the annual GfK summer report, Colruyt is once again ranked first in the overall ranking. Okay was third in the ranking.

• On Saturday 16 December, the fourth edition of our own CaraRock rock rally will be held at Lindegroen in Buizingen.

Watch the movie here

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Panorama • Brief

Drop by, we're open!

Deurne Eksaarde

Antwerp

Ghent

Zonnebeke Wevelgem

Lichtaart

Mechelen

Schaarbeek

Gries

Melisey Montchanin

Openings

Okay Direct expanding in Ghent Two years after the opening of the very first Okay Direct, Okay opened its third self-service store in October. In addition to the store in Lennik and the second store in Ghent. “We're opening this new store because we strongly believe in the concept and the supporting technology,” Gert Somers, in charge of Okay Direct, explains.

“The results of our first store are in line with expectations and customers are responding very positively to this innovative store format. Based on what we learned from the first stores, we've developed the technology with a new generation of units that speed up and simplify the shopping experience, the layout has been optimised and the product assortment adjusted.” Okay Direct is an innovative selfservice store concept that is open 24/7.

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27/9/23 Colruyt Prix Qualité...................Montchanin (France) 4/10/23 Okay Direct ...................Ghent (Keizer Leopoldstraat) 11/10/23 Colruyt Prix Qualité..................................Gries (France) 19/10/23 Spar .......................................................................Wevelgem 25/10/23 Colruyt (+ Collect&Go) ...... Deurne (Ruggeveldlaan) 25/10/23 Okay Compact........................Antwerp (Quellinstraat) 3/11/23 Okay.................................................................... Zonnebeke 3/11/23 Spar .......................................................Mechelen (Lamot) 8/11/23 Colruyt Prix Qualité.............................Melisey (France)

Reopenings 22/9/23 8/11/23

Spar ..........................................................................Lichtaart Colruyt (+ Collect&Go) ................................ Schaarbeek (Roodebeeklaan) 8/11/23 Jims........................................................Ghent (Overpoort) 16/11/23 Spar ......................................................................... Eksaarde

Panorama • Brief

No more return deposit on wine bottled in house

More sustainable welfare chicken on the up Exactly two years ago, 17 chicken farmers agreed to actively support Colruyt Lowest Prices and Okay's engagement to switch to broilers that meet higher animal welfare criteria. And exactly a year ago, we started selling the welfare chickens: broilers that are raised under better living conditions.

With success. Kurt Frooninckx, fresh meat assortment manager at Colruyt Lowest Prices: “We've noticed higher sales, particularly among youngsters.

To put these chickens in the spotlight even more, we've instructed our butchers to make the entire assortment – welfare chicken fillets, chicken legs and chicken sausages - look appealing.

A new sticker has also been launched to put the improvement compared to the regular chain even more in the spotlight and again the first reactions have been positive. It makes it easier for customers to make sustainable purchases. I'm proud that as a big retailer we're pioneers in this and that it's being increasingly supported by our butchers. We now also want our competitors to support this narrative.

Investing in animal welfare costs money, including for the customer, but the return is high. The more players realise this, the greater our impact.”

Wine bottled in house will soon no longer be subject to a return deposit. “Until recently customers were able to return wine bottles bottled in house to the store and get back the return deposit they paid,” Lieven Gillard, wine product group manager, explains.

“We would clean and reuse these bottles. We're gradually switching to a system of one-way bottles. One-way bottles cannot be returned but go straight in the bottle bank and are recycled. Why? Cleaning bottles that are subject to a return deposit requires raw materials, including water. By decommissioning our cleaning installation, we considerably reduce our direct water consumption. One-way bottles are also thinner and lighter, which means less glass is needed. And of course the logistics side is a lot simpler. And finally, it's also easier for customers because they no longer have to sort empty bottles.”

More and more charging infrastructure The number of charging stations for electric vehicles on our sites has gained momentum. With the expansion of the charging area at Wilgenveld and the new charging infrastructure at the sites of Hellebroek, Laekebeek, Elbeek, Stroppen, Brukom, Haasrode and Mechelen, more than 400 charging stations were recently added.

Ghislenghien, Ollignies and Wandre are in the pipeline. In addition, DATS 24 plans to install some 10,000 public charging stations in Belgium over the next few years. This comes down to a tenfold increase in the current charging infrastructure and will create enough capacity to charge 100,000 electric cars. These plans will probably make it the biggest individual provider of electric charging infrastructure in Belgium.

Retail Run Award for dual learning Colruyt Group has supported dual learning for years. By properly coaching students, as much as 74% of the started learning pathways were brought to a good conclusion. And for these efforts we recently received the Retail Run Award.

This award granted by training and career fund Commerce Training recognises the company with the most successful dual learning programmes in retail. Dual learning teaches students skills at school and on the shop floor.

They receive a diploma or certificate of the discipline when they pass the training.

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TE ST

Panorama • Brief

Smart shopping cart The Colruyt store in Halle is conducting a limited test of a ‘Smart Cart’ prototype from 14 November to 15 December.

This smart cart simplifies the shopping process for customers: simply scan goods in the smart cart, which checks the weight of the articles and … done! And at the check-out you only need to pay, without queuing. These tests should be seen in the context of the ‘CLP store 2030’ project and are organised to collect as much feedback as possible in a real store environment. The test is only accessible to Colruyt Group workers. Would you like to test one of the two Smart Carts? Book a time slot via the link on the Portal and start smart shopping! We hope to learn a lot from your feedback and from all the users.

7,104,300 That's how many points our customers have already used with our sustainable savings programme. Points are collected in the Xtra app by choosing products with Eco-score A or B at Colruyt, Okay, Bio-Planet, Spar and Collect&Go. For every 100 points, they can support a charity that has a positive, tangible impact on the environment. This has allowed us to plant 22,393 trees, make a 32,199 m² of flower meadow and create nature reserves covering 15,621 m².

Click 'Conscious consuming' on colruytgroup.com and discover what projects we've achieved near you.

Newpharma wins another award in France Newpharma received the Best Retailer of the Year award in France in the parapharmacy category. Fabien Hygounenc (country manager for France) and Fabien Franck (CFO of Newpharma) were given the award in Paris. “Despite the fact it's not easy for Belgian companies to win awards in France, this is the second year in a row that newpharma.fr has won this award,” managing director Gilles Jourquin comments. Newpharma is online pharmacy market leader in terms of revenue in France.

Handy and healthy shopping thanks to Xtra is launching two innovations in the app for handy and healthy shopping. Digital receipts will be rolled out more widely.

You can now make a deliberate choice not to receive any more paper receipts and to have them automatically uploaded digitally to your Xtra app. Paper receipts are only exceptionally provided: in case of certain legal obligations or when you explicitly ask for a receipt. In addition, the app now includes Newpharma's entire assortment, with a choice of more than 40,000 pharmacy and parapharmaceutical products. Orders can be picked up at your favourite Colruyt or Okay store or delivered to your home. And don't forget Mobile pay via Xtra. This can be activated in just one day!

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Panorama • Partner

During the music festival Pukkelpop, he briefly stood at the check-out of Colruyt Zonhoven.

And at the end of September he kicked off the student year at Okay Compact in Ghent with a DJ set and a promo stand. Who? Well, Average Rob, of course. Popular YouTuber, born performer at many festivals and driving force behind the trendy Pilsner beer Tout Bien.

“We've developed a fantastic partnership with Colruyt Group in a short time,” Wim Maeyens, general manager at Tout Bien, explains. “The activations at Colruyt and Okay Compact have been very instructive for us: we get to know our customers better, find out how we can improve our promo stand, see whether the promo items catch on, etc. And of course, it also boosts our sales. And at the same time, it's the perfect opportunity for a retailer to bring young people, who are eager to meet Rob, to the store.”

“Rolling up your sleeves, pleasing enthusiastic fans with a selfie, handing out fun gadgets, etc. I actually really enjoy it,” Average Rob says. “Although it still amazes me sometimes how long people are willing to queue for that. (laughs) But if my being there gives Tout Bien and your stores an extra push, I'm happy to put in a shift!”

“It showed,” says Roel Vandiest, beer buyer at Okay. “The day he visited Okay Compact was a record day in terms of check-out receipts! Average Rob's presence also received a great response on social media. And that reflects on all of us: Rob, Tout Bien and Okay Compact. A successful match in other words!”

Text: Benoit Van Trimpont / Photo: Katleen Van Den Eede

A great match

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Between you and me • The interview

A new start for Dreamland Turbulent times at Dreamland. We sold 75% of our Dreamland shares to toy chain ToyChamp, which has been the majority shareholder since October. Business unit manager Veerle De Witte explains the process.

The sale of Dreamland has been finalised.

How did it come to this, Veerle?

Veerle • “Dreamland is active in a challenging market, with increasing competition of both online players bol.com and Amazon as well as traditional retail chains. Dreamland has not made a profit over the last ten years and for the past six years losses have amounted to 55 million euros in total! At some point something has to break and change was necessary. In 2022, we drew up a master plan to turn the tide, in mid 'ants and elephants' time. The master plan had a positive impact, but was insufficient to achieve the necessary cost reductions.

A reorganisation was the next step. And that was when ToyChamp showed an interest in a take-over of Dreamland.”

What exactly did this master plan entail?

“Both big and small actions. This included taking a closer look at our revenue and profit margin per product category, as well as the associated marketing and logistics costs. Based on this exercise, we then downsized the least lucrative categories. Is it really necessary to sell 30 types of glue? Pritt alone has large and small glue sticks, coloured, liquid glue, glue rollers, packed per 2, 3 or 4, and so on. In 2023, we also adjusted our online

1956 Dreamland's story started in Liedekerke, where the De Backer family opens convenience store LIMA (Liedekerkse Magazijnen).

1987 The LIMA stores are given a new name: Droomland.

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strategy, aiming to at least break even. We reduced our online offer, closed Dreamland pick-up points and increased delivery charges.”

“Absolutely nothing changes for the customers! The Dreamland brand will continue to exist” - Veerle That proved insufficient, and prompted a reorganisation.

“Over the last ten years, our sales remained almost stable, but our costs continued to rise. To give Dreamland a sustainable future, it was with regret that we made the difficult decision to reorganise. On 19 April, we communicated our intention to cut 150 jobs, following the Renault Act procedure for collective redundancies. This procedure includes sufficient time for staff and unions to study the impact of the redundancies and find possible alternatives. Of the 150 people who would lose

1994 The 5 Droomland stores (Liedekerke, Lede, Zottegem, Groot-Bijgaarden and Lochristi) are acquired by Colruyt Group.

2002 From now on all stores, in Flanders and Wallonia, are known as Dreamland.

“I sincerely admire all colleagues for how understanding they have been dealing with this difficult news” - Veerle

their jobs, 39 had already found other jobs at Colruyt Group or elsewhere by the end of June. I've heard stories from colleagues who see this as a new opportunity. They intend to use their severance pay to follow a training, start their own business or take a long trip. I sincerely admire all colleagues for how understanding they have been dealing with this difficult news.”

Apart from this, why was the sale to ToyChamp necessary?

“Under the wings of Colruyt Group, our costs were very high.

The group support services deliver top quality for all brands.

For Dreamland, 80% of this quality is actually enough in some areas. Take the shelves in our distribution centre, for example.

They're so strong that they can take the weight of heavy crates

2010 Dreamland goes online: customers can now also order online at dreamland.be.

of beer without any problem. However, Dreamland sells Barbie dolls and school bags. We were driving a Jaguar - so to speak whereas a Volkswagen would have been good enough. The sale to ToyChamp will help us reduce those high overheads, operate more from an SME mentality and, above all, work closely with a fellow specialist in the toy sector. We thought long and hard before we made this very tough decision. After extensive analyses and late night working sessions, we came to the unfortunate conclusion that there was no other way.”

What did 2 October 2023 look like for Dreamland co-workers?

“It was an exciting day for everyone! The stores opened their doors as usual and everyone went to work at their trusted

2022 Dreamland opens its last store under the Colruyt Group banner in Laneffe.

2013 Dreamland launches its own toy brand with the aim of offering a more affordable alternative to bigger brands.

Dreamland is acquired by ToyChamp. Colruyt Group still has 25% of the shares.

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Between you and me • The interview

with Colruyt Group to temporarily run certain services via the familiar route: transport to the stores, our IT systems and hardware, HR and finance, etc. It's great to feel that many Colruyt Group colleagues still have a soft spot for us and help us where necessary. We pay rent for the buildings in Laekebeek. Full carve-out from Colruyt Group is planned for early 2025. The collaboration with Marketing Communication Services and part of Technics has already been terminated.”

“This is the best financial position we've been in over the last six months” - Veerle How do you handle this?

“We hired our own copywriter, designer and web master, as well as a cleaning lady. We distribute our mail ourselves, fill the coffee machines ourselves and will soon manage our canteen ourselves, albeit with a smaller assortment. That's that ‘SME mentality’: the more we do ourselves, the cheaper. And all the unnecessary bells and whistles are left out. We're seizing this new opportunity with both hands. This is the best financial position we've been in over the last six months!” workplace. I was at Laekebeek at 5.45 a.m. together with our HRM (Human Resources Manager, editor's note) , making sure everyone was able to get into the store with their badges.

Initially, the changes are mostly IT-related.

We now have restricted access to Colruyt Group's portal and applications. Instead, we work with Outlook and migrated our files to a new SharePoint environment. Anyone experiencing technical problems during the week of 2 October, was able to contact our war room where we worked with ToyChamp's IT experts to keep everything on track. Apart from the technical

Text: Valerie Janssens / Photo: Cathy Vanleene

“Full carve-out from Colruyt Group is planned for early 2025” - Veerle

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changes, we also wanted to spread a positive message. All stores received a box of sweets and two letters: one from Jef, our previous CEO, and one from Koen, the new CEO. In these letters, Jef thanked all colleagues for their commitment over the past years and Koen expressed his hopes for our common future. In the buildings in Laekebeek, we hung these letters on the wall.”

Why is the transition to ToyChamp happening gradually?

“Until 2 October, we couldn't actually do much. Imagine if for some reason the acquisition didn't go ahead, we would have shared our 'secret recipe' with our competitor! Only now can we really sit down and discuss our strategy. The gradual transition is crucial to ensure Dreamland's continuity, something both Colruyt Group and ToyChamp have an interest in as shareholders. With a recent investment of 17 million euros, Colruyt Group has shown it's not trying to get rid of Dreamland.”

How do you see the collaboration with ToyChamp?

“We consider ToyChamp a strong partner with the same passion for physical toy stores. ToyChamp has a totally different approach to us, smaller-scale and less data-driven.

We're confident we'll find common ground and are hopeful about the future.”

What will change for Dreamland customers?

“Absolutely nothing! The Dreamland brand will continue to exist. Unfortunately, the Hasselt store will close as will the five Dreambaby corners. But customers can still enjoy all the advantages of Xtra. In fact, in 2025, ToyChamp will join Xtra.”

And what about the operating units that provide services to Dreamland?

“With the busy Christmas and end-of-year period ahead of us, our focus is currently on business as usual. We agreed

What is ToyChamp?

ToyChamp is a Belgian toy chain, established in 2001 by the Nolmans family. With more than 30 ToyChamp stores, the brand is active mainly in the Province of Limburg and in the Netherlands. The chain targets big experience stores from 1,400 to 2,000 m² with shop-in-shops of popular toy brands.

we move with you

Feature:

Growing together in B2B

16 As one group 18 Active in four sectors

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Panorama • Feature

Working toward the same goal as one group Continue to grow, including in the B2B market. It's one of the group's strategic goals for which a sophisticated plan was drawn up. “We want to present ourselves to professional customers as one group with huge potential in terms of offerings and service,” Johan Vermeire, director of Food Retail B2B, explains.

Johan, how did we approach the B2B market until recently?

Johan • “Our different brands used to present themselves as separate organisations to professional customers. With their own strategy, sales and marketing approach. There was no group approach. This lack of synergy caused us to miss many opportunities. And we want to do something about this.”

How?

“To achieve this strategic goal, we've set up a coordinating team - under the direction of Dries Jacobs - that also manages the practical implementation. In the field itself, there is The CLP4P and Solucious hospitality account managers have joined forces.

huge potential if we profile ourselves as one group in that professional market, across the different operating units and disciplines. This means that an operating unit literally tells its customers what added value our other OUs are able to offer them. No-one is able to offer the same kind of wide-ranging expertise we have in-house! If we align our approach more and harness all our expertise, our narrative vis-à-vis our customers is very powerful. We'll be the preferred service partner of entrepreneurs and organisations, enabling sustainable growth and development with their customers and workers. And noone will be able to ignore us, we'll be the leading player in the B2B market.”

What is the B2B market?

“We've selected four sectors that we can help grow and develop if we harness all of Colruyt Group's in-house expertise. First of all, retailers, such as independent supermarkets, night shops or bakeries. Secondly, the hospitality businesses, including cinemas and amusement parks. And also B2B2E, with an offer for companies – in any sector – that they can use for their workers. And finally Health & Public, that focuses on care, education and government bodies.”

On what basis were these sectors chosen?

“Based on the potential of that market and our expertise.

We've always been specialised in retailers, for example. We have our own stores and we also understand the business of independent Spar storekeepers and night shops owners, who buy their stock at Colruyt. We understand how this business works. I believe we can provide an added value to this market, both in terms of assortment and in terms of service.”

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“There is huge potential if we profile ourselves as one group, across the different operating units and disciplines. No-one has the same in-house expertise as we do!”

- Johan

“Not only do we have an interesting product range, we also have a lot of in-house knowledge. This includes the Service Centre People at RPCG, where we guide and train independent storekeepers with regard to themes such as customer focus, store remodelling, selection procedures, etc. or Culinoa – our meal catering provider to assisted living and residential centres – which, in addition to products, can also offer advice and services with regard to menus for the care sector or special methods of preparation. The aim is to bind these customers to us even more and to make us even more attractive.”

The retailer sector has few secrets. What about the other three sectors?

“In the hospitality sector, we already have thousands of professionals who buy from CLP4P or from Solucious. In the B2B2E market, Jims, Bike Republic and Colruyt Group Academy already have an offering for companies and their workers. In Health & Public - a sector that also often works with tenders our group approach is really still in its infancy. Here also we have great potential to strengthen and learn from each other.”

Why is the B2B market so important?

“We see great growth potential in it. The Colruyt Group focus is still too often on consumers. But there's a growing realisation

that professionals are also an interesting target group. The consumer market is under pressure: stiff competition, lower profit margins, corona and the war in Ukraine pushing up prices, etc. By focusing more on B2B, you spread your activities more, which can be a good move in these times. The aim is to increase our revenue from these four sectors to EUR 2.7 billion by 2027, in other words a higher market share in B2B. In the retail sector our market share is already good. Many hospitality customers already buy from us, but the budget they spend could be a lot higher.”

In what time frame do you intend to achieve the concrete ambition of becoming a leading B2B playe?

“Now that our B2B strategy is in place, we can showcase our offering more forcefully in that market. From now on, the aim is profitable and sustainable growth in our services step by step.

By 2025, we should have a complete and high-performance B2B offering with clear and relevant services and products for each of the sectors as well as a better digital connection with our professional customers. Our target is 2027: by then we want to be top of mind of entrepreneurs and organisations in the four chosen B2B sectors. I'm convinced that we'll be successful!”

Text: Benoit Van Trimpont / Photo: Katleen Van Den Eede

What do you mean by service?

17

Active in four sectors Retailers

Hospitality sector

A strong collaboration for and with retailers

Ideal partner for the hospitality sector

“Independent supermarkets, night shops, bakers and butchers, etc. Colruyt Professionals (CLP4P) and RPCG have considerable experience with serving entrepreneurs,” Fabrice Gobbato, national director of sales at Colruyt Lowest Prices, says. “A Professionals Plus card allows them to take advantage of interesting wholesale prices at Colruyt and Bio-Planet, for example. In Brussels we even have two stores – cash & carry’s – exclusively for professional customers.

And RPCG has been a reliable partner of independent supermarkets, such as Spar, for years.”

“Hospitality customers appreciate our proximity and like working with us,” says Yves Van den Brande, lead for this sector.

“Today they buy mainly from Colruyt Professionals and Solucious, primarily products and logistics services. In the future, we also want to provide management support, not only in terms of product range, but also in terms of services.

For example, we want to make ordering even easier, produce dishes for them or help them make their operations more sustainable.”

“By joining forces we're more interesting to retailers” - Fabrice “We're determined to support all entrepreneurs even better through the many products and services we already offer within the group today. It will allow us to be more than a service partner and bind them to us. It only has advantages: a wide-ranging assortment, fewer suppliers, simpler management and administration, etc. By working with RPCG, CLP4P, Bike Republic and DATS 24, etc. we become an even more attractive partner. That's why RPCG and CLP4P representatives go in the field together to convince entrepreneurs: what can these formats offer you?

In the future, we will expand our offer and services for entrepreneurs even further.”

• Independent supermarkets • non-specialised stores (e.g. night shops) • specialised stores (e.g. bakeries, butcher's shops)

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“Our multi-channel approach offers flexibility to hospitality entrepreneurs” - Yves “In addition, our multi-channel approach offers flexibility to hospitality entrepreneurs. Do you want your orders to be delivered? Contact Solucious. Do you prefer to buy your stock yourself or pick up your orders at the store? In that case you can go to Colruyt Professionals or a pick-up point.

To reinforce this group approach, representatives of our store formats make a combined offering to customers. By explaining the strength of our network, we can increase spending at our group. And at the Horeca Expo trade fair - currently in Ghent - we have one joint booth, where we present ourselves as a group with a strong offering to the hospitality sector.”

• hospitality chains • individual hospitality businesses • sports & relaxation (e.g. associations, amusement parks, cinemas)

Panorama • Feature

B2B2E

Health & Public

Sharing our expertise in well-being at work

Network as a strength for tenders

“As Belgium's biggest private employer, we have long invested in an open and stimulating working environment.

This translates into lower absenteeism, higher productivity, greater job satisfaction, etc. We also want to help other companies in this respect with a package of services and thus share our expertise in 'well-being at work.’

“We can really make a difference in the market with our strong internal network” - Pieterjan “In fact, Colruyt Group has many brands that are already active in this market today: Jims, Spar For You, Colruyt Group Academy, Bike Republic, etc. If we harness our strengths as much as possible, we can really make a difference in the market with our strong internal network. That's why we already made a brochure that the various operating units use to tell the group's narrative to their principal partners. This autumn, we're exploring the market with this proposition to learn how best to organise these collaborations with other companies.”

• offer for workers in all industries

“In addition to commercial collaboration between our different group banners, Health & Public wants to focus on healthcare facilities”, lead Gilles Jourquin explains.

“But also care professionals such as dieticians, doctors or homecare nurses, who could benefit from Newpharma's parapharmaceutical products. In addition, we also target educational institutions such as schools or art academies, and public services such as cities and municipalities or the police.”

“Our brands in the field of health are certainly able to offer an added value to this sector” - Gilles “Typical for this public sector are the tenders: they set a number of criteria to meet their need. It's then up to us to make an interesting offer that matches that as closely as possible. Our big network is a strong asset in this case of course. Even though we still have a considerable learning curve to get used to this way of working. Our brands in the field of health, but also Bike Republic, DATS 24, Solucious, Symeta Hybrid, etc. are certainly able to offer an added value to this sector. And what about Culinoa, our specialist in kitchen solutions, for example for institutions that have to cater for special diets. We've only just started, and are now testing a first idea where we want to work out a concrete case with Newpharma and yoboo for orthopaedists and oncologists. And there may be a role for Jims relating to exercise.”

• health (hospitals, care for the elderly, childcare facilities, health insurance) • education • public services (e.g. local authorities, police, etc.)

Text: Benoit Van Trimpont / Photo: Katleen Van Den Eede

“In the B2B2E market, we sell a service or product to a company, but ultimately the employee of that company uses it”, Pieterjan Nuitten, B2B2E lead, explains. “For example, DATS 24 sells fuel cards to a company, but the employees of that company use them.”

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Panorama • In pictures

Photo: Stijn Ackou & Stacy Decoster

Proud of 50 years of lowest prices

20

50 years of lowest prices has clearly not gone by unnoticed. A photo competition among workers made Instagram and Facebook explode with original team photos and fun snaps of colleagues in Colruyt stores, distribution centres or central buildings. The prize: an exclusive Colruyt T-shirt for the entire team. The drone image of the store team at Colruyt Geraardsbergen was quite something.

“It wasn't easy taking a good photo on which you can recognise 50 people,” says store co-worker Stacy Decoster. “But we received many nice reactions. And we're proud of that of course! Let's hope we win!”

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Panorama • P&O corner

Combating poverty together Poverty is not taboo at Colruyt Group. Lieze Vermote (VAK centre Co-worker) and Ingrid Knockaert (Talent Acquisition & Recruiting) explain how we can open this issue for discussion and what we're doing about it as an organisation.

What can we do to combat poverty as a company ?

Lieze • “Poverty is of all times and is everywhere. At Colruyt as well. That's why we recently conducted an audit at our distribution centre in Ollignies, together with Netwerk tegen Armoede (Network Against Poverty). It showed us that poverty goes beyond financial problems. It causes stress, insecurity or social exclusion. And these are things we can do something about.”

How do we help struggling coworkers?

Lieze • “Primarily by not being afraid to talk about it. Co-workers can talk to their manager and our internal social service The Connection of course. But we've also developed toolboxes that can help pick up on possible signals more quickly. An empty lunch box, for example. And we also reach out to

suitable aid organisations and provide help to people who need it.” (For the toolbox: see doc1.164.781)

Do we also look beyond our company?

Ingrid • “Absolutely! The ‘Sterk Vrouwenwerk’ programme helps women in poverty find jobs.

Together with the 'Netwerk tegen Armoede' we provide social support, we eliminate barriers that stand in the way of employment and where possible give them a job in one of our stores. After a first programme in Antwerp, four women started at Colruyt with a training contract, three followed a traineeship at Okay Compact and other candidates were given tailor-made advice. A win-win situation, because we also learn a lot from these instructive initiatives. And this is why a new pathway will soon be launched in Ghent.”

Together, we contribute to a better society, step by step.

175

Between the start of June and midOctober of this year, 175 Young Grads started at Colruyt Group: youngsters up to the age of 32 – often recent graduates – working as professional executives or middle management. In the same period last year 85 Young Grads started. This is a doubling of the number of youngsters that choose our company for their first work experience. Operating Units such as Marcom Services, IT, Corporate and Technics have proven to be very popular to these new colleagues.

6.4%

2.4%

64.7% 4%

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Carpool

Every year we organise two blood drives at Wilgenveld.

This year that was in May and September. 125 colleagues donated about 60 litres of blood. Thank you to everyone who contributed. Two more blood drives are scheduled for 2024.

Keep an eye on your mailbox! We hope you'll donate again.

Together, we contribute to improve everyone's health, step by step.

More sustainable commutes

22%

Car

Successful blood drives

Bicycle

Public transport

Colruyt Group opts for sustainable mobility.

Not only are we making our fleet of vehicles more ecological, we're also encouraging more ecological commutes. With growing success! For example, the share of cyclists continues to increase every year: from

Other

14% in 2019 to 22% now. Overall, 34% of employees opted for a sustainable means of transport, from electric scooter to carpooling and public transport. Or simply on foot. Good job, colleagues!

Together, we contribute to a better environment, step by step.

Our profession • Team spirit

You always win …

The lowest prices. A strong brand promise, but how do we deliver on it? 50 years ago with a price secretariat consisting of four people, now with a full-time Service Centre Price with 110 co-workers. #TeamLowestPrices explains the process.

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Our profession • Team spirit

Kevin David

Chantal Verschoren

Frederic Bruno

“To guarantee the lowest price, you need to know which products at competitors to compare your product with. Product matching. We make sure that all products in the Colruyt assortment have a counterpart. For national brands this is not so difficult. Particular attention needs to be paid to sizes in this case. For Everyday and Boni products, it involves detective work. This is why we conduct a 'tour' two or three times a year. We visit other supermarkets to look for products that we can link to our own products.

If we already have a product but don't know the price, we can count on the price recorders.”

“We visit three supermarkets every day on average, and record about 1,050 prices a day. This allows us to visit all competitors at least once a week. Always with our digital recording device. You can scan price labels and bar codes with it, and the recorded prices are transmitted automatically. This saves a lot of time!

In some stores, we just tell the staff who we are and are able to do our work freely. If we know we're not welcome, we have to try to remain incognito. And yes, sometimes we get thrown out. If this happens we go to the nearest store of the same retailer to record the necessary prices.”

“There are eight people in our team and our job is to go over the folders of all our competitors in Belgium, from national players to regional stores. We enter all the promotions in an application.

If Colruyt sells the same product, the system calculates how to guarantee the lowest price. Some folders are processed in advance and others can only be processed on the same day. And then there are the promotions that aren't in a folder. For this reason we have to make physical store visits and photograph the promotions in the stores. Half the time we're in the office, the other half we're in the field. A varied job in other words!”

Product management

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Price recording

Folder team

… thanks to #TeamLowestPrices

Ingrid Stevens

Thijs Cremers

Iris Vanherck

“Pricing's main job? Making sure our stores charge the right prices. Many processes are automated these days thanks to all kinds of applications, but we do monitor them every day.

If a particularly large price deviation is reported somewhere, we have to double-check that everything is correct before the price adjustment is transmitted to the stores. We also handle feedback from sales if they have questions about a price, for example about Xtra discounts or electronic price labels. Customer feedback comes in via the Red Telephone. If certain questions require extra research, this is also done

by Pricing.”

“Prices reported by price recorders, other online and offline information from competitors, etc. All price-related data is analysed and interpreted. That data underpins the Colruyt brand promise.

Our price analysts transform all that data into relevant information and insights.

I'm an adviser, the link between the business and Service Centre Price. Based on analyses, I provide advice on drawing up and refining the price strategy. Plenty of cross-fertilisation in our department in other words!”

“We, on the other hand, work on a tactical level and provide the concrete translation of that advice. We enter all kinds of strategic parameters, for example: in a radius of how many kilometres does Colruyt want to offer the lowest prices? Based on those parameters, the system calculates the lowest prices. This automation allows us to work quickly and efficiently. Our systems have become more complex and in case of problems we liaise with IT. In our processes, we also look for optimisations and analyse internal data, such as how many prices are recorded every day and what efficiency gains can we make?”

Analysis & advice

Tactics & configurations

Text: Lili Vanden Wijngaert / Photo: Katleen Van Den Eede

Pricing + Red Phone

25

mbassador ea s r a

C of olru yt Grou p

Our drive rs

Our profession • Transport charter

Text: Wim Naeyaert / Photo: Katleen Van Den Eede

Our ambassadors on the road 25 years ago we signed our first transport safety and courtesy charter. “A nice moment to celebrate and perfect timing to update the charter,” supply chain division manager Frederik Muylaert says.

Update to 2023 “The transport charter in 1998 was a great initiative of Colruyt's drivers,” Frederik recalls. “They wanted to use the charter to change truck drivers' negative image. In terms of content, the charter has remained practically unchanged for 25 years. But the context has changed now. We've grown considerably and many other forms of transport exist today: from home delivery by Collect&Go to Solucious delivery drivers. This charter update includes every driver - both internal and external.”

Drivers are the faces of Colruyt “This update focuses even more on the ambassadorship of the drivers. All these professionals, men and women, are the faces of our companies. Every truck or van is a driving Colruyt Group advertisement. As a company, we therefore undertake to create an environment and provide the means that allow drivers to do their job under the best conditions and with pride.”

Colruyt Group commitments

We help to create a context of sustainable and safe traffic

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We continue to invest in a safe and sustainable fleet

We strengthen the craftsmanship of our drivers

We ensure drivers are able to work efficiently and safely

We listen to our drivers and go to work with their feedback

We operate within legal provisions

We pay attention to the needs of local people

Lorry drivers

Transport Heads of department

“I have a defensive driving style”

“Symbolic act with effect”

“The charter is only logical”

“We get to know the city”

“At the signing of the new charter, the drivers with 25 years of seniority were honoured,” Frederic Biltresse of Colruyt says. Quite symbolic, I think!

This renewed commitment among drivers is great: our drivers really want to be Colruyt Group ambassadors. New colleagues also receive training relating to the charter and almost daily reminders via info screens and newsletters. When people see a Colruyt truck, we want them to think: ‘Oh yes, those are the courteous ones’. (laughs)”

“As a lorry driver I am very aware of how other road users look at us,” Griet Verstraete, driver at Solucious, says. “That's why I'm extra courteous and drive very defensively because a lot can happen. When I'm back at the hub, I'm always very proud and satisfied that everything went safely.”

“For Collect&Go, this was really special,” says Tom Malfroid.

“Last year, our delivery drivers started delivering to private customers in cities. It was important to be at the table with them to update the transport charter. Our delivery drivers represent Collect&Go - and by extension Colruyt Group - on the road to our customers. In an urban context, you have to take into account many other things: parking problems or extra scooters and cyclists on the road. Every city is different and we need to be able to respond to every possible situation."

“The content of the transport charter is actually quite logical,” Wim Costermans, driver at RPCG, comments. “If I deliver to a village centre on a Friday night, I'll turn off my refrigeration. I personally may sleep through everything, but not everyone does!”

“The idea is that all Colruyt Group drivers recognise themselves in this charter”

“Maintenance increases safety and sustainability”

- Frederik

Joint consultation “The transport charter is even more widely supported now. The whole family of businesses was at the table together. In other words, everyone is represented and has had their say.

There was a common drive toward more safety, a continuation of what was already there.”

“We have a dual role,” believes Wim Ringoot of Technics. “On the one hand, we're part of Colruyt Group's commitment to maintaining the quality of the fleet. That's our main task. Correct preventative maintenance ensures more safety and higher operational safety. It's also more sustainable because there is less wear and tear on parts and less consumption. On the other hand, our technicians have to go out on the road themselves in support of partners. That's when we notice how other road users identify us with the Colruyt brand. In other words, we're very aware of the need for ambassadorship.”

Commitments of our drivers

I am fit, alert and not tired when I drive

I check my vehicle and am respectful with the equipment

I know and respect the highway code

I anticipate when I'm in traffic

I pay extra attention to vulnerable road users

I stay calm and courteous

I have respect for local people

Safe goods mobility contributes to fewer traffic accidents and benefits our living environment. Together, we contribute to a better society, step by step.

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Our profession • Zoom

New place in Luxembourg Colruyt's distribution centre in Luxembourg moved to the south of the Grand Duchy this autumn: from Gasperich to Dudelange. Constance De Biolley, Supply Chain business engineer, shows us around Colruyt Luxembourg's new headquarters.

A well-oiled organisation “Moving an entire distribution centre is quite something!

Just choosing the right date is already crucial. In Luxembourg, the school year doesn't start until 15 September, allowing us to take advantage of the quiet period at the beginning of the month. Our buyer made sure Gasperich's warehouse was as good as empty by restocking the stores as much as possible. On D-Day, everything went according to plan. We staggered the move over two days. And only 11 truck journeys were needed, instead of the 18 we'd initially estimated.”

Ergonomics and sustainability “Another advantage of the new distribution centre: ergonomics! The building is airy, more spacious and better lit, and will also have an area dedicated to handling waste. This makes the jobs of our workers easier and their day more pleasant. Their feedback is already very positive and in terms of sustainability and efficiency, the building - which we rent - is designed to the highest standards: with a rainwater recovery system and solar panels on the roof.”

28

Dudelange 1.0 “The new distribution centre has a floor area of 5,000 m², in Gasperich it was only 800 m². We'll use it for the regional assortment of dry groceries and beverages.

The additional space will allow us to organise the work more efficiently and significantly expand the range of Luxembourg products. Our goal: from around 450 products to 700! This expansion comprises beverages, but also Portuguese and Italian products, which are two important communities in the Grand Duchy.”

Ready for growth “One of the reasons for moving to this distribution centre is to support Colruyt Group's growth in the Grand Duchy of Luxembourg. Colruyt Niddregst Praisser already has six stores and is planning four more. On top of that, Bio-Planet is opening its first Luxembourg store in Gasperich in early 2024, and sees potential for at least three organic supermarkets. The building also houses offices for this reason. About ten people will work at this location, a number that is likely to increase as the group expands in Luxembourg.”

“The new distribution centre is located in Eurohub Sud, a logistics park that was recently built in the south of Luxembourg on the initiative of Luxembourg's former economy minister. To celebrate the completion of this site, Franz Fayot, the current Luxembourg Minister of Economy, came to visit Colruyt's logistics site together with the mayor of Dudelange. A great opportunity to inaugurate our new centre and introduce the minister to our group. A first introduction, by the way, because he didn't know Colruyt (laughs)”

Text: Laura Vanneste / Photo: Katleen Van Den Eede

VIP visitors

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Our profession • From A to Z

50 years of lowest prices Half a century. This is how long Colruyt has been guaranteeing its customers the lowest prices: for any product, at any time and in any region. Today - 50 years later - that promise still holds true. Because although the market offers many challenges, we're not relinquishing that lowest price guarantee.

Before

In 1990 there were

± 3,000 Red Telephone calls a year

3

co-workers answered customers' questions

Today

± 20,000 Red Telephone calls a year

38

co-workers answer customers'

questions

60%

of Red Telephone calls is digital today

30

Why did we ever launch the idea of the lowest prices?

Well, it may sound strange, but we didn't really have a choice. Jo Colruyt opens the first supermarket in 1964. However, he has no money to advertise and competition is stiff. He cuts the prices of all known brands by 10% and gets rid of all unnecessary infrastructure.

This is the start of the ‘Discount’ store, guaranteeing the lowest prices for consumers. The company grows and to make sure it really is cheaper than its competitors, the management puts together a special four-person team in 1973. Their job is to record and compare - first manually, later using a computer - thousands of prices from hundreds of stores. The adjusted prices are displayed in the store a few days later. The price secretariat had been launched!

How can we guarantee the lowest prices?

We compare our prices with the prices of identical products or products of a similar quality in other supermarkets. Today, this is done full-time by the 110 co-workers of the Service Centre Price (see page 23) who collect, process and analyse prices every day. Automated processes means these prices can be changed in less than 24 hours now. Customers who have seen a lower price themselves can call the Red Telephone or contact staff via an online form. In addition, a folder team of eight retail traders goes through our competitors' (online) folders and 52 price recorders are in the field every day in Belgium and Luxembourg to discreetly record prices of competitors. In the beginning, all price recorders were women: in those days, mostly women went shopping and were therefore less conspicuous. Currently, we record about 150,000 prices every day (100,000 online and 50,000 offline). To compare all the prices, the system makes about two million calculations a day.

How was this anniversary celebrated?

Consistently offering the lowest prices has only been possible thanks to our lowest costs. Anyone who shops at Colruyt knows that the stores have a unique look: no frills, but efficient. For instance, our economical chest freezers consume five times less energy than vertical deep-freezers. Shopping carts without coin slot: this saves 14 euros per shopping cart. A large cooled fresh market where the fresh products keep each other cool and where we use the heat released from the cooling units to heat the shops. The money we save thanks to this can be invested in the lowest prices. We're currently testing several other innovative techniques to make our way of working even more efficient. The working methods of Colruyt co-workers have also been optimised, in part thanks to our work simplifiers.

And finally, our suppliers - with whom we've often worked constructively for years - also hugely contribute to 50 years of lowest prices.

On to the next 50 years?

Yes we know, the current market context looks challenging but the lowest price promise will be maintained. Because Colruyt continues to focus on efficiency, lowest costs, innovation and a constructive collaboration with suppliers. Jo Willemyns, General Manager Colruyt Lowest Prices: “Being economical with resources to keep costs down is in Colruyt's DNA. After all these years we're still economical and creative. This keeps our costs low, and this profit is invested in our lowest prices in a lasting way. We still have a whole host of possibilities for the future: innovation and automation in both the stores, logistics, and in our own production will play an increasingly important role in this.”

Text: Benoit Van Trimpont

How have we kept it up so long?

October was celebration month! You'll undoubtedly have noticed this in your Colruyt store, which were given a festive look. The spotlight was also on our co-workers as 'Team Lowest Prices'. And of course we also made sure our customers were able to benefit with a month of 50% promotions on many major brands. In the butchers' shops, unmanned tasting sessions were scheduled every day in October.

Colleagues also massively shared photos of themselves and/or their team on social media, with the hashtag #teamlaagsteprijzen or #teamlowestprices. The five best entries will receive a unique Colruyt T-shirt.

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Our profession • Tête-à-tête

The rare birds of Colruyt Group Melanie Polspoel and Patrick De Ro have completely different backgrounds, but they do have one thing in common: they stand their ground in a profession where the opposite sex usually calls the shots.

Melanie in theft prevention, Patrick as a receptionist at the Zwijnaarde office.

Age before beauty… What exactly do you do?

Patrick • “Well, at the tender age of 56 I suppose I'd better start then (laughs). I studied Public Relations and Reception at school. Hospitality has always interested me. Customers, suppliers and drivers were always asking me things at my previous employer. When the company moved last year I switched to Colruyt Group. In Zwijnaarde, I actually do exactly the same. Together with my colleagues at reception, I'm often the first point of contact. We welcome people, on the phone or in person.”

Melanie • “You make it sound so logical. I worked at a Colruyt shop for 15 years, until I made a radical change in 2020. After training as a security guard I went back to Colruyt Group. I am a theft prevention officer at Colruyt, Okay, Bio-Planet and Cru in the Brussels region. If you don't see me, I'm actually doing a good job.”

Do you sometimes face prejudice?

Patrick • “No, fortunately times have changed and noone looks twice at a male receptionist anymore. In fact there are two of us now!”

Melanie • “I only have male colleagues, and so far they haven't been difficult. (laughs) During meetings, you do notice a fair amount of testosterone in the air. Customers who want to steal something are often surprised when I grab them by the collar. They're expecting a bodybuilder and then I appear.”

How do you keep a perpetrator in check?

Melanie • “I use my people skills when I've caught someone red-handed.”

Patrick • “You mean you don't even have handcuffs on you?”

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Melanie • “We have strict guidelines. A perpetrator always has to wait in a separate room, we'll never interrogate them in the store. I first ask them to give up the stolen goods. If they stubbornly refuse or become aggressive, we call the police. I've been doing this work for three years now and fortunately I'm quite good at assessing situations. A customer's attitude says a lot. If they're walking nervously and with their head down, it's usually a 'winner'.”

Patrick • “I recognise that. I'm always talking to colleagues and suppliers and you can deduce a lot from their voices. A golden tip: when you call, always be friendly and polite. The person you talk to will be able to 'hear' your smile.”

Come on, time for some juicy stories.

Melanie • “Without getting into too much detail: your underpants are not a good place to smuggle chocolate out of the store. Especially in the summer (laughs).

Bottles of alcohol rarely fit in a thick coat, and stolen make-up and a backpack are not a good match. My children are proud of what I do, though. For instance, my youngest daughter called me because she saw a shoplifter. Her initial reaction was to call her mum to ask what she could do. I admit, that makes me happy.”

How long do you want to do this work still?

Patrick • “That's easy: until I retire. Especially with such great direct colleagues like An Van Den Veegaete, Patricia Demets, Britt Rogiers and the receptionists at Halle.”

Melanie • “Oh, I never think that far ahead. I love working as a theft prevention officer. But you never know, I might get a taste for something completely different soon. If so, I'll just go for it, even if it's a man's world. I've already proved once that stereotypes can be broken, so why not do it again?”

“No-one looks twice at a male receptionist anymore. In fact there are two of us now” - Patrick

Text: Miel Vanschoenbeek / Photos: Katleen Van Den Eede

“I only have male colleagues and so far they haven't been difficult” - Melanie

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Our profession • Lunch sessions

Our future plan belo Last summer we organised various ‘lunch sessions’ again: these are moments when co-workers talk to the management about what's going on at Colruyt Group. “Everyone was very enthusiastic about the talks,” our CEO Stefan Goethaert comments.

“It's a good reality check. And that's very valuable.”

Why were the lunch sessions launched in the summer of 2022?

Stefan • “The management committee wants to know what's going on in the organisation. We try to promote Colruyt Group's strategic plan, but so many other things are happening in our group as well. And we want to be more in touch with that. The lunch sessions turned into interesting talks with a lot of colleagues, both senior and new co-workers. Their feedback is quite unlike anything the management committee is used to. Its daily routine consists of strategic and tactical consultations, plans, roadmaps, and the like.”

What did you learn?

“We gained insights in four areas: communication, people-orientedness, way of working and connection with society. Colruyt Group's three most important strengths appear to be collegiality and humanity, a good work-life balance, job switches and training possibilities. There are of course a couple of points of attention. For example, internal job applications could be better and co-workers want to know more about Colruyt Group. Team managers indicate that our group strategy is a good framework that gives us direction, but that this strategy must also become concrete: what does it mean for employees in their daily jobs?”

“Everyone is able to contribute to our future plan. But then you do have to know what it's about and how you can contribute” - Stefan

Do you do anything with this feedback?

“Absolutely! The internal career possibilities and health solutions are now offered to all co-workers in an accessible way. By organising internal job fairs, for instance. To support

34

ongs to everyone managers in their people-oriented tasks, we continue to invest in leadership pathways. And we'll communicate even more clearly about Colruyt Group's 'strategic plan'.”

The strategic plan is very abstract, how do you intend to do that?

“That's true, but we're going to make it more concrete: what changes do we want in our group? All team managers will clarify our future plan to their teams. We'll also make several short (less than) one minute-long videos in the coming months to show how we're already achieving that plan. Specific examples you'll remember and can retell. And everyone has a minute to spare, right? We want our plan to start leading its own life: make sure every co-worker feels involved and takes action. So that ‘Colruyt Group's plan’ becomes everyone's plan.”

That sounds promising. Will more lunch sessions be held soon?

“Yes. Whether it's lunch sessions or an alternative, I think that such initiatives are important. We've already decided we'll hold more lunch sessions next summer. More management will be able to participate which means we'll reach more co-workers. We also want to make additional efforts to reach everyone in the organisation.

Paying attention to co-workers in sales, logistics and production where participating is not always easy due to their schedules - and colleagues abroad or from more recent store formats in our group, such as Newpharma.”

What do we want to focus on?

Our focus 1. Cost-efficiency: consciously handling money and resources and consciously investing them in the future.

2. Physical & digital: taking the lead in online shopping and using data as a source for insights and income.

3. Be the best retailer: focus on our craftsmanship to excel in everything.

4. Growing together: not being afraid to innovate and launch new teamwork and brands.

Specific examples

Smart with our money Building manager Johan Tiels explains how we saved no less than 85,000 euros in the space of four months.

Together we make our company grow With innovative store concepts, for example. Lieuwe Ryngaert shows you our first Okay Direct.

Digital innovation brings more convenience to our stores Project coordinator Julie De Becker also experienced this. Using the Xtra app is clearly not a dilemma…

This allows us to remain the best in our profession Yoni Deschepper focused on craftsmanship in our Technical School. The result is a special career switch!

Do you have any examples of how your team already contributes to our ambitions?

Deliver them to your team manager or internal communication manager so that they can be discussed at a later date.

Text: Sara Van Cleemputte / Photo: Katleen Van Den Eede

Through short movies we show you how we're already realising our plan.

Discover the first videos here to inspire you and to continue sharing the stories.

Are you in?

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Our profession • Summer holidays

A more animal-friendly menu What party menu will you be serving this year? Lobster, foie gras or a nice piece of fresh fish? Whatever you serve, our initiatives for more animal welfare make it more sustainable.

Cru: stunned lobster and crab

“Taste and texture remain the same” “In the fish craft at Cru we now choose to stun lobsters and crabs in our market first, rendering them unconscious and thus making sure they don't experience any pain during cooking,” Andy Duerinckx, fish buyer at Cru, explains. “This Crustastun technology is effective and scientifically proven: a stunning device administers an electric shock that shuts down the animal's central nervous system and perception of pain within a second.

A more animal-friendly alternative to cooking them alive.

I've tasted both and in terms of flavour or texture I haven't noticed any difference.”

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“I'm very happy with this technique. Lobsters and crabs are an important category for us, especially at the end of the year. We only sell cooked crab which means we provide a 100% animal-friendly solution. In the case of lobsters, 13% of our sales are live lobsters. For now, we're not removing them from the assortment. Plenty of amateur cooks still want live lobsters. We're the first retailer in Belgium to use this technique. However, we hope to inspire others to do the same and convince customers to buy cooked lobster.

Perhaps selling live lobsters and crabs will be banned soon in Europe in which case we can maximise the benefits of the Crustastun.”

MSC: sustainable wild fish

“Force-feeding ducks doesn't match with what our private label stands for”

“From this autumn, we will no longer be selling foie gras under our Boni private label,” Jens Torrekens, meat buyer at Fine Food Meat, explains. “To produce foie gras, ducks are force-fed high-energy food for about 14 days, making the liver fatter. This method receives considerable criticism and is not in keeping with what Boni stands for: making sustainable consumption accessible. That's why we've chosen to replace Boni's foie gras with the more animalfriendly alternative foie fin. This does not involve any force-feeding, but adding ingredients such as fat to the liver after slaughtering. In terms of texture, the difference is not huge, but the taste of foie fin is less fatty and less strong. Real lovers will still prefer the traditional duck liver. And for now they will still find it in their Colruyt store. Because foie gras is certainly from October to the end of the year - a very important product for our sales. However, the group of customers who find animal welfare important is growing all the time. This means foie fin can gradually start replacing foie gras.”

“Award for best supermarket for fresh fish” “To ensure the sustainability of our private-label fish products, we have applied the standards of MSC (Marine Stewardship Council) for wild fish and ASC (Aquaculture Stewardship Council) for farmed fish for the last decade,” says Annelies De Spiegeleer (on the right on the photograph), product sustainability project manager. “They guarantee traceability and checks, which we all support. This collaboration even earned us the MSC award for Best Supermarket for Fresh Fish in Belgium recently! We are of course very happy that our efforts have been rewarded. For example, we haven't sold overfished or endangered fish species, such as yellowfin tuna from the Indian Ocean or cod from the North Sea, for years. Our suppliers don't use fishing methods that damage the seabed or result in excessive levels of by-catches. And we work with certified fisheries that practise good and responsible fisheries management. For farmed fish, shellfish and crayfish, all farms that supply us undertake to apply responsible farming methods. Did you know that 100% of our prawns are ASC-certified and farmed without antibiotics? In other words, you can be sure that the fish you buy from our stores is not only tasty, but also sustainable.”

Text: Benoit Van Trimpont / Photo: Katleen Van Den Eede

Boni: foie fin

Together, we contribute to better animal welfare, step by step.

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Our profession • My workplace

A dinner to die for

Text: Benoit Van Trimpont / Photo: Katleen Van Den Eede

What? A murder at Colruyt Group Academy… that's a new one! Fortunately, this is just a new format: a team building exercise for companies where you and your team figure out a murder while preparing a delicious dinner. The murder game sprung from the mind of Pieter De Coster, logistics worker at the Academy, and a couple of others.

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“Colruyt Group Academy has a couple of things in store for companies as well. But a team building murder mystery, that's something new! Together with my colleagues, Nele Buys and Daisy Harnie, I was able to develop the concept from start to finish. Such fun! And the fact that participants are so enthusiastic makes it all the more enjoyable.”

“During the workshop, cooking, eating, listening to episodes of the murder game and game assignments constantly alternate. And if they pay attention, participants will get interesting tips. Useful hints can be earned to find the murderer of Contessa Gabriella d'Amalfi by playing four games - brainteasers, minefield, Pictionary and a game of skill. The winners inherit the murdered countess's treasure. And yes, the Italian name was a deliberate choice because Italy is

the common thread throughout the murder game. We prepare Italian food, for instance: an aperitif, gnocchi and pizza. Perfectly feasible within this three-hour workshop.”

“The detective table is beautifully laid in black and red, with candelabras, magnifying glasses and photo frames of the suspects. The props add to the experience and draw participants into the story. It's still early days, but the number of requests is growing fast. Teams from Colruyt Group as well as external companies and organisations are responding. We've even done the workshop in English a few times for an international group: French, Portuguese, Spanish, Asians, etc. It's going so well we're even starting to think about new formats.”

Between you and me • The Globe

From Ecuador to Mechelen

Married in Ecuador, living in Belgium “My wife came to Belgium when she was 10 and has dual Belgian-Ecuadorian nationality. I got to know her when she was visiting Ecuador and we got married there in 2015. My two girls, aged five and seven, were born here, but it took until 2019 to complete my visa. I've lived with my family in Belgium ever since. Once I've passed the five-year mark, I can apply for Belgian citizenship. We'll see.”

Great job “Between the ages of 19 to 25, I worked at the airport of Quito, the capital of Ecuador, first in export logistics, later as a security agent. When I moved here, I took a VDAB course in logistics after my integration programme. I cut it short because I was offered a job at the RPCG distribution centre in Mechelen. I've worked there for two and a half years as an order picker of fresh products.

I'm happy with the job, because the shift system allows me to help at home and with school runs. And I'm almost always free at the weekend. The working atmosphere and colleagues are also great, although my Dutch is not yet good enough to converse fluently.”

Continue to grow “I've already done the forklift training and later I want to grow even further in my job. Another reason to learn the language.

For now, my ambition is to make as few mistakes as possible, and to do everything as well as possible, not only at work but also privately. For example, I want to do everything I can to ensure my daughters are able to study and build a great future. And if the unrest in Ecuador were to cease, I would be completely happy. My family living in the countryside is safe, but the violent news that reaches us from Ecuador is worrying.”

Great weather, great food

native region: fish encebollado, a soup with local saltwater fish that I sometimes prepare here too. I know a place in Antwerp that serves delicious Ecuadorian food. There's also a fairly large Ecuadorian community there, which means I can still play ecuavolley: a kind of volleyball, 3 against 3 and with a different type of ball. And every time I see bananas imported from Ecuador, I feel connected to my homeland again.”

Text: Chris Tournicourt / Photo: Katleen Van Den Eede

With more than 90 nationalities, Colruyt Group is a friendly melting pot of cultures. Bryan David Lema Tontaquimba is from Ecuador and has been working as an order picker at Retail Partners Colruyt Group's distribution centre in Mechelen since April 2021. He loves Belgian chips and also enjoys preparing the typical fish soup from his homeland.

“There are of course big differences between Belgium and my home country, if only the weather. The temperature does not dip below 3 °C in the winter, and all summer it's a comfortable 30 °C and always pleasant. The sun rises at 6 a.m. and sets at 6.30 p.m. I still love the typical dish of my

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Between you and me • Remarkable colleagues

Artist Jimmy Steen:

the world as a canvas “An interview? Give me about five days to create a small piece.” A small piece turns out to be a monumental 2.4 metre self-portrait. Artist Jimmy Steen – cleaner at Technics – is beaming when he presents his latest piece. “This took me 40 hours and I enjoyed every minute of it.”

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Wild guess: this is not your first painting, Jimmy.

During the day you make everything shine, in the evening you do the opposite.

“I've always been a creative person. In 2013, I started painting personalised caps and graffiti on walls. And as it should be: my real name is under each mural. If anything illegal were to happen, the police would know where to find me. I still go back to my spray can occasionally, but prefer felt-tip pens now. They're very clean and you can go into great detail. I like to experiment, be it with a spray can, felt-tip pens, airbrush or acrylic paint."

“Yes, but even my spray cans and felt-tips have rules. Even though I sometimes feel the urge when I see a typical Colruyt meeting room. The empty walls seem to be screaming at me.

Fortunately, I can distance myself: graffiti is a tool for me. I'm not Jimmy the graffiti artist, I am Jimmy the creative. Whether that's ballpoints or crayons, pencils or acrylic paint. I design on the computer, paint outside, doesn't matter. I just want to be creative.”

Your self-portrait looks a lot like doodle art.

Where does your fondness for these faces come from?

How do your colleagues react to your art?

Do you have your own studio?

“Every graffiti artist says the same thing: the world is my canvas! Smaller pieces I just make at home, in the living room.

Fortunately, my girlfriend Mieke is my biggest fan. I once decorated a white chair with colourful splashes and she uses it in our bedroom now to put her clothes on. Would I repaint the chair? Everything is transient, that's inherent to graffiti.

You create something today and it's gone tomorrow. But you'll always have the experience.”

What exactly do you do at Colruyt Group?

“I started in the cleaning department of Colruyt Group Technics in June 2019. I clean the social areas and the car parks of thirteen supermarkets around Ghent. I enjoy the work.”

“Sometimes I'll draw at work. Only during break time though, never in paid time! (laughs) Most colleagues don't even know I'm a dab hand with a spray can. But now they do. (laughs)”

What do you still want to achieve with your art?

“Sometimes I dream of my own clothing line. In my spare time, you'll usually find me wearing a cap I designed: as you can tell I'm nearly there. (laughs) The cap comes with my own foam design. Three guesses which logo I thought of first... The stylised C is glued on (see photograph, editor's note). Many people think it's part of the uniform. Mission more than accomplished don't you think.”

Would you ever be able to sell a piece?

“It always depends on how much time and effort goes into a mural or painting and how much of myself is in it. Everything's for sale if the price is right.

The right price, not the lowest… (laughs)”

jimmysteen.be artistjimmysteen @artistjimmysteen

Text: Miel Vanschoenbeek / Photos: Katleen Van Den Eede

“I recently discovered the style when making a home-made coffee table out of wine crates, to which I added shading and little figures. One of those figures was such a face. I really liked the figure because the style suits me so well. I like to continue that line in my recent pieces. I call the faces ‘Jimmies’.”

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Between you and me • Remarkable colleagues

Focus on G-sporters (Disabled athletes)

Text: Benoit Van Trimpont / Photo: Cathy Vanleene

Sometimes passion and profession are not far apart. Like for Joyce Vanhoutte, image editor at Marcom Services and a keen photographer in her spare time.

“Ever since I was little, I have been fascinated by beautiful images. Being able to share that passion with disabled athletes is extra satisfying.”

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Creative blood

Enrichment as a person and photographer

“I was a very creative child: drawing, handicraft, etc.

It has always been a part of me. It came as no surprise that I decided to study graphic design at Sint-Lukas in Brussels. And then spent 18 years working with my parents in their advertising agency that designed packaging. Making illustrations with an airbrush (an air-operated paint spray gun, editor's note) was really my thing. Until the graphics computer came out, and I discovered Photoshop. The creative possibilities became even greater: from small retouches to montages of different images, editing images in different styles, etc. It became my speciality!”

“I like to photograph landscapes and animals. And sports. For my graduation project, this led me to G-Sport Vlaanderen, which provides tailor-made support to elite athletes with disabilities. What a great project! And what an opportunity I was given to take the photos for their Target Victory project.

The Target Victory project uses the images of these athletes to change society's image of people with disabilities in a positive way. I photographed about ten disabled athletes in action, including para-badminton athlete Male-Kei To (on the right of the photograph, editor's note). I did so in the most serene possible way. I don't like frills, the picture has to be about the person and viewers should not be distracted by other things.

The shoots show the drive of all these disabled athletes. It's something that will always stay with me. Not only was this great for my experience as a photographer, it was particularly amazing getting to know these athletes as well.”

Passion for images “That passion fuelled my interest in beautiful images. No matter how minimalist or crowded, a photograph tells a story. It's nice to be able to capture a time frame on images. That's why I went on to study photography at CVO Brussels-Anderlecht. After four years of intensive training, I'm getting there. (laughs) Capturing action and movement beautifully, making technically correct images, taking into account the light, etc. It no longer holds any secrets for me.”

New plans “The reactions to the photographs were heart-warming: everyone was satisfied. And if everyone's happy, I'm happy!

I might start another master class soon, and look for a new challenge. Let's hope it will be as interesting. And I bought a drone. I'm also going to focus on aerial photographs.”

A true cat lover Still as enthusiastic after seven years

Great chats

“I started volunteering at Dierenbescherming Mechelen in 2016.

Dierenbescherming Mechelen is a shelter for lost, abandoned and impounded cats and dogs. There's also a boarding service for the pets of owners going on holiday. When the organisation first put out a call for volunteers on regional television, I immediately felt inclined to apply. I went to work there, under the wings of a more experienced volunteer. I soon felt like a fish in water. And now I help train new people.”

“The social aspect is equally important of course.

We not only socialise with the cats, but with people too!

When we're cleaning we're always chatting. And a great group feeling has grown among the volunteers. I've forged some close friendships. We also have a Facebook group where our cat manager, Katia (!), posts updates about the adoptees we've cared for. Volunteers also post photos and titbits of information.

It's a great way to stay informed about the organisation and feel even more connected.”

Cat person “At least twice a month, I spend my Saturday morning cleaning the cat enclosures. I also like dogs, but I've always been a cat person. (laughs) Cleaning litter boxes, cleaning baskets, changing their food and water, etc. It allows me to get rid of some energy after a week working behind the PC. And once everything is tidy, I like to make time to lavish some attention on the animals.

A purring cat on your lap is the best remedy against stress. I adopted my own cat three years ago. Surprise surprise. Elise doesn't get on well with other cats, which means I've covered myself for more adoptions. (laughs)”

Tired but happy “Dierenbescherming Mechelen runs on donations and sponsoring. That is why we organise several events a couple of times a year to raise much-needed funds. They include a summer bar, Christmas market, quiz and a real World Animal Day event with food and drink stands. I like helping out during these activities, together with the other volunteers and regular carers. My commitment to this charity makes me feel like I can make a tangible difference. When I come home, I'm always tired but happy!!”

Text: Lili Vanden Wijngaert / Photo: Cathy Vanleene

During the week Isabel De Wit is management assistant at RPCG, in the weekend this animal lover helps as a cat carer at an animal shelter in Mechelen.

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Our profession •

Go-getter As Public Affairs worker, Emmanuel De Corte supports relevant projects with an impact on the policy. On the agenda this time: digital return deposits.

We tested digital return deposits in De Haan this autumn. At our Spar Colruyt Group store in Wenduine, for instance, customers were able to buy cans and PET bottles and get their return deposit back via a QR code when sorting. This was tested for one month.

“Both the European Union and the Flemish Region want to introduce return deposits for cans and PET bottles to combat litter. Colruyt Group sees great potential in digital return deposits. It's user-friendly, because customers don't have to take their waste to the store. It also saves on investing in bottle return machines and working hours to process the packaging. And we're also utilising our efficient sorting system with the PMD bag.”

“In 2021 our group already took the initiative to finalise digital return deposits. We're now working with organisations such as AB InBev, Coca-Cola, Fost Plus and the Belgian government for this. It's real teamwork and we've already dealt with many challenges, like making sure the system is secure and can't be used for fraudulent purposes. Or making sure customers can use it without smartphone (knowledge). Our Spar colleagues have already done a lot of great work on this. They informed and motivated their customers in Wenduine, for instance.

A crucial step, because by doing this, suspicion often turned into enthusiasm.”

Text: Sara Van Cleemputte / Photo: Anja Magdaleens

“We're working on an evaluation of our project for the cabinet and OVAM (Public Waste Agency of Flanders, editor's note) now. A decision will be made by the end of this year: a traditional, digital or hybrid system.

We can't wait to find out.”

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By looking for an accessible system to solve the litter problem we contribute to a better environment, step by step.

Do you also support a sustainable initiative at work?

Let us know by mail to gazet@colruytgroup.com or a direct to GAZET.

Between you and me • Flashback

One of the first workshops in Grimbergen: cutting techniques.

Eric Vanophalvens: “Colruyt Group Academy became a success thanks to the support of the group, our store formulas, suppliers and last but not least… a fantastic team!”

“I remember the launch of Colruyt Group Academy very well,” Eric Vanophalvens, founder of CGA and now manager of strategic projects and partnerships at the Academy, says. “Within the group we were already toying with the idea of a distribution school, to raise the product knowledge of our co-workers. The idea grew and resulted in the establishment of the Academy, where co-workers and customers are able to learn more about all kinds of subjects in an interesting and useful way. Other names that were considered for the Academy included Studioo or House of Retail. I think we made the best choice by going for Colruyt Group Academy. (laughs)” “The very beginning actually dates back to 2011, with the first test workshops at Hellebroek Kantoor in Halle. We weren't sure yet: will the workshops be free or paying? But customers seemed more interested when we asked a contribution. So… (laughs) 36 test work shops later – in the autumn of 2013 – we really got started with the opening of the location in Grimbergen. The first teachers were external people, but often also internal co-workers: wine advisers, colleagues from the cooking team – like Valerie Verstrynge (see photograph, editor's note) ... And to find participants, we put flyers in stores.

We hardly bothered with any other marketing.”

“From the start we had a broad range of workshops. The objective was to teach participants something that changes their behaviour. For example, getting your child to sleep more easily, eco-driving or cutting techniques that allow you to work efficiently and safely in the kitchen. All classes were organised in cooperation with one of our store formats and a number of suppliers.Thanks to these partners CGA became the success it is today!

Unfortunately corona put a spanner in the works for us too. From about 6,000 workshops a year for 72,000 people we went back to almost zero.

Colruyt Group's support kept us above water. It did spell the start of an expanded digital offer, with webinars and LifeTalks.”

“Now, in the last months before my retirement, I look back over the last decade with satisfaction, full of great people. At the same time, I am confident of a successful future for the Academy, with new locations, initiatives on conscious and healthy living and ambitions to grow both physically, digitally and in print.”

Do you have any fun pictures you would like to share with us? Send us a mail at gazet@ colruytgroup.com or a direct to GAZET.

Text: Benoit Van Trimpont / Photo: Katleen Van Den Eede

10th anniversary of Colruyt Group Academy

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Between you and me • Wall of Fame

Hello, I am new in Sint-Gillis and I like going to the great Okay Compact after a day of work. I love shopping there and having a good laugh with the salespeople. I enjoy going to your store, keep it up. Your products are topquality and I want to thank Yassin and Silvio for the professionalism in the store.

In case of problems with products they're always on hand to find an alternative.

Thank you.

The personnel at Jims Brussels (Porte de Namur) is friendly and the machines are modern and clean. There's a good atmosphere, everyone trains at their own pace and there are no awkward or judgmental looks.

The coaches are also clear and caring.

Amaryllis, who's going to the fifth year , really needed a new school bag and this time she chose a backpack (because that's wha t big girls do ). She was also allowed to choose a water bottle and we found one that matched the backpack! Thank you, Colruyt, for what you mean to many families . Every little bit helps!

Kind regards, Laura

I want to thank your colleague of customer service, Christophe. I called him on Saturday and he was very friendly and professional on the phone. He was able to solve my problem instantly and I want to thank him for that. It's great to have someone who cares about their customers like this because that's very rare nowadays.

I live in the centre of Harelbeke. 500 metres from my home there are a Lidl, Aldi and AH and an AD Delhaize slightly further. The first three supermarkets I can easily get to on foot. Is the Colruyt in Harelbeke my favourite store because of the lowest prices? Partly! The main reason: the staff's friendliness and willingness to help! When, considering my stupidity, and despite the brilliant app that helps you find everything in the store - I have again failed to find something, I am not given vague directions. I am genuinely helped with a spontaneous smile! That's why Colruyt is my favourite store!

Erik

Fatiha

@colruyt please could you check your bottles of rosé? I think they may have a leak, but this evening was quite extreme.

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As a very loyal customer of Bio-Planet Braine l’Alleud since 2016, please could you open a Bio-Planet store in Ostend, as my boyfriend and I moved there and miss Bio-Planet hugely!

It would make us very happy. Thanks for considering it.

Between you and me • Photo finish

Holiday fun by the sea

“We were on holiday in Middelkerke and wanted to do something crazy,” say Katie and Veerle Moortgat, store co-workers at Colruyt Sint-Amandsberg and Lochristi, respectively. “Wearing our T-shirt and camp socks we promoted our stores.

We created quite a stir. Radio station Joe happened to be making a programme there. And so we paid presentator Ann Van Elsen a visit. Well, there is a reason they call us the crazy Moortgat sisters.”

Food truck festival

Some working days you can't help but count down to your lunch break… For example, when a food truck makes a surprise visit to your workplace. In this way, the colleagues at Wilgenveld in Halle recently sampled some delicious dumplings. Yes, sometimes counting down is rewarded…

A new spot

Stroppen Office 2. For now this is the new workplace of the Okay office workers. “Our current spot in Lot is undergoing a sustainable refurbishment and by 2025 a new distribution centre will be built at Laekebeek,” project manager Michiel Van Bladel explains. “This building will not only house the warehouse, but also offices. Until constructions in Lot are ready, we've moved to Stroppen.” Our welcome at our new workplace was very pleasant: with a delicious breakfast for every co-worker and a festive opening by director Christophe Dehandschutter.

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Between you and me • Photo finish

Colruyt leads the way

“During a trail around Varsberg in the northeast of France, I constantly had to think about work,” logistics worker Ulric Feront laughs. “Why? Colruyt tape was used to mark the course.”

Qualified marketeers

Party in Poperinge

Wow! The Digital Marketing post-graduate course we organise internally in collaboration with Hogeschool VIVES has delivered its second batch of graduates. After 108 intense lessons and coaching moments - as well as defending a dissertation - ten colleagues collected their official diploma this year. Congratulations, ladies and gentlemen!

Poperinge is the region of Belgium where hops are grown. It should therefore come as no surprise that hops parties are organised quite regularly. “And our Colruyt store is only too happy to help,” says manager Joke Vermeersch. “Thanks to our eyecatching presentation, Poperings Hommelbier and Sint-Bernardus were very popular.”

Christmas has come early to Spar

Spar storekeepers were given another preview of the new products that will be launched next festive season. “During our tasting events in Namur, VeerleLaakdal and Melle, they were able to taste our cheeses with matching bread, an extensive dessert buffet, game and festive poultry,” says internal expert Cindy Coolens. “And they were the first to see our festive season marketing campaign. With these preparations, the festive season is sure to be a success!”

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Street party with Okay Compact

“The street party in the Boudewijnstraat was great fun again,” says Caroline Robberecht, store co-ordinator at Okay Compact Antwerp. “Our baking boxes for the bake-off that was organised were very popular and widely used. The balloons in Okay colours added a festive touch. And the drinks, snacks and veggie burgers they ordered from us were also a success. Another successful collaboration!”

Ready for the audit

Solucious achieved IFS' high quality standards for all sites this summer. And to mark this, they sure went the extra mile. Communications manager Isabelle Goossens: “We sent Quality staff member James Senten together with an actress – dressed as a nurse – to prepare our delivery drivers and warehouse workers just before the audit. Anyone who answered three questions correctly received a box of mints.

Why a nurse? Well, temperature is very important in our organisation. And she came to measure it.”

Everyone there!

Getting all our Customer Services colleagues together at the same time is practically impossible! But we managed, although it did mean closing the contact centres earlier. At least they were able to enjoy each other's company for a couple of hours and watch some interesting presentations. Division manager Catherine De Noyette was very pleased: “That was some party! We really enjoyed seeing all colleagues, the genuine interest, the friendly chats and the great atmosphere.”

Platinum

Mr and Mrs De Stree, loyal customers at Okay Beaumont, had a reason to celebrate. “They've just celebrated their 70th wedding anniversary,” team member Valerie Botin says. “That's quite something! That sure calls for flowers."

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Photo: Katleen Van Den Eede

Halloween Party Okay Vollezele was all about Halloween again this year.

Team member Katya Nachtegael showed her most creative side again and designed some life-size monsters.

The event was a success to say the least: customers – children particularly – were very enthusiastic during the Halloween treasure hunt in the store. And store manager Marijn Lostermans and his assistant Marijke Goossens seem very fond of their new colleagues.