De Groene Weg: the greenest store of the Netherlands 2009

Themagazine ‘Green.2’ published in its most recent magazine a list of the 200 greenest companies of The Netherlands: The Green 200. The butchers of The Groene Weg, specialists of biological meat / food products are the winner in the Categry Foodies.

Jos de Vries The Retail Company, responsable for the succesfull renovation of the store concept, congratulates De Groene Weg with the award on their green retailing policy.

Jos de Vries The Retail Company started at LinkedIn the Group Innovative Retail Concepts

Jos de Vries The Retail Company started the group "Innovative Retail Concepts" at for retail professionals to share knowledge and follow the latest trends on innovative (green) retail concepts.
We invite you to join this group and follow the news and to have discussions with other retail professionals.

The importance of a good store layout

Previous articles:
Developing the store formula: The right combination of creativity and process based development
- The Discovery Phase: Discovery: Evolution or revolution? That is the question
- Translate trends into a successful strategy for the new store formula
- The new store formula: The concept phase, the actual design phase

The store lay-out
The importance of good layout Why is good layout so important? Is it not sufficient to offer a well-adjusted product range at a good price in the right place? Surveys have shown that one of the most important criteria for customer satisfaction is the ease with which the customer finds his way in the store. Besides, the customer expects to be led along the main departments of the store. Therefore a good layout is a matter of customer satisfaction.

Of course, there are also commercial factors that argue in favour of the importance of a good layout. A good layout provides you with the opportunity of influencing store turnover. The appropriate shelf layout, the arrangement of the product range or a well-thought out spot for special offers all have a direct effect on turnover. So a good layout may very well create a boom in a store's turnover!
Finally, of course, the layout also has an organisational component. Each store has its own best solution for logistics problems. This applies especially to stores with a fast turnover of goods, stores that sell products that are difficult to market or products that take up a large amount of space etc. Defining specific conditions is an absolute necessity for the sale of goods that require a certain (sales) ambiance. And, finally, it is important to keep both customers and sales employees satisfied.

Purposes of the store layout
A good store layout serves many purposes, such as for instance customer flow, the prevention of shoplifting and logistics. The main purposes are discussed in greater detail below.

1 Customer flow

One of the main purposes of the layout is undoubtedly to create smooth customer flow through the store. To achieve this, it is important to create the right balance between fast and smooth (customer) flow on the one hand and provision of space on the other. Creating smooth (customer) flow is necessary in stores that have a high frequency of customer visits. Well-organised routing and sufficiently wide aisles can achieve this.
The danger of too smooth a customer flow is the speed. If the customer is accustomed to walking through a store at a certain pace, it is important to slow down this speed deliberately, effectively and gradually. This can be achieved by means of certain ‘tools’. It does not need to involve a different layout of the available space. It can also be accomplished by a special product range or eyecatchers in the store.

A customer needs some time to decide to buy a product. The purchase of goods from particular product ranges is determined by ambiance. For instance, a customer does not want to be disturbed by other customers when a choice has to be made between two types of lingerie.

2. Prevention
The layout also has a preventive task. The more poorly organised a store, the more opportunities shoplifters have to take advantage of the unclear situation! When developing the layout, precautions can be taken that make it more difficult for shoplifters to steal goods.

Examples of this are: not to install the shelves as a poorly organised maze, adjusting the height of the shelves or placing theft-sensitive goods within sight of sales employees. These are just a few examples. At any rate, both preventive precautions and a deterrent policy can reduce the risk of a negative cash balance.

3. Logistics
You will also want to keep logistics under control. Studies show that the so-called 'final 50 yards' are the highest cost item of the logistics chain. This is where the turnover rate is highest and so are the proportionally increasing staffing costs.

A good layout cannot completely reduce these costs, but it can make them more controllable. Short supply routes, wide aisles where necessary and adjusting the warehouse build-up to the store are important factors that can result in an improvement of the cost structure.

4. Other functions
Naturally, a good layout has other purposes as well. In accordance with the principle that first impressions count, the layout can either attract customers or put them off. A layout can provide solutions or it can complicate matters. A logical product layout will help customers make a decision to purchase, whereas an illogical order creates confusion and dissatisfaction.

Depending on the business type and the sales formula, there is an ever-growing need for increased flexibility. Product ranges change more and more frequently and you want to be able to respond rapidly to seasonal changes. A good layout allows for this. Flexibility is key where the need for space, margin in the market and presentation are concerned.

This chapter is part of the book "the store manual" of Jos de Vries The Retail CompanyThe Store Manual (2005) Jos de Vries The Retail Company has been working his way through the marvels of the Retail world since twenty years. Since the Retail branch on its way to professionalism is developing and also scholarly interest was growing, there still wasn’t a manual.Jos de Vries The Retail Company has made a definite change in bringing out “The Store Manual” a must for every store. You can order this manual for € 35,00 (excl. Postage and Package)

How does a green retailer look like?

Is your company acting green? What is the influence of fair-trade products in your assortment? How and what can your company improve to be the green retailer you want to be?

Jos de Vries The Retail Company always tries to look for the green solution, designing new store concepts thinking about the environmental benefits this can generate. Jos de Vries The Retail Company wants to share its experience in green retailing with you, know your opinion and give an insight in the latest news, trends and developments in Green Retailing. We try to give an insight in the developments of international retailer in green retailing.

Therefor Jos de Vries The Retail Company launched 3 green blogs:

We invite you to take a look at these websites and share your opinion and news facts with us.

Dutch retail formula Organic “Food For You”

Dutch retail specialist Jos de Vries The Retail Company developed a new concept for a biological retail concept. The Organic concept is born out of the will to offer a cualitative assortment of (fresh) biological products. Organic wants to be a source of knowledge and inspiration for conscious consumers who are searching delicious and responsable (biological) eat and drinks products. Organic is the expert in biological products and wants to share this information with the consumers. The best biological components and meals have been selected to prepare your creative and healthy meal at home.

Unique and different biological retail concept
The challenge to translate this philosophy to an unique and different, modern store concept with an own brand, logo and identity was the starting point for Jos de Vries The Retail Company. Recognizability and attraction of the logo is very important for a store formula. The designed logo translated the characteristics of the retail concept, trendy, delicious and biological, this is supported by the olive colour and the form. This can also be seen at the packaging of their own private brand label.

Having fun doing biological shopping
The focus in the assortment is on fresh products. The best fresh assortment (varying per season), authentical, pure of origen and honoust prepared can be found in the Organic stores. The lay-out of the store is different than a traditional supermarket lay-out, the fresh departments are integrated in a dominating island, placed in the middle of the store.

Dominating instore product presentation
The choice of material translated the character of the formula, it is pure and authentic. The shop design elements are minimal to let the products play a dominating role in the store, combined with warm lighting.


Jumbo Supermarket Chain developed by Jos de Vries The Retail Company

Jumbo (the Netherlands)

Jumbo is a fast growing, succesfull in the Dutch retail market. The family-run company is heading towards a turnover of 2.00 billion euros this year, a five times as much compared to the 400 million in 2002.The number of stores has grown steadily over this period. While the company only had 36 stores in 2002, that number has grown to 121 at the end of 2008.

Jumbo’s secret, according to Director Frits van Eerd, is staying very close to the customer. Our formula is designed around the customer, not dreamt up first and then tested on consumers to see if they like it. Since the start of the developement of the Jumbo formula Jos de Vries The Retail Company has been responsable for the development of these 120 new stores and involved by the realization of these stores by doing the project management.

The current formula for Jumbo, founded in 1921 as a wholesaler of colonial goods, was introduced in 1996, making Jos de Vries The Retail Company and Jumbo working for over 15 years together. Jumbo’s growth ambitions remain strong. The supermarket chain opened 4 new stores in 2008, and a further 10 are already being developed for this year.

The company currently has a roughly 5 percent market share, that they hope to expand to 6 or 7 percent. The “Every Day Low Prices” supermarket chain has an extremely high turn-over of €200,= per week.

Development of Spanish supermarket concept of Caprabo

Caprabo (Spain)
The Barcelona based company Caprabo, this year 50 years old of age, currently has around 500 supermarkets in Spain. The mayority of these supermarkets is located in the province of Catalonia.

In 2006 Caprabo and Jos de Vries The Retail Company agreed on the development ofnew multiformat store concepts: Caprabo Periferica (hypermarket), Urbano (city-format and convenience
The first new store model, located in the Shopping Centre L´Illa de Barcelona, a pilot program was developed with a firm commitment to fresh departments, fruits, vegetables and fish.

The idea of the formula was to transform the shopping experience into a quick, convenient and functional one for the client by strengthening its offer of fresh produce. In order to do this, and in contrast to standard retail practice, the fruit and vegetable shelves are the first ones to greet visitors to the store directly after the checkout area. Another new feature is the height of the shelves themselves, which are lower than usual and more accessible. Illumination plays an essential role in all of this adding quality to the atmosphere of the whole area.
The pilot store has been divided into three areas: fresh produce directly entering the store, packed products, wine cellar and perfumery at the back and household accesories on the right. The total area of this supermarket was 5.000 square meters. After the succesfull opening of the pilot store, Caprabo to decided to (re)built new and existing supermarkets into the new concept.

Eroski Group, number 3 in Spanish food retail market, purchased in 2007 75% of the shares of Caprabo. Both formulas work together with brands and image but maintain their own formulas.

Jos de Vries The Retail Company: Retailing needs change

How to transfer to the fifth retail generation?

By Christiaan Rikkers, CEO of Jos de Vries The Retail Company

Without doubt, the current financial crisis will change consumer behaviour and shopping patterns at unprecedented rates. Retailers, who want to survive, will have to radically rethink their position and strategy over the coming period. Inevitably, the key-phrase in this process of change will be ‘how to stay connected with my customer’.
How, as a retailer, is it possible in these difficult times to identify with customers and serve their changing requirements effectively? Retailers who wait for customers to come to them to share their new ideas, will probably have missed the boat. Retailers therefore, should be proactively seeking out customers and trying to understand their changing needs.
So get out there and find out what they want, take it back to your store tomorrow and … explain how much you care and demonstrate your willingness to help.
That economic and social trends impact on retailing is, of course, nothing new. The retail industry is influenced by social change like no other. Developments taking place today define the behaviour of the shopper tomorrow, the reason why the retail sector is often run on a day-to-day basis. Successful retailers however, know that day-to-day operations have to take place within the framework of a long-term strategy.
With the consumer being bombarded with a constant flow of bad news, formulating a long-term strategy is no easy task. To do this effectively, it is necessary to understand the development of the retail business and to look at it retrospectively. Current developments in retailing can be defined as the transformation from the third to fourth generation concepts. This change is already underway, but the process is being stepped up by current economic developments.

Retail generations
The traditional small-sized corner shop was the first generation in retailing. These ‘Pappa and Mamma stores’ had a strong social relationship with the customer.
This first retail generation was the first stage in the disassociation of producer and consumer. Before that, producer and retailer were one and the same: the baker sold his own bread and the farmer sold his own vegetables at market.
Later, in the second retail generation, the first supermarkets evolved. The direct social relationship between retailer and consumer disappeared. Now price, product range and location became the determining factors connecting customers with the store.
In the eighties and nineties, third generation retail concepts began to develop. Retail marketing was introduced; from store concept to store brand. The store focused on its own customer-base and, with the right communication and concept, a strong store identity was created to differentiate itself from the competition. Many retailers are still engaged in the process of store-brand creation and market differentiation.
A few retailers are now entering the fourth retail generation: multi-format concepts. This means that they are targeting individual consumers using different formats, at different locations and a different times of the week. Segmentation is the keyword in this process of change. It goes without saying that retailers entering the fifth retail generation - multi-format and multi-channel - are few and far between.
In this fifth generation, the retailer has almost total control, optimising management of the complete flow of goods from producer to customer … and in doing so, they are closing the circle: industry and retailer are almost synonymous once again.

Having to change to stay the same
Retailing is about running the day-to-day operations, especially in such turbulent times as today … but always based on a long-term strategy. This long-term strategy is not as difficult as it may seem. Just determine the stage of development your company is at, compare this to overall developments in the retail industry and connect up to these developments.
Join the fourth retail generation now and, when you’re ready to take the leap, go for the fifth generation - multichannel and multiformat - and take total control!

Long live the LED: From LED lighting to full-service system

Retail Bouw Management A construction agency is an important link in the development of a retail formula. Project agency Retail Bouw Management provides full service.

It does everything it can to support and guide the construction and remodelling of a store, store interior or chain. This executive task is the most visible aspect of the job, but RBM’s role as an advisor is becoming increasingly important. The average retail cannot keep up with the demands, regulations, licenses and innovations in the construction field.

Taking a load off your shoulders We are faced with ever more legislation and regulations for environmental issues, energy, noise pollution, fire safety and associated areas. We can quite safely state that as a construction agency, we take the load of these requirements off our clients’ shoulders. First of all, we know what we need to take into account. Second of all, we anticipate social developments and take care of licenses, applications, etc.

Energy-efficient and environmentally friendly construction

For entrepreneurs, corporate social responsibility goes beyond selling organic meat or non-sweatshop clothing; it’s also about the building, the store and human resource policies. Just like the fashion and marketing sectors, eco is ‘hot’. One of the innovative aspects of our work at the moment is ecologically friendly construction and energy efficient operation.

A hot button issue is chilling of dairy products in stores. These open systems lead to a great deal of energy loss. We are already anticipating new regulations and considering the options together with the retailer and the cooling systems suppliers.

For example, in 2009 we will be working on a chain of supermarkets that operates almost entirely on regained energy. The heat generated by cooling, air-conditioning

and other systems is recaptured and reused.

RBM is at an advanced stage of preparations for a new retail formula where the entire building is built in an environmentally friendly way, with heat recapture, environmentally sound décor and eco-focused product offerings. These are innovative, challenging products

Long live the LED

Lighting energy use is a hot topic. Lighting is crucial for creating the right atmosphere and drawing attention to products within a store; it’s part of the store design. It’s also an expensive element due to the energy consumption.

LEDs are making more and more possible. While more expensive to purchase, the energy consumption is far lower and the lifespan much longer. They also offer new opportunities in terms of function.

Development of new hypermarket concept of Mercator Slovenia

Mercator (Slovenia)
For the better understanding of the concept a short remark about the features of the retail market in Slovenia and the formula itself. The former Yugoslavian republic has always been in a special position being located closest to Italy and Austria, under the strong influence of culture and technology from Western Europe. After the turbulent 90-ies the country began to change very rapidly and absorb the European approach to building a commercial business. Today Slovenia is a country with a 2 million people population, a small, very competitive and fast growing retail market. Over the last 15 years the market didn´t show not only chains of all formats but also a good infrastructure and the European approach to business. Hypermarkets have already started to open 10 years ago and chains gained considerable experience in working with this format.

Mercator - is the leading chain in Slovenia with a 45,8% market share, and one of the most important players in the countries of former Yugoslavia. The company owns approximately 1.200 stores and works in multiple formats - hypermarket, supermarket, discount and «c-store». In addition to food products lines the chain operates in the direction of non-food, selling cosmetics, electronics, items for home decor, clothes. The chain has unique experience in the absorption of 25 retail companies and a good annual growth in sales (about 18%) and turnover of 2.06 billion euro a year.

Today the chain operates 17 hypermarkets with trade area from 5.000 to 12.000 m2. Thanks to the experience of working with food and non-food category the concept of a hypermarket is formed and is effective. Mercator has a clear strategy for business and brand development. The chain relies on the development of loyalty programs, develops new services - such as Healthy life club. For the format of hypermarket an experience in working with food as with non-food - textiles, a group of «home decoration» makes a special advantage.

Today those hypermarket chains are leading, which effectively manage the non-food part of the assortment, organize effective seasonal purchases, promo.
In 2006 Mercator rebuilt one of its hypermarkets and for the development of lay out, design and communication concept
Jos de Vries The Retail Company was responsable.

The trade area from Mercator has increased from 6000 to 8000 m2, the shop demanded a new, modern concept and lay-out, but given the already existing infrastructure. The chain wanted to make the supermarket more up to date, comfortable, increase the proportion of own label products in the volume of sales.

Additional 2000 m2 were added on the right side of the building and were scheduled for placement of non-food goods and home decoration. Area of fresh products - fruits and vegetables, breads and pastries, meat, cheese – became the center of the hypermarket. We believe such a lay out plan is effective, since these product categories are most profitable for the chain and the main focus to be made on them, giving most passable areas. High quality products - gastronomy, tasty bread, meat and fresh fish - this is what the customer looking for. For the grocery, or as they are known in Europe - must articles - water, beer, toilet paper, the customers will always reach, so they are appropriate in the back of the room.

Opening new library concept "The Ideal Library"

Last Tuesday 21st of July the library of Zwolle (The Netherlands) opened its doors of the totally new library concept. A couple of months ago 2 library service organizations started to work together and they wanted to have a development of the most seductive library of The Netherlands, the ideal library concept.

The network of “Overijsselse Bibliotheken” and Probiblio wanted to act more as a retail company to maintain the clients and to attract new customers. This retail concept included a logical lay-out, grouping of books, good presentation of the books and some interative screens to select your preferred books. The concept was developed by Jos de Vries The Retail Company and brings the visitors to different book worlds, where they can find different groups, from romance to education. Retail Bouw Management partner of Jos de Vries The Retail Company in project management, was responsable for the construction of this new “ideal library concept.”

Development of Dutch supermarket concept CoopCondis

The CoopCodis organization is based on an intensive cooperation between the organization and the members. CoopCodis currently consists of 180 Coop supermarkets in The Netherlands. For over 10 years CoopCodis and Jos de Vries The Retail Company work together developing multiformat stores for the three different formulas: Coop Supermarkets, SuperCoop stores and the Coop Compact neigbourhood stores. The development of the store concepts include the logo-designs, uniforms and the price communication strategy.

The best of both worlds
By the time of the creation of a new concept, the chain already had 50 stores in two formats: city stores mostly franchised COOP Compact (300-400 m2 7000 titles), supermarkets and COOP (600-1500 m2, 10 000 titles). The new situation on the market dictated an approach, based on the aggressive and competitive pricing concept, which will be valid during at least next 10 years. Dutch and German retailers have a good tradition - before they start to develop a new format, or concept, they explore, watch and analyze the experience of colleagues from other countries.

The idea of a new concept was born during a business trip of the top management of companies COOPCodis and design bureau
Jos De Vries The Retail Company to the UK. «We can sell high-quality products and offer low prices! Original lay out, communication and design will help to combine «incompatible» », - was a decision. Indeed, the idea was to define the concept for the new format of the chain supermarkets SuperCOOP (stores from 1000 m2., 24 000 titles). The concept combined two worlds - the best in quality fresh food and best price dry groceries, frozen and non-food. Pay attention to the layout: the customers enter the zone of fresh, high quality products. Here, through design, directed light, visual merchandising a market atmosphere is created.

By the entrance the customer is welcomed with the smell of fresh backed bread from bread department. In Holland, bread department is often placed at the entrance; it immediately wakes up the appetite and «helps» the hungry customer to purchase more goods. Incidentally, in the Dutch supermarkets under 1000 m2. trying not to do a full production cycle. In first place, because of the high rent for the additional meters and besides, everything delivered ready for sale, packed, or convenient for the final preparation. Therefore, bread is backed from frozen prefabricates, but the illusion of a fully fledged bakery is there.

Then the customer meets the fruit and vegetable abundance, organized with the help of standard plastic storage containers. By the way, a low cost was one of the goals of this project. Investments are 20-25% lower than by the opening of new shop in the old format (approximately 1000 euro per square meter). In the corner of «fresh» part of the store, customers will find meat and meat prefabricates. In a small 15 m2 room, two butchers prepare meat products. They take out of freezer pieces of meat cut it marinate or turn into mincemeat. For the customer this is another sign of quality and trust factor – meat is just cooked.

The idea of a fresh world design was the creation of warm atmosphere. Therefore used directed lighting, warm colors in the design and communications. Look at the posters on the walls in the department of cheese, bread, fruit - they create the impression that the shop is full of goods and the choice is big. Posters illustrate the products indicate and underline the goods itself. The second part of the supermarket - a zone of low prices - opens to the customers when they exit fresh area. Here they enjoy the atmosphere of good discounter. Design and appearance are quite different here - cold light, high racks for dry grocery and non-Food, red gondola end with a bright promotional price. All this gives the signal to the customer – it is cheap here!

This new concept SuperCOOP pleased the customers very much - on the one hand, they are buying quality products, on the other – leaving the store with a full sense of buying cheap. Thanks to a new concept, launched in the first three SuperCOOP stores, they are now 39 of these kind of supermarkets. And all this in a small, very competitive country, with no unreached places left. The success of the concept of two worlds shows itself in figures- before the concept change the turnover from 1 m2 per week was 120 euro. Turnover attributable to fresh food, was 45%. After introducing a new concept: the turnover from 1 m2 per week is 150 euro and the turnover of fresh products is now equal to 55%.

Jos de Vries The Retail Company company presentation

Click on the link to open the company presentation of Jos de Vries The Retail Company or send an e-mail to Maurice van der Kooij ( for the presentation.

The development of convenience store concepts in Finland

Suomen Lähikauppa has three retail chains: Siwa, Valintatalo and Euromarket. Each of these has their own unique character, but they all have their local store philosophy in common. They all want to be close to their customers. This is also the Finnish translation of the name Lähikauppa.

Suomen Lähikauppa (beter known under the former name Tradeka) has 760 stores in Finland, with new ones constantly being established. Finland's most popular local store, Siwa, has some 550 stores, and the number of Valintatalo stores is just under 200. Euromarket, with its more extensive product range, operates in 23 locations around Finland.
Jos de Vries The Retail Company and Lähikauppa have been working together for over 8 years now, developing and improving the three different concepts Siwa, Valintatalo and Euromarket.

Spanish supermarket chain Aquié Grupo Cuevas example for innovative and green retailing concept

Grupo Cuevas is a famous Spanish chestnut manufacturer, who had the wish to develop a new innovative supermarket concept in the region of Galicia, especially in the Ourense Area, next to their 25 supermarkets. Together with Jos de Vries The Retail Company the formula Aquié has been developed during in 2008 which was based on a new, modern design, the use of new technologies and a well-balanced assortment of healthy groceries. Everything developed thinking of the trend on sustainable Retailing. The company only supplies bio-recycable bags and when the client brings his own bag the client gets a small reward from Aquié. The furniture and lightning was selected on the environmental advantages because of the low consumption of energy.
Next to these innovative aspects of Green Retailing the clients can choose from a selected assortment of daily varying fresh and healthy menus (to prepare or prepacked). These products are tested and prepared by the university of Vigo to create an ecological and healthy product assortment and offering meal solutions for the customers.

This fifth generation supermarket of Aquié directly was very succesfull with this new innovative concept. They are that succesfull that they opened their 2nd store already (in A Porriño, Galicia). The first supermarket could welcome over 1.250 visitors on a daily base and the turn-over is over 29% higher than the other stores of the Grupo Cuevas.

The supermarket concept of Aquié has been choosen as one of the most innovative new retail concepts in the world during the recent World Retail Awards in Barcelona.

Sustainability - should it be just about "green" products or should we focus on sustaining our generations?

By Kyle Howell - VIP Recruiter at NWA Green Expo
Most of the topics and discussions about Sustainability are always focused on products or services related to making products more sustainable. I have been working on planning for the 2010 NWA Green Expo and had a meeting today with a non-profit called Teen Action Support Center. This was an eye opening experience that led me to this discussion.

Sustainability is not just about the "greening" of products or our habits, but it also is about taken care of our generations to ensure they are aware and able to take care of the environment. There is always a human side to everything we do. Now, the NWA Green Expo will be partnering with the Teen Action Support Center to create an overall expo that addresses products/services for both the earth and human benefit.

I would like to know what your thoughts on this are and if you have already seen this type of partnership in action, let me know some tips on how to make it successful. Now, to advertise the expo. The expo is hosted by the Bentonville/Bella Vista Chamber of Commerce. It will take place on April 30th - May 1st, 2010, in Bentonville, AR. I am currently trying to sign up keynote speakers, so if you know any or are aware of companies that would be willing to sponsor such speakers, please contact me at

Latest trends and developments in retail: Retail Magazine of Jos de Vries The Retail Company

The Retail Courier is a periodical from Jos de Vries The Retail Company. In this Periodical we inform you about the latest trends and developments in the Retail area in The Netherlands and in other Countries. Herein we also discuss the most recent Projects from Jos de Vries The Retail Company and there are a number of interesting subjects like Instore-Communication, Lighting concepts, etc.

Spanish supermarket chain Condis focuses in green retailing by using electric delivery van

The Spanish supermarket chain Condis gives a new impuls to sustainabilty in retail. The last result is the introduction of the electric delivery van, delivering the internet orders at home. The initiative will be tested first in the region of Barcelona, but there are plans to adapt it also to the rest of the stores in Spain.

The new ecological delivery van reaches a maximum speed of 80 kilometer per hour and has a reach of 160 kilometer with an availability of 2 tons of weigth. The recharge point is located at the central office in Montcada I Reixach (province of Barcelona), where the chain also placed 200 sun panels and biodiesel tank for the current vans.

At this moment the Condis Group posesses 20 delivery vans in the metropolitan area of Barcelona to deliver the internet orders at home. The new delivery van, being the first food distributor in Spain, will not be added to the current number of delivery vans but will replace the traditional ones. The big advantage of this new delivery van is that there is no emission of CO2, next to the lower costs in maintenance there the motor is more easy to repair.

Condis supermarkets are located in Catalonia and in the centre of Madrid, with 193 owned supermarkets and 224 franchisers. In 2008 the Condis Group made a turn-over of 762 million euros.

Trends in retail marketing: marketing for singles

Retailtrends from all over the world. This item appears monthly in the German magazine for food professionals Rundschau für den Lebensmittelhandel and Jos de Vries The Retail Company is responsable for the articles where the latest trends on the different topics are presented.

The theme we would like to present this time is “single-marketing”. The increase of single families is every year higher and higher, this leads into increased interest in convenience. Below you can find some examples of how international food retailers adapt to this retail trend.

Trader Joe´s (United States)
Lifestyle-convenience for an honoust price is the successful motto of the American supermarket specialist Trader Joe´s. In the cities this supermarkets focuses on convenience, the assortment, the lay-out of the supermarket and the service-aspect. Employees wear hip hawaii-shirts and just as the decoration of the supermarket it gives the image of a relaxed life-style.

Albert Heijn To Go (The Netherlands)

The Dutch marketleader recently launched some new supermarkets concepts; Albert Heijn to Go and the new Albert Heijn to Go XS (Extra Small). With these formulas Albert Heijn has choosen for comfortable meal solutions in a premium-quality, fast and fresh. The smallest Albert Heijn to Go XS (located at the train station Rotterdam Alexander) has a big assortment focusing on the single / single-travelling consumers with the big assortment in sandwiches, paninis, drinks and fruit&vegetables in practical, small packages.

Louis Delhaize Brussels Airport (Belgium)
The new “Shop&Go”-formula of the Belgian retailer Louis Delhaize created an assortment that focuses on the demands of the passengers, visitors and employees of Brussels Airport Zaventem. (convenience, speed and assortment). Stewardess can buy new socks, passengers can buy dvd´s for on the road and if the refrigerator is empty you can find your fast and healthy food before to return home.

Ipercoop (Italië)
Ipercoop in Italy focuses on the wishes and demands of the single consumers. In Bologna this Italian supermarket chain offers a wide range of ready-made-pizza and pasta products. The assortment is supported by punctual focused lighthing, handwritten offers and a well-balanced fresh assortment.

Contact data:
Safariweg 6-11
3605 MA Maarssen
P.O. Box 1194
NL-3600 BD Maarssen
The NetherlandsTel. : +31(0)346 - 563764
Fax : +31(0)346 - 572722

Retail trends in food: Convenience stores, c-store concepts

Retailtrends from all over the world. This item appears monthly in the German magazine for food professionals Rundschau für den Lebensmittelhandel and Jos de Vries The Retail Company is responsable for the articles where the latest trends on the different topics are presented.

A big number of consumers is looking for saving time and convenience at the hour of shopping, preparing the meals and consuming the meals. Convenience is the key word. This articles therefor explains some of the latest trends in convenience store concepts in the European food sector.

Tesco (United Kingdom)
"Food to Go" is now not only symbol for prepacked meals if you ask today´s consumer. The British supermarket chain Tesco, famous for their convenience store concept, does not only offer prepacked meals and ready-to-eat sandwiches, but also prepares these fresh-made meals in the supermarkets. That the clients can see, smell and taste the freshness of the meals gave a good impulse in sales of the convenience articles.
IKI (Lithuania)
A topic what generates a lot of discussion in the food retail sector is the theme of self scanning in supermarkets. In Lithuania it is very common to self scan your products in the supermarkets. In the supermarkets of IKI (In English: Hello), one of the most important players in Lithuania with over 200 supermarkets, the clients can choose between self scanning or paying at the traditional check-out. The self-scanning they can do with the customer loyalty card or credit card. Here you can see that mayority of the consumers already use the option of the self-scanning service.
Holiday Classic (Russia)
"Ready to eat" with this concept clientes are being seduced by the Russian supermarket chain Holiday Classic. Fresh presented ingredients are being prepared instore. For the chain the change into convenience en fresh concept resulted in an increase of customers with over 30%.

Jumbo (The Netherlands)
Cheap, friendly personell, good assortment, fresh products, fash shopping and money-back warantee, these are some of the 7 warantees of the Dutch supermarket chain Jumbo. If not all the check-outs are occupied, the fourth client in waiting row can obtain the value of their shopping for free. All these warantees resulted into success, new stores are being developed and for the 5th year in a row the supermarket chain has been choosen “best supermarket chain of The Netherlands”.

Contact data:
Jos de Vries The Retail Company BV
Safariweg 6-11
3605 MA Maarssen
P.O. Box 1194
NL-3600 BD Maarssen
The Netherlands
Tel. : +31(0)346 - 563764
Fax : +31(0)346 - 572722

Click here to visit the homepage of Jos de Vries The Retail Company.

Retail trends in food: Senior marketing in supermarkets

Retailtrends from all over the world. This item appears monthly in the German magazine for food professionals Rundschau für den Lebensmittelhandel and Jos de Vries The Retail Company is responsable for the articles where the latest trends on the different topics are presented.

Older people have other needs and demands, less budget, here are opportunities for international retailers, the people get older and the number of older people also increases a lot.
Jos de Vries The Retail Company guides you through the world of retail marketing for seniors.
Nah&Frisch (Germany)
Wine, beer, water or juices, everything in the Nah&Frisch supermarket in Karlsruhe is also available in small formats. The chain Nah&Frisch adapts to the differing demands of the senior consumers. In Karlsruhe, with competition of for example the Aldi, the supermarket is very successful. The last year this supermarket obtained the award “ supermarket with most senior friendly service “.

Sainsbury´s (United Kingdom)
The British supermarket chain Sainsbury´s is very active in marketing for senior people. With pictures of smiling older people (and junior) the supermarket communicates that everybody is more than welcome. The image obtained with this publicity campaign is that there are no boundaries for the different generations and that for everybody the right articles are available.

Easy 24 (Norway)
The Norwegian supermarket Easy 24 created an own “best-age”concept. The convenience concept offers meals which are very suitable for senior peole, they are able to do the shopping with special shopping cars. Furthermore the supermarket organizes activities and projects for older people, for example cooking classes.

Coop (Italy)
The Italian supermarket chain Coop involves the senior clients directly with the supermarket concept. Entering the store they directly see a smiling senior with additional welcoming information text. Next to a special assortment, focusing on the senior clients, the clients can also buy there medicins, do their banking and book a trip. At Coop all the seniors can do all the shopping under one roof. Everything supported with good readable texts and signings in the supermarket.


Retailtrends in the world of food retail: sales of cosmetics in the supermarket

Retailtrends from all over the world. This item appears monthly in the German magazine for food professionals Rundschau für den Lebensmittelhandel and Jos de Vries The Retail Company is responsable for the articles where the latest trends on the different topics are presented.

The time we present the latest trends in sales of cosmetics in supermarkets. How do the cosmetics departments in supermarkets look like?
Mercator (Slovenia)
The biggest problem of big superficies in supermarkets are the atmosphere and orientation. Mercator focused a lot on these points realizing the new hypermarket concepts (realized by
Jos de Vries The Retail Company). Creating extra ambiance, focusing with spot lightning and a good lay-out, the food clients find their way to the non-food section. Next to the correct lightning concept, Mercator uses a lot of colours, smells and ecological construction materials to point out their cosmetics department.

Carrefour (Spain)
The French hypermarket chain developed hand in hand with Procter & Gamble a project to stimulate the sales of cosmetics in their hypermarkets. The project was leaded by
Jos de Vries The Retail Company and the main objective was to optimalize the men section inside the cosmetics department. Special shelving plans were developed to attract the men to the cosmetics department and increase the sales of the cosmetics (like for example shaving creme and perfume) of Procter & Gamble and the other manufacturers.

Kozmo (Croatia)
It is not necessary to have a big cosmetics department in the supermarket, but also smaller departments can work out well, as we see in the supermarkets of Kozmo in Croatia. With a restyling of the concept, a new 150m2 cosmetics department was created with a more modern design and a broader assortment. The results of this first new restyling-operation was the increase of sales in cosmetics with over 30%, in a short time of period.

Loblaw (Canada)
The sales are not only generated by food products but also by nonfood products as we see at Loblaw in Canada. Loblaw is the market leader in Canada, famous for the high standard of design, high quality and the big assortment of food and nonfood products. The cosmetic products play an important role, for the turnover but also the profitability, resulting in some stores into a cosmetics department of up to 10.000m2.

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