Jos de Vries The Retail Company - Retail Courier

RETAILCOURIER

www.josdevries.eu

13In this issue:

Retailing needs change

Are you ready for the

next generation?

Postbus 1194, 3600 BD Maarssen

The netherlands

Info!

2

Work in progressWhat we do

Household brandstore, Netherlands

Forlady Kitchencentrum, Spain

Globus, hypermarket Germany

De Block, the Netherlands

Sigma, Bakery Cyprus

In recent years, Jos de Vries The Retail Company has succeeded

in acquiring a leading position among Europe’s major concept

design bureaux. A major part of that success originates from our

market approach and our business vision. Our aim is to provide

our clients with practical, market-oriented solutions that give

them a clear advantage over their competitors. As a result, our

clients will be able to attract more consumers to their stores.

Satisfied consumers who buy more and come back more fre-

quently. In order to achieve this, we combine creative ideas and

designs with commercial vision.

In developing successful retail concepts, the store identity and

the store organisation concept are central in communications to

the consumer. The correct balance between the components of

layout, store design, store graphics, storefront and visual mer-

chandising is crucial.

To give a complete overview and to show what activities are

necessary when designing or redesigning a store formula,

instore concept or store location, a list of the activities involved

in the proper implementation of that process is given below

1. Strategy developmentThe basis of the store concept lies in market approach and mar-

ket strategy. What do I want to be for my con-sumers, and what

do I want to offer them? What is my added value by comparison

to all the other providers in the market? How can I constantly

stay one step ahead of the competition? How do I create consu-

mer loyalty? Not longwinded reports. Practical visions develo-

ped from practice. Knowledge of consumer behaviour. Acting as

a sparring partner for the client. Providing solutions. Setting out

the right basic principles.

2. Layout development

The store layout forms the basis of the store formula. The core

concepts are routing, orientation, focus points and product ran-

ge structure. No matter whether the store has one hundred or

ten thousand square metres of floor space, the store layout is

the foundation for further developments. And spatial vision plus

knowledge of the market form the input.

3. Store designColour, shape, material and space perception combined with

the lighting concept form the basis for the consumer’s emotio-

nal experience in the store. Architectonic principles combined

with commercial content bring the store alive. Proper visualisa-

tion in the design process using sketches, mood boards and

computer impressions provides insight into the store’s future

appearance.

4. StorefrontThe first impression of the store. The image it projects to the

outside world. Managing to find the right balance between

surroundings and concept. Transparency to the outside world.

Showing who you are. Also has to succeed in getting the consu-

mer to come inside. Recognisability, attractiveness and quality

are the core concepts here. Proper presentation at the design

stage is necessary to convince.

5. Store graphicsCommunicating with the customer in words and pictures Who

am I, what do I stand for? Building and reinforcing the brand.

Giving price signals and providing information. Only a concep-

tual structure for store graphics in the context of the overall

corporate identity will help to build the total concept. And that

calls for creative vision and development combined with cut-

ting-edge computer implementations.

6. Visual MerchandisingWhat matters is not just what you sell, but much more how you

sell it. Presenting in such a way that it really sells. Opting for a

concept-based approach means not just developing, but also

coaching and training. Implementing the best possible store

picture not just in the opening week but every week calls for

process-oriented thinking that makes the employee the success

factor. That is work for experienced specialists.

First generation Second generation Third generation Fourth generation Fifth generation

Neighbourhood store First supermarkets The branded store The total food supplier The future store

Strong social connection Rational connection Emotional connection

From product orientation to

customer orientation

Individual connection to customer (loyalty card).

Multi format concepts

Interaction between retail and consumer

Multiformat and multi-channel

Small scale store

Assortment in focus

First self service concepts

Price and assortment in focus

From store concept to store brand. Shift

between assortment and service and

price focus. Shift between

discount and fullservice concepts.

New value retailing. Price, assortment and service in

focus. Strong focus on meal solutions and out of home

concepts. Strong focus on new customer developments

Managing the last mile. Assortment in focus.

Price and service are basics. Strong focus on

Corporate Social Responsibility themes. Techni-

cal developments define the concepts.

Strong focus on dry gro-

cery products

Strong development of

manufactor and A-brands

Focus on private label and A-brands Segmentation of privat label. Strong competition be-

tween private label and A-brands

Private label is leading. Strong cooperation

between retailer and manufactor. Fresh is direct

connected to the farmer.

Are you ready for the next generation?

Without doubt, the current financial crisis will change

consumer behaviour and shopping patterns at unprecedented

rates. Retailers, who want to survive, will have to radically

rethink their position and strategy over the coming period.

Inevitably, the key-phrase in this process of change will be

‘how to stay connected with my customer.’ How, as a retailer, is

it possible in these difficult times to identify with customers

and serve their changing requirements effectively? Retailers

who wait for customers to come to them to share their new

ideas, will probably have missed the boat. Retailers therefore,

should be proactively seeking out customers and trying to

understand their changing needs.

So get out there and find out what they want, take it back to

your store tomorrow and, explain how much you care and

demonstrate your willingness to help.

That economic and social trends impact on retailing is, of

course, nothing new. The retail industry is influenced by social

change like no other. Developments taking place today define

the behaviour of the shopper tomorrow, the reason why the

retail sector is often run on a day-to-day basis. Successful

retailers however, know that day-to-day operations have to

take place within the framework of a long-term strategy. With

the consumer being bombarded with a constant flow of bad

news, formulating a long-term strategy is no easy task. To do

this effectively, it is necessary to understand the development

of the retail business and to look at it retrospectively. Current

developments in retailing can be defined as the transformation

from the third to fourth generation concepts. This change is

already underway, but the process is being stepped up by

current economic developments.

Retail generations

The traditional small-sized corner shop was the first generation

in retailing. These ‘Pappa and Mamma stores’ had a strong

social relationship with the customer.

This first retail generation was the first stage in the

disassociation of producer and consumer. Before that, producer

and retailer were one and the same: the baker sold his own

bread and the farmer sold his own vegetables at market.

Later, in the second retail generation, the first supermarkets

evolved. The direct social relationship between retailer and

consumer disappeared. Now price, product range and location

became the determining factors connecting customers with

the store.

In the eighties and nineties, third generation retail concepts

began to develop. Retail marketing was introduced; from store

concept to store brand. The store focused on its own customer-

base and, with the right communication and concept, a strong

store identity was created to differentiate itself from the

competition. Many retailers are still engaged in the process of

store-brand creation and market differentiation. A few retailers

are now entering the fourth retail generation: multi-format

concepts. This means that they are targeting individual

consumers using different formats, at different locations and a

different times of the week. Segmentation is the keyword in

this process of change. It goes without saying that retailers

entering the fifth retail generation - multi-format and multi-

channel - are few and far between.

In this fifth generation, the retailer

has almost total control, optimising management of the

complete flow of goods from producer to customer … and in

doing so, they are closing the circle: industry and retailer are

almost synonymous once again.

Having to change to stay the same

Retailing is about running the day-to-day operations, especially

in such turbulent times as today, but always based on a long-

term strategy. This long-term strategy is not as difficult as it

may seem. Just determine the stage of development your

company is at, compare this to overall developments in the

retail industry and connect up to these developments.

Join the fourth retail generation now and, when you’re ready

to take the leap, go for the fifth generation - multichannel and

multiformat - and take total control!

For information: [email protected]

Vision

3

In the short term current developments in the financial world

will naturally have a major impact on consumers shopping

behaviour. Reason enough for you as a retailer to consider how

you can respond quickly to this. After all, retailing calls for a

rapid response to developments.

However, it is not only these current, economic factors that

influence purchasing behaviour, and hence retail formulas.

Social factors such as an ageing population, changing family

size and new options in terms of leisure activities determine

consumer behaviour and therefore ultimately retail formulas.

Not only does the successful operation of retail formulas call

for keen observation of what is happening in society in the

short term, it is also essential to know how to develop a

strategy for the future based on long-term vision.

In order to arrive at a clear vision of the future, which takes

advantage of short and long-term developments, Jos de Vries

The Retail Company has used current and future trends to

develop a strong view of the retail formula of tomorrow and

beyond. This view of the future has been incorporated in the

presentation: ‘New-generation retailing.’

We are pleased to invite you to attend this presentation.

The presentation is given regularly at all our European

operations. Contact the operation in your country or our

international marketing department in Dortmund, Germany,

Claus Wester.

Five checkpoints for optimising your turnover and reducing

your costs in the short term.

Checkpoint 1: Connectivity

Is your concept still suitable for the changing consumer? Are

you still offering the product or service that the consumer

wants now?

Adapt to the changing consumer and show that you

understand your customer.

Checkpoint 2: Floor productivity

How efficient are your stores? Are all square metres equally

productive?

Check your store layout. This can often be used to generate

substantial profits without high levels of investment.

Checkpoint 3: In-store communication

What is the situation with your in-store communication

concept? Are you telling the right story about price and

identity? Does your communication still fit the current

economic situation?

A modified in-store communication concept can be achieved

without substantial investment.

Checkpoint 4: Investment in fixtures and fittings

It is currently important not to pay too much for a new store.

When did you last analyse your investment?

Arrange for your square-metre price to be checked by an

independent specialist. Set yourself the goal of a minimum

saving of 15 percent.

Checkpoint 5: Energy consumption

Refrigeration, air-conditioning and lighting devour energy.

Money that you save here goes straight to the bottom line.

Arrange for an energy report on your store right now.

Retailing needs change

4

Projects

For Mercator, we designed Ljubljana’s most beautiful

supermarket, with a floor space of 1,600 m². MERCATOR,

Slovenia’s largest trading firm, asked Jos de Vries The Retail

Company to transform the ‘aging’ supermarket concept at

Ljubliana’s Maxi department store into an exclusive food

shopping concept with a high percentage of delicatessen

products. In creating the concept, Mercator also wanted us to

take account of the historic architectural style of the department

store, as well as of its orientation toward the target groups:

parliamentarians, functionaries, tourists and residents of central

Ljubliana. The starting points for the project were: luxury, expert

service, high quality and customer-orientation. As the store is

often frequented by students, the concept also needed to

contain a convenience-food department of a high standard. As

the food level is a department within this department store, we

deviated from certain elements of the classic supermarket layout.

The entrance area needed to give customers a free-flow feeling.

As a result, linear check-out zones were largely avoided. Small

circular paths for the checking out were placed in the shop-in-

shop departments, Convenience Foods, Bio/Herbs, as well as Gifts.

In the fresh-foods area, however, the customer does receive the

impression of being in a classic supermarket. The fresh products

Food-Court Maxi MarktMERCATOR, Slovenia

department forms the heart of the supermarket. All the

departments are supported by means of communication

elements, in which graphic representations and 3-D visual

merchandising alternate, mounted on the rear walls. This

stimulates an intense high-quality freshness experience. The idea

is to give customers the feeling that they are receiving high-

quality products for their money. With the goal of providing

everything for one’s daily needs, the assortment of the rather

small Dried Products Department was given a luxury orientation.

In the Wine Department, the exclusive, high-quality wines and

Multimate‘An evolution, not a

revolution’

Shortly before 20 Big Boss DIY markets were converted to

Multimate DIY markets the concept update was finalised. Jos

the Vries The Retail Company also advised on the new energy-

saving lighting concept. With the new concept the products are

better illuminated, while power consumption has been reduced.

New concept

In early 2008 the Pyaterochka franchise chain’s new concept

store opened in Dimitrovgrad (Ulianovsk region, Russia).

Together with Jos de Vries the Retail Company, the chain’s

management developed a new philosophy and a new store

approach. Many changes have occurred in retail business in the

Ulianovsk region during the last two years. Now not only local

retail chains, but also national supermarket, hypermarket and

cash-and-carry stores have appeared here. Competition has

become stronger and Pyaterochka consequently decided to

change its concept in order to attract and retain customers.

Our proposals were based on an evolution of the existing

discount concept: a change from cold and laconic to more

friendly and fresh-products-oriented. In parallel with this

development the Chain Management had also adapted its

range approach and made study trips with Jos the Vries The

Retail Company to Croatia and Netherlands. The new store is

now divided into two ‘worlds’: an attractive fresh-food island at

the back of the store and dry groceries close to the check-outs.

This concept helps customers to focus on deli, semi-finished

products and ready-to-eat food; while they will find low prices

and good discounts in the dry grocery ‘world’. This new

concept enables Pyaterochka to be more competitive: retaining

low prices while offering quality food to its customers.

For information: [email protected]

A new Multimate store front was drawn for each former Big

Boss store.

For information: [email protected]

spirits are given maximum appeal through the use of walnut

shelves and dimmed lighting. The market’s reopening took place

in late August 2008. The Results have exceeded the market’s

expectations and goals, thus demonstrating that a good strategy,

together with a well-realised shopping concept yields successful

results.

For information: [email protected]

The Multimate DIY formula has been updated by Jos de Vries

the Retail Company.

Multimate is the number five DIY formula in Holland. The

markets are ‘smaller’ stores when compared with formulas such

as Praxis, Gamma, Karwei and Hornbach.

The colours and signage of the ‘old’ Multimate concept were

developed more than 10 years ago. However, the ‘old’

Multimate concept was already successful. For this reason the

update is intended as an evolution rather than a revolution.

in Ulianovsk

5

Projects

On behalf of Bloemenbureau Holland (Flower Board Holland),

Jos de Vries has collaborated in giving flowers and plants in

European supermarkets a more professional and suitable

presentation for the product.

Bloemenbureau Holland is a non-profit organisation designed,

through specialisation and cooperation, to improve the sales

potential of flowers and plants far beyond our borders, thereby

boosting trade.

The project, the optimal display, brings together all the

knowledge from the sector to inform, inspire and reach

solutions for a number of practical challenges on the shop floor.

The problem definition focuses on the following questions:

classification (differences in length, guidelines for colour,

maintenance, consumer purchasing criteria)?

highlight the incentive?

aspects inherent in the flower and plant category: water, shelf

life, knowledge on the shop floor?

The supermarket

DooveA store for well being

ZeemanA well-known name in

the European textile

industry for the past 40

years

With more than 1,000 shops in the Netherlands, Germany,

Belgium, Luxembourg and France, the textile discounter has

expanded into a trusted and successful chain over the past 40

years. The basic assumption in modernising the Zeeman

formula was to chart a safe course: rather than revolutionary

solutions, refine the formula in layout and visual identity as well

as merchandise mix. The sales tables that formed the trusted

image of the formula have been entirely revamped in the new

design. The new, contemporary and flexible design was created

in close cooperation with Hemi Winkelinrichting. Customers still

have that market feeling, which always characterised the

formula. Racks have also been added to the shop, which has

given Zeeman the opportunity to present an optimal

merchandise mix.

The various groups of merchandise are presented together

within the product groups. This provides ‘worlds’ where the

customer can easily examine the complete line. To emphasize

this, ‘hotspots’ have been made in the layout, where the

changing and more trendy merchandise are presented. The

‘Hotspots’are indicated on the walls, within the Zeeman

identity, with blue polycarbonate plate.

The major challenge for Jos de Vries The Retail Company was

the danger of not being able to upgrade the formula. Zeeman

is a successful discount formula, which is still the case in the first

pilot store in Alkmaar (The Netherlands), according to

customers. We wish Zeeman a safe voyage with the further roll-

out of the concept!

For information:

[email protected]

designed a juice bar and terrace on this floor, connected to a

health library and store; an informal location where customers

can talk to staff members while enjoying a healthy drink.

The second floor displays sleep-related products such as

healthy beds and bed components, pillows, kneeling chairs, etc.

The upper level exhibits mobility scooters, wheelchairs and

special bikes. To make this level more attractive and sportive,

customers can test the products on a test track complete with

obstacles. On the walls you can see mood photographs

projecting a bright outlook on life and life’s challenges. All the

floors are connected by a high ‘bamboo’ wall, which stands in

the middle of the open space. From here you have an overview

of all the product groups.

merchandising, branding, other means of communication,

lighting must be integrated.

To illustrate the results of the project and to encourage retailers

to consider flowers as a full-fledged category or for an impulse

purchase, Jos de Vries has designed a flower display to be

presented at the Horti Fair 2008.

The display satisfies three basic conditions:

communication and a modular display.

A private label, premium and biological classification is

legitimate.

plants are fresh products.

If, as a retailer, you’d like to boost your flower and plant sales, we

invite you to develop with us.

For information: [email protected]

Here people can order wheelchairs and other equipment

designed to help them cope with the physical problems that

they face. It may sound like a rather unhappy store but we

adopt a different view of customers in this category. Most of

them don’t attract pity at all. They have a very positive attitude

to life and we endeavour to build on that outlook by creating

an enjoyable environment. Most of the time the handicapped

customers are accompanied by family members or friends, so

why not encourage them also to purchase items for a healthy

lifestyle? We have therefore created a wellness department

store with healthy, enjoyable products on the ground floor, such

as spa baths, fitness equipment, saunas, relaxing massage chairs,

soap, towels, etc. To make a statement about this concept we

flower display

For information: [email protected]

6

Jos de Vries The Retail Company (the Netherlands)

Contact: Christiaan Rikkers

Safariweg 6-11, 3605 MA Maarssen

P.o box 1194, 3600 BD Maarssen

T +31 (0) 346563764 F +31 (0) 346572722

W www.josdevries.eu

Jos de Vries The Retail Company (Germany)

Contact: Jens Bork T +49(0)172 2488890

Jos de Vries The Retail Company (Spain)

Contact: Alexis Mavrommatis T +34 661640764

Jos de Vries The Retail Company (Russia)

Contact: Irina Bolotova T +7 9057182590

Retail Bouw Management

Contact: Peter Haagmans

Safariweg 6-11, 3605 MA Maarssen

P.o box 1466, 3600 BL Maarssen

T +31(0)346 552011 F +31(0)346 572722

W www.rbm-retail.com

Industry • Gastro • Food

Multi Format: Jos de Vries The Retail Company has through

years of experience in design of hypermarkets, supermarkets

and smaller convenience stores, a good informed vision of

multi-format developed.

In particular, the signing in a shopping mall is our expertise. But

not only the right branding and navigation is of great

importance also the routing, layout and sightlines are

important keys to success..

For suppliers is visibility and exposure within a formula the

challenge. We develop and design industry for the permanent

displays and appropriate solutions within each store concept.

From construction, apparel, health centres and showrooms to

furniture shops and pharmacies, a small selection from the wide

range of our projects in the non-food sector.

A sandwich on the move or just relax in a luxury lunchroom,

consumers are happy to seduce with good food. And the

company is not forgotten in the concept..

Even non-traditional retail environments are in our experience

package. Here we mean governments, banks and other service

institutions.

Food

Shopping malls

Industry

Non-Food

Gastro & Out of Home

Service retail

7

Shopping Malls • Nonfood

8

Why do we speak of the ‘worlds’ of Procalsa?

This was the best way to approach the project. For our

customers, the concept 'retail' was very new. Originally they

were manufacturers, its peculiar product had little to do with

the traditional formats and to speak of the ‘store’ Procalsa was

a bit too much. For them it was, simply, the 'warehouse'.

The internal change started when we began to re-organize and

to place the articles according to the category to which they

belonged, creating their own one ‘world’, a very innovative

result. The clients had to find in an easy and fast way everything

they were looking for: nuts, screws, pipes, heaters, insulating

Procalsa The architecture of a brand

Globus LudwigshafenFrom this point I would like to express my warmest

congratulations to Managing Director Hermann Hamann and

his team, as well as Team-leader for Beverages Steffen Sold, and

to thank them all for a fantastic team effort. I should now like to

give a short explanation of the title of my article.

Size: With its 2,200 m² of floor space, this market is at the

present time the only one in Europe boasting such a size. As

space was to become available next to the self-service

department store, Globus Ludwigshafen, the Globus

management decided to remove the beverages market from

the department store and build a new one together with the

adjacent tire centre and petrol station. The large petrol station

with a two-lane car wash is located in front of the beverage

centre. The tire centre is directly adjacent to the beverage

centre.

Clear concept: due to its excellent orientation system, made

possible through the use of large focus points above the

product groups, the market’s classic ‘man’s world’ environment

is also very popular with its female customers. The customer

resonance in the initial 3 months following the market’s

opening clearly reflected this. A large, clean-lined deposit return

station and cooling section for tap beer complete the market’s

service and increase long-term customer bonding.

Perfect realisation: As a result of years of partnership with Jos

de Vries The Retail Company, the realisation of the concept was

executed to a T. A large service island, promotion modules atop

the beverage shelves, and a high orientation pylon in the car

park give the concept transparency, orientation and a positive

shopping atmosphere, leading to a very positive reception of

the centre in the region.

For information: [email protected]

material… Everything organized inside their own space and

with a colour assigned, to communicate visually their location

inside the store. At that point more clarity appeared for the

customer and for Procalsa, creating a solid and coherent image.

The ‘store’ Procalsa was created. The ‘warehouse’ had

disappeared of its vocabulary and, simultaniously, of its

business. The architecture of a brand started therefore by

consolidating, inside the own business, the belief that Procalsa,

a big-scale manufacturer, began to have a retail vision, focusing

on their clients.

Now everybody speaks of the Procalsa ‘store!’

For information: [email protected]

Dynacoat, an AKZO NOBEL brand, provides

a range of quality automotive refinish

products. Dynacoat products are available

throughout Eastern and Western Europe,

and the brand is expanding into Africa and

the Middle East.

Originally limited to primers, clears and

other ancillary products, the Dynacoat

international paint brand now includes a

quality basecoat and a direct gloss topcoat

mixing system. The Dynacoat mixing

machine system offers thousands and

thousands of local and international solid,

metallic and pearl car colours.

Dynacoat has commissioned Jos the Vries

The Retail Company to develop a total, but

DynacoatNew Retail Concept

Launched in Poland

easy-to-use, merchandising concept to optimise the sales

system and help its dealers with a professional merchandising

system. The new concept has been created around the mixing

machine and strongly communicates the Dynacoat brand. The

objective is to present the entire Dynacoat range in a manner

that is user friendly and solution oriented.

The concept is modular and contains both presentation and

communication components and units.

In its smallest form, it consists of an efficient presentation shelf

and in its most comprehensive form, it consists of a complete

stand-alone store concept.

Jos de Vries The Retail Company and the Dynacoat team are

also jointly providing training and presentation sessions to

optimise the use and success of the concept.

The new concept has been launched in Poland with a first pilot

store. A second store will be opened in the Czech Republic next

month. A further roll-out in central Europe is envisaged.

For information: [email protected]

Projects

Chosen as Germany’s Best beverages dealer for 2008

Thema

9

To form a picture of how things will be in the future, it is first

necessary to take a good look at the past, and to ask a number

of different questions.

In the past fifty years, have supermarkets undergone an

essential change? We monitor such logistical and technological

developments as ordering systems, check-outs and ICT.

Naturally, going shopping is no longer the way it used to be: the

assortment is larger and self-service departments enable the

consumer to shop more quickly. However, the actual process of

selecting one’s purchases, placing them in a shopping trolley

and paying at the check-out has not essentially changed.

Demographic changes will lead to essential changes. In 2020

one out of three individuals will be of pensionable age.

As a result of continuing high energy prices, supermarkets will

obtain more and more products from the region where they

are located, rather than on a global basis. The supermarket’s

communication with the customer will become much more

important. The origin of products will also increase in

importance.

Demographic changes will lead to essential changes. In 2020

one out of three individuals will be of pensionable age. Most

households will be run by couples who are both earners, and

the customer of the future will devote less and less time to

running the household. Supermarkets will be the service

centres of the future.

The Jos de Vries concept for the future, ORACEL, takes account

of these developments. It demonstrates how today’s

supermarket will become tomorrow’s service centre for every

household need. Children’s daycare centres to pharmacies and

plumbing services, the supermarket of the future will offer all of

these and many other features. The concept also includes a

drive-in counter for picking up the items one has ordered.

Electronic developments, such as mobile scanning when

checking out, RFID technology for stock taking, as well as self-

service check-out zones will all be as normal as the air we

breathe in the shopping process of the future.

For information: www.josdevries.eu

Supermarket of the Future

Perspecitive Were World Design

Pharmacy

Entree Cafetaria Perspective Funds zone

Perspective Entree

Perspective Entree

Perspective Convenience zone

Shopping cart

Modern design, the use of new technologies and a well-

balanced assortment based on healthy groceries are united in

the formula Aqui é, the new concept of the Cuevas Group. Jos

the Vries The Retail Company has developed this new

generation supermarket concept, the concept can be best

described by the three key words speed, taste and health.

This innovative supermarket in Ourense (North-West of Spain)

has a ‘star’-department, where an interactive menu is offered,

with suggestions of healthy meals. The consumers can obtain

these menus in three different ways: completely prepared, on a

dish to prepare a certain amount or by ingredient. The other

important novelty is the ‘single row’, this is to evoid that the

customer gets the idea that the other row goes faster.

The new formula uses several progressive new technologies,

the cooling equipment with innovative design (designed by

Smeva), lightning with low consumption of electricity, a system

of electronical price tags generating the right price of the

product and bio-friendly packaging.

All this has been created to give the client maximum

transparency and guarantees, in a social and ecological way.

Aquí éThe reaction of the clients to the new concept is very positive,

while Jos the Vries The Retail Company and Grupo Cuevas

continue to convert more supermarkets into the Aqui é

concept.

For information: [email protected]

Develops supermarket of

the new generation in

Galicia (Spain)

10

The last three years in Spain have shown substantially increased

interest in the experience of strategy and communication for

retail concepts offered by Jos De Vries the Retail Company. This

experience is appreciated by major players in the Spanish retail

market, such as Caprabo, Carrefour, Coca Cola and Proctor &

Gamble as well as regional Spanish chains such as Plusfresc,

Lupa, Aquí and Coviran and non-food retailers such as

ForumSport, Venca and Forlday. These and other businesses

have seen their results increase above expectations after having

implemented strategic and communication projects adapted to

their needs by specialists at Jos de Vries the Retail Company.

The well-established name of Jos de Vries The Retail Company

in the Spanish market and the increased order portfolio over

the recent period have made it necessary to look for a larger

office in order to be able to satisfy this demand. The new office

has been found and was recently opened on the Rambla de

Catalunya in Barcelona, from where the team of specialists will

advise the Iberian retail market on further professionalisation.

International experience of Jos de Vries the Retail Company

From the start, Alexis Mavromattis has been responsible for

reputation and growth in the Spanish retail market, positioning

Jos de Vries The Retail Company over the years as the leading

consultant in retail concepts.

Alexis qualified at the University of Stirling in Scotland in the

field of ‘Positioning and image of international distribution

companies’ and completed the Master’s course in Retail

Management. This was in addition to his qualification in

Business Administration at the American College in Athens,

Greece. Since working for five years with the Carrefour group in

Greece, Alexis has been responsible for three years for the

growth of Jos de Vries The Retail Company in Spain. In addition,

he is director of the marketing department of the prestigious

MBA business school EADA in Barcelona.

Think global, act local

Cristina Carvajal Coll is the architect responsible for successful

development of the various retail concepts. The results can be

seen in the Caprabo supermarket, located in the L’Illa shopping

mall in Barcelona. She is also responsible for the development

of new presentation shelving for Coca Cola and Procter &

Gamble, which is increasingly being incorporated into Spanish

supermarkets. With her international vision and her years of

experience she is skilled at adapting every project to each

regional and national area of Southern Europe.

Jos de Vries The Retail Company in Europe

The team at Jos de Vries The Retail Company consists of

European specialists (languages spoken vary from Dutch to

Spanish and from Greek to Russian), as a result of which it

dominates the European retail market by means of thorough

analysis of stores, a strategic plan and the development of a

complete, unique retail concept, which provides a total solution

for the desired formula.

The strong increase in the order portfolio in Southern Europe

led to recruitment of the new international marketing specialist

Maurice van der Kooij. after successfully completing courses in

Small Business & Retail Management at Rotterdam University

and Marketing at Erasmus University, and working in a variety

of positions in the Laurus Group in the Netherlands and

Belgium, Maurice moved to Spain. Here he held a number of

marketing and sales management positions in consumer

products.With the addition of Maurice van der Kooij to the Jos

de Vries The Retail Company team, the company is in an even

better position to adapt its European know-how and

experience to the local needs of European customers.

You can reach us:

Jos de Vries The Retail Company B.V.

Office Spain

Rambla de Catalunya 121, 3, 2

08008 Barcelona, Spain

Phone: + 34 661 640 764

Email: [email protected]

Web: www.josdevries.eu

New office in Barcelona

Projects

Dr. Alexis Mavrommatis Christina Carvajal Maurice van der Kooij

Projects

11

Jamin has been a household name in the Netherlands for 125

years. Its famous macaroons, super smooth ice-creams and

assorted delicacies for Easter, Sinterklaas and Christmas have

made Jamin the number-one specialist in sweets and

confectionery. In 2008, Jamin had 145 franchises and eight

fully-owned stores.

At the beginning of October this year, two pilot stores

incorporating the new Jamin concept were opened in Zwolle

and Geleen. Jos de Vries The Retail Company devised this new

concept and RBM aided the construction and layout of the two

brand-new stores.

Minno Venema, operations manager at Jamin Winkelbedrijven,

explains the partnership:

‘With the advent of a new management at Jamin at the start of

the year, it was decided to breathe a new lease of life into the

company. Although Jamin enjoys widespread popularity, we

were keen to know exactly how customers view the brand

image and product range in 2008. What attracts customers to

Jamin?

The current store concept was put under a microscope. We

came to the conclusion that the stores were missing two key

elements: communication with the customer; and the focus on

Jamin’s history and tradition. We have a great deal of in-house

experience with store concepts, but we were looking for a

fresh look. We therefore approached a number of retail

strategy and design agencies to help crystallise our ideas.

Ultimately, we selected Jos de Vries The Retail Company. We

identified the most with their vision. No revolutionary change

in store image, but the expansion of our model store in Rijswijk

into a modern-day concept.

The fact that Jos de Vries The Retail Company is under the

same roof as Retail Bouw Management, was instrumental in

our choice. Cooperation between all parties involved was

extremely favourable. We are quickly able to translate design

into implementation. Not only does it lead to savings in time,

but we are well within budget.

We have high hopes for the future and we have ambitious

plans. It goes without saying that the new store concept will

lead to higher turnovers per store. If we attain these results, our

aim is to expand to over 300 stores throughout the

Netherlands.’

For information: [email protected]

JaminWhetting Dutch appetites again