Macinform september 2014
EDITION SEPTEMBER 2014
NEW CEO KURT STAELENS:
Dolcis and Libelle open pop-up store
Nea International bv wins prestigious
3D foot scan by Brantano Belux creates
the perfect match
Macintosh Wholesale Brands very
Kwantum focusses even more on
Scapino and Aktiesport strengthen
As of 1 August this year, Kurt Staelens (45) will lead
Macintosh Retail Group into the future as CEO. He
will further shape and implement the business
strategy that was presented in April. His strong
affinity with retail, online and change management
will certainly help achieve our goals.
For Kurt Staelens, the customer has always been
the central focus. “The days when you, the retailer,
could determine what the consumer took home and
when are far behind us. Now it’s the consumer who
holds the reins, and what really matters is that the
store formula, both online and offline, matches his
or her wishes seamlessly. What’s more, it’s all about
market positioning and continuously conveying
this with an added “wow” experience for the customer in every sales channel. If you can achieve this
and offer a good standard of service, supported by
excellent systems, and you consider the customers’
individual preferences, you’re able to create a crosschannel proposition that the customer simply can’t
resist”, says the new CEO.
Continued on page 2
Kurt Staelens envisages strong growth of the cross-channel
activities in general and at Macintosh in particular. “Consumers are increasingly choosing retailers that offer a combination
of offline and online stores with a perfect interaction between
the two. Now more than ever, for example, a consumer wants
to have a product that was purchased online as soon as possible. Ordering new shoes in the afternoon and having them
delivered in time for the party that same evening. Businesses
that can meet these and similar needs will remain at the top of
the consumer’s list. We’ll be monitoring all developments very
closely and will take full advantage of our opportunities.”
consumer. “In the relatively short time I have worked there,
I can clearly see that Macintosh has these brands. Of course we
still need to polish certain aspects of the operation and make
clever investments in formulas, marketing and underlying
technologies, but the new financial package enables us to
attain these goals. I also have the utmost confidence that we
can further strengthen and expand on the foundation already
laid by my predecessor, Frank De Moor. I would like to appeal
to all colleagues at Macintosh to work with me and my fellow
board members in contributing to these efforts. Offering the
best possible service to the customer, always and everywhere.
This is something we must continuously uphold together.”
One condition, according to Staelens, is that a retailer possesses strong store brands that are “top of mind” with the
DEPARTURE OF FRANK DE MOOR
Frank De Moor, who for the last 20 years has played an active
role in various positions within our company, of which the last 12
years as CEO of Macintosh Retail Group NV, left the company
on 1 August 2014. During the transformation process of Macintosh, which was initiated under his leadership approximately 10
years ago, many strategic decisions were made. Of the 6 sectors
in which the company then operated, the focus was shifted
towards Fashion and Living. We now hold market-leading positions within this sector in both the Benelux and the UK. Frank
had a clear vision early on regarding the future of non-food retail
and Macintosh was one of the pioneering non-food retailers to
clearly choose the route of cross-channel sales.
A retailer in heart and soul, Frank has always put the customer first. Through his ambition and expertise, but most
certainly through his involvement and attention to people,
he has always been held in high regard within our company. On behalf of all colleagues, the Managing Board
would like to express its sincere gratitude and respect for
everything Frank De Moor has meant for Macintosh.
WORD OF THANKS
“I am unfortunately unable to thank everyone in person
with whom I have worked over the years. For this reason
I would like to express my gratitude via Macinform for
the many wonderful years I experienced at Macintosh. Together we
accomplished many goals and
built up the new Macintosh crosschannel proposition. Strong store
formulas with exciting and
appealing product ranges and
(online) stores are at the heart of
these achievements. I am
confident that many more
wonderful years lie ahead
for Macintosh and I
wish everyone all the
success in these
Frank De Moor
Kurt Staelens (CEO)
Eric Coorens (COO)
Theo Strijbos (CFO)
DOLCIS AND LIBELLE
OPEN POP-UP STORE
TOGETHER IN A TEMPORARY STORE
The successful partnership between
Dolcis and Libelle, the largest women’s magazine in the Netherlands,
has taken flight, reaching inspirational levels in Haarlem. With the
opening of a pop-up store in a
vacated building, Dolcis can gain an
even stronger foothold in this vibrant
city. In no time, the premises are
being transformed into the Libelle
Beach Café where, in close collaboration with Dolcis and others, every
day promises a new experience for
visitors for a whole month starting
from 17 September.
Because of the diverse range of
brands and activities, the pop-up
store in Haarlem guarantees an
entirely new shopping experience.
You can shop to your heart’s content, tasty snacks will be served and
you can follow interesting workshops and presentations. There are
even special shows at set times.
Every day is different; every day is
“party day” at Libelle Beach Café.
The cooperation between such
diverse and leading retailers such as
Dolcis, La Ligna, The Bodyshop,
Lucardi, De Zuivelmakers and
Intel, make this pop-up store truly
unique. The retailers have even
developed special products that are
exclusively available at Libelle
In the Libelle Beach Café, you can
find tablets that show step-by-step
styling videos. And there are
given in the store
instance, is holding a “pimp your
boot belt” workshop, where you
can customise your boot belt to
your own taste. There are also
workshops on making jewellery,
cooking with leftovers, pimping
shoes or making leather bags.
You can enjoy a variety of fashion
shows to gain inspiration for the
new fashion season, and a selection
from the Dolcis collection will be
presented in a unique style with the
latest animal-print trend.
Dolcis will be updating this collection regularly and there are exclusive Libelle Beach Café offers every
Libelle Beach Café isn’t just a store.
It’s an experience. Every day is different; ambiance and inspiration
are never far away. From 17 September, Libelle will be focussing
entirely on the Libelle Beach Café
and will invite everyone to
come and have a look in
the store where there’s a
party every day.
Libelle Beach Café is
located at Zijlstraat 76 in Haarlem
and is open from 17 September until
For more information and the
programme, please visit
INTEGRATING THE CASH REGISTER, E-COMMERCE AND LOGISTICS
BRANTANO BELUX FINE-TUNED
The shopping behaviour of the consumer
has changed significantly in recent years.
Customers are switching faster and more
often between the various sales channels.
It has become extremely important therefore to ensure every sales channel provides
the same information, such as price,
availability, stock level and product
details. With the introduction of a new POS system, Brantano
Belux has taken the first step towards full integration of all
channels and systems.
The new POS system creates a complete technological integration of Brantano’s checkout and e-commerce activities. Its
simple and user-friendly operation via touchscreen allows the
cashier to arrange everything right there and then, from the
invoice to viewing the available stock for each store or warehouse. Because the POS system keeps real-time track of the
stock levels, it is now easy to find and reserve articles, avoiding
any disappointment for the consumer. Items that are no longer
in stock in that particular store, but can be found in another
store or warehouse, can simply be ordered. As soon as the
customer receives the order, the system provides a confirmation. This way, Brantano always stays in control of the sales
process and stock levels. Certain seasonal peaks are also
anticipated, for example the ‘back-to-school’ period at
the beginning of each school year.
The next step is streamlining the system even further
and aligning the logistical efforts of Brantano with the
system in order to adequately assist the customer with
identical information and service in all areas.
what a shoe
DOLCIS PSB CONTEST A GREAT SUCCESS!
TEAMS IN BATTLE
Every competition creates new challenges. This also happens at Dolcis. Enthusiastic Dolcis teams
went into battle with one another to find out which team would come out on top. The competition
was aimed at selling as many PSB Shoe Insoles by NEA International as possible within two
weeks. The Dolcis teams were divided into four regional areas, and every two days two teams
would take each other on in a sales battle.
E-mails, social media and mobile devices were deployed to give the contestants added encouragement.. Every two days, half of the Dolcis teams were knocked out, leaving the winners to
‘battle on’ for two more days in the next round. Eventually, each regional area had one winner. After a sensational final, which went down to the wire, the team of Dolcis Sittard won
the first round and was rewarded for its outstanding achievement.
To give everyone the opportunity at a rematch, a second battle was
organised. This was even more exciting than the first. As with the first
contest, there were four regional winners. The team from Amstelveen
reached the final for the second time. In the end it was the team of
Dolcis Helmond who took away first prize.
Hans Cleef, Operations Manager at Dolcis, and Jörgen van
Beem, Account Manager at NEA International, presented the
prizes to the happy winners. Conclusion by the Dolcis
employees: the most exciting and fun store contest in years!
Jörgen van Beem (left) with the winners.
STORE MANAGERS PRO GO HEAD TO HEAD
PRESENTATION OF SPORTS COLLECTION AT NIKE CAMPUS
Late June marked the semi-annual presentation of the PRO autumn/winter collection for all store
managers. The dual purpose of the day was to promote the upcoming PRO collection and to get
to know each other better. To make the event even more appealing, the organisers chose an active
day at the Nike Campus in Hilversum. As well as being the Nike European headquarters, the
campus houses several fitness rooms, sports fields and sports halls. It’s the ideal venue for interesting presentations and athletic endeavours. After focussing all attention on the new collections,
teams were formed and the store managers went head to head in
tennis, football and basketball matches.
PRO: in the winning mood for the new season...
PRO, it’s all i
EXCLUSIVE COLLABORATION WITH MENSWEAR DESIGNER:
INVITO LAUNCHES TRENDY
MEN’S SNEAKERS BY ALLAN VOS
One of the most talked about menswear designers, Allan
Vos, has designed exclusive trendy men’s sneakers in a
black and white pattern especially for Invito. Sneakers
that embrace the ‘clean look’ of
These trendy men’s sneakers
were launched on 7 July during the prestigious Amsterdam
Fashion Week. Because all
models wore sneakers designed
by Allan Vos during this
fashion spectacle, the exclusive Invito collection was
generously given centre stage. The mid-top sneakers are
fashioned from high-quality leather, have a leather lining and stitched quilted sides. The quintessentially Allan
Vos red inner soles and the Allan Vos branding on the
tongue give the shoe a cool finishing touch.
Allan Vos is thrilled that Invito gave him the opportunity and a stage as a young designer to reach an even
wider audience. Allan Vos: “Working closely together,
we came up with a design of which I’m immensely
proud. My new collection is inspired by various sports
and for this reason I wanted to create a distinct mix
between trainers and sneakers. I made sure the shoes are
stylish, but also comfortable to wear. As well as looking
good, you want to
feel good in them too.
7/16/14 10:33 AM
The Allan Vos trendy men’s sneakers are
exclusively available at Invito.
INVITO SUPPORTS YOUNG TALENT
WINNING DESIGNS OF
SHOE DESIGN CHALLENGE
NOW IN STORES
The winners of the first edition of the Shoe Design Challenge
powered by Invito, Monique Schraven and
Malou Fool, are seeing their dreams
become reality. Their designs are now
available at all Invito stores and the online
store. The winners followed an intensive
learning programme to learn more about
every stage of the production process.
The result is a fashionable women’s and
men’s shoe that uses a special attachment to transform it from casual to
chic in no time at all.
The winning women’s model
was designed by Monique Schraven, a 4th-year student
at Maastricht Academy of Fine Arts & Design. With
her winning model, Monique is looking to inspire every
woman to dress more feminine. “To me it’s important
that a woman really feels like a woman and that she
dares to show off her feminine elegance. That being
said, I also find it important that high heels should
remain comfortable throughout the day”, says Monique.
The shoe is inspired by the classic pump, but then with
an extra component to give it a modern twist. This
allows you to change the shoe from a stylish ankle boot
during the day to an elegant pump in the evening. It’s a
perfect match of stylishly bold and elegant with a touch
The winning men’s model by
The winning women’s model by
Malou Fool from Voorburg is the designer of the
winning men’s model. The men’s shoe is especially
appealing because of its distinct contemporary look. “In my
designs I’m always striving for modernism with a slight ‘touch
of the past’ worked in. My clothing needs to be wearable for
the type of man who knows what he wants to express and what
he should wear to achieve this.” Because this man wants to
dress smartly for every occasion, the choice was made to give
the shoe an attachment. This allows you to change the shoe in
an instant from a cool lace-up shoe with buttons to a
classy gent’s shoe with buckles.
Shoe Design Challenge
The Shoe Design Challenge is an initiative of Invito,
Fashionclash and Museum aan het Vrijthof to encourage
the development of new (fashion) talent.
SALE OF SCAPINO BELGIUM
Macintosh Retail Group has reached an agreement with DFM
Participaties BV regarding the sale of the SC Retail NV company, which operates 24 Scapino stores in Belgium and employs
168 people. The transfer will take effect as of 3 November 2014.
The employees in the stores will be entitled to the same employment conditions as before. Any further information pertaining to
the sales conditions will not be provided, as agreed with the buyer.
Transaction results and operating results of SC Retail NV will,
when taking the provision over the first six months of 2014 into
account, have a modest effect on the financial results of Macintosh. The cash-out involved with the sale amounts to approximately €2 million. More detailed information will be published
together with the quarterly figures on 29 October 2014.
Kurt Staelens, CEO Macintosh Retail Group, had the
following to say: “In our Strategy Paper ‘Rebalancing for
profitable growth’, we concluded that a number of stores,
including the Scapino stores in Belgium, are no longer
compatible with the aspirations of Macintosh. The market position of Scapino Belgium is too small to be successful as a discounter. What’s more, it is virtually impossible to support the Belgian operational activities from
within the profitable Scapino Netherlands, which will
continue to be part of the Macintosh Retail Group.”
SHOE MAGAZINE BRANTANO BELUX
tijdloos en helemaal terug!
Kickers • € 79,95
• € 89,95
• € 89,95
In the wake of its enormous success, Brantano Belux has
launched the 5th edition of the inspirational shoe magazine
‘SHOEMAG Autumn/Winter 2014-2015’. A 52-page magazine filled to the brim with fashion trends, styling tips, fashion
photos and, of course, a wonderful selection from the Brantano
women’s, men’s and children’s collection.
What’s new, what’s hot?
The latest brands, Brantano’s private label brands,
as well as leading international brands are all
showcased in the magazine. The SHOEMAG
is distributed via the Brantano stores and is
included with every online order at the start
of the season.
At the beginning of the autumn/winter
season, leading stylists, journalists
and bloggers also receive the magazine and can request ambient
shots, packshots and information from Brantano to use in
their articles about trends
and topics or for fashion
what a shoe can do
P.I.U.R.E. • € 84,95
• € 139,95
• € 109,95
Madden Girl •
• € 59,95
Naar verluidt vond de laarzenmaker van Queen Victoria ze rond 1850 uit als
paardrijlaars. Vandaag zijn de Chelsea of Dealer boots helemaal terug! Met de
klassieke elastiek. Of zoals bij Clarks met een daarop geïnspireerde lederband met
gesp. P.I.U.R.E zoekt het hogerop met een paar centimeters extra: een geslaagde
stijloefening. Voor de mannen geven rode en blauwe kleuraccenten extra pit
aan deze tijdloze klassieker.
Een nieuwe en heel opvallende trend: ritsdetails die in het oog springen.
Opzij, achteraan of nog ergens anders? Door hun asymmetrische en
eigenzinnige plaatsing geven ritsen een schoen een heel apart uitzicht.
Echte blikvangers! Ook in accessoires zien we deze trend.
Gouden rits als
P.I.U.R.E. • € 124,95
Bulaggi • € 59,95
• € 94,95
P.I.U.R.E. • € 39,95
P.I.U.R.E. • € 159,95
P.I.U.R.E. • € 129,95
Wonders • € 134,95
Wonders • € 184,95
E LOPEN …
EEN BLAUWTJ OIT ZO LEUK
Shoo Pom • € 71,95
P.I.U.R.E. • € 64,95
BRANTANO VOOR DE
KIDS: SHOO POM BY
Hush Puppies • € 99,95
(enkel verkrijgbaar in de webshop)
Kickers • € 104,95
FIRELLE FASHION DAYS
EVERY SEASON THERE’S SOMETHING FOR EVERYONE
It’s widely known in Belgium that Firelle likes to do a little something extra for its customers each
year. This year is no different with the Firelle Fashion Days: special customer days dedicated to
Three in a row
Firelle started off in February with the theme ‘Communion’. Customers who spent a certain
amount received tickets for their communion as a gift from Firelle. In each Firelle store there
was also a professional photographer, who took memorable photos of every boy and girl in
communion outfit. The other children weren’t forgotten, of course, and were entertained by a
balloon artist who ‘magically transformed’ balloons into the most wonderful creations.
The ‘Communion ‘Firelle Fashion Days turned out to be a huge success and spawned the
creation of new themes in spring and summer. For instance, during the Firelle ‘Spring’
Fashion Days, customers were treated to fantastic discounts and a cheerful bunch of tulips.
As well as enjoying a free refreshing ice-cream during the ‘Summer’ Fashion Days, customers were issued with free summer bath towels, courtesy of Firelle.
Firelle has an eye for its customers and a ‘passion for shoes & fashion’.
Macintosh Retail Group is very aware of its social responsibilities. As such, it is committed not only to adhering to the applicable laws, but also to making every effort to
respect the social standards and values with the ultimate goal: responsible products
The policy pertaining to sustainable business of Macintosh Retail Group and the
key developments in 2013 are set out in a report, which you can download at:
BIGGEST EVER TV CAMPAIGN
SKECHERS GO WALK
AT BRANTANO UK
With the launch of the Go-Walk 2 range from Skechers – it was
the perfect opportunity at Brantano to make sure that all Brantano’s customers know that Brantano is the destination for the
most comfortable range of leisure-wear Skechers! To create as
much impact as possible we coincided a full store and online
Skechers takeover with Skecher’s biggest ever TV campaign.
Their TV advertising was seen across all the main UK terrestrial channels and a full range of Sky TV channels. Over 25
Million people were due to see their adverts. As one of the
main stockists for Skechers in the UK market – Brantano were
poised to make the most of this significant TV investment.
And Brantano did! Total Skechers sales were up across all
departments and all the main
POS sites in store were taken
over by Skechers and the key
display tables were fully stocked
with Skechers product. Website
banners, a dedicated e-mail and
all of our social media channels
were taken over by Skechers. A
store staff incentive gave everyone the extra focus to make sure
conversion was maximised.
“Skechers provides a great range
of products for our family customer, and Brantano provides a great environment to try and
shop the Skechers range. It’s a great partnership that we plan
to continue into 2015” Simon Cook
Commercial Director Brantano.
PUSH BRACES PACKAGING LINE RECEIVES
THE RED DOT AWARD 2014 FOR PACKAGING DESIGN
NEA INTERNATIONAL BV
WINS LEADING DESIGN
The Red Dot Award is widely recognised as being one of the most
prestigious design contests in the world. Products that carry the Red Dot
quality label can be assured of receiving abundant media and consumer
attention. Nea International bv entered this year’s competition with the
Push Braces packaging line and convinced the jury - consisting of 24 experts
- of the high-quality design. Over 7,000 entries from no fewer than 49 countries took part in this competition. The jury looked at aspects such as
originality, quality, craftsmanship and overall experience in determining the award winners. The Push Braces packaging line of Nea
International bv comfortably met all the set criteria and was the
deserved winner of the Red Dot Design Award.
According to branding expert and jury member Thebe Ikalafeng
from South Africa, exceptional design solutions are often found in
the details. “It’s not always about great identity and packaging
design – but sometimes it’s in the message or the structure. That’s
what I look for in design – simplicity, clarity, insight and effectiveness.”
3D FOOT SCAN OFFERS MORE SECURITY
Kids often choose the shoes they like the most, whether they fit or not. Furthermore, the touch sensors in children’s feet are generally still insufficiently
developed and they therefore often choose shoes that are ill-fitting or too
small. The shoes sizes can also differ from brand to brand. It’s very
important to choose shoes with a good fit for children’s feet that are
still growing, so the growth isn’t held back and you don’t need to
buy new shoes every time because of the poor fit. The unique
3D scan technology of Brantano allows you to put all these
shoe issues behind you. Above all, Brantano records all
the information on a handy card, so you can always be
sure of the perfect fit, even when shopping online.
A request was made through radio and TV commercials
to have children’s feet scanned and registered at Brantano. The kids who visited the store to have their feet measured
were treated to a nice gift as a
reward. The campaign will be reintroduced during the ‘Back-to-School’
Thanks to the 3D Foot Scan at Brantano
Belux, kids always wear the right sized shoes.
During a foot scan, the child places both feet,
wearing socks, on the 3D Foot Scanner. The
scanner carefully measures the length and
width of each foot, the height of the instep and the
difference between the left and right foot. What’s
more, a growth prognosis for the months to come is
given and the customer receives advice on the best
shoe size. This gives the customer an accurate indication of how long a certain shoe can be worn and where it
will be too tight in the future. All data is registered on the Brantano card, which
then serves as a reference for future purchases. Scanning the kids’ feet takes just
a few minutes and is 100% safe. The scanner uses a type of light that presents
absolutely no danger to children or pregnant women.
It’s recommended to have the feet scanned at Brantano every three months for
children who are still growing.
Choose & Match
Brantano has scanned the entire children’s shoe collection beforehand to make
sure the inner fit of every pair of shoes is recorded. Then the foot scan of the
child is compared to the selected models to determine and choose the perfect
shoe size for that particular model. This way kids can choose their favourite
shoes while the parents are always sure they fit perfectly. Brantano also gives
the parents an indication of how long their child can wear the shoes. Always
good to know!
ALL THE BENEFITS OF BRANTANO’S
3D FOOT SCAN AT A GLANCE:
3 All information is on the Brantano card.
3 Easy online shopping, always the right size.
3 Precise foot size and shoe size
3 Reliable prognosis of foot
Thanks to the information being recorded on the Brantano
card, buying shoes online at Brantano has never been easier!
The online store provides a list of all shoes that match the
feet of the child... and the recommended size.
The 3D Foot Scan is an additional service by Brantano and
can be done in every Brantano store.
PROMINENTLY IN THE PICTURE
MACINTOSH WHOLESALE BRANDS
VERY POPULAR INTERNATIONALLY
Macintosh Wholesale Brands (MW Brands) brings the exciting
fashion brands of Steve Madden, Marc Fisher and No Stress
within reach for millions of people in Europe. Directly through
stores and websites and indirectly via retail partners. MW
Brands is at the heart of the European fashion world and builds
fashion brands and creates customer demand through effective
pan-European marketing and distribution.
For each individual brand, MW Brands creates a bespoke handson strategy to reach its goals. With a team of experienced and
dedicated professionals, MW Brands makes sure all efforts are
fine-tuned regarding the sales, customer relations, finance, and
online and offline marketing.
In the picture
There is a strong growth in the number of international contacts and interested parties, but also within the Netherlands
and Belgium MW Brands is growing steadily.
All the more reason for MW Brands to put
itself prominently in the picture,
both offline and online.
With the recent launch of the
website www.mwbrands.eu, the
fashion brands are available for
every European retailer to see in
a single click. MW Brands was
also a prominent participant this
summer at leading trade fairs in
Düsseldorf, Paris, Berlin and
During the world-famous fashion event Who’s Next in Porte de
Versailles in Paris, MW Brands
proudly presented its latest alluring exhibition stand, naturally
styled according to the latest
fashion trends . It turned out to
be a real eye-catcher at the event,
which welcomed almost 60,000
Macintosh Wholesale Brands
in the heart of European
‘NAME THE MONKEY - COMPETITION
AT GORDON SCOTT!
In their local towns the Gordon Scott stores are not only a destination for great
service, excellent fitting and fabulous shoes, Gordon Scott is also famous for the
swinging monkeys that occupy pride of place in Gordon Scott’s windows. It is
somewhat of a mystery as to why Gordon Scott stores have such a long running
association with monkeys – but there is no doubt that they occupy a special place in
people’s hearts. From Alfie the Ape to Charlie the Chimp - the monkeys have
appeared on local news and even been invited as special guests to a wedding!
FOUNDING OF HOMEFASHION GROUP
Despite the challenging economic climate, Kwantum recorded an
increase in customer satisfaction and market share in 2013. The retail
chain isn’t just popular with the consumer; other stakeholders are also
interested in working with Kwantum.
To offer the customer - who is becoming increasingly versatile as well
as demanding - the best possible service on all fronts and in every channel, Kwantum recently decided to concentrate its expertise in four different organisations, all specialists in their field. As of July this year,
Kwantum, together with Woon & Co, DecoWize and Benesto, is part
of the Homefashion Group. Within the group, Kwantum will continue
to expand its business formula, Woon & Co will focus on establishing
new markets and target groups, and DecoWize will be responsible for
extending the online reach by developing various e-commerce
platforms. Kwantum, Woon & Co and
DecoWize can always rely on Benesto to
take care of additional support and a
whole range of practical services.
The flexible central ‘backbone’
of Homefashion Group provides a structure on which
Kwantum, as the most important formula, can grow further
in order to maintain its services
to the customers, as well as to
explore and establish new formulas and opportunities. After all,
everything revolves around
the customer, also in
Benesto serves the customer
The customer comes first, so Homefashion Group not only offers
products, but also all kinds of services to make it even easier for the
customer to get the product home, hang it up, upholster it, use it,
and so on. In order to give shape to and further extend these extra
services, Benesto was established last year. Benesto focusses on all
those large and small extras in order to offer the customer even better service. Benesto is now responsible for measuring carpeting and
drapery, as well as laying carpet and laminate flooring. To achieve
the best results, Benesto works together with self-employed professional carpet layers and upholsterers throughout the Netherlands
With the help of Kwantum’s Woonwens, both the planning and the
actual work is agreed upon in the store directly with Benesto. Upon
completion of work, a detailed check-list is completed together with
In addition, customers are kept informed by e-mail or text regarding the progress of the order and finally they receive a delivery
report by e-mail. This has proven to be an efficient process that
benefits the customers.
By offering this additional service, Homefashion Group distinguishes itself even more and Benesto can lay a solid foundation to
expand further on new and convenient services. Just imagine such
services like hanging up curtains, blinds or lighting, or perhaps
assembling cupboards and furniture, hanging wallpaper or - to
complete the picture for the customer - offering sound interior
design advice on location...
Knowing the warmth and affection that the public hold for these monkeys - it was with
trepidation that Gordon Scott took the decision to upgrade these swinging sensations
in the stores. The key was making customers feel part of the process and tying it in with
the back to school period - when there is the heaviest footfall of children.
Across all 3 stores Gordon Scott ran a ‘name the monkey’- competition and
promoted it within the local press. This attracted the local media and
even the local mayor. As reward for voting on the name – customers
had the chance to win a trip to their local zoo to see some real monkeys! Across the competition weekend footfall increased and Gordon
Scott booked extra visits for school shoe fitting. The retired monkeys
were donated to local museums, so still part of the community. Not only
did this give customers a timely reminder to shop with Gordon Scott for
their Back to School shoes – there are now 3 happy monkeys successfully
installed in Gordon Scott’s windows!
The retired monkey (left) and the new monkey (rright).
LAUNCH OF NEW CAMPAIGN
FOCUSSES EVEN MORE ON CORE VALUES
Kwantum makes contemporary living and new trends accessible to everyone by offering a fashionable and contemporary collection of furniture and home decoration
products for the lowest possible price. This has been the
formula since the company’s foundation years ago. Kwantum is also widely accessible through its up-to-date website
and more than 100 stores in the Netherlands and Belgium.
memorable message: Kwantum: Daar woon je beter van!
(You’ll be better off with it!)
A key feature of the campaign is 1 super deal at a time.
By choosing the product smartly, they communicate the
relevant trends, lowest price and the contemporary collection. Three very good reasons to consider Kwantum
when buying your next home accessory.
From the end of September, Kwantum will be launching its new nationwide campaign with the distinctly
Interested? Visit Kwantum.nl and subscribe to the newsletter. Then you’ll be the first to know.
SPECIAL FOOTBALL WORLD CUP PROMOTIONS
INTREZA FACEBOOK PROMOTION
A HUGE SUCCESS
Free shoes! Who wouldn’t want that? That’s precisely
what a whole load of Facebookies thought too. During the
World Cup, Facebook fans of Intreza got all excited
about the latest promotion: ‘Will the Dutch team score?
Then you’ll score too!’
The fans were given the opportunity to win a free pair of
shoes by finding their favourite pair on intreza.nl and
placing the link on Facebook. Whenever
the Dutch team won, the fans had a chance
of winning free shoes. The football results
made every match even more exciting. One
participant posted on Facebook: ‘One more
night to go!’ and ‘Wow, 5 goals!!! I so want to know
who the winners are!’ The campaign was promoted on
Facebook, Twitter and in the newsletters. As the World
Cup progressed, the promotion became more and
more popular, with the absolute highlight being a
traffic increase from Facebook to Intreza of
almost 450% and over 2000 contestants!
A stroke of genius...
LAUNCH OF INVITO BLOGGERS PLATFORM
Bloggers & Followers
Meanwhile, almost a hundred influential fashion
bloggers have now joined our bloggers’ platform.
This season they’ve been able to show how to
combine shoes from the Invito collection with different outfits; they came to our VIP evening with
their followers and competed in ‘blogger battles’
to find the best outfit to go with Invito shoes.
The bloggers have ensured that more and more
people are getting to know Invito. They react to
the posts by priding their own views on Invito’s
collection and the interaction just keeps on growing. The positive feedback on the collection confirms that Invito is ‘hot’ with fashion addicts.
Invito has grabbed the attention of ‘fashion influencers’ and wants to stay in
the spotlights. One way to achieve this is to encourage bloggers to share
Invito’s collection with enthusiasm. Creating user-generated content and
staying in touch with your target audience: those were the key objectives for
Invito when they launched their own bloggers’ platform early this year.
Although these goals have now been reached, Invito
keeps moving forward. The new foundation has
already been laid; continue to increase online visibility and carefully orchestrate the influence that
Invito bloggers exert on their followers.
In the picture
The launch of Invito’s own bloggers’ platform
was clearly successful. But Invito doesn’t stop
there and aims to further build on its online visibility. The new approach also has an impact on
the theme-based photography of Invito. All
standard elements of fashion photography have
been put aside. No more working with professional models, a fashion photographer or a
preconceived décor. Photography that has a story,
that’s opinionated and that completely fits in with
Invito’s fashionable DNA.
Invito’s new theme photography
AKTIESPORT IN EVERY SCAPINO STORE
MARKET LEADERS STRENGTHEN
The spring of 2012 marked the launch of a strategic
partnership between Scapino and Aktiesport, the market
leader in the discounter brands sports segment.
A partnership proved successful for both formulas. The
Scapino stores with an Aktiesport shop-in-shop attracted
more customers who also reacted positively to this expansion. Time to strengthen the bond and give further shape
to this success.
Due to the strategic partnership with Aktiesport, the
Scapino stores with an Aktiesport shop-in-shop are
now more complete and appealing for the consumer.
The first official documents were signed in April to
mark the beginning of this, by Dutch standards, unique
cooperation between two shop formulas. Here it was
decided that all Scapino stores would share the floorspace with Aktiesport. It’s a massive operation undertaking that will see all stores restyled by the end of
2016.Not only the store layout and store routing will
change, but also the exterior of the store. This will
immediately show the public that the two formulas
share one shop.
Two birds with one stone
This is a very interesting development for Scapino
because the appeal of its stores will be magnified, but also
for Aktiesport, because in most towns where Scapino is
located, there are not yet any Aktiesport stores. The first
Scapino store earmarked for a facelift was in Rhenen,
followed by Diebergen and Wijchen, after which it was
the turn of the stores in Friesland, Groningen and Drenthe. More than 80 stores will follow this year.
The official signing of the partnership by Jos Gillebaard (CEO
Aktiesport), Eric Coorens (COO Macintosh, CEO Macintosh Fashion
Nederland) and Rob Oremans (Format Director Scapino).
Offline and Online
The new stores offer a surprisingly complete range of
products whereby the core value of Scapino ´quality
for € less’ is expressed in a sporty fashion. This partnership also provides advantages for online customers. A partnership that offers benefits on other levels
too, without compromising the individual identities
of Scapino and Aktiesport.
Editor: Postal address: Production: Printing: Mr. P.T.A. Hünen
Macintosh Retail Group
PO box 110, 6190 AC Maastricht
The Netherlands | www.macintosh.nl
Caris & Sak, Heerlen | www.carissak.nl
This Macinform is printed
on FSC© certified paper.