Future Forum

Transcription

Future Forum

Technology
Eye tracking and the brain,
the battle for shoppers’ eyes
Prof. dr. Malaika Brengman
Retailers are nonchalant
in their use of
April 2015 I Number 2
MAGAZINE FOR HOLBOX CUSTOMERS
light
Holbox
is a small piece of Germany
02
FOREWORD
About the
future and new
What we want is
an organisation that
comes up with new
and exciting ideas.
When I read through the previous number
of ‘Instore Only’ and this number, I came to
the conclusion that this magazine is actually
about the future. And at Holbox we aren’t
frightened of it at all. On the contrary. This
is what we are working on intensively both
internally and externally. Internally, as within
our company we are busy with complete
modernisation, both with regard to equipment
and mentally. Over the past months we have
had a lot of sessions
together to determine
what we want from one
another in the future.
What we want is an
organisation that comes
up with new and exciting
ideas time and time again.
The new branding and
our new credo are based
on this: great ideas. This
slogan is not just an empty
phrase, as shown at the
‘Future Forum’ that we
held at the end of January
in the Design Academy
Eindhoven. It has resulted
in a lot of good things.
03
Holbox I Instore only
glasses
Now that we are talking about the
future, I would like to draw your
attention to a number of articles
in this number that all have to do
with the future:
› Store Of The Future. During the
‘Future Forum’ scientist and initiator
Frank Quix gave a presentation on his
The Store Of The Future. This project
will start in June in Babylon in The
Hague. This caught our interest and
we became a Founding Partner of
the project. Did you miss the Forum?
Read a short article on it in this
number.
› Virtual Reality. As Founding
Partner we are going to produce
10,000 pairs of glasses that in
combination with a smartphone
produce realistic Virtual Reality when
you look through them. Using an app,
the owner of this ‘cardboard glass’
can view VR animations that make it
possible, for example, to walk through
a shop virtually. Initially the app will
give visual access to The Store Of
The Future. Read more about it in
this edition of ‘Instore Only’.
› iBeacon. Another innovation:
› Future Forum 8 October. Last
iBeacon… a ‘beacon’ in the shop that
provides shoppers with all kinds of
information they are interested in.
Is this something for the future or
will it be a reality in the near future?
We have also looked into this, in
particular as displays – our core
business – can play an important
role in this.
but not least just another reminder
about the very near future, namely
8 October. Put this date in your
diary and look forward to another
interesting ‘Future Forum’. This
event will be held once more in the
lecture hall at the Design Academy
Eindhoven. I look forward to meeting
you again there in person.
› LED-light. The effect of light on
the purchasing behaviour of your
customer… have you ever stopped
to think about this? Prof. Malaika
Brengman has. In this ‘Instore Only’
an interview with a scientist who
predicts that in the future LED
lighting will be used in an increasingly
clever way. With the result…
increased turnover!
To conclude with the title of this
foreword: I would like to wish you a
successful future. If you would like
to see this through our new glasses,
don’t hesitate to ask for them. Your
future will look even brighter when
you look through them!
Jan Hol
CEO Holbox (1976)
04
POINT OF SALE
Put your
product in
the spotlight
05
April 2015
Number 2
CONTENTS
02 06 Prof. dr. Malaika Brengman
Retailers are nonchalant in their use of light
12 Instore Activation Expert for Mondelēz Belgium
Foreword
Products automatically find their way into the consumer’s
shopping basket when supported by a good display
06
18 Mediapark Hilversum Sales Office
Inspiring customers - again and again
22 An employee tells his story
24 Bastian Baas and Erik Prins
Marcin Majchrzak manages an indispensable business
lifeline in Poland
24
42
28 32 iBeacon: Personal shopping in the supermarket
Store Of The Future Founding Partner
Cardboard with virtual reality
34 ‘Future Forum’ in Design Academy
46 extremely popular
The shopless generation…
Holbox is a small piece of Germany
Holbox at FachPack 2015
Artist Daan Roosegaarde
New light on light
New sheet-to-sheet laminating
machine at Holbox
Foresight is the essence of success.
49 New in the area of laminating:
Gluing…with air!
An extra eyecatcher thanks
to the outer
contour and the
bulging, which
give the display
more character.
2 SECOND CONTOUR DISPLAY ®
36 38 41 42 46
Eye tracking and the brain, the battle for shoppers’ eyes
06
A collection of remarks on colour and light in relation to human perception
were found in the effects of Austrian-British philosopher Ludwig Wittgenstein
(1889-1951) after his death. This work makes him one of the few scientists
to have investigated this topic during almost a century. In marketing science,
colour is a ‘poor relation’ and largely ignored, or it should be the well-known
marketing guru Philip Kotler who wrote a few summary comments on it in the
‘Journal of Retailing’ in 1973. “The use of colour in retail is a black hole in scientific terms”, in the opinion
of prof. dr. Malaika Brengman, who gained a PhD in this subject from the University of Ghent in 2002.
Investigating the use of colour and light in retail is still in its infancy. The availability of advanced LED
lighting has however significantly accelerated research in this area, as it is now possible to vary colours
and light intensity to an almost infinite degree. The professor plans to publish on this topic in scientific
journals in the near future. ‘Instore Only’ is privileged to be able to publish a preview in this issue,
highlighting the effectiveness of displays when it comes to colour and light.
Prof. dr. Malaika Brengman
Retailers are nonchalant in their
use of
n general, retailers show great
nonchalance in nearly all aspects
of store layout and the use of
colour and light is no exception.
They should focus more attentively
on this topic. The choice of colour
and light in the store is hardly
considered and generally based on
colour schemes that the retailers
personally find attractive. In my
opinion, basing choices on personal
taste is valid in the art world but not
when it comes to marketing. Good
marketing is the result of analysis and
measurement. The retail industry
needs to consider all aspects that
encourage shoppers to buy. Light
and colour play a decisive role here.
Retailers should choose the colours
that shoppers experience as pleasant
and not what they personally find
attractive. That this approach delivers
extra turnover has been proved by
various scientific studies.”
07
This is the opinion of Malaika
Brengman, Associate Professor
Marketing & Consumer Behavior at
the Vrije Universiteit Brussel, who has
freed up nearly 3 hours to give your
reporter a private tutoring session.
The professor is so enthusiastic about
colour and light that she hardly stops
talking. And her interest in these
subjects is not just professional; she is
also an avid potter and painter in her
spare time.
Effects
Brengman has researched the effects
of colour and light on shoppers for
more than 15 years. According to
her, a reasonably untapped area of
science, but one in which interest is
growing. Because the way in which
we experience things, particularly
in the supermarket, is a hot topic.
Her interest in light and colour more
or less dates back to research she
performed for an organisation that
operates 60 thrift stores. The customer
wanted to know why certain stores
sold successfully while others did
not. Under Brengman’s supervision,
students investigated whether this
phenomenon was connected to the
store layouts. One striking detail
revealed by the survey work was that
stores painted in yellow achieved
significantly better results. “Based
on this research, we determined that
yellow might have a beneficial effect
08
2 SECOND TOWER DISPLAY ®
on turnover. That was new and
interesting information. Previous
research had focused solely on the
effects of blue and red, furthermore,
without looking at specific tints and
the effects that they have on human
behaviour.” This study sparked her
interest in colour. She has become
a specialist in this area and lectures
on the subject, both at the Vrije
Universiteit Brussel and other
universities.
Experiments
Suitable for
a promotion
offering loose
products.
Available with 1,
2, 3 or 4 tiers.
As time passed, she investigated the
unknown world of colour and light
more deeply and experimented with
it. As a result, she has discovered that
colour has a huge effect on purchase
decisions. This was demonstrated by a
number of experiments, one of which
involved two very similar stores selling
TVs. Red was the dominant colour in
one of the stores, compared to blue
in the other store. The professor:
”Consumers were found to make a
purchase decision more quickly in
the blue store compared to the red
store. In addition, the purchasers in
the former store also bought more
expensive TVs.” She was awarded
a doctorate for her own intensive
research into this subject, which
involved many more colours and
also different shades within each
colour band. An achievement that has
attracted significant media attention.
Results
The results of her research were
published in the editorial columns of
various newspapers and journals.
”I never expected this topic to
arouse so much interest”, she says.
”I have been approached on several
occasions by printing works, design
magazines and other interested
parties, including Philips Lighting in
Eindhoven in the Netherlands. Among
other products, this company makes
dynamic LED lighting which it wants to
sell to retailers, however that target
customer group is not convinced of
the product’s benefits. I visited the
company to present the results of my
research to an international audience
of district managers in the retail sector.
That definitely aroused their interest.”
09
LED lighting in a cove on top of the shop
shelves made extensive experimentation with
coloured light possible.
Light coves
And this was not the end of the story.
Together with Dutch supermarket
chain Plus, she subsequently
performed research into the effects of
coloured light on shopping behaviour.
LED lighting in a cove on top of
the shop shelves made extensive
experimentation with coloured
light possible. Various studies, tests
and experiments carried out at the
instruction of Philips Lighting showed
that coloured light had a positive
effect on the average expenditure per
customer. The coloured lighting above
the product shelves extended the
time spent by customers in the shop
by 8% and increased their purchases
by 5.5%. These results were used by
Philips Lighting as sales arguments for
their products. Prof. Brengman went
on to investigate exactly how this
process works and which light colours
are responsible for triggering which
emotions and associations.
Displays
“Light and colour also play a
significant role in displays; the way
in which displays are lit is particularly
important”, says the professor. ”Good
lighting enhances the effect of the
display; that has been scientifically
proven. Unfortunately, retailers do
not often take this into consideration.
For example, the display is moved,
but the lighting is left where it is.
Two scientists, Summer and Hebert,
proved as far back as 2001 that
display lighting increases consumer
interaction and the consumer’s feeling
of involvement. According to a study
performed by O’Leary, display lighting
increased the attention value in a
drug store by 76%, and that is very
significant. The number of effective
purchasers increased from 14.3%
to 33.3%. This also proves the great
importance of displays”, she says, as
the tuition session comes to a close.
Light and shoppers
The effects of light are linked to the
shopper’s perception, associations and
feelings. Here are some facts that can
benefit retailers:
Perception
We perceive light through the eyes,
which see and are attracted to light.
This phenomenon is used by shop
window dressers, architects and, to a
lesser extent, retailers. Light accents
highlighting offers, campaigns and
promotions stimulate sales. But light can
also be used to make the products
10
Abercrombie & Fitch uses shadow and light to accentuate
the company’s distinctly recognisable corporate style.
more visually attractive. For
example, the vegetable section
in the supermarket. Green light
makes lettuce look even tastier and
the same effect is achieved if the
tomatoes in the next compartment
are bathed in red light. The latest
functional features offered by LED
lighting also make it possible to
accentuate structures and details,
even when the surfaces are quite
small. Unfortunately, there are also
examples of how incorrect lighting
totally spoils how we perceive
products. The wrong lighting in
a fitting room can transform a
pretty skirt into an ugly piece of
fabric. Selective use of colour has
its advantages, but there are also
disadvantages if colour is applied
incorrectly. In fashion, correct colour
rendering is extremely important.
However, consumers can also easily
feel misled if the food they buy, which
looked so delicious under the artificial
lighting in the shop, appears to be
much less appetising under different
lighting at home.
new customers. However, the colour
scheme also made the restaurant staff
feel restless and agitated. Lighting
can be dramatic, achieve a cosy effect,
look sterile and cold, or create a lively
atmosphere. Those in the know can
use these characteristics to give a store
its own personality. Or to adapt the
lighting to suit the usage situation. For
example, Livera, a lingerie retailer in
the Netherlands, modified the lighting
in its fitting rooms based on the
product that shoppers wanted to try on
(lingerie, comfortable clothing or sports
clothing) and reported an increase
in turnover of 15%. Cosmetics brand
Estée Lauder installed a vanity mirror to
help customers choose their foundation
based on the desired context lighting
(daylight, office or evening). The result
was an increase in turnover of 10%.
Feelings
Cognitive aspects
Light can also be used with
‘premeditated intent’, for example
to create a specific ‘shop personality’.
Retail chains such as Abercrombie &
Fitch make conscious use of shadow
and light to accentuate a distinctly
recognisable corporate style. Colours
used in a corporate style can sometimes
have a counter-productive effect.
For example, McDonalds decided
that a red colour scheme would be
beneficial in their restaurants. The
intention was to encourage customers
to eat faster and make space for
Good lighting enhances the
effect of the display; that has
been scientifically proven.
According to marketeers, even
though the shopper is a ‘Homo
Economicus’, feelings and emotions
play an important role in purchase
decisions. Light stimulates the senses
of the consumer, who always reacts
in one way or another. And that
reaction is also culturally determined.
People from hot southern countries
love lighting with a cold colour
temperature. The opposite applies
to people from the colder northern
hemisphere; they prefer lighting
with a warm colour temperature.
The influence of light and colour
on consumers can also depend on
the time of day. In the mornings,
consumers react positively to lively
colours, because their mind is
figuratively still getting into its stride.
When a shop gets busy, soothing
colours make them feel more
comfortable. Shop managers who
11
are aware of these effects can use
the underlying science to positively
influence shoppers as part of the
sales process. In general, dark colours
tend to generate stress whereas
light colours are experienced as
pleasurable. Retailers should avoid
dark areas in their store; shoppers
avoid locations that they experience
as unpleasant.
Scientifically proven:
THE EFFECT OF COLOURS
IN THE SUPERMARKET
PURPLE:
CYAN:
A somewhat warmer
blue that gets more
votes in the context
of the supermarket
environment.
BLUE:
Is associated with cold
and fresh temperatures
and experienced as less
pleasant and suitable for
a supermarket.
The opinions on this colour are
divided: popular and seen as hip
by some, but described by others
as unpleasant, particularly in a
shopping context. Absolutely
not suitable for the supermarket
environment.
Prof. dr. Malaika Brengman will
soon publish the results of a new
scientific study on the effects of
coloured light in supermarkets.
This research was performed
in the Netherlands in the Retail
Experience Lab in Philips
Lighting’s Innovation Village, but
is almost certainly applicable to
other Western European countries. Exclusively in ‘Instore Only’,
we are delighted to present a
summary preview in anticipation
of publication of her work:
VIBRANT GREEN:
YELLOW GREEN:
A fresh, warm green that evokes
associations with fruit, vegetables, the summer and holidays In
terms of how it is experienced,
opinions are divided, however it
is felt to be more suitable for a
supermarket.
Felt to be suitable for some
products in the supermarket, such as detergents
and natural products, also
associated with football
(grass) and Christmas.
ORANGE:
YELLOW:
This colour scores particularly well in the supermarket
environment. It is associated
with the sun, warmth and
companionship and experienced as relaxing and a
pleasant environment for
shopping!
Is associated with warmth
and companionship, also
with the morning sunrise.
Generally positively
assessed and acceptable for
a supermarket.
RED:
Unpleasant, absolutely not suitable
for the supermarket
environment.
Idea: Jan Hol/Wendy Volleberg. Interview, text and photography prof. Brengman: Dick W.A. Maes Broekema.
Photography: Philips Lighting/Vrije Universiteit Brussel.
12
Instore Activation Expert for Mondelēz
Belgium Frank Hoeckx
Products
automatically find
their way into the
consumer’s shopping
basket when supported
by a
good
display
If there is anybody in Belgium who knows what a display
is capable of, it is Frank Hoeckx. He has been active for
Popai Benelux for many years in his spare time. Last year,
he accepted a position as chairman of this non-profit
organisation, which has acquired a global reputation for its
enormous in-house expertise in the field of in-store marketing.
As chairman, he is a regular sight at events and a frequent
speaker on all kinds of in-store marketing themes. An expert
who has acquired many years of experience working for several
companies including Mondelēz International, which is located
in Mechelen, a town that lies between Antwerp and Brussels,
the capital of Belgium.
13
“This shelf not only contains Côte d’Or, which
is our top product, but also chocolate products
from other brands. In a nutshell: just looking at
this display almost completely contradicts the
term ‘dry foods” in the opinion of this expert,
who, both as a developer of shopping concepts
and the vice chairman of Popai Benelux, is a
fervent supporter of high-quality displays.
FLOOR DISPLAY
rank works
as an Instore
Activation
Expert voor
Mondelēz Belgium,
a business that
operates a number of
well-known brands:
Côte d’Or, Milka, LU,
Prince, TUC, Grany,
BelVita, Mikado,
Philadelphia and
Stimorol. All of them
tasty delicacies,
whose name alone
is enough to start
Floor displays are
your mouth watering. Even so, both sturdy and
eye-catching, and
these are known as ‘dry foods’ can be produced in
many shapes and
in the industry, a description
that inspired Hoeckx to come
up with the Category Approach Concept, which
gave the chocolate products shelf area in retail
stores a huge boost in terms of the in-store
experience. This took the form of beautifully
executed top-signing with a high appetite appeal
in the visuals. The metal shelf materials are
painted white and covered with plastic panels
with a wood and satin look. This was complemented by a new lighting system in the shelves
and attractive images on small LED screens,
which communicate messages about the brand,
the new products and the promotional items.
14
Single message
Elephants
In the field of in-store marketing, Hoeckx is
primarily a hands-on expert. During his 25-year
career working for LU first, then Danone and
later for Mondelēz International, he has been
responsible for a broad spectrum of unique
promotions. Event displays featuring huge elephants, oversize cows, singing biscuits and
moving musical bears. He has also used
complete mobile biscuit bakeries. For example in
Wijnegem Shopping Center, the largest shopping centre in the Benelux. In just a few weeks,
450,000 biscuits were baked there and the
proceeds were donated to charity. But he also
came up with the idea of deploying dozens of
hostesses, who present the products marketed
by Mondelēz International as product ambassadors in the shops. And four stewards who
ensure that the ‘tasting pillars’ are refilled every
few hours on a daily basis.
‘Displays and POS materials
are fantastic communication
instruments’
”Displays and POS materials are fantastic
communication instruments”, says Hoeckx; ”They
really do boost sales. A good display, possibly
in combination with striking POS material, can
generate between 5% and 15% extra turnover,
and in some cases even more. Unfortunately, not
all displays are well-designed as some marketeers
try to present too many different products in
the displays and communicate too many different messages at the same time. A display is not
suitable for this. It should be used to present
a single powerful message. If there is a single
powerful message, and the display is open and
accessible, the product will almost automatically find its way into the consumer’s shopping
trolley.” According to Hoeckx, displays and
other POS materials are the ‘Cinderellas of retail
marketing’. For a marketeer, they are an ideal
way of creating a stimulating shopping experience. Because consumers can find the product
without extra effort thanks to these instruments
and immediately decide to purchase. Hoeckx:
”Unfortunately, displays and POS materials are
generally not given adequate time and money for
a variety of reasons. In many cases, the people
who are deployed for in-store marketing do not
have the right profile for getting the full 100%.”
Store promotions
Frank Hoeckx started out as a salesman. After
completing his studies and compulsory military
service, he worked in a number of sectors before
finding a job as an all-round employee for a
company importing Mediterranean specialities.
This position allowed him to acquire a great
deal of useful experience. He organised exhibitions, managed the shop, was responsible
for the warehouse, welcomed and entertained
customers and worked out in the field later on
as a sales representative. In 1988, he joined LU,
a well-known biscuit manufacturer, as a sales
representative. At the time, the company was
managed by Danone, which had previously been
acquired by the former Kraft Foods. He says: ”I
was a huge supporter of in-store promotions and
15
Practical experimentation
Hoeckx has learned about many of the sales
processes on the sales floor and how displays
work by simply observing consumer behaviour. ”The products marketed by Mondelēz
International do not generally figure on most
consumers’ shopping lists. At best, they may
write down ‘biscuits’ or ‘chocolate’, but more
often there is nothing on the list. Biscuits and
chocolate are emotional products however,
and the decision to purchase a specific type or
brand is made on the spot. The shopper does not
decide to buy a specific brand until he/she is in
the shop. I have learned a great deal
about consumer behaviour by
simply observing what people
do. I stayed close to the sales
shelf for an hour or two to
watch how people look at
the products and select
them. Of all of the visitors
to a supermarket, an
average of 16% to 20% go
to look at the biscuit display. Of those,
seven or eight actually buy our biscuits.
Most people do not walk directly to the
biscuit display area. They take products out
of the displays or gondola ends as they pass
them. If you succeed in placing a display
presenting your brand in the route to the
product shelf, you can boost turnover by
between 15% and 20%. A good display is a
display that sells out quickly, which is also
appreciated by the retailer. So it is important
to position and maintain it carefully. The sales
representative or product merchandiser is
responsible for this. Somebody who enjoys
creating a shopping experience with displays
and the supporting POS materials can make
all the difference. The square metres are
backed up by customer purchases!”, he says
with conviction.
SPECIALS
always wanted to have the best position in the
store with eye-catching displays. The merchandisers at the time didn’t always succeed in achieving that and when I criticised them, the people
at LU just said: ‘Well, why don’t you do it’. So I
looked for and found accessories that enhanced
the product’s appearance and created the right
atmosphere on the sales floor, which definitely
boosted sales. Together with specialist suppliers,
including Holbox, I also developed the first
creative dramatisations, such as the 1st Prince’s
Castle. Holbox still makes many displays and POS
materials for a number of our brands.”
These displays are
impressive and spectacular and vary from
rotating displays to
displays with built-in
LED lights
Belgians; online research first followed by purchase in a store
While e-commerce is growing in popularity, three out of four Belgians still
visit physical stores to make their purchases after researching products on
the Internet. This is the result of a survey carried out among a respondent
population of 1500 Belgians by market research agency Haystack. 77%
look online but still buy in a physical store. At present, 9% of the typical
Belgian consumer’s purchases are bought via Internet, however this is
expected to grow to approximately 16% in 2020. Approximately three
quarters of the respondents want to be able to feel or try out the product.
For 44% of the online buyers, long queues at the cash register are the
reason for making shopping purchases digitally. Clothing and toys are the
rising stars in terms of online purchasing. Belgians prefer to buy their food
in the shops: the share of online purchases actually reduced in this category.
Other obstacles to physical shopping are traffic queues and irritation when
some items are sold out. In the latter case, people almost always turn to the
Internet. The researchers also conclude that online shopping may even be
the retailer’s salvation; because researching items on Internet actually
increases consumers’ interest in going shopping. A further aspect is that
shoppers still appreciate the element of human contact when buying in a
physical store. (Source: Popai Benelux) (Source Popai Benelux)
16
Displays
The Golden
Rules according
to Hoeckx
BRANDS IN A MUSEUM
Vintage is in and that can be seen in the
way some of Mondelēz International’s
products are presented, for example,
the tasty products sold under the De
Beukelaar brand. One of the first pack-
1
2
3
4
aging designs (Penny) was resurrected
a number of years ago, but that is not
the end of the story by any means. The
brand is now the subject
of a book and has its own
display in the Letterhuis
in Antwerp. Another
brand, Parein, has
now also found a
place in the MAS
museum.
5
During the course of his long career,
Frank Hoeckx has developed dozens, and
perhaps even hundreds, of displays and
dramatisations. Based on our interview
with him, we have drawn up a list of 10
Golden Rules for a successful display:
A display should never present more than one message.
A display must have ‘stopping power’. So an original design
and concept are indispensable.
A single man or woman must be able to erect the display
without help.
The time when the display is set up is also important:
preferably just before the advertising campaign starts
in the media. In many cases, the promotion has already
started before the displays reach the point of sale. The
position of the display makes a difference. It should
preferably be positioned in the normal route taken by shoppers and ideally just before shoppers reach the category in
question. In other words, in a “hot zone“. Good positions
are close to (but not immediately after) the entrance,
next to the gondola ends, in promotional zones, at the
checkouts for complimentary products such as biscuits and
coffee, salted snacks and beer and similar products.
A display must satisfy the following criteria: size, shape and
bulk. The size should preferably be standardised (e.g. 60 x
80 cm), so that it is easy to transport and set up. The shape
and/or design should preferably be original. The bulk of the
display must be adequate to make it stand out. As few as
possible different references or, if there is no alternative, a
clear distinction between different references. Preferably
17
Did you know
that Mondelēz
International is the largest
chocolate producer and
biscuit baker in Europe,
the second-largest
producer of confectionery
and coffee and the thirdlargest producer of
chewing gum?
stood on a base so that the bottom shelf is at a convenient
height for picking out the product. Products presented
with an ideal facing.
6
7
8
9
10
An extensive presentation block with different displays next
to each other is also an excellent way of communicating.
You literally have to stop and look.
The display must be accessible to the consumer: it must
be possible to grasp and remove the product without
difficulty.
A display should not raise questions about the product;
consumers need to be able to see immediately which brand
is involved and whether or not the display presents a new
product. In the case of promotions, consumers must be
able to understand the system behind the promotion at a
single glance.
The size of the display is not always important, however
its originality is. Small displays or hanging displays in an
unusual position or close to complementary products can
also be very effective.
‘Perfect execution is the key’. This starts with the quality of
the briefing and ends with final positioning at the point of
sale. None the parties can make a mistake: neither the buyer
of the display nor the display manufacturer. The same applies
in cases where the display is filled with product before it
is dispatched. In the case of this type of display, correct
‘filling’, either during production or at the co-packer’s site,
and shipping play a crucial role. And the party that physically
places the display at the point of sale is also important. After
all, even the most eye-catching and creative displays will be
totally ineffective if they are partially collapsed, damaged,
badly filled, reach the point of sale at the wrong time or are
placed in the wrong position in the store.
on the global stage
Mondelēz International, Inc. (NASDAQ: MDLZ)
is an international business with subsidiaries all over the globe. The company’s annual
turnover amounts to approximately €35
billion. The products are sold in 165 countries.
The company is a world leader in the area of
chocolate, biscuits, chewing gum, confectionery,
coffee and powdered drinks and the owner of
billion-dollar brands such as Cadbury, Cadbury
Dairy Milk and Milka chocolate, Jacobs coffee,
LU, Nabisco and Oreo biscuits, Tang soft
drinks and Trident chewing gum. Mondelēz
International is listed on the Nasdaq 500,
the Dow Jones and a number of other stock
indexes.
Mondelēz Europe markets five product categories in Europe: biscuits, cheese and groceries,
chocolate, coffee, chewing gum and confectionery. 25 brands are more than 100 years old
and still hugely successful.
The company’s European brands include:
Chocolate: Milka, Cadbury, Côte d’Or,
Toblerone
Biscuits: LU, Liga, Oreo, BelVita, Milka
Chewing gum and confectionery:Stimorol,
Trident and Halls
Coffee: Tassimo, Carte Noire, Jacobs and Kenco
Cheese and groceries: Philadelphia
18
Mediapark Hilversum Sales Office
Inspiring customers -
again and again
Mart Smeets is a regular sight in the corridors. Popular disc jockey
Giel Beelen has his office here. Celebrities and prominent figures in Dutch
society visit on a daily basis. Hilversum’s Mediapark, the bustling heart of
RTV broadcasting in the Netherlands, has also been home to the new sales
office of Holbox since 1 February. ”An inspiring and creative environment,
where you experience and see something new every day”, says Anouk Hol,
Sales Manager Netherlands at Holbox.
19
Villa Heideheuvel, Netherlands Institute for Sound and Vision
As far as we know, Holbox is the only producer of cardboard promotional items in the Mediapark, so a bit of ‘an
odd man out’. Something they intend to change as soon as
possible. ”We want to be the first choice in the Netherlands
when it comes to cardboard promotional items. That
means that Holbox intends to unleash an avalanche of
innovation in the sector in the years to come. In that
respect, we find ourselves in excellent company in view of
the track record and pedigree of the other companies that
are located here. It is an inspiring environment that gives
us extra élan in a changing market. Because one thing is
certain; the market is under pressure to reinvent itself in
response to changing consumer requirements.”
Museum Beeld en Geluid
Even though Holbox has its head
office in Echt in the south of the
Netherlands, that does not mean
that the North of the Netherlands is
neglected. On the contrary! Anouk
Hol has manned an advance outpost
for Holbox for the past 12½ years. Her
home in Loosdrecht doubled as an
office for the company for many years.
However things became rather too
busy there thanks to the company’s
sales successes in the Netherlands,
sparking a search for other accommodation, which was found in the
Mediapark, close to all of the new
developments that are ongoing in the
media world. ”The market for cardboard POS materials offers abundant
new opportunities”, in the opinion of
the company’s Sales Manager. ”While
the increasing popularity of smartphones and internet is undeniable,
that does not mean that physical retail
environments are no longerinteresting
for manufacturers of displays. A fact
that has been convincingly demonstrated by scientific researcher drs.
Frank Quix during the ‘Future Forum’
organised by Holbox in Eindhoven,
2 SECOND RETAIL DISPLAY ®
ogether with colleagues Jack Siebring, Sandra
Stuifzand and Esther Knopper, Anouk recently
moved into this new sales office, which is situated in surroundings that combine enormous
dynamism with comforting rustic tranquillity. In the midst
of all the media hustle and bustle, Holbox has opted for a
secluded stately home in the woods. In a complex that is
part of Villa Heideheuvel, a renowned historic building and
the subject of an article elsewhere in this issue. A pleasure
in which Enrique Maenen, a further member of the team,
is unfortunately not able to share. He remains in the head
office building in Echt.
Sturdy product
display unit for
immediate use on
the sales floor.
20
Sandra Stuifzand
Esther Knopper
Anouk Hol
who indicated that there is more
than adequate demand for displays in
the future.” This comment also refers
to the interview with prof. dr. Laurens
Sloot in the previous issue of this
publication. He pointed out that the
retail experience will play a major role in
determining which retailers and supermarket chains will win the consumer’s
business. Anouk Hol: ”Displays play an
important role in this process.”
Friendly chat
The new offices are located at the
epicentre of the company’s activities in the Netherlands. Many of the
company’s customers are based in the
Randstad, which is just a stone’s throw
away from Hilversum. Access to the
Flevo polders from this central location
is also excellent. The A6 motorway
provides fast and easy access to the
north of the country, and the A28, A27
and the A1 are major arterial routes
unlocking the rest of the Netherlands.
While Holbox often visits customers,
the intriguing new location increasingly
attracts customers to Hilversum for
a friendly chat. The companies in the
Mediapark are also very interested, as
indicated by the busy turnout when
Holbox organised an office-warming drinks party. Anouk
Hol says in conclusion: ”An environment in which we want to
continue to inspire our customers. Particularly in the way we
handle waste and the environment.” She proudly pulls out a
writing pad made from waste paper, which would normally
have thrown out with the rubbish. And a flower made from
cardboard (photo). ”So much more is possible with our
material. As a player that wants to assume a leading role in
the sector, we will demonstrate this increasingly often in
the years to come”, she concludes.
VILLA HEIDEHEUVEL:
MEDIA HISTORY
21
Jack Siebring:
”Holbox makes all
the difference”
Jack Siebring
Holbox controls the
entire process in-house
as it also manages
production.
For as long as broadcasting networks continue to exist, they
will be based in Hilversum. During the 1970s and 1980s, the
networks were spread throughout Hilversum and sometimes
had locations outside the town. Today, there is a complete
mediapark, which is home to 200 companies that are active
in, or linked to the Dutch media industry. The Netherlands
Institute for Sound and Vision is a particularly striking building.
Villa Heideheuvel, the historic building where Holbox has its
offices, stands serenely in the midst of an expanse of corporate buildings, many of which are constructed from concrete
and glass.
The original building dates from 1875 when it was
constructed as a convalescent home for women and young
girls at a rural site on the outskirts of the town of Hilversum.
The Noord-Hollandse Witte Kruis commissioned the
construction work. As time passed, the building’s function
changed regularly. At one time, there were even plans to turn
it into a crematorium, however the building was spared this
rather morbid new use. Finally, the NOS purchased the buil-
Jack Siebring (photo) has been a wellknown figure in the display industry for
many years. After joining Holbox at the
beginning of this year, he now uses his
extensive knowledge and skills on their
behalf. A choice that he explains by stating
that Holbox literally acts differently from
other players in the market. ”Unlike other
companies that market displays, Holbox
manages the entire process in-house as
the company also controls production.
It is a European player in the market, a
family company that assures continuity in
a dynamic market environment. Being a
family company also means that decisions
can be taken faster so that you can react
more quickly. A further strength is that
this integral approach allows Holbox to
offer both large and small volumes at an
attractive price.”
Holbox
Hilversum is
located in the
NOS building
in Hilversum (Mart
Smeetslaan 1)
ding for use as office accommodation. At the end of
the previous century, the building’s conservatory was
modernised and converted for use as a studio. The first
episodes of M2, the programme presented by Mart Smeets
and Maartje van Weegen, were broadcast from this studio.
This probably also explains the name of the street where the
studio is located: Mart Smeetslaan.
Historic programmes have been broadcast from this
building in recent years: the European Football Championship
in 2000, Huis van Oranje presented by Paul de Leeuw, King
Willem-Alexander and Queen Maxima’s Royal wedding, Studio
Voetbal and Studio Sportzomer. At the moment, the Dutch
Media Academy occupies this beautiful white building along
with two TV studios and 15 up-to-date multimedia training
and conference rooms. According to Villa Heideheuvel’s
website, this building is the ‘most inspiring building and most
centrally located conference centre in central Netherlands’.
And, as if that was not enough, Holbox adds an extra dose of
inspiration to this already impressive CV.
22
MEDEWERKER AAN HET WOORD
Marcin Majchrzak
Manages an indispensable
business lifeline in Poland
Holbox just continues to grow and grow. Customers all over Europe are eager to use the
company’s innovative display designs. So the fact that our Polish production site in Gliwice
has to work overtime on a near daily basis is hardly a coincidence. Marcin Majchrzak has
worked for the Polish subsidiary from the very beginning. He has seen an empty factory unit
grow into a flourishing and well-organised production organisation, which is once again
bursting at the seams. And - you’ve guessed it - ready to expand even further.
23
arcin’s story is similar to
that of Holbox. He too
has refused to allow
national borders to
stunt his growth. Marcin was only six
years old when his family moved from
Poland to Germany. Five years later,
when his stepfather was offered a job
in Kerkrade, a town in the southern
province of Limburg, his family relocated to the Netherlands. Living in
three different countries, each with
its own culture, has helped Marcin
to become the European citizen he
is today and also given him the skills
and insight required to successfully
manage the Holbox subsidiary in
Poland.
In the Netherlands, Marcin’s studies
included Engineering Management
and he acquired solid practical experience working for a division of Philips.
Inevitably, it was
love that made
him return to his
home country.
Marcin met his
wife, moved back
to Poland and
unexpectedly
encountered a
new love there:
Holbox.
Symbolisation
of growth
staff of twenty. Since
then, our headcount has
grown to 150 employees.
Which symbolises how the
company continues to grow.”
Holbox quality
Today, in 2015, the subsidiary in
Poland has become an indispensable
business lifeline. The production
site in Gliwice supports Holbox in
achieving its key objective of keeping
production and delivery times as
short as possible for its customers.
This requires huge flexibility: “Many
companies accept orders in line with
their staff capacity. We take the
opposite approach. If more work
is available, more staff is required.
By working with good, high-quality,
permanent employees, we are able
to respond to market demand and
still consistently guarantee Holbox
quality.” Marcin
regularly visits
Echt to discuss
new developments, areas
requiring
improvement
and the status of
different orders
with Chantal and
Martijn Hol.
I believe that
there are
opportunities
for interactive
displays on the
sales floor
At the time, Holbox had reached the
limits of its capacity in the Netherlands
and was looking for a second production site in Poland. The company
finally found a factory unit in Gliwice,
more than 1000 kilometres away.
Marcin: “I clearly remember how we
started in an almost empty factory
unit in 2008. Three machines and a
All of the printing
takes place in the
Netherlands, however the subsidiary
in Poland is perfectly equipped for
handling stamping, laminating, mounting and filling processes. The wellfilled order book means that Marcin is
now looking for a new location: “Our
present location, which measures
10,000 square metres, is really too
small for our needs. So we are looking
NEW MACHINE IN POLAND
The equipment at the
production location in Gliwice
Poland is to be expanded with
a new machine. The new box
folding and gluing machine is
a vital link in the packaging
production process and ensures
that the fast lead time of
orders is maintained.
for a new site where we can build a
20,000 square metre factory unit.
I hope to start construction next year
so that we can serve our customers
even more effectively and efficiently.”
Opportunities for the future
Growth, innovation and service at
the highest level are core values at
Holbox and permeate all aspects of
the company’s business operations.
Marcin continuously monitors developments in the display market to
identify opportunities for the future.
“I believe that there are opportunities
for interactive displays on the sales
floor. Displays that are prominently
visible and immediately attract your
attention. Like the special bin unit we
developed for Nestlé. When you insert
your hand in the box, you hear a lion’s
roar. In my opinion, dynamic displays
like this are the future. It is up to us as
a sales team to present the benefits to
our customers.”
From his perspective in Poland, Marcin
firmly believes that these displays will
take off.
24
How can manufacturers and retailers get into the shopper’s
brain? The answer is: by using eye tracking. The eye
perceives and registers in the brain what is and what
is not an attractive buy. Motivaction and Validators in
Amsterdam are successful researchers in this area.
Eye tracking
Bastian Baas en Erik Prins:
and the brain,
PALLETDISPLAY
the battle for shoppers’ eyes
An attractive,
sturdy presentation that is
available in
many variants.
hoppers promise to do
things, but seldom do what
they promise.” This sobering
comment, which seems to
call into question the good intentions
of humanity in general, appears on a
poster on one of the entrance doors
of Validators’ office in Amsterdam.
Validators specialises in eye tracking,
a line of research that investigates the
effect of visual and textual messages
on the shopper’s brain. ‘Instore
Only’ was invited to visit Validators
at the instigation of Motivaction, a
well-known research agency in the
Dutch capital. Motivaction carries out
research into consumer and shopper
behaviour for an extensive customer
base of major brands. The collaboration between the two partners, in
which Validators handles the neuropsychological aspects and Motivaction
is responsible for qualitative assessment, is unique in Europe.
Our interview today is with Bastian
Baas, Senior Strategy Consultant at
Motivaction and Erik Prins, Managing
Partner of Validators, who jointly
perform research for various national and international manufacturers
and retail chains. Often with
surprising results when it comes to
shopper behaviour. Bastian Baas:
”Generally, we are asked to perform
in-store research regarding consumer
25
behaviour. Motivaction enriches the
results of neurological research using
eye tracking by performing qualitative
research. The qualitative research
clarifies the information gained
from neurological analysis. Based
on these combined results, we
advise the customer on how to
present the products more effectively.” Prins: ”In our fields of expertise, our two companies ‘throw ideas’
at each other and look for synergies
via that approach.” For example, we
have performed extensive research
into shoppers who purchase baby
food products. This research led to
detailed information based on film
material and heat map analyses, which
the manufacturer used to optimise
the different types of packaging and
assortment layout on the retail shelf.
Producers of beverages and beauty
products have also benefited from the
efforts of this investigative duo and
were able to optimise retail sales.
Spectacles
Eye tracking follows the movement
of the human eye, analyses what it
perceives and how visual impulses are
transported to the brain. The human
eye is limited in that it concentrates
on a single point (fig. 1), but can also
vaguely perceive other objects at the
same time. The extent to which the
blurred peripheral field of perception
is relevant is linked to the shopper’s
visual familiarity with specific products.
The idea is to bring items in the shop
into the shopper’s field of vision. Eye
tracking makes this possible. The most
obvious way of achieving this is a pair
of spectacles, which uses infrared
tracking to follow the movements
of the pupil. ”The way people look
at things is extremely surprising”,
says Baas in explanation of a shaky
video clip that was recorded through
a shopper’s digital spectacles. The
clip shows that the eye is constantly
drawn to different objects. Apparently
at random, however, in reality, the
shopper is scanning the shelves in
search of a specific brand.
26
(fig. 1) The eye is only interested in the object it
wants to see. The surrounding area is perceived as
a blurred image.
(fig. 2) Example of a ‘heat map’. A warmer tint indicates which locations were most frequently
viewed by respondents.
”We measure for a minimum of 60 seconds and
sometimes ask dozens of people to perform the
same exercise.
”We measure for a minimum of 60
seconds and sometimes ask dozens of
people to perform the same exercise.
The videos give us an idea of viewing
behaviour. Based on those results, we
can advise our customers whether or
not they need to optimise the shelf
layout and design of the packaging.”
The way people scan is also clarified by
the use of ‘heat maps’ (fig. 2). These
heat maps present the respondents’
viewing behaviour in hot and cold
colours.
Displays
The drastic changes in shopper behaviour and new buying habits have led
to a great deal of research in shops
in general, but with a particular focus
on the challenges faced by supermarkets. Both manufacturers and retailers
require more information than in the
past. Baas: ”These are some of the
questions we are asked: “Is my presentation more eye-catching than my
competitor’s?” and “Which is the best
location for my product?” People are
also interested in all kinds of aspects
of the product packaging, of the POS
advertisement in the shop and the
return on investment generated by the
product group.” The human brain is
dynamic and reacts to certain effects
which sometimes do and sometimes do
not result in a purchase. Eye tracking
makes it possible to measure which
shelf layouts are effective and which
are not. A rule of thumb is that new
products score better than products
with which the shopper is already
familiar. This is also good news for
manufacturers and retailers, because
new products generally generate a
higher margin. The research indicates
that POP materials, such as displays
in the shop, play an important role.
Prins: ”A display in the shop causes the
shopper to deviate from the standard
pattern and is experienced as so
enjoyable that the shopper wants to
look at the product more closely. Even
if the product is physically located
further away on the shelf.”
Results
The results generated by Validators
are used by Motivaction as input for
further analysis and answers to a
number of key questions that are asked
in a qualitative research follow-up
phase. These questions identify what
a shopper experiences when visiting
a shop and the shopper’s opinion of
27
How a floor board works; comparable to a display.
This visual element has been found to cause shoppers to search for the product promoted in this
way. In this case Maggi.
MOTIVACTION
VALIDATORS
Motivaction was founded 30 years ago and
is an independent and innovative market
research agency.
Motivaction is a full-service market research
agency that combines qualitative and
quantitative research specialisms with a
thorough knowledge of organisations and
the environment in which they operate when
fulfilling assignments for its customers. The
researchers at Motivaction work in teams
where knowledge of organisations and
industries is linked to specialist research
and marketing methods. As a result, they
deliver new insights and concrete solutions
for the challenges faced by Motivaction’s
customers.
Validators combines the most innovative
(neurological) research methods (including
eye tracking, facial coding and online survey
methods) with traditional research in order
to investigate the effect of marketing
communication. Among other benefits, their
new and refreshing insights help organisations to more effectively define their
marketing strategy. For more information:
www.validators.nl
Both national and international awards
have been won for the innovative vision and
effectiveness of the research methods:
•2011 ESOMAR* nomination as best ROI
research analysis
•2014 MOA** nomination as best market
research agency in the Netherlands
•2014 ESOMAR* nomination as best ROI
research analysis
* is a global industry association for market
research agencies
** MOA, centre for information-based decisionmaking & marketing research, is the Dutch industry
association for companies and institutions that are
active in the field of market research.
the positions chosen for segments or
products, and how these could be optimised to literally ‘catch the eye’ more
effectively. The results also provide
answers relating to competitive
products from other manufacturers.
This means that one can also answer
the question why shoppers actually
buy one product and not the other.
Prins: ”In the qualitative follow-up
research phase, we ask shoppers how
they would optimise the shelf, because
they also have requirements and ideas
in relation to the layout.” Because
rearranging the physical shop every
time is expensive, Validators regularly
uses projections that are viewed by the
respondent . This has significant advantages, because virtual variants can be
created in next to no time in order to
analyse the test subject’s reactions.
Bastian Baas (l) and Erik Prins, from Motivaction and Validators respectively
However, this article focuses purely on eye tracking in the retail store. Motivaction and Validators also
carry out research into viewing behaviour in respect of advertisements, POS materials and websites.
28
iBeacon: Personal
Apple recently launched a device on the market
that could transform shopping in the supermarket.
This is iBeacon, a new feature by Apple.
Sources: articles by
Cindy van Couter,
Popai, www.iCulture.nl,
own research
Beacon can recognise iOS devices at short
range and this offers new opportunities
for shopping. Using iBeacon you can notify
shoppers via their smartphones of all kinds of
information while they are doing their shopping.
For example you can notify them of certain
promotions in the shop and direct them to
product displays. Apple introduced the technology at its own development conference; it was
a footnote in the iOS 7 presentation, but this
doesn’t make it any the less interesting.
iBeacon appears to have potential in the
modern supermarket or non-food shop, but as
yet there is no information on its applications.
We do know, however, that the Free University
of Brussels is experimenting with ‘beacons’ in
German supermarkets, but the results of this are
not yet available. The question is how modern
supermarkets can use it, whether it’s what they
want and how long it will take for European
supermarkets to embrace mobile technology.
The smartphone and soon also the recently
introduced Apple Watch could transform the
way in which shoppers buy and communicate
with supermarkets. Various supermarkets have
already experimented with this kind of ‘beacon’
shopping
in the
supermarket
with mixed results. ‘But this is a development
that won’t be held back’, according to Leo van
de Polder, General Manager of Popai Benelux.
‘Because of iBeacon’s much wider action radius
it’s possible to notify the consumer of attractive
offers that he/she would have missed otherwise.
And not just in the supermarket, in non-food
outlets too. If you’re shopping at the Bijenkorf
and your smartphone draws your attention to
something new in a certain department, then
this is an extra service for the customer’.
Cheap software
iBeacon is in fact an alternative to Near-FieldCommunication (NFC), a technology increasingly
built into smartphones. It is generally used for
mobile payments and discount vouchers. The
iPhone also uses NFC from the iPhone 6, but
this is only used for payments with Apply Pay.
Apple has chosen iBeacon based on existing
bluetooth technology that has been supported
since the iPhone 4s. These kinds of applications are possible with iBeacon and no extra
hardware is needed. With cheap software such
as MacBeacon every Mac can be made into an
iBeacon receiver.
29
50 metres
An important advantage of iBeacon as compared
with NFC: the range is much bigger. NFC has a
range of a few centimetres, but with iBeacon it’s
50 metres. In short, iBeacon works by means of
one or more transmitter(s) that communicate
directly with the device by bluetooth. In other
words: wherever iBeacon is integrated in the
supermarket the apps will communicate directly
with the shopper, depending on the shopper’s
location at that moment.
iBeacon can be used to
notify the customer of
special offers, for example
forgotten vegetables and special herbs and spices. What about information on natural or biological products, origin and shelf life? iBeacon can
also be used in a very personal way by addressing the shopper by name,
for example.
Run and Fun
Operation
When entering the supermarket, for example, an
app can notify the shopper of his/her shopping
list. This can be drawn up according to the location
of products in the shop or in the order of current
promotions. Whatever the shopper wants. For
example, iBeacon can notify the customer of
personal discounts and products from his/her
purchasing history as the customer is walking past
specific articles. But there are endless possibilities. For example the announcement of new
products that are used in favourite recipes and
when putting together a healthy meal. This can be
completed by preparation methods, discovery of
It is clear that supermarkets, non-food shops and manufacturers will
follow these developments with interest. The extent the consumer
will use them is still up for debate. But Van de Polder sees a bright
future. ‘If you constantly get all kinds of messages on your iPhone
when you’re in the supermarket… it’ll drive you mad. But the
customer can also use the medium selectively so that this person
only receives the information he/she is really interested in’. Finally he
notes that– in relation to iBeacon – doing your shopping and shopping
for fun are very different things. ‘Just doing your shopping quickly
in the supermarket is RUN. You do it quickly and are not prepared to
wait for all kinds of messages that you don’t have time to read. But
when you are enjoying yourself wandering around the shops, then
you’re really shopping. If you get a message about a cheap product,
that’s FUN.”
30
Loose top card
Perfect way to present
bulk products
2 SECOND DUMPBIN
ROUND DISPLAY®
Stimulate sales with the 2 Second DUMPBIN
ROUND Display® that is quick and easy to set
up. It is the perfect means to reinforce sales
promotions.
Watch a demonstration
of the display
31
Loose top card
Available in models
with 1, 2, 3 or 4 loose
product containers.
Ideal presentation
for small products
2 SECOND TOWER DISPLAY®
Rapid presentation of loose products, such as sweets,
tools, beauty products, etc. The display is available with
1, 2, 3 or 4 tiers. Printed in your own corporate colours,
either with or without a top card, or available as standard
in yellow, blue and red.
Watch a demonstration
of the display
32
Store Of The Future
Founding Partner
CARDBOARD WITH
VIRTUAL REALITY
Holbox is one of the founding partners of The Store Of The Future,
which featured in an article in the previous issue of this publication.
In addition to its status as founding partner, Holbox has also
contributed by producing 10,000 Google Cardboard VR glasses.
These are cardboard viewers that fit around a smartphone.
Scan the QR code for
an impression of the
possibilities offered
by The Store of The
Future app.
Using an app, the owner of the Cardboard
Glass can view VR animations that make it
possible to walk through a virtual store. In
the first instance, the app provides visual
access to the The Store Of The Future,
however the participants in this project most of which are retail stores - will also
offer the same facility in the future. The
Store Of The Future project will be opened
in June by Karsten Klein, Alderman for
Economic Affairs in the Hague. The store is
located in the New Babylon shopping centre
in The Hague. More information is available
on The Store Of The Future’s website which
will shortly go online.
33
The Store Of The Future is a project of Q&A
Research en Consultancy. The first step was an
extensive research among 600 young people,
who were asked to indicate how they expected
to shop in 2030. Q&A analysed the many
answers and distilled an attractive participation concept for both food and non-food retail
chains and producers from that information. At
400 m2, the shop will not be particularly large,
however the space is very interesting. Frank
Quix, Director of Q&A, the project initiator: “We
have used the research results to develop a new
shopper model, which we call the Customer
Journey. This is an environment that lends itself
to numerous experiments.” For example,
experiments such as virtual shopping, augmented
reality in the form of trying on clothing and social
shopping. Retail chains are extremely interested
in this functionality. Well-known names among
the participants include HEMA, Chasin’, La
Place, vanHaren, Leapp, Perry Sport, C&A, Fonq,
Mymuesli and Van Gils. At the time of publication,
promising discussions were ongoing with other
possible participants.
Combination
Frank Quix is a firm believer in the combination
of physical and digital retail. Not only for major
retail chains, but also for individual retailers in
the SME segment. “The app we have developed,
which consumers can download to their smartphones, is also of interest to the latter category.
The app makes it possible to digitally wander
through our store in a virtual environment. We
will soon offer much more in the store. For
example, we are working on heat mapping*)
and track and trace with one of the partners to
monitor behaviour in the store using technology.
A dashboard display shows us everything that
was logged during the visit to the store.
This feature will significantly improve our
understanding of consumer behaviour.”
Customer experience
A Head Mounted Device (HMD) in the form of
a Google Cardboard is required to view the VR
videos. The images are projected onto the eyes
through the lenses, resulting in an optical experience that almost completely fills the wearer’s
field of vision. The sensors in the telephone
detect the direction of the wearer’s gaze (head
movements) and the projected image adapts to
the perspective accordingly. This creates a trueto-life experience that is very similar to actually
walking through the store. Furthermore, the
accompanying soundtrack adapts to the wearer’s
virtual location with more noises typical of a
shopping public in one area of the space, and
more music in the other. Holbox produces two
models; one for the iPhone 6 in 4/5 format and a
further model for brands such as Samsung, HTC,
LG and others.”
Frank Quix: “When I mentioned this project to
Jan and Anouk Hol, they were immediately very
enthusiastic and could see its potential. I am
delighted by the way in which Holbox has contributed.” The Android app can be downloaded via
http://bit.ly/appfuturestore
* For an explanation
of ‘heat mapping’,
please refer to the
article on Motivaction
and Validators.
34
‘Future Forum’ in Design
The photographs give you an impression of the ‘Future Forum’ that
Holbox presented on 29 January this year together with the Design
Academy Eindhoven. It was the first time that the Forum was held
in a more or less scientific – and in this case even very creative environment. Speakers were the scientist Frank Quix, specialist in
the area of neuromarketing Sergio Romijn and Popai director
Leo van de Polder.
The ‘Future Forums’ were previously
often held at locations in Limburg, but
within the context of its new strategy
Holbox decided to give the Forum
more depth. So Holbox looked for a
scientific or university environment,
or a location where higher education
is given. This approach was successful.
The auditorium that can hold 160
people was completely full and this
Forum received the most visitors in
the four years of its existence.
After an opening speech by Tessa
Blokland of the Design Academy
Eindhoven and a welcoming speech
by Jan Hol, CEO of Holbox, it was Leo
van de Polder’s turn. He presented
the latest Popai shopper model,
accompanied by interesting examples. The next speaker was Frank
Quix, director of the research bureau
Q & A in Amersfoort and also an
Anton Dreesmann Chair lecturer at
the University of Amsterdam. He
gave an explanation of the Shop Of
The Future. This is an experimental
shop that will be opened in June in
the Babylon shopping centre in The
Hague. Various scientific experiments
will take place in this shop and the
behaviour of shoppers in the shop will
also be studied. The project is
sponsored by a number of food
producers and other manufacturers and retail organisations.
More information on this
elsewhere in this edition.
In his speech Quix stated that
the shopping habits of the
consumer will change drastically in the future and that this
may have something to do with
the information obtained in ‘his’
project. He predicts great changes
in the purchasing behaviour of the
shopper. The next speaker, Sergio
Romijn was in full agreement with
this. In his speech he used remarkable examples to demonstrate how
science will be used in the future to
understand the shopper better. The
aim is not only to earn more from
the shopper, but in particular also
to prevent marketing blunders and
to match the supply better to the
demand from the consumer.
On Holbox’s website you can see a
short film that gives an impression of
the ‘Future Forum’. The next Forum is
planned for 8 October. At the time this
edition went to press the speakers were
not yet known.
35
Academy extremely popular
36
POLDER TALKS
THE SHOPLESS GENERATION…
WILL THEY EVER COME BACK?
By Leo van de Polder*
Millennials are a ‘shopless’ generation; a generation that has grown up in a retail world,
but with a clear preference for change. They manifestly avoid the traditional retailers and
prefer to purchase via Internet. But is that the fault of the retailer, or something inherent
to the shopper? Are V&D, Schoenenreus and Blokker to blame?
Or is something else at play? Now that
I have raised the question, I’d like to
share the most appropriate comment
I have heard about V&D with you. At
The Store of the Future kick-off event,
which is discussed in more detail elsewhere in this issue, I heard this: “V&D
is like an elderly relative whom nobody
visits but who is mourned with copious
tears at the funeral.” Backon topic . So
have retailers failed to adapt, or is it a
matter of shoppers with new habits?
And would it not be worth our while
to analyse why the retail chains have
not adapted to the New Consumer?
37
Shareholders
My answer is twofold. On the one
hand, I believe that the retail environment that we have personally created
has an adaptive capacity of approximately ‘0’ on a scale of 100. Every
quarter, results have to be coughed
up to keep shareholders happy, only
growth is acceptable. The shareholders, perfectly justifiably by the way,
want to extract the maximum from
the organisation today or tomorrow,
and in general the day after tomorrow
lies too far in the future. This requires
a specific type of management, with
a short ‘sell by’ date. The decisions
that are taken
are always
based on profit
maximisation.
Sacrificial lamb
and changing purchasing behaviour is the
effect. The fact that
most retailers have
looked at (and are still
looking at!) the reason
rather than the effect is
a pity. Not so very long
ago, shops - and shopping as an activity - had
a social, cultural and
even economic value.
That the shopper, since the arrival of
the social media, satisfies the majority
of his or her social needs by ‘swiping’
means that we have an increasingly
diminishing
requirement for
interpersonal
contact. This
automatically has
an adverse effect
on shopping and
buying groceries.
Put an end to
confusing shop
layouts.
In general, the
adaptive capacity
of an organisation
is more often than
not the sacrificial
lamb that is slain on the altar of these
decisions. If you have no adaptive
capacity, you cannot make your organisation change. The challenges in the
area of finance, staffing (!!!), logistics, distribution, etc. are huge when
change is required. The investors see
the related expenditure in those areas
as a bad sign, management hates
announcing bad news and, at the end
of the day, nothing ‘changes’ at all. Swipe-powered shopping
On the other hand, technological
developments have changed the
shopper’s social landscape unrecognisably. However, we must make a
clear distinction between cause and
effect. In my opinion, some of the
technical developments are the cause
Love of
convenience
I think that the Millenial’s love of
convenience is one of the main
reasons for avoiding traditional retailers. Why would you go shopping for
groceries on a Thursday evening in
crowded shops when you can order
from the comfort of your couch with
a glass of wine and your loved one
close by? Even so, the new ‘girls and
boys’ in the retail market publish
the best growth figures. They are
(still) flexible, dare to take audacious
decisions and, as a result, leave the
established players behind in their
wake. After all, you do have to actually
DO SOMETHING to get the Millennial
shopper to look away from his display
or get up off the couch. It is still
possible. Believe me!
Counter-intuitive.
On the surface, our social media
offer the opportunity of fulfilling the
fundamental human need for social
togetherness. On the other hand, if
you ask a randomly selected shopper
whether he/she would rather spend
the evening ‘apping’ away alone or
meet up with friends for dinner, at
a bar, or at home, you can guess the
answer. They would much rather meet
up! So there is still hope. Believe me!
The answer lies in the shop. On the
sales floor but also around the shop
and in the shopping area. Recent
research carried out by a number
of psychologists concluded that
Millennials still see shops as a possible
place for creating a feeling of community spirit, well-being, security and
social responsibility. Millennials have
a much greater yearning for social
interaction than other generations.
But, there are also opportunities for
retailers to do more. Put an end to confusing shop
layouts.
Train your employees so that they
can cope with the change.
Make shopping easier.
Create new areas where sharing
experiences and social interaction
are allowed and possible.
* Leo van de Polder is General Manager of Popai
Benelux and Education Manager of Popai Global
38
2 SECOND CLICK DISPLAY ®
Holbox
is a small
piece of
Germany
The use of plastic
clips makes this
display extra
strong and it
can bear a lot of
weight.
You wouldn’t know that Holbox is a Dutch company
as the team of this company is all German. The
sales personnel, both front and back office, consist
exclusively of Germans. The mentality is German, the
main language is German and the well-known German
‘Pünktlichkeit’ is the norm.
he team consists of front office
sales personnel Mathias Eyink
(North Germany from Kiel),
Wolfgang Rümmelein (South
Germany from Stuttgart) and Patty Post (North
Rhine-Westphalia, from Echt, the Netherlands).
The back office is also staffed by Germans:
Aljoscha Tillmann and Kevin Prömpler. Only
head of sales Frank Smolenaers is a Dutchman
but he has spent most of his life in Germany.
Mathias Eyink: ”Holbox is actually a small piece
of Germany. And so it has to be, as German
customers don’t really want to do business with
a Dutch company. There has to be good reasons
for them to do this. And there are!”
Holbox has had close connections with Germany
since the very beginning of its existence. This is
also true for the founder of the company, Jan Hol,
who previously worked for a German corrugated
cardboard manufacturer. When he started his own
company, he very quickly attracted German
customers. Thanks to a high level of investment,
Holbox was able to make itself even more competitive for the German market and two years ago
the company decided to penetrate further into
this market. It was quickly found that exploration
of the German market was only possible if people
spoke German. So four salesmen of German
nationality were recruited who together cover the
whole of Germany and also live there.
39
Convincing
The front office sales personnel have an enormous amount of experience in the industry.
Mathias Eyink worked for years as a service and
communication manager at a German company
and Wolfgang Rümmelein has more than 20
years of experience in the packaging industry.
After studying European Science Patty Post
worked at a company in Berlin for a long time
The two back office sales personnel have also
held numerous positions on the German market.
This is vital as it’s not easy to convince Germans
to buy abroad. Certainly not when there are a
number of very good companies in Germany that
sell displays. So why turn to the Netherlands?
Shopper marketing in Germany
and Austria the future
Both manufacturers and retailers see shopper marketing as the
future for instore activities in German shops. This is shown by a study
carried out by the Rhein Main University of Applied Sciences and a
German consulting organisation. This conclusion was reached as the
result of a detailed survey among 300 companies from the food trade
and industry. It was found that 73% of the respondents consider
shopper marketing to be a suitable instrument to create added value.
The majority of the people surveyed from the food industry (95%) are
of the opinion that shopper marketing, and with it the importance of
Point Of Sale material, will grow quickly in the future. The reason for
the study was that fast demographic changes in Germany and Austria
call for a better understanding of the consumer.
(Source: Hochschule Rhein Main).
40
Unusual
Large quantities
According to Wolfgang Rümmelein the fact that
the German market is operated by Germans was
a smart move by Holbox. ”German companies like
to do business with other German companies.
Foreign companies who want to sell in Germany
must have very good reasons to be successful in
our country. In the first place German purchasers
are faithful, they don’t like to change supplier and
long-term relationships are the norm. Germans
are also proud of their own products and believe
fully in German quality. So the fact that Holbox is
successful on the market and is selling more and
more there is pretty unusual and bears witness to
the quality of the products.”
The fact that Holbox can deliver a large quantity
of displays in a short space of time is a huge plus
point for the German market. Mathias Eyink: ”The
German consumer market is one of the largest
in Europe. Our country has 80 million inhabitants
and has ? the largest population in Western
Europe (France 66 million, Spain 47 million, Italy
60 million, The Netherlands 17 million, Belgium
11 million. Ed.). In our country retail chains sometimes have 3000 to 5000 branches. If there’s a
promotion, the display supplier must be able to
deliver quickly. This is very important in particular
for temporary promotions, such as seasonal activities.” And Wolfgang adds: “Despite the fact that
German companies are faithful, they still remain
critical. Faults and late delivery is not acceptable
in our market, but Holbox always achieves great
results in these areas too and this means an
increasing number of orders.” Finally, according
to Patty Post: “You sometimes see complete
display islands in German shops. There’s space
for creative displays that play an important
role in the sales strategy. You stay faithful to a
good supplier who combines creativity with fast
delivery. This combination is hugely attractive to
German customers”.
Quality
According to Patty Post what Holbox has to
offer is impressive. ”In any case we deliver much
faster than comparable German companies and
our technical solutions are more creative. This
is possible as Holbox has its own studio with
fifteen structural designers.” And Wolfgang adds:
”We even make our own cutting dies, we print
and coat and take care of the entire production
process ourselves. This results in faster delivery
times and more attractive prices.” Mathias’s experience is that Holbox’s quality is also much higher
than that of other (German) suppliers. ”There’s
some competition from the former Eastern bloc
countries where really low prices are offered, but
we Germans don’t only go for the lowest price,
we look for the highest quality too.”
HOLBOX: LOTS OF ADVANTAGES
FOR THE GERMAN MARKET
Completely German speaking
Fast delivery throughout the whole of
Germany generally within 10 to 12 days. This
is much quicker than other companies who
need 15 – 20 days for production of large
The front office sales
personnel have enormous
experience in the industry.
quantities.
Own design department.
Entire production in house, including
die-cutting, printing, coating, filling and even
transport of displays.
Perfect finish and long life of the display.
A deal is a deal at Holbox.
41
Holbox at FachPack 2015
FachPack 2015 is one of the most important trade fairs
in the area of packaging developments and innovations.
This year the event will take place from 29 September to 1
October in the NürnbergMesse in Germany. And, of course,
Holbox will be present at FachPack 2015!
During this European meeting of marketing and packaging professionals
Holbox will show off its latest innovations and product portfolio. You will find
us in Hall 7A stand 136.
It is expected that this year, following on from 2013, about 1,500 companies
will once more exhibit their innovations in the area of packaging, labelling and
logistics. In addition to the huge trade fair during the FachPack, a forum will
also be held that will consist of various inspiring presentations and discussions
on trends, collaborative ventures and innovations. The lectures are always
inspiring, informative and innovative on various levels of the industry.
Visit Holbox during FachPack 2015 in Hall 7A stand 136!
29 September to 1 October, NürnbergMesse, Germany.
Visit Holbox during
FachPack 2015 in
Hall 7A stand 136
Request your
free entry ticket
now at
[email protected]
42
Artist Daan Roosegaarde
New
light
light
on
You can see interactive designs such
as ‘Dune’ and ‘Smart Highway’
throughout the whole world.
43
Where innovation in the area of applications of light
is concerned, there is one Dutchman that everyone in
the world is talking about. And that’s Daan Roosegaarde
who makes the impossible possible from his laboratory
in Rotterdam. He is an artist, but also a modern
‘Business Hippie’.
DUNE
Daan Roosegaarde (Nieuwkoop, 1979) is an artist,
innovator and was ambassador of the ‘Dutch Design
Week 2013’. With his Studio Roosegaarde in Rotterdam
he is concerned with the question how to use art and
technology to make the world more interesting, better
and more attractive. You can see his interactive designs
such as ‘Dune’ and ‘Smart Highway’ throughout the
whole world. Roosegaarde is also known for his appearances on the Dutch TV programme De Wereld Draait
Door that attracts between 1.5 and 2 million viewers
every day. And there is interest in his work outside of the
Netherlands. He is a regular guest on talk shows
2 SECOND TOWER DISPLAY ®
man who sees the world as a huge landscape
for his experiments. Who caused a furore
with special projects in Beijing, Shanghai,
Amsterdam, Rotterdam and New York. From
the highly applicable such as street lighting to the sexy: a
dress that becomes transparent as the model’s heartbeat increases. But he doesn’t like to call himself a light
artist. “For me ‘the message’ is more important than the
medium”, according to Roosegaarde. ”Light is just a good
medium because it stimulates social interaction. It brings
people together.”
Suitable for an
offer with bulk
goods. Available
in 1, 2, 3 or 4
levels.
44
‘I want to use the ‘world of
the imagination’ to make
the world more human
Daan Roosegaarde
abroad and gives lectures on innovation
throughout the whole world. He is always
looking for new applications of materials,
components and experiments. But with one
objective: ”My aim is to use the ‘world of the
imagination’ to make the world more human.
I want to bring technology and people together.
To make people look outside their comfort zone.
For me this is the ‘Livingstone feeling’ and I think
there’s a great need for this.” So Roosegaarde
wants to leave the ‘old world’ of traditional
thinking behind him. And innovate with images
of the future. But this isn’t always easy.
No limits
Roosegaarde sees no limits where innovation
and its applications are concerned. So he is
irritated by people who do have a problem with
it: ”Innovation involves three thankless phases”,
INTIMACY
according to the artist: “phase one is that people
say ‘impossible’, then you have to do everything
in your power to convince them that it’s possible.
Phase two is ‘not allowed’, a motorway must
have white lines, not green ones. We can solve
this by placing a sign with ‘no road markings’.
And phase three is even worse ‘it’s too expensive’, or rather the comment ‘so why didn’t it
exist earlier?’ But then I say, where were you two
years ago? Then it wasn’t possible and wasn’t
allowed, but it is now.”
Light-emitting plants
Roosegaarde doesn’t see technology as a
threat, like in George Orwell’s scenario, but as
a way to improve the world, like Leonardo da
Vinci predicted. Together with his technicians
he studies whether a number of installations
can extract particulates out of the air in Beijing,
45
Did you know
that Roosegaarde is
involved in New Dutch
Digital Design? This is
an artist collective that
pushes the boundaries between man and
cyberspace.
LIQUID SPACE
so that clean areas can be formed elsewhere.
The team is also investigating light-emitting
plants and light-emitting road markings on
the motorway. These are just a few examples
of the versatility of the artist who moreover
doesn’t claim to have all the answers. ”I don’t
know everything. But I stimulate, push and ask
questions. Such as: why don’t we develop a
light-absorbing paint that charges during the day
and gives off light in the evening? Why don’t we
develop skin stickers that measure how many
vitamins we are taking in?” For Roosegaarde
these aren’t rhetorical questions, but questions
that need to be answered. Cooperation between
artist and academies may be one way of obtaining the freedom to find the answers. ”There’s a
need for places that trigger freedom of thought.
This may not give an immediate ‘return on
investment’, but often will do so later.”
Awards
When asked what he thinks the world will look
like in a hundred years’ time, he answers: ”I don’t
look that far ahead. For me the next five to ten
years are much more interesting. I think that
nature in a strange sort of way will find a new
place again. That we will focus on a new way
of producing energy.” The artist is a pioneer in
this. ”I think it’s a shame that art is classified as
decorative. I want to get away from this pre-conception. Artists don’t decorate, they transform.
Michelangelo and Rembrandt did this too.” In the
meantime Roosegaarde can’t complain about
the fame he has achieved. He has been awarded
a number of prizes in recent years: Dutch Design
Award (2009 + 2012); Design for Asia Award
(2011); Charlotte Köhler Price for Visual Art
(2012); Danish Index Award 2013 for his project
Smart Highway and Talent of the Year 2015.
This article was written
with the cooperation
and permission of
Studio Roosegaarde
(www.studioroosegaarde.
net). Sources: NRC Carrière,
Vrij Nederland, Masterclass
‘Baanbrekers In De Bouw’,
Cultuurbewust,
TV programmes Zomergasten
and TV-Show van Ivo Niehe’.
Text and research:
Wendy Volleberg &
Dick W.A. Maes Broekema.
Photography:
Studio Roosegaarde
46
New sheet-to-sheet laminating
machine at Holbox
Foresight
What is sheetto-sheet laminating?
This is the term used for
laminating printed paper
sheets to cardboard.
As printing directly on
cardboard is not possible,
Holbox uses a machine
that mounts the printed
paper to the cardboard
backing.
is the essence
of success.
Displays have proven themselves to be effective
marketing instruments in the battle for consumer
sales, particularly in difficult economic times.
Holbox sees growing demand for innovative
displays and has reacted by investing in various
items of new equipment. The second sheet-fed
printing press was put into operation last year,
followed by a state-of-the-art sheet-to-sheet
laminating machine at the beginning of 2015.
o matter how you analyse the data,
most of the necessities of life are not
purchased via Internet. While you
might buy a new washing machine or
television online, you still go to a shop for food
and cosmetics. To enjoy the shopping experience
on the one hand, and on the other hand, because
you want to smell and feel your mandarin
oranges before placing them in your shopping
basket. Which is why a display will continue to
add value in the future as well, in the opinion
of Martijn Hol, the director of Holbox. “Buying
impulses on the sales floor are important revenue generators for brands. Displays
continue to prove their value as indispensable
marketing instruments in that context.”
Capacity requirement
The number of enquiries received by Holbox
every day indicates that displays continue to
be a hot item on the sales floor. In response to
the need for extra capacity, the company put a
second large sheet-fed printing press into operation last year. The arrival of the new press meant
47
SPECIFICATIONS LAMINATING MACHINE AHPL 7
Machine dimensions
30.946 x 7.200 x 3.775 mm
Sizes
that production soon outstripped the maximum
capacity of the old sheet-to- sheet laminating
machine, so the purchase of a new machine
was inevitable. Martijn: “Our printing capacity
doubled last year. So the purchase of a new
sheet-to-sheet laminating machine was no more
than a logical step. The new machine features
several improvements - in theory, the single-shift
output of the new machine matches the output
of the old machine during two shifts - but that
was not the reason for the investment. The intention was to satisfy our capacity requirements.”
Sheet width (min – max) 500 mm – 1,640 mm
Sheet length (min – max) 550 mm – 1,640 mm
Backing sheets
Backing sheet thickness
(min - max) 350g/m2 - 3 mm
Printing sheets
Printing sheet thickness (min – max)
150 g/m2 – 800 g/m2
Precision mode
Up to 3,700 sheets per hour
High-speed mode
Up to 10,000 sheets per hour
48
Innovative displays with
a short delivery lead time
Scan the QR code and
see exactly how our
new machine works
Within ten days
delivery time of ten working days, regardless of
the order’s complexity.”
A display is often the finishing touch in a well-orchestrated marketing campaign. So once the
green light has been given, a promotion must be
physically evident on the sales floor as quickly as
possible. Which just goes to prove the effectiveness of the basic principle adopted by Holbox:
innovative displays with a short delivery lead
time, consistently available within ten working
days. Martijn: “No other European supplier of
displays can match that level of performance. We
are the only company that controls all aspects of
the process in-house. We can always guarantee a
The new sheet-to-sheet laminating machine
is a logical spin-off of the innovative approach
and vision that are required for success in the
display industry. Significant machine overcapacity
(printing and laminating) is required if you want
to be able to handle production peaks successfully (FIFA world cup, Olympic Games) and win
large orders from European customers. The new
sheet-to-sheet laminating machine will play an
important role in creating a successful future for
Holbox: foresight is the essence of success.
49
New in the area of laminating:
Gluing…with air!
s stated elsewhere in this number
of ‘Instore Only’, Holbox has started
using a new laminating machine; at
the same time it is introducing a new
gluing system, where air plays an important role.
This is a sophisticated process in which the base
of solid or corrugated cardboard and printing
sheets are glued together. The water-based
adhesive based on, among other things, polyvinyl
acetate is mixed with air with a mixer so that the
adhesive is transformed into a foam. This is done
using the latest ‘Aeration technology’. This airy
substance is used as an adhesive between base
material and sheet.
This process was developed by the international group Henkel together with a number of
other companies including Stock, the supplier
of Holbox’s new laminating machine. Thanks
to this process sometimes up to 50% less glue
is required when laminating. In addition to this
(cost) saving it is a big advantage that much less
moisture is applied to the laminated material.
This considerably improves the flatness and
drying time is also reduced, in short also a quality
improvement. The adhesive used is Aquence LA
952, a type of adhesive from the latest generation of laminating adhesives; it is quick, spatter-free, food safe and less adhesive is required.
“This is one of the reasons why there’s no loss of
quality with the new laminating machine even at
very high speeds”, according to Roland Liebrand,
account manager at Henkel. He is specialised in
applications of adhesives in the paper-processing
industry.
ROLAND
LIEBRAND
Henkel
The originally German Henkel is a versatile group.
“Everyone in the world has something made by
Henkel in their home in some form or another’,
says the account manager proudly. ‘We produce
cosmetics, for example from Schwarzkopf and
washing powders such as Persil and Witte Reus,
but also all kinds of adhesives. For example Pritt,
Perfax or Loctite, that everyone uses sometime
or another in an office environment, at home
and at the workplace. Our adhesives are also
used in industry in, for example, telephones,
airplanes, shoes, to name just a few. And,
naturally, also in the paper-producing industry.
Such as in the production of boxes, packaging,
envelopes, bags, books and, of course, displays.
This last market is fairly unique as there aren’t
many display manufacturers.”
Mixers
Henkel has developed a unique mixer specifically for the production of adhesive foam and
Holbox uses two of them at its Dutch location in
Echt. These are adhesive mixers by the company
Hansa Mixer in Germany with which Henkel
has an exclusive collaboration agreement.
Henkel also supplies other adhesives to Holbox.
Liebrand: “The company also uses our cold
adhesive and hot melt adhesives to put the
displays together.”
He graduated as a
Chemical Technology
engineer from the
Laboratoriumschool
in Deventer, located
in the Eastern part of
the Netherlands. He
then joined Akzo Nobel
where he worked for a
long time in the analytical and application
department. Over the
years he then became
a specialist in the area
of adhesives at an
international company,
for both the Benelux
and Eastern Europe.
This company was later
taken over by Henkel.
He is currently account
manager for adhesives
for the paper-processsing industry in the
BeNeLux and is also
European Aeration
project leader where
he works together
closely with both
suppliers of, for
example, laminating
machines and also
paper products.
50
OUR DISPLAYS AND
PACKAGING
Creative and
eye-catching!
Did you know
Holbox takes care of
everything inhouse,
from the very first
sketch right up to
and including production, packaging and
transport of the end
product?
April 2015
Number 2
COLOPHON
Instore Only is a publication of Holbox BV
Loperweg 8, 6101 AE Echt
T +31 (0)475 56 9595
E [email protected]
I www.holbox.nl
Editorial Staff
Juliette Cober
Jesper Kuijpers
Wendy Volleberg
Editorial Board
Jan Hol
Dick W.A. Maes Broekema
Art Director
Claudia Coppen
Photography
Paul Rous
Bas Smeets
Dick W.A. Maes Broekema
Studio Roosegaarde
The following parties cooperated
in this magazine
Popai Benelux Rotterdam, Studio
Roosegaarde, Mondelēz Belgium, Motivaction
Research & Strategy, Validators, The Store of
the Future, Vrije Universiteit Brussel en Broad
Communications Company BV
Print
Instore Only was printed with our KBA
Rapida 164 printing press in full-colour with
a mat-glossy effect. Several pages have been
provided of a special effect varnish.
Paper quality
Cover: Core Gloss, 250 grams (HV satin mc)
Inside: Core Gloss 150 grams (HV satin mc)
Order size
20.000 copies
Nothing from this publication may be copied
and/or reproduced, in any way, without the
written consent of the publisher. Although
Instore Only has been prepared with the
greatest possible care, Holbox BV is not liable
for any mistakes in this publication. Holbox BV
is not responsible for actions of third parties,
which might result from reading
this publication.
Holbox bv
Loperweg 8, 6101 AE Echt, The Netherlands
Postbus 79, 6100 AB Echt, The Netherlands
T +31 (0)475 - 56 95 95 | F +31 (0)475 - 56 28 08
[email protected] | www.holbox.nl

Future Forum

Transcription

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