Europe`s leading trendwatchers The retail store will

Transcription

Interviews
What does the future have in store?
Europe's leading
trendwatchers
Store Of The Future survey
The retail store will
survive. But in a different form.
March 2016 I Number 4
MAGAZINE FOR HOLBOX CUSTOMORS
Holbox expands its
offer for displays.
beacons
02
PREFACE
03
Holbox I Instore only
Think
Future
An unknown philosopher once said: "do
not make your past your future". I had to
think of this when reading all the negative
reports about retail chains that have gone
bankrupt in the Netherlands. According to
experts, this phenomenon is by no means
always caused by the consumer trend
towards online shopping. The fact that the
past glories of these retail chains partly
determined their future is undoubtedly
also to blame. We cannot change the past. Looking
into the future is, by definition, much
more inspiring in my opinion. At the
time of writing this foreword, we had
just finished discussing the upcoming
Future Forum event at Museumplein
Limburg in Kerkrade with a few
creative minds. ”We cannot
change the past”
The central theme of this day is Think
Future. This is a theme with which I
am comfortable and which inspires
me and our employees. The Future
Forum will take place in a very special
setting on 14 April 2016. The word
‘futuristic’ is the best description for
this setting. Holbox feels even more
at home here because it is also a
design museum to which our company
regularly contributes. After all, design
is our profession, even though our
activities focus on marketing promotions rather than on designs that may
someday be exhibited in the museum.
But you never know … however
far-fetched it may seem, every entrepreneur occasionally dreams of being
remembered for his achievements in
the annals of history. But we prefer to
leave that to our customers. This issue also focuses on the future.
We have interviewed several trendwatchers in different countries and
learned a great deal from them. We
are privileged to reveal their thoughts
to you in this issue of Instore Only.
Summaries of the interviews with
Mathias Haas and Herman Konings,
trendwatchers in Germany and
Belgium respectively (who will also
speak during the Future Forum), and
abridged versions of the predictions
of Jempi Moens and Dominique
Cuvillier about the Netherlands and
France. The complete interviews are
to be published in a booklet that will
roll off the printing presses shortly. So to sum up: there is no lack of inspiration for our readers and the visitors
to our ‘Forum’. Aristotle once said: ‘By
nature all men strive for knowledge'.
I'd just like to include a typically downto-earth and ‘Holboxian’ addition:
particularly when it comes to the future!
Jan Hol
CEO Holbox
04
05
March 2016
Number 4
OUR LIFE-SIZE DISPLAYS
Products seem to
come to life in our
life-size display!
CONTENT
10
06
07
08
Trendwatcher interview
Herman Konings: From lagging behind to taking the lead
10
The retail store will survive. But in a different form.
12
Future Forum April 2016
14
16
12
Instore Only interviews Europe's leading trendwatchers
2020. Two leading trendwatchers talk about a magical year
Museumplein complex in Limburg
Le salon du Marketing Pointe de Vente
Holbox will exhibit a number of innovative products in Paris
17
20
Meindert Bos: On the road to a ‘nomadic’ life
24
Corporate Social Responsibility
Holbox & Creative Waste
26
16
The display has a bright future
The main annoyances of online shopping
Mathias Haas: From fear to enjoyment
28
30
Polder talks
Retail in third place?
31
Displaycase The Amsterdam Canal House
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34
2 Second HANG-IN Display®
The green display
36
Interim marketing manager Huub Terpstra
A display brightens up the store
38
Holbox expands its beacons offer for displays
FLOOR DISPLAY
Jempi Moens: Shoppers will become
Enjoyers
26
Did you know
that you can now also
order personalised and
custom-printed life-size
displays from Holbox's
webshop?
www.2seconddisplay.com
Just take a look!
30
40
Dominique Cuvillier Msc:
From lowly subjects to Kings
Extremely inspiring Holbox Future
Forum in the Klokgebouw in Eindhoven
Floor displays are
robust and attract
shoppers' attention.
Available in many
different designs.
6
the display
has a bright FUTURE
trendwatchers:
N
Instore Only
interviews
Europe's leading
trendwatchers
The cardboard display still has a bright future. In fact, new functions
can be added which will make displays even more important in a retail
environment. This is the opinion of the trendwatchers interviewed by
the editorial staff for this issue.
ew technology such as
iBeacons can be added
to the display to give it
new functionality. Two
of the trendwatchers, Jempi Moens
(the Netherlands) and Mathias Haas
(Germany), think that integrating new
audiovisual electronic technology can
make the display even more effective
in terms of its communication capabilities. The trendwatcher from France,
Dominique Cuvillier, sees great opportunities for the display in the countless
pop-up stores that are mushrooming
in France. “These are often bare retail
spaces that are rented for a few
months. Furnishing and equipping a
space like this is hugely costly, but a
number of displays could be used to
create an atmospheric setting at a
low cost.”
Our trendwatcher from Belgium,
Herman Konings, is more reticent,
commenting that displays can rein-
force the atmosphere in the store
and Haas agrees with him. “Displays
can enhance the brand experience and
that is a significant benefit in the large
stores you find in Germany. Which is
why I think that the display still has
a role to play for some considerable
time yet.” Some trendwatchers
believer that the cardboard display in
its current form will disappear within
the next few years. A cardboard
display will become a vehicle for
‘augmented reality’ and other forms
of modern technology. Within a few
years, the technology will have been
developed to a degree which makes
integration with a cardboard display
possible. The ‘talking display’ may
replace sales floor staff in the future
via Virtual Reality. All the trendwatchers agree that the store of the
future will be a single large display, in
which the third-generation cardboard
display will play an important role.
“Displays
can enhance
the brand
experience.”
T
What does the future have in store? That is
a question that both the executive board of
Holbox and the editorial team of Instore Only
try to answer on a daily basis. The best way of
obtaining an answer to that question is to put
out feelers throughout Europe: we consulted four
trendwatchers from the Netherlands, Belgium,
Germany and France in our quest for answers.
he trendwatchers we
interviewed not only had
progressive opinions about
their country, they were
also sometimes mercilessly critical of
their fellow countrymen. Each interview focused on the situation in the
country concerned before and after
the economic crisis of 2008, however
the trendwatchers sometimes also
made other interesting comparisons.
They do agree in a number of areas:
From price-conscious to fast
and cheap
From traditional to disruptive
Shopping will become enjoyment
The growing popularity of phenomena such as uberPOP and Airbnb,
which bypass the traditional channels
on all sides, can no longer be ignored.
New contenders in the market offer
their services and products in sectors
where they had no chance of success
until recently.
The customer of the future will visit
places where he or she can experience
something. Like Schorem, a barber
shop where only men are welcome, or
WASBAR®, a combination of a launderette
and a café. The major shopping centres
will only survive if they offer special }
activities that attract customers.
Brands will increasingly position
themselves in a strikingly effective
manner via flagship stores.
Organisations that aspire to commercial
success and do not operate in a niche
market have to satisfy two conditions:
extremely cheap pricing and very fast
delivery. Those who are unable to deliver
quickly - and this includes orders via
Internet - have little or no future. Anybody
who does not operate in a niche market
can only survive by competing on price
and speed.
7
From off-line to online
(and vice versa)
The boundary between online and off-line
is becoming increasingly blurred Online
stores are opening off-line stores to
support the brand. Off-line stores are
trying to get a piece of the online pie. With
very mixed success incidentally. Compared
to the Netherlands where online shopping
is commonplace, Germany, France and
Belgium lag far behind in this area. The
huge catch-up which is expected to take
place will have a negative effect on the
number of retail stores.
Reduced time to market
The trendwatchers are unanimous:
you have to react quickly to new trends.
Many organisations are incapable of
doing so. Those who succeed in reducing
the time to market, will be more successful in following trends, and actually set
the trend.
From shopper to ‘enjoyer’
Within five years, ‘shoppers’ will have
disappeared and been replaced by
‘enjoyers’. This term describes consumers
who enjoy special products for which
they are prepared to pay a premium.
For example, rather than paying 1 euro
for a hamburger from McDonald’s,
they will pay between 12 and 15 euros
for a special hamburger in a trendy
environment.
From pessimism to optimism
European consumers are increasingly
confident about the future. Spending is
on the increase, even in France where
buyers have long kept a tight rein on their
expenditure. This can also be attributed
to the fact that French unemployment
figures, which are among the highest in
Europe, continue to fall every quarter.
The interviews with the five trendwatchers have been included in different sections of this magazine.
8 TRENDWATCHER INTERVIEW
Herman Konings, the leading
trendwatcher in Belgium, is
well-known for his predictions,
which seem curious and
cause an uproar, but which
also come true more often
than not. He currently predicts
that Belgian consumers will
establish a lead over their
European counterparts in
terms of consumerism.
“Traditionally, we Belgians
tend to lag behind slightly”,
says the trendwatcher.
“We have always been a
nation of medium-sized and
small enterprises. Expert at
assembling products that are
imported from abroad or
making semi-finished products which are assembled
elsewhere to create a
finished product. The fact
that we lag behind in the
area of e-commerce is due
to legislation: Belgian employees are not allowed to
work in the evenings. So 60 to
70% of the products ordered
online come from abroad.”
9
A
APP OR BEACON?
NOT JUST YET
thletes
Konings (51) is a scientist
who specialised originally in
the psychology of change.
In fact, he has already been a trendwatcher for 25 years. His customers include
the European Union, Coca-Cola and
BNP Paribas Fortis. Herman Konings is
optimistic about the future of consumerism in Belgium as he sees major change
on the horizon. He bases his prediction
on a correlation between demographics
and generations. “Our athletes perform
fantastically abroad. We qualify for
the European Championships and that
has a positive effect on the average
Belgian. Belgian brands do very well in
Europe. Belgians are the CEOs of major
corporations. For example Heineken,
Adecco, Nestlé and Mondelēz. We
produce TV programmes that are
adopted in Europe and all over the
world. The largest beer brewery in the
world is located in Leuven in Belgium.
The Belgian Persgroep's policy of acquiring leading newspapers in Europe has
helped it become a major corporation.
Retail chains like Krëfel, Torfs, Vanden
Borre and JBC are leading enterprises
in our country. We have the audacity to
think big and successfully implement
major projects. And we have to, with
our population of just 11 million people.
Because the Germans outnumber us
and the Dutch have the advantage of
speed and bravado.”
Battlefield
Trendwatcher Herman Konings on the subject of Belgium
“From lagging behind
to taking the lead”
According to Konings, that fact that
the Belgians did not figure among the
innovative peoples of the world until
recently can be attributed Belgium
having been Europe's battlefield for
centuries. “The Belgians have always
been dominated by other nations. We
survived by saying yes, but not actually
doing anything. And a further factor is
important here: we have six different
communities in our country, each of
which has its own government. We
have four national broadcasting organisations. That is all extremely expensive.
Even so, in spite of the lack of funding,
we succeed in achieving a great deal as
a nation, proving that necessity is the
mother of invention. Belgium creates
and implements stylish and inventive
concepts.”
Luxury
The fact that Belgium is so multi-faceted has more or less been the
saving grace of the Belgian economy
during the crisis years. “In the neighbouring countries of the Netherlands
and Germany, consumers cut back
their spending. That didn't happen in
Belgium. Even though there was no
federal government for a period of
500 days, the country simply carried on
as usual. And if we had had a government, the country would be in an even
better position today. The Belgians
carried on spending. The leading
luxury brands stayed and some, such as
Louis Vuitton and Prada, even opened
a number of additional flagship stores
in Antwerp.”
Pensioners
That Belgium can look forward to good
times can be attributed to the Belgian
mentality of enjoying life and the fact
that the baby boomers will give the
country a huge financial injection. The
trendwatcher: “The average retirement age in Belgium is 59, compared
to 62 in the Netherlands. This means
that the Belgians have access to their
pensions three years earlier. Many
Belgians, 78% in fact, own their own
house, which is largely paid for. They
The buying public currently has little
use for an app or a beacon for finding
its way around a retail store. Or for
looking for specific products, or asking a
salesperson for help using a digital tool.
Approximately 30% of the buying public
is receptive to these ideas. This low
percentage can probably be explained by
the fact that this way of communicating
is not yet commonplace in most
European countries.
Source:
Store Of The Future
go on holiday six times a year and - in
contrast to those born before the
war who forced to be careful with
money - they are used to spending.
This is the first generation to have a
financial surplus. They will be followed
by the baby busters, who have learned
to collaborate and have the sharing
economy in their DNA. They club
together to purchase better quality
items without incurring high expense.”
Amateur chefs
Other developments relating to the
sharing economy will not pass Belgium
by. For example Airbnb, a platform
where consumers offer part of their
home for rent. Another example is
‘Thuis Afgehaald’, where amateur
chefs allow others to enjoying their
dishes for a small charge. Phenomena
such as ‘Bla Bla Car’, where drivers
take passengers with them to their
destination for a reasonable amount,
and Uber will be adopted in Belgium
faster than anywhere else. Konings
concludes: “Belgium is on the verge of
a huge catch-up.”
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11
The retail
store will survive.
But in a different form.
The physical retail store will survive, but will change in terms of its
function and layout. This is the conclusion of an extensive survey held
among 1500 visitors in The Store Of The Future in The Hague last year.
H
olbox is one of the founding partners
and also supplied headsets to the
store to allow visitors to experience
the virtual reality displays there. The
survey targeted the following age categories:
11 – 17, 18 – 35, 36 – 55, 55 and older.
The Store Of The Future is located in the
New Babylon shopping centre in the Hague,
not far from all the main central government
buildings. This huge shopping centre attracts
international buyers. So the results do not
only apply to the typical Dutch situation.
The main results are published in a number of places in this issue of Instore Only.
VIRTUAL REALITY
FITTING ROOMS:
PEOPLE STILL NEED TO
GET USED TO THEM
Augmented reality is by no means
commonplace for buyers in general.
Virtual reality fitting rooms certainly
attract young people, but older people
are not at all interested. They prefer to
simply try on a skirt or pair of trousers.
Young people between the ages of
11 and 17 see a bright future for this
technology though. So what the future
holds is not as clear-cut for everybody in
that respect.
Source: Store Of The Future
WANT SOMETHING
FAST? THEN YOU HAVE
TO GO TO THE STORE!
How quickly does a customer want to get
his hands on his purchases? The answer
is: almost immediately! Consumers
find speed of delivery important,
something which the interviews with the
trendwatchers in this issue of Instore
Only confirm. But in some cases, the
items need to be on hand within minutes.
In this situation, 65% of the respondents
either use some form of transport or
walk to get to the store and buy the
item(s) immediately. Young people under
the age of 17 are somewhat lazier. Eleven
percent order online and wait for the
postman to deliver their purchase.
YOUNG PEOPLE WANT
TO PAY USING THEIR
SMARTPHONE
(older people don't)
For young people, their smartphone is
like a fifth limb which was unfortunately
missing at birth. Which is why young
people between the ages of 11 and 35
want to use this ‘fifth limb’ to pay in
the store. People older than 36 do not
feel this need. They prefer to pay in the
traditional manner, at the cash register.
Interestingly enough, Albert Heijn,
the leading supermarket chain in the
Netherlands, has already tested a store
without cash register operators. The
results have not yet been announced.
Source:
Store Of The Future
RETAILERS MUST
INVEST IN THE FUTURE
Customers feel that retailers have
to invest in the future so that they
can continue to buy there in 10 years
time. One of the main concerns relates
to obtaining advice and assistance
when choosing products. A varied
assortment is and remains one of the
main characteristics which will keep the
store of the future afloat. They find
it essential that products are in stock.
Particularly people between the age of
18 and 35 hold this view. Shoppers have
a fierce hatred being told that products
are temporarily out of stock or simply not
available.
Source:
Store Of The Future
DIGITAL PROMOTIONS ON THE SMARTPHONE?
NOT JUST YET….
Marketing specialists may long for the time when they can offer the shoppers in the store
fantastic promotional deals via push messages to their smartphones… but consumers
are not (yet) ready for this. Obviously young people between the ages of 11 and 35 are
more receptive to this than older people. Approximately 60% of consumers older than 55
do not want to receive these messages on their smartphone ‘under any circumstances’.
Furthermore, these messages can only be sent to users who have expressly given their
permission for this.
POOR EMPLOYEES SPOIL WHAT SHOULD BE A PLEASANT SHOPPING EXPERIENCE
Uninterested staff are the main source of irritation for shoppers who visit physical stores. Particularly older people condemn this. The
second major source of irritation consists of shop employees who force themselves upon you; young people in particular despise this kind of
behaviour. Consumers hate long queues at the cash register and waiting for fitting rooms is also experienced as frustrating. In addition, the
respondents also complain about how much they have to pay for parking when they go shopping. And customers are also not amused - and
that's putting it mildly - when products are not available at the time when they want to buy. Older people dislike loud music. Young people on
the other hand couldn't care less.
12
13
Future Forum: Think and Experience the Future
2020.Two leading
trendwatchers talk
about a magical year
The seventh Future Forum organised by Holbox will focus on the magical
year of 2020. Far in the future for many marketing specialists… But market
developments indicate that turbulent times lie ahead for marketers. Disruption
everywhere. The sharing economy continues to grow. Consumers switch easily
between brands. Famous retail chains are closing down. New forms of business
are emerging, but will they succeed? So the question is: which important
developments in Europe influence your marketing strategy, Internet marketing,
and your shoppers' behaviour? Are there demographic developments which will
affect you adversely or, the opposite, benefit you?
Y
ou can expect the answer to these questions
and more during the seventh Holbox Future
Forum, which takes place on 14 April 2016. We
offer you a challenging and interesting programme at a
very high level, presented by eminent speakers. We would
like to introduce the two trendwatchers to you briefly here:
Herman Konings Msc
TRENDS TO 2020.
WHAT YOU CAN
EXPECT
More than 10 years ago now, he was
the first European trendwatcher who
predicted that more Pampers would be
purchased for the elderly than for babies...
and he has been proven right, much to
the dismay of those who ridiculed him at
the time. Herman Konings, the leading
trendwatcher in Belgium, is well-known
for his predictions, which seem curious
and cause an uproar, but which also come
true more often than not. And there are
many people who are ready to listen:
during the past 10 years, he has spoken
in public on more than 2000 occasions,
with 700 appearances in the Netherlands
and several hundred outside the Benelux.
Konings (51) is a scientist who specialised
originally in the psychology of change. In
fact, he has already been a trendwatcher
for 25 years. His customers include the
European Union, Coca-Cola, BNP Paribas
Fortis, the Dutch government, Philips (EU),
P&G, QNH (NL/B), Quares, Rabobank (NL),
Retail Detail, Roularta Media, etc. Herman
is a genuine storyteller who knows how
to inspire the audience and take them on
a compelling journey in the wonderful
world of passions and interests, trends and
future expectations, and what is and what
will be. He will present the latest trends
during the Future Forum.
7e Future Forum,
Thursday 14 April,
Cube design museum
in Kerkrade
The leading
trendwatcher in
Germany Mathias Haas
TRENDS VOOR 2020: ALL
OF YOU ARE THE BEST
TRENDWATCHERS!
He predicts trends for Porsche, IBM, Canon,
Daimler Benz and many other large German
companies and even foreign brands. An
authoritative journalist has called him
the Lady Gaga of the European trendwatchers'. In a nutshell: Mathias Haas, Der
Trendbeobachter. He has organised more
than 100 product launches in the European
market for a number of advertising agencies.
In doing so, he discovered that the major
problem for consumers and marketing executives is fear: the angst we feel in the face
of new developments. He is now the most
important trendwatcher in Germany, but also
has a reputation as an intriguing predictor of
the latest trends at European level. And he
is a welcome guest of the German media as
he has travelled through America and Asia
during recent years in order to discover the
latest trends there. During the Future Forum,
Haas will make an impressive presentation
on the mega trends which we can expect in
the near future. But he will mainly teach the
delegates how they can personally predict
the trends in their own industry. A must for
everybody who is involved in marketing in
whatever way, shape or form.
14
15
Museumplein
complex in Limburg
Help out in the laboratory, discover how you will look in 10 years
time or look down on the Earth through an astronaut's eyes. The
museum complex shows how people exploit the Earth to create
their world. The Cube design museum, the venue for the 7th
Holbox Future Forum, is one of the three sections of the renovated
Museumplein complex.
C
C
olumbus Earth Theatre
The Columbus Earth Theatre, housed in
a white dome. The Columbus Earth Theatre
takes you on a spectacular voyage to undiscovered places. Look at the world through
new eyes! The Columbus Earth Theatre
offers you an unforgettable film experience,
which is unique in the world.
ube design museum
The Cube design museum is the first
museum in the Netherlands to be fully
dedicated to design. The Cube exhibits
applied design; design that has an impact
on the world. The exhibits at the Cube teach
visitors about the design process and inspire
and stimulate them to think actively about
styling and design all over the world. The
Cube not only presents exhibitions that focus
on cutting-edge design internationally and
in Europe, but also acts as a multidisciplinary
laboratory where visitors collaborate with
students and designers in working on
innovative product design.
D
esign according to
the Cube museum
For centuries, man has shaped
the world; he creates objects,
applications and services that
keep him dry, well fed, healthy,
safe and contented. Innovation
– driven by major and small
needs and the will to control
life as effectively as possible –
has resulted in a steady stream
of new products, services and
applications. The Cube's
message is that it is exactly
those products, i.e products
developed based on a human
need, a driver, which make a
difference in the world.
C
ontinium Discovery Center
The Continium Discovery Centre is an interactive activity and
discovery museum where children have an overwhelming choice of
enjoyable activity stations where they can personally find out how the
world works. In addition to the permanent exhibitions, which teach
children everything about science and technology, a new rotating
exhibition is presented at regular intervals. They can even make cool
gadgets themselves in the specially equipped Science Labs.
16
17
All marketing solutions for
Point of Sale brought together
in one place
Holbox will exhibit a number of innovative products
during the Salon du Marketing Point de Vente in Paris.
Each year, Marketing Point de Vente in
Paris has a magnetic attraction on all those
involved in point of sale analysis, activation
and shopper behaviour. This year's event will
take place from 5-7 April in Paris Porte de
Versailles. Holbox will participate of course!
T
his exhibition provides
a complete overview of
the marketing and retail
solutions that contribute
to making the shopping experience a unique moment in time. So
Holbox will display its most recent
innovations here, along with the
redesigned product portfolio. We
will even take a look into the future
and introduce you to virtual reality
and iBeacons.
Be ready for a surprise when you
visit Holbox on stand D099 at the
MPV Paris 2016 exhibition! 5-7 April
2016 in Paris Porte de Versailles.
The main
annoyances
of van online
shopping
Online shopping is by no means a pleasant experience all the time and
often results in serious annoyance. Researchers at the Store Of The
Future have identified online shoppers' 10 pet peeves. Here we go:
1
2
3
4
5
Paying for shipping and returns.
Online customers hate this.
Being dependent on a picture. Assessing
an item's appearance based on the
screen display can be difficult. You just
have to guess.
Sending items back is something which
the respondents experience as pure
hassle. Having consciously opted for the
convenience of having your purchases
delivered, you still have to make a trip
into town to return them.
Truly infuriating: the delivery driver
calls when you are not at home. In some
cases, a note in your mailbox even
instructs you to come and pick your
parcel up. Something the respondents
hate. Particularly those aged between
18 and 35. People older than 55 are
not so bothered.
6
7
8
9
10
The right size is not in stock. When that
happens, young people start steaming
Reliability and site safety. This complaint's
ranking in the top 10 indicates that people
generally feel reasonably safe when buying
online.
Limited payment options: you want to buy
something and the online seller does not
accept payment via your credit card or other
card. So you have to look elsewhere.
Too much choice, which makes it difficult for
you to order the product you really want. All
the survey categories report a lowly 12% here.
Apparently online shops offer a good range of
products.
New collections are available too late … a
mere 6% of the survey respondents in all
categories found this to be a problem.
Long delivery times. Of the young
consumers aged between 11 and 17
years old, 67% can't understand why
delivery takes so long.
18
OUR DISPLAYS AND
PACKAGING
Inspiring
and creative!
19
21
“On the road to a
‘nomadic’ life”
Trendwatcher Meindert Bos on Europeans
W
e are talking to
Meindert Bos (47),
creative director and
trendwatcher at B&C
in Nunspeet, the Netherlands. B&C
International BV in Nunspeet specialises
in designing and producing window
decoration, which is offered for sale via
various businesses throughout Europe
and America. Designing the collection
is one of the trendwatcher's responsibilities. He draws his inspiration from
everywhere and nowhere. Trade fairs
obviously, but also visits to stores and
simply walking around and ‘using his
eyes’ are the sources of his ideas and
insights. Based on that information,
the trendwatcher not only designs an
assortment, he also develops a vision
of the world which ultimately predicts
consumer trends.
Nomadic life
Bos sees the connection between
online and off-line, which is slowly
emerging, as one of the most important consumer trends. ‘Technology
can help us improve our quality of life.
We communicate increasingly with
devices around us. I see a future in
which robots take work off our hands
so that we can spend more time on
the essential things in life… the things
we find truly relevant. Technology
can help us do the things we really
want to do’. The number of digital
mobile devices is increasing and that
also affects consumers' lives at home.
Bos: “Watching television is probably
something that only older people do;
my children stopped a long time ago.
Personal
The other trend is: as personal as
possible. He refers to the Cloakroom
as an example. This is a website in the
Netherlands where people can order
clothes (thecloakroom.nl). He has put
it to the test personally. “I phoned
a personal adviser while I was in the
car. She asked me a number of very
precise questions about the type of
clothing I wanted. After a few days,
I received a clothing package from
which I could pick and choose. I could
return anything I didn't like. I also
spoke to this adviser again on a few
further occasions. The contact was far
more personal than in a store; in fact,
many retailers can learn a thing or
two from her example. These advisers
succeed in being OUTSTANDINGLY
personal in a ‘remote contact’ situation; that's what makes it so special.”
Ecology
“Consumers are increasingly interested in the environment and ecology.
We are slowly becoming less inclined
to investigate whether preserving
the environment saves us money.
Environmentally friendly cars are
sold in various European countries
because government subsidies make
them cheaper. The same applies to
the purchase of solar panels and solar
collectors. But consumers will invest
personally in the environment even if
there are no government subsidies.”
2 SECOND ELLIPSE DISPLAY ®
“People are inundated
with so much information
that they have increasingly less time to to
decide what is relevant
to them personally. Ten
years ago, consumers
processed information
in twelve seconds. Now
they do so in less than
eight seconds. This
means that suppliers of
consumer products have
to do their utmost to
capture their buyers'
interest. Which explains
the theme B&C has
chosen for the coming
year: ‘relevant’.
Immediately preceded
by ‘personally’.”
They decide their own times for viewing
programmes. Thanks to mobile phones
and tablets we are no longer tied to a
specific place. We can work wherever
we want. I call that a ‘nomadic lifestyle’.
That has a knock-on effect on your
interior and the furnishings you buy.”
Bos predicts a
future in which
we will be able
to buy products
that are styled
and shaped
completely differently to those
to which we are
Compact, fold-up
accustomed.
design, which is
He takes the
capable of being
erected in seconds
first cars as an
to create a robust
example: most
pillar that immediaof them look
tely catches the eye.
like a traditional
horse-drawn
carriage, but with an engine rather
than horses. He conjures up an electrically powered Harley on his screen. “A
motorcycle without an exhaust noise.
That will take some getting used
to.” And this applies to many other
products. “Companies have to rewrite
their stories. Producers have to learn
that consumers only accept progress in
small doses. Otherwise, fantastic developments will fail”, says Meindert Bos.
Creatieve CEO’s
Implementing these developments
brings with it a new set of requirements for business managers. “Most
CEOs have an economics, management or financial background. They
are not the leaders of the future. The
leaders of the future are creative
people who conceive new products
and are capable of marketing them
successfully. The creative director:
‘People have a habit of developing
and improving things they are familiar
with. We must learn to look at the
world differently in order to discover
what is relevant to consumers… and
what is not.”
22
23
Maximum weight of 36 kg
per tray.
This display is also available
with an open rear wall.
Available in your
own corporate style
Visible shelf height
of 250 mm
2 Second CLICK Display®
2 Second HEAVY RETAIL Display®
The 2 Second CLICK Display® is a product display
The 2 Second HEAVY RETAIL Display® has been specially
that uses plastic clips for greater strength. It is
designed for fast erection on the sales floor. Simply put
capable of supporting a significant weight.
it down and it erects itself rapidly and flawlessly. This
display is capable of supporting extremely heavy
The range offers different variants and tray
weights - up to an amazing 100 kg when 5-ply or
heights in standard footprint sizes of 800 x 600
stronger material is used!
mm and 600 x 400 mm.
Can be erected in a just seconds.
Pending Patent no. 001840489-001
24
25
BOX OF
APPRECIATION
Think carefully. How much waste do you produce every day?
An empty box of cornflakes, five disposable coffee cups and
the plastic tray containing your chicken breast. Exactly: the
bottom line is surprisingly large. Everybody produces around
1.5 kilos of waste each day.
Corporate Social Responsibility
Holbox &
CHAIR
Creative
Waste
Y
ou can imagine that the amount of waste
produced by businesses is quite a bit higher.
In view of the increasing importance of
corporate social responsibility, Holbox has
come up with a clever solution for the waste problem.
As an innovative and modern company, we also wanted
to create something unique from our waste.
NOTEPAD
We put any usable waste that we produce to good
use as ‘Creative Waste’. One of the results of our
Creative Waste concept is our cardboard flower, which
is made from separator sheets and cardboard offcuts.
Instead of throwing these used materials away, we
give them a second lease of life in the form of a pretty,
new product that is supported by an environmentally
friendly story.
We reduce the waste mountain slightly with this
approach and increase the number of creative Holbox
products at the same time.
CARDBOARD
FLOWER
27
E
Mathias Haas (43) is probably Germany's
most important trendwatcher and
‘infotainer’. He visited various mega
cities in Asia a year before this interview and had just returned from a stay in
Silicon Valley in the USA when we spoke
to him. Those experiences have led to
predictions, which he has expressed in
various papers. He will also share his
experiences with the audience during the
Holbox Future Forum on 14 April 2016.
Trendwatcher
Mathias Haas
on Germany
“From
fear to
enjoyment”
ven though Haas loves his
country, he is still prepared
to criticise Germany. The
same applies to his customers, which include a number of very
prestigious names: Porsche, IBM,
Canon, Daimler Benz. He confronts
them with the irreversible mega
trends of the future and helps these
companies to change in a way that
allows them to continue to satisfy
their customers' requirements. And
supply products that matter. Haas:
“These days, I am more and more
convinced that the Germans in general
are fearful of the future. People
just don't know how to react in the
face of new developments. Which is
understandable to a certain extent
as the average age of the employees
in German businesses is quite high.
Germans are not particularly progressive by nature, with the exception
of the few young people we have.”
According to Haas, the problem is
that the people who are responsible
for taking decisions on innovation in
both large and small companies are no
longer adequately trained to do so.
Catch-up
Even though the Germans are not
keen on innovation in general, Haas
predicts a massive catch-up in the
near future. Starting with electronic
payment. The Germans, who prefer
paying in cash, will have to start using
debit cards as the banks will have no
other option. The competition from
PayPal and other payment systems
is too strong, in the trendwatcher's
opinion. “The banks have lagged
behind the times; within a few years,
they will be compelled to reduce
staffing levels by a further 30%.”
The German is also hesitant to adopt
Did you know
that many technology
companies are based
in Silicon Valley and
that new innovations
and trends are
born here?
new systems. However increasing
numbers of his fellow countrymen
are discovering online purchasing.
Nearly 16 million Germans now have
a PayPal account. Online purchasing
results in empty retail buildings.
However, they are sometimes rapidly
occupied by young entrepreneurs with
new concepts who benefit from the
greatly reduced rents. Haas: “Stores
that offer an experience will flourish
in the future. The only alternative is to
compete on price. A compromise will
no longer be possible in the future.
There is no longer any room for 'just
average'.”
Customer experience
Haas believes in stores that offer
enjoyment: experience stores. He
cites a few examples. In Berlin, Audi
has a store where only two physical
Audi cars are on display. The rest of
the range is presented on life-sized
interactive displays. Haas: “Audi drivers
believe in and have confidence in their
brand. Sometimes they order a new
car there without even going for a test
drive.” Miele has an experience store
in the capital. It includes a restaurant where many people make their
appointments. There is also a Nivea
store at the same location. “Obviously,
you can try a few products, but the
main theme is a pleasant massage
using Nivea products.
” Haas is convinced that shopping will
take on a different meaning in people's lives. “You will go shopping for fun
and not because you have to - with
the exception of your daily groceries
of course. You will go to a shopping
centre to find inspiration.”
Fast and simple
The trendwatcher firmly believes in a
world where entrepreneurs who can
deliver quickly will earn high returns.
This will also encourage new actors,
that are sometimes completely foreign
to the segment, to enter the fray. “For
example, in San Francisco you can
order a meal at your favourite restaurant via pirate taxi business Uber.
And your food is delivered extremely
quickly”, says Haas. “They respond
when you are hungry.” So what about
shopping in the supermarket?
“i-Beacons are the future in that
environment”, says Haas. “Because
people no longer talk to each other
and also don't look for shop staff to ask
them questions. The beacon answers
your question in far more detail and
faster and also guides you through the
store to the item you want.” The other
predominant theme is: simplicity. “The
Uber concept is simple and understandable for those who use this pirate taxi
business. Simplicity will win in the face
of any lawsuits brought to stop this
development.”
28
29
Google recently launched
Eddystone: its alternative to
Apple's iBeacon. Holbox takes
this concept further. MyBeam,
Holbox's beacon partner, is
the first in the Netherlands to
offer the ‘Eddystone’ platform
for instore campaigns. This
application will soon also
be available for Android
smartphones. That represents
a huge increase in reach, as an
average of 6 million people use
an Android smartphone in the
Netherlands. Eddystone is based
on open-source code, which
means that it can be used for
multiple platforms.
Holbox expands its BEACONS offer for displays
T
he advantage here is that customers
who want to use a Holbox display with
a beacon do not have to purchase a
separate app. Notifications are received
via Google Chrome. The only thing the marketing
department has to do is create a mobile webpage
and program it to automatically connect to the
MyBeam/Holbox Beacon. At the moment, the
beta version of the system operates on iPhones on
which Google Chrome has been installed. By the
time this issue is published, we expect Eddystone
to be compatible with all Android devices as well
(as of early January 2016). So far, the
wait has been for the new Chrome
version for Android devices. The beta
version is already operating in the
Google Playstore, which means that
the final version is likely to be released
imminently.
can be used to do more than simply
send a notification. For example,
determining where people are standing in a store and who is using which
services at that moment in time, such
as connection to a Wi-Fi network.
Data
Frame types
The MyBeam platform allows Holbox's
customer to enter the URL for the
webpage.
The integrated Eddystone software
sends the webpage to the shopper's
device via a low-energy Bluetooth
connection. The messages are always
relevant for the consumers because
they personally decide whether or not
to read the message in question. The
advantage of Android devices is that
the message always appears first on
the screen when the device is activated. So the probability that consumers read the message is 98 percent.
Email or SMS messages are generally
read within 1 to 10 minutes.
Bronnen: MyBeam, Arstechnica USA/UK
PACKAGING
Eddystone software is basically
suitable for devices that communicate with each other via a low-energy
Bluetooth signal. It is similar to
Apple’s iBeacon. Apple uses the technology to send offers to users' smartdevices in a specific store. Google’s
approach differs slightly from Apple's
technology. For example, contrary
to iBeacon, the platform can be
supported more easily on multiple
operating systems and URLs are sent
at exactly the right location. The
frame types are a further aspect in
which Google’s platform differs from
Apple. This means that the beacons
Google is still developing Eddystone
at present and states that it has
no interest in manufacturing the
associated hardware and software
for managing beacons. The company
leaves this to partners such as
MyBeam. According to Niels Schellen
at MyBeam, Holbox's partner, the
Android version of Chrome will be
universally released from January
2016. Schellen: “The advantage of
this is that a link can be created to
the customer's personal Google
analytics account via the MyBeam
platform. Brands can capture all
kinds of data by using the Eddystone
beacons.”
How it works
The beacons can be used
to do more than simply
send a notification.
© google googledevelopers.blogspot.nl
Packaging strongly
contributes to the
effectiveness of
product marketing
initiatives.
30
31
DISPLAY C
ASE
(from the
perspectiv
e of Holbo
x's custom
er)
R
etail closely follows consumer trends.
That's the idea at least…
As a result, the retail floor space in stores
keeps changing. Small, for example, in
the case of a store with limited stock, or larger if the
retailer wants to create an enjoyable shopping
experience (which shoppers will remember). But
if the retail floor space changes, the type of retail
premises also changes. Doesn't it?
Blurring?
LKS
A
T
R
E
D
POL
lder*)
n der Po
(By Leo va
Retail in
third place?
What are the trends in retail for
2016 and beyond? There are gurus
who are already predicting this,
in this magazine for example. So
obviously I have to ask a few pointed
questions. Watching trends is good.
At least… If you're interested in
understanding shoppers' needs
and buying behaviour. The ability
to change is important to being
successful in retail, but don't listen
too attentively...
*) Leo van der Polder is Education Manager at Popai Global and General
Manager Benelux. He regularly gives us the benefit of his vision on new
developments in retail and other sectors in this magazine.
Extensive hybridisation (I'm doing everything I can
to avoid using the term 'blurring') of concepts has
a greater effect on the immediate surroundings of
these stores than on the total retail landscape. In
my opinion, the sauna with a pick-up point was this
month's highlight. We hear a lot of different opinions on parking spaces,
free parking etc., but aren't we forgetting that we
have done everything we can to regulate parking in
the shopping districts in European cities for the past
10 to 20 years ? And now shoppers want to park in
front of the stores? Really? So are we going to reorganise the shopping districts? I hope you enjoy that
particular debate. It's not one you will win easily …
Luxury Hotel Cosmetics (LHC) asked Holbox
to help them develop a really special item
of packaging.
The Amsterdam
Canal House
L
uxury Hotel Cosmetics & Moooi
LHC, a sister organisation of Intros Hotel
Supplies, is one of the largest suppliers
of luxury hotel cosmetics in the EMEA
region. In 2014, LHC set up a cooperation with
Moooi in order to develop a product line for
hotels. Moooi - a brand that has won worldwide
acclaim for fantastic designer furniture, lighting
and furnishings - originates from Amsterdam.
Early last year, LHC asked Holbox to assist with
developing a unique presentation box for the
Moooi hotel line, which LHC planned to launch
in mid-2015.
Live-Work-Shop
Instead of the ad hoc approach adopted by many
local authorities and retailers, which has been
commonplace in recent years, things can and need
to be done differently from a strategic point of view.
One possible approach is to consciously choose ‘third’
place. After all, you will never convince anybody that
shopping is more important than residential areas
and business parks or industrial estates. At least this
approach gets you a place on the winners podium.
There are increasingly more retail spaces with a
specific ‘maker’ function which adopt this strategy.
But what do you actually see when you look into your
shop window or at your sales floor? Tell me... What
do you see? Do you think it's possible to win a bronze
medal? By creating a place where people like to meet
and spend time, make purchases and socialise in
other ways? Time will tell.
The hotel line consists of four 50 ml bottles in the
form of the extra and third O in Moooi’s name,
which are inverted for immediate use. This hotel
line is now used by luxury hotels all over the world
and has generated a great deal of press coverage
(featuring in Wallpaper, Sleeper Magazine and
various Dutch magazines among others).
Amsterdam Canal House
The idea was conceived when LHC visited an
exhibition where large and special items of
packaging were on display. Pauline Schneider
(LHC Marketing): ‘Because we wanted something
special that would also fit in well with Amsterdam
as a theme, we came up with the idea of a canal
house. Moooi was extremely enthusiastic and
started work on the drawings straight away. We
achieve two things with the Amsterdam canal
house packaging. Firstly, it is intended to look
special and typical of Amsterdam. Secondly,
because it displays Moooi furniture inside the
house, it also effectively presents Moooi as a
brand. The Amsterdam canal house, which is
made of cardboard, consists of 7 loose elements.
It was a very enjoyable project in which we were
able to make good use of Holbox's advice and
expertise. Folding out the box requires a specific
technique but soon became a routine task after
erecting a number of houses. It was extremely
worthwhile and we are very happy with the final
result. All the reactions have been positive!’
Awareness
The canal houses have become a familiar
sight worldwide. Early last year, hundreds were
distributed during the Salone del Mobile in Milan.
Several hundreds were also sent to luxury hotels
in Europe, the Middle East and Africa as part of
LHC's marketing campaign.
SPECIFICATIES Project LHC | Concept Moooi
Design Bart van Ham (Holbox) | Print 4/0
Quality WMC | Lacquer Dispersion lacquer
32 INTERVIEW TRENDWATCHER
33
W
Jempi Moens on the Netherlands
“Shoppers
will become
Enjoyers”
Psychologist and trendwatcher Jempi (Jean-Pierre) Moens has already
caused quite a stir in the Netherlands and abroad on several occasions
with his business called www.freshforward.com. Fresh Forward helps
brands and organisations to innovate strategically and grow. The
company is based in a former petrol station in Hilversum, the city where
most Dutch radio and television stations are located. Moens comes from
Belgium, but has lived for more than 25 years in the Netherlands. He is
very analytical and a fervent observer of the Dutch consumer, whom he
studies from a suitable distance and often with a degree of amazement.
hen talking about
the population of
the Netherlands, he
points out that the
average Dutch consumer had no idea
that an economic crisis was imminent. “The mindset was that anything
was permitted and everything was
possible. People were unable to resist
all the temptations in the stores. The
economic crisis had a major impact
in the Netherlands, even though
most people's reaction was along the
lines of: ‘I'll make sure that I am not
affected’. Even so, people were extremely concerned.” Domestic spending
dropped and consumer confidence
plummeted to an unprecedented low
at a staggering speed. The crisis had
definitely arrived.
Cabbage and sausage
Moens “The major comparison websites
emerged. Online shopping became
the predominant trend in association
with a new phenomenon: order in bulk
and send 75% back. Dutch consumers
stopped making large purchases,
but that didn't mean that people did
not want to spend. On the contrary:
consumers purchased cheap products
in stores like Action, Kruidvat and
Ikea. Great value for money and a full
shopping basket for very little outlay
at the cash register. The outlet stores
and low-price discounters did well
and the Dutch population reverted to
traditional low-cost meals: cabbage
with sausage and dishes based on
cheap mince meat rather than expensive cuts. That's how Dutch consumers
weathered the storm.”
Identity
The Dutch market is changing rapidly
today. “Companies that have a mission
and a specific identity, which are recognisable, will survive. In small-scale retail
where you feel the owner's passion
and love of the profession.” The new
small-scale retail concept has emerged
in response to the consumer's requirement for innovative concepts and
specialised types of retail. Moens: “Just
look at the changes in the hairdressing
sector. For example, ‘Schorem’ (www.
schorembarbier.nl), a barber shop
formula in Rotterdam, targets men
only. The WasBar (www.wasbar.com),
a concept that has made its way from
Belgium to the Netherlands, is another
example. Visitors can do their laundry
there while drinking a cup of coffee,
a cocktail or eating lunch and possibly
meet up with friends while waiting, or
they can use free Wi-Fi while working
at the desks, or even enjoy a concert or
brunch.”
Highly differentiated
Moens is firmly convinced that brands
and retail must differentiate themselves strongly in the future. There
is no other option. “Anything ordinary is doomed to disappear”, is his
credo. He prophesies a new world
of as yet unknown combinations and
cites a number of unusual examples:
Abercrombie & Fitch which recently
positioned itself with well-muscled,
half-naked men and American Girls
where mothers and daughters can
go on an enjoyable shopping spree
together. Not only can you buy clothes
there, you can also make cupcakes or
attend a course in make-up. Or the
‘undesirable animal’ kitchen where
all kinds of largely unknown animals
and parts thereof are transformed
into culinary delights. Such as Legs of
Muskrat, soup made from crayfish from
Amsterdam's canals, goose barnacles
and mitten crabs. Further examples:
the Adidas brand store, complete with
lockers and showers, Ritual shops with
a wellness area. Not to mention the
augmented reality virtual fitting rooms
where customers can electronically
‘try on’ and combine the clothes they
want to buy in the blink of an eye. An
enjoyable experience is the key. In
five years, we will be using the term
‘enjoyers’ rather than ‘shoppers’.
Online
Online sales will grow tremendously in
the Netherlands in particular. “We are
an instrumental and functional country.
Our logistics systems are among the
best in the world. There is no other
European country where the items you
order online are delivered to you as
quickly*). The off-line stores will increasingly offer a huge range online and
customers will use their smartphones
to retrieve the online information in
the stores.” According to Moens, Dutch
consumers want the total experience
and will take this to an extreme that
overshadows all other countries in
Europe. Finally, the trendwatcher
concludes: “Utility is increasingly important. The enjoyer asks himself: how
does it benefit me and what is the social
value of my purchase? Mass production and mass marketing are things of
the past - something that will affect
the large chains in particular. They can
expect extremely difficult times in
the future.”
34
35
The green
display
4 Various top card
variants are possible
4 Patented design (no. :N2016140)
4 Available with four and five trays
4 Sizes: 60 x 40 cm and 40 x 40 cm
4 Maximum weight per tray: 30 kg
4 Fast and easy to erect
4 Available in your own corporate style
4 No punch tool costst
Wooden pallet
2 Second HANG-IN Display®
Plastic pallet
The 2 Second HANG-IN Display® is an environmentally
Pallet on wheels
friendly product display based on a 100% cardboard
structure. The fact that the trays are effectively hung
in the side walls makes this structure particularly rigid.
There is no waste after use as the display can be
fully recycled.
This display is made from FSC-certified materials.
4 Also available
in 40 x 40 cm
4The bottom tray can be
hidden under a cover
4Also available with
a closed rear wall
4 The display can be
attached to a pallet
33cm
2
90o
m
33 c
1
55 c m
Patented By :
www.2seconddisplay.com
HOLLAND © 2016
Patent No.: N2016140
3
2
1
Fold out the trays.
Bend the sides of
the tray down.
Insert the trays in the left-hand
wall first, starting at the top.
Do not apply excessive force.
4
Do the same on the
right-hand side.
5
Push the trays
downwards.
6
Bend the front of
the tray until it
locks in place.
7
Place the top card.
36
37
If there is anybody in the
Netherlands who believes in
sales floor promotions, it is
interim marketing manager
Huub Terpstra.
A man who has
successfully
introduced
countless
products and
brands to retail
stores during
the course of
25 years. Products like the
latest sweets from Haribo,
cheese products from Dutch
brand Uniekaas, the snacks
from Mora and (in the early
1990s) the introduction of the
Ola Magnum, a huge ice cream
on a stick which is now sold
throughout Europe.
H
is instruments include radio
and television advertising,
social media, shop tastings
and, to a much lesser extent
these days, printed advertising in
magazines and daily newspapers. But
he still considers sales floor promotions, which introduce the (new)
product directly to the shopping
public, to be one of the most important means of communication. “And a
display achieves that. A simple wobbler
or a shelf card is often insufficient. A
good display on the sales floor significantly increases turnover. It's a pity
that most retail chains hardly under-
stand this. They want to keep the store
as ‘uncluttered’ as possible”, he sighs.
Interim marketing manager Huub Terpstra
A display
BRIGHTENS
up the store
Terpstra is a dyed-in-the-wool marketing specialist, somebody who, after
leaving secondary school, learned his
profession on the job while working
for international businesses such as
Unilever and McDonald’s. In 1999, he
started his own business called Hplus
Interim. Under the banner of Hplus
Interim, he reintroduced the cheese
soufflé in the Netherlands on behalf
of well-known snack producer Mora.
And he has done the same for Tjiezi,
a children's cheese brand created by
Uniekaas, and for the McKroket from
McDonald's. The croquette is a snack
product that used to be exclusively
sold by traditional snack bars in the
Netherlands. McDonalds became interested in this delicacy and created its
own successful version for the Dutch
market. At the moment, he is working
on a no-strings-attached basis on
launching a new candy bar for athletes,
which has been developed by a
well-known Dutch skater.
Power
Terpstra recognises the huge power of
the supermarkets in food. The problem
is that they are not at all receptive to
placing displays on the sales floor. “If
you can accomplish that, your promotion is guaranteed to succeed. Albert
Heijn has approximately 800 supermarkets in the Netherlands, so you
can just imagine the effect if you can
get them to sell your product. Without
the support of the major supermarkets, product launches are doomed to
failure. If the product is not included in
the range, your item will never get off
the ground.” A good display increases the probability of a successful
promotion according to this marketing
specialist. “Many young marketing
executives have little experience in
this area. They “google” a few display
manufacturers in the hope that they
will find an answer. Unfortunately, this
is generally the wrong approach as
many mistakes are made in this area. I
like it when young people come to me
with their problems because I enjoy
helping them and … I also like working
with displays.”
St Martin's Day
Terpstra does not see the display itself
as a cure-all. Its success depends on
the time when it is placed. “In the case
of Haribo, we make sure that fully
stocked confectionery displays are
present in the stores before St Martin's
day on 11 November. That guarantees
good sales!” But this is not always the
case by any means. Terpstra: “Before
your product is offered in the stores,
you have to conduct tough price
negotiations and sometimes offer
hefty discounts before you can launch
a promotion. So your promotions have
to be practical and well conceived.”
The latter in particular goes far
beyond the marketing executive's job
description. “Obviously I have a great
many contacts in retail and I use them
regularly to unofficially test specific
promotions, complete with cameras.
Then I have a test display made up and
observe how the public reacts. The
next step is to refine the promotion
based on that information.”
‘Merchandiser’
Supermarkets always struggle to find
space, which is why Terpstra feels that
displays should be placed on a trolley
or pallet so that they can be shifted
easily or relocated elsewhere in the
store. “The display needs to be strong
enough - some display manufacturers
occasionally have problems in this
respect. And in some cases, the display
also has to be moisture resistant. And,
most importantly, it has to be filled
in the right way, preferably by the
salesperson himself, or by a specialist
company that has received proper
instruction.” Terpstra sees this as a task
for the ‘old-fashioned’ merchandiser
who subsequently keeps the display
up-to-date. “I realise that this is relatively expensive for the manufacturer,
but it does prevent displays from being
hidden away in the storeroom and
ensures that the products are placed
and sold.”
Tip
Another one of Terpstra's tips is that
you need to have a physical display
made, fill it with the product and
add the proposed top card before
you start the promotion. “The design
often looks very attractive in 3D on
a computer, but the final physical
product is what counts. You only know
whether the display is going to be
effective when you see it in the flesh.”
This marketing expert makes no secret
of the fact that he enjoys working
with Holbox. “I simply call my account
manager because he is very knowledgeable about the structural design
details, paper and cardboard. Holbox
may sometimes be a little more
expensive than other suppliers, but
that is compensated by excellent
service.”
38 TRENDWATCHER INTERVIEWT
According to leading
French trendwatcher,
Dominique Cuvillier,
the economic crisis,
which only emerged
in 2008 in other
European countries, had
already been ongoing
in France since the
1980s. “During the past
decades, the introverted
French have only concerned
themselves with their own
situation, which they found to
be pretty bad. We complain
about everything and this
phenomenon is apparent
in all areas of
society.”
“From lowly
subjects to Kings”
C
uvillier owns ‘Cuvillier
Consultant’, an agency that
specialises in future-oriented
and strategic marketing, and
‘Trendmark Publishing’. In addition,
he is a Professor in Trendwatching at
the Institut Superieur de Marketing
du Luxe in Paris and at the University
of Lyon. He has written no less than
12 books on many different topics.
His blog - http://www.lecaptologue.
com - is highly regarded and widely
acclaimed.
Politics
The reason for all the complaints?
Cuvillier: “I think the short-term strategy of our leaders is to blame. Men
like De Gaulle and Pompidou had a
vision. The same is true of Mitterrand.
Even though he was a socialist, he
had all the grandeur of a King. Of
the presidents who followed, almost
nobody was capable of integrating
the country fully in the movement
towards globalisation. Instead, they
upheld a social system that is no
longer appropriate in the current day
and age. And that has had an adverse
effect on consumerism for many
years. All trust and confidence in the
government has disappeared.”
Clever
Even though the benefits of a buoyant
French economy still seem remote,
the trendwatcher believes that a
change is coming, which will manifest
itself in the near future. The answer is:
‘Disruption’. “Initiatives like UberPop in
the taxi sector and Airbnb do extremely well here. Pôle Emploi is a good
example. This is a French government
programme, which continuously
fails to reduce the endemic level of
unemployment and also does not
give adequate consideration to the
interests of the business community.
As a result, a private internet site like
Leboncoin has expanded to become
one of the largest job sites!”, says
Cuvillier.
Start-ups
The trendwatcher states that the ‘old
economy’ has come to a grinding halt
and that this situation actually offers
opportunities for young people.
“Young people are more optimistic
than the older generations. These are
young people who want to stay in this
country and build their futures here.
In contrast to other countries, such
as Spain and Portugal, where young
people aspire to a future in other
countries.” The elderly are another
factor that needs to be considered
according to Cuvillier. “Due to the
high cost of providing pensions, in
combination with better physical and
mental health, the retirement age has
in fact already been extended to 67
years old in many Western countries.
All the generations now have to work
together on building the future.”
Digitale revolutie
Cuvillier points out that the global
economy and human activities have
now been integrated in the digital
revolution. “The French lead the world
in what I call ‘infra-consumption’, an
underground form of consumption
based on barter: lending things to
each other, micro commerce, etc.
These improvised forms of a new
economy compete with traditional
businesses and herald in the end of
'the ownership of things', pre-pro-
grammed ageing and damaging
overconsumption.
Storytelling
At the same time, Cuvillier sees a
new trend, which is based on pride in
France's heritage: the repositioning of
nostalgic brands. He cites the Citroën
DS as an example. “That vehicle is an
example of the past making a place for
itself in the present. The skills of yesteryear, combined with new technology,
have led to a complete resurrection
of French products. And that is very
apparent in the DS. This year, Apple
and wristwatch manufacturer Hermès
launched a joint product called the
Apple Watch Hermès!” France will
also be affected by other global mega
trends. Cuvillier predicts that large
parts of the economy will build a
presence on the Internet within the
next 10 years. “While it is true that the
French are still very fond of the traditional corner shop, that level of loyalty
will definitely wane as
time passes. The shop
and brand with the best
story will win in the end.
The French love a good
story. Whoever
tells the best
story can count
on high customer
loyalty: from being
a mere subject,
he becomes … a
King!”
This version, the
MAGIC Dumpbin,
is erected on the
sales floor with
a single turning
movement and is
available with two
bin heights.
2 SECOND DUMBPIN DISPLAY ®
Professor/Trendwatcher Dominique Cuvillier Msc on France
39
40
41
A look back at the previous Future Forum event
Extremely inspiring
Holbox Future Forum in the
Klokgebouw in Eindhoven
A
fter an opening speech
by Maarten Lockefeer of
Keukenconfessies and
Anouk Hol's hearty words
of welcome, Katia Campo
was the first speaker on this interesting day. She talked about shopper
behaviour and customer loyalty (and
disloyalty). Retailers and brand manufacturers who think that a customer is
disloyal to the store and brand couldn't
be more mistaken. Research shows that
shoppers are extremely loyal in fact, but
not to just one store.
A great deal of scientific research has
been carried out into the effect of
iBeacons on shoppers. Many marketing
executives know of the existence of
iBeacons, but have no idea what you
can do with them and how they work.
To rectify this, Frank van Hooijdonk of
MyBeam introduced the audience to
the iBeacon.
drs. Cindy van Cauter presented a view
of shopping in 10 years time based on
three surveys subdivided into three
phases: pre-store, in-store and poststore. Ten years from now, shopping
will be an extremely personal activity.
Thanks in part to new technologies,
but also due to changes in shopper
behaviour caused by changes in
demographics. The upper hand is slowly
gravitating away from the
The photos give you a good impression
of the atmosphere at Holbox's Future
Forum event, which was held in the highly
inspirational Klokgebouw in Eindhoven on
8 October 2015. More than 100 creative
entrepreneurs occupy this former Philips
factory building. The Dutch Design Week
and the Dutch Technology Week are also
organised here. In short, a very
creative location!
supermarkets towards consumers.
Internet expert Gerlof Bos, who had
just returned from a fascinating trip
to Silicon Valley, closed the day's
programme. He spoke about the developments he saw in America, including
Disruptive. Established businesses are
being challenged by creative start-ups
which promise better, faster and more
reliable performance. For example Uber
and Airbnb. Gerlof ended his contribution with three tips, which we would
like to repeat here:
- Think like a start-up
-T
arget consumer convenience and
keep using the product or service as
simple as possible
-A
ccelerate your process
Would you also like to attend a Holbox
Future Forum? The next event takes
place on 14 April 2016 in the CUBE
design museum in Kerkrade.
42
OUR DISPLAYS
Highly conspicuous,
with lights and
moving parts!
Get noticed on
the retail shelf
March 2016
Number 4
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
Editorial Board
Jan Hol
Dick W.A. Maes Broekema
Art-director
Wendy Coopmans
Photography
Paul Rous
Dick W.A. Maes Broekema
The following parties cooperated
in this magazine
Herman Konings, Store of the Future,
Museumplein Limburg, Meindert Bos,
Mathias Haas, MyBeam, Luxury Hotel
Cosmetics, Jempi Moens, Huub Terpstra,
Dominique Cuvillier, Popai Benelux.
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: Maxigloss, 250 grams
Inside: Maxigloss, 150 grams
Order Size
20.000 copies in 5 different languages
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

Europe`s leading trendwatchers The retail store will

Transcription

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