Blokker announced today further deleting hundreds of jobs. Retail Expert Nyenrode University Kitty Koelemeijer explains what went wrong at Blokker and what is the solution.
Why is it bad to Blokker?
"The average Blokker Client is currently 55 plus. That Blokker group sees as a household store. But the average customer is going for cheap household not to Blokker. They buy online from the one that offers the cheapest."
"Blokker has also suffered from the action. They no longer try to compete with them. You can not be cheaper than the Action, wielding absolute bottom prices, so that you should not try. That's very sensible."
What is the solution?
"Blokker is now trying to focus on a younger customer. That they want to achieve through the shops to create a" home store ". They go 450 of the 600 stores redecorate to make them hipper. Also on offer in stores is better . more brands. 150 Blokker shops're not going to redecorate. I expect that these branches will disappear. It does not pay more to invest in it. "
"With the new formula, they focus on the higher segment of the market. They put the products centrally and focus on better quality. They are also slightly more expensive. And they're going to bet on online sales. So sell through website. And that seems to me pretty good. "
No V & D scenario Blokker so?
"No, I do not think so. V & D did not have a choice. They went to the same foot. The Blokker does it clearly does. This also demonstrates courage. In fact, I think the Blokker can benefit from the bankruptcy of the V & D. If your makeup and fashion think away from the range of the V & D you have entered the range of Blokker. the customers at the V & D, now might go to Blokker. "
http://www.rtlnieuws.nl/nieuws/ by: Yahoo! News Photo: Reuters
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