During the Webwinkel Vakdagen, Roland van den Berg, online business director of Kruidvat & Trekpleister, proudly talks about their offline and online strategy. "We do have a slightly different approach than many other companies here, I think. Kruidvat is a real retailer and wants to remain so. Our R+D strategy actually ensures that offline and online reinforce each other."
Recently, Kruidvat was named "Retailer of the Year" and took the No. 1 position as the strongest retail brand. Yet Van den Berg is prouder of something other than those titles. "Prizes are nice, but the most important thing is customer appreciation. That they walk out of the store every day feeling happy, in all stores and channels."
We are not the technological trendsetters, but we do watch our customers very carefully and make sure we are always consistent. For us it is not a digital revolution, but more evolution.
- Roland van den Berg
One step at a time
When you think of Kruidvat, you immediately think of the red and white stores or the leaflet full of special offers that arrives on your doorstep every week. But Kruidvat has also become a fixture for repeat customers online. That success didn't come overnight, but grew step by step.
"We are not forerunners on technological trends, but we do it the Kruidvat way," says Van den Berg. By testing a lot and staying in close contact with customers, Kruidvat has built a solid, high-performing and reliable online presence and taken crucial steps in their e-commerce growth. Think of a large e-fulfilment center in Ede, picking from 1,300 stores and an updated app. Kruidvat has not stood still and has many more plans for the future. "Online is never finished. You keep constantly improving and innovating."
Kruidvat's R+D strategy
In his talk at the Webwinkel Vakdagen, Van den Berg elaborated on the R+D strategy and how Kruidvat is rolling it out in concrete terms. He presented four examples of this strategy ROPO, the digital drugstore, the Kruidvat Club and marketplace. A good example of the first element, ROPO (Research Online, Purchase Offline), is the online leaflet. The reach of the paper leaflet is decreasing because more and more people have a NEE-NEE sticker on their door. "Now we distribute the leaflet through the app, website and we are experimenting with WhatsApp. With these digital means we have absorbed the loss in reach of the paper leaflet."
The digital drugstore also plays a big role in the R+D strategy. "Drug sales also involve accountability. We see customers seeking advice through the app and then buying their products online or in-store." That's exactly how R+D is supposed to work.
Data-driven app and loyalty program
In addition to ROPO and the digital drugstore, Kruidvat is betting heavily on the app. This acts as a digital hub where customers find exclusive offers, save points for free products or can donate to charities. Already 4.5 million people are members of this Kruidvat program.
"This provides us with tremendous insights into customer behavior and needs. In addition, this gives us the opportunity to engage in autoreplacement retargeting via e-mail." For example, do you buy hair dye on your account? Then you get a message after 6 weeks whether your hair still looks good. Similarly, mascara is due for renewal after 4 months and sunscreen has a one-year expiration date. These are moments to remind your customer of a new purchase opportunity.
Members also enjoy additional benefits. For example, pregnant customers can pick up a free baby box, and the Beautybox, packed with beauty innovations worth €55, is available for just €14.95. "The box is available to everyone, but specifically aimed at Gen Z. With the Beautybox, we are tying a new generation to Kruidvat." And the reviews don't lie.
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Marketplace: expansion without extra shelves
Last but not least: the Marketplace. But why should a drugstore also sell car seats or infrared lamps? "Kruidvat is the market leader in the baby category; for example, as many as one in two children in the Netherlands wears a diaper bought at Kruidvat. We have also had a complete baby kit list on the website for years, but could only supply 45% of that list." says Van den Berg. "Now it's 100%. However, our shelves and warehouses are not elastic, so we use our own Kruidvat marketplace and partners."
The products do have to meet strict conditions: only additional assortment that Kruidvat itself does not have, and no oversupply. "So no 20 car seats, but one model in three price ranges."
For Kruidvat, this pays off handsomely: 50% of customers who buy a marketplace product from the baby category also become members. And in some cases, successful marketplace items even end up in the regular assortment.
A cleaning product for baby pacifiers is now part of the regular assortment. And Korean Beauty products have also entered through the marketplace.
- Roland van den Berg
Looking ahead: Where is Kruidvat going....
What does the future hold for Kruidvat? "We look at customers' CLS report ratings to our stores every month to keep improving," Van den Berg said. "Through the loyalty program, we see that our data quality is growing and that allows us to refine our proposition."
There are plenty of plans and opportunities for the future. Including applications of AI. Not only on the front end, but also in the back office, such as logistics and inventory management. "We are only at the beginning of what is possible," he said. According to Van den Berg, the biggest challenge remains to stay close to the core proposition. "Retail is detail. And that has to be done well in every store.
Kruidvat proves that with a sharp focus on your customer, smart technological steps and a consistent approach, you don't necessarily have to be the first. Not revolution, but evolution. Always surprising, always advantageous, offline and online.
