"We now think in moments"

What do you do when interest in your product wanes? It's a question that Gall & Gall, a market leader in the liquor industry with 650 stores, has taken seriously. "People drink less, they drink differently and they also buy differently. We had to think around," says general manager Nienke van de Streek. "With our omnichannel approach, we managed to gain market share in a shrinking market. That gives a positive vibe."

The amount of alcohol the Dutch consume on average is "going down very rapidly," said Van de Streek. They are choosing alcohol-free or low-alcohol drinks more often. In the wine landscape, white, rosé and sparkling are gaining ground on red. Demand for organic assortment is increasing, as is demand for pre-mixes and cocktails. Meanwhile, customers today demand lots of choice and variety. "The whole market has changed enormously, in breadth and depth. I myself also drink differently now than I did three years ago."

"We now think in moments"

As a market leader, we want to be on trend, preferably slightly ahead of it."

Expert and guide
Gall & Gall had to do something with it, according to the general manager. "At the end of 2024, the year we celebrated one hundred and forty years of existence, we decided to reposition. We did a huge customer survey, a deep dive." Ahold Delhaize's liquor chain wanted to know what people drink, on what occasion and with whom. "We decided to formulate a new mission and adopt a different role. Traditionally, we were already the expert in the complex world of liquor, in addition to that we became even more of a guide." Linking product to customer knowledge is crucial, says Van de Streek: "Our advice has to match you and the moment. We have really embraced thinking in moments. We want people to experience them consciously - that often goes with a drink."

quote wwv The whole market has changed tremendously"

Taste profiles
Based on the research results, Gall & Gall has revamped its assortment and redesigned its stores last year. To better match supply and demand, new wine taste profiles were created that are reflected in all channels. From the shelves to the website and from the paper guides to the app. "Find your taste. For every moment, in every glass," Gall & Gall invites consumers to create their profile for red, white and/or rosé. "Do you like steamed vegetables or grilled vegetables?", is one of the questions asked. Young or aged cheese? Coffee or espresso?

Customers can save their created profile by leaving their e-mail address. If they give permission, they receive an explanation of their preference(s), an overview of matching wines and discounts on bottles from their taste profile. Van de Streek: "It helps you choose and leave the store or webshop more confidently. We also immediately made the assortment indication less complicated. We used to talk about big red or fresh prince, now it's round & full or light & fresh."

Less promo
Customers are positive about the new flavor profiles, according to Van de Streek. "The profiles are also relevant for colleagues on the floor, because they can do a lot with them if they know what customers like." The general manager sees it reflected in the numbers: "Sales from the regular assortment are up, compared to promotional tables and online offers." Customers are learning to appreciate the breadth and depth of the offerings. "Look: we are not going to encourage people to drink more. We know how to lead them better and better to what they like, which is very nice to see. At the brand level, we have made a leap on aspects like refreshing and innovative, exactly what we wanted. Gall & Gall could also use a dash of that."

Long tail
The online channel plays an important role in the liquor chain's strategy. "Two-thirds of the assortment is only in the webshop, which is our long tail. We really have something for everyone there. We also tell that in the stores, colleagues nowadays refer very naturally to our shop." The franchisees, together accounting for about 40 percent of the stores, also do so, according to Van de Streek. "We have already made online sales agreements with them in the past and we have intensive contact on an ongoing basis. We learn from each other. They too see the market changing. Moreover, they know the importance of our app, which has more than a million active users. We also have 1.3 million cardholders. We invest in all those journeys together."

It's nice to see franchisees prominently displaying certain drinks that are doing well in the online store themselves. Obviously, we think that entrepreneurship is just beautiful."

650 mini-dc's
Unlike many online competitors, wine bottles can be ordered separately at Gall & Gall. The threshold for free delivery is relatively low, at 55 euros; during promotional periods, the chain sometimes adjusts that limit downwards. Gall & Gall delivers online orders from its central distribution center in Delfgauw, but also increasingly from stores. "We actually have 650 mini-DCs that way, unique," says Van de Streek, who previously worked at Hema, Blokker and Aldi, among others. "Instore picking is already an important logistics model: a sustainable delivery option for customers and super interesting for us in terms of costs." Gall & Gall will take new steps in it this year, although Van de Streek cannot yet say exactly how, at what pace and with whom. At any rate, Gall Express, the in-house flash delivery service that was tested in 2022, will not return. "But what is certain is that we have learned from this and will continue to expand delivery from the stores if that helps customers."

AI tool
What else is on the horizon for 2026? Van de Streek: "Before the holidays, we launched an app with an AI tool for colleagues. That offers even more relevant content and other information to our trained staff, enabling them to answer in-depth questions and always give each customer the right advice. And that taking into account stock, specific occasions or situations, in the future also personal shopping behavior and preferences. It is a great success and we continue to make it even better." It is an agent for internal use; a customer facing variant seems a logical next step. Whether and how that will develop, Van de Streek leaves it open. But, she says, "It would be nice if it becomes available to customers as well."

quote wwv We have over a million active app users"

Colleagues in the store refer very naturally to the webshop"

Personalization
Gall & Gall will also take concrete steps this year to improve the content on the website - "it's still a lot of pictures with prices" - and to increase user-friendliness. New investments in loyalty and personalization are also on the roadmap, says Van de Streek: "Whisky offerings shouldn't be constantly presented to people who don't drink whisky, of course, but we can still communicate much more refined in that regard."

"We may be almost 142 years old, but as a market leader we want to be on trend. Preferably slightly ahead of it. I am proud that we have gained market share in a shrinking market, with an omnichannel approach that really sets us apart from the competition. I'll be happy to tell you more about it at Webwinkel Vakdagen."

Gall & Gall x Webwinkel Vakdagen

Nienke van de Streek will give a keynote presentation at Webwinkel Vakdagen. On Wednesday, March 25, at 3:45 p.m., she will speak on the main stage about Gall & Gall's repositioning and digital steps.

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