Blokker is taking a 'defensive stance' on home delivery in Belgium. The retailer is stopping delivery to our southern neighbours. Online ordering and in-store pick-up is still possible.
So says Geert Kampschoër, CEO of Blokker Belgium, in an interview with Gondola. Blokker has been writing red figures in Belgium for years. According to Kampschoër, this is due to e-commerce and the rise of competitors such as Action.
The retail chain is taking a different course in Belgium, including by focusing on physical shops. Blokker will open small city shops with a range that suits the Belgian market. "From now on, we will sail our own course in Belgium. Belgians differ from the Dutch. That seems obvious, but we took too little account of that in the past," says the CEO. "In our range, we will henceforth emphasise living, decoration, cooking and dining. These are things Belgian consumers are concerned with and what we want to serve them with."
Interestingly, the chain is stopping home delivery completely. Consumers can order a product online and collect it in store, a collect & go system. "When it comes to e-commerce, we take a defensive stance," said Kampschoër.
There was earlier speculation that Blokker would leave Belgium altogether. According to the CEO, there is no question of that. The company has four years to become future-proof in Belgium. "We made mistakes in the past that we are not going to make now. It is up to us to make it clear to Belgian consumers that we are still relevant to them. An updated product range and a revamped marketing team will be our biggest assets in this respect."
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