Mini case study Bijenkorf
The implementation of the premium experience strategy in the Bijenkorf
Author: Carel Jansen
Course: (V)ODC 2013/2014
Keywords: mini case study
This work contains a case description of one of the largest Dutch (clothing) retail stores called the Bijenkorf. The Bijenkorf has been going through a rigorous cycle of change in the past few years. The new ‘premium experience strategy’ is a 200 million euro investment. In the new business strategy the Bijenkorf focusses on a number of ‘flagship stores’, which are the biggest and most profitable ones located in the Netherlands. The strategy is based on a pilot which was conducted in the biggest store located in Amsterdam, the capital of the Netherlands. In the past years the Bijenkorf has gained a lot of experience in building stronger brands, shopping experience and service. These strategies were also exploited commercially on the Bijenkorf.nl. The CEO of the Bijenkorf, Giovanni Colauto, states that the Bijenkorf can better adapt to the current wishes of its customers by implementing the new strategy. The average customer of the Bijenkorf is part of a customer segment that searches for brands, service and overall shopping experience with an international allure.