The aim is to provide optimal advice on the product range and promotions and to keep costs in the supply chain as low as possible. The starting point is to have a unique product range combined with a cost-effective supply chain. This requires increasing the scale and intensification of cooperation between all chain partners. We are also intensifying cooperation with our customers, so we can respond optimally to mounting retail issues in the areas of digitalisation and sustainability and to the demand for safe and healthy production. In 2017, the large-scale European retail sector made strong advances. It is no longer a question of whether things should change: transformation is a prerequisite for maintaining a leading market position. While each retail partner will achieve this in its own unique way, Royal Lemkes aims to provide the desired customised solution. “We are a DIY retailer, which means we focus on home improvement projects, decoration and repair and build. We try to sell a dream and help customers achieve this themselves. We fully stand behind our ‘For the Makers’ proposition and offer what are probably the best product range and best solutions to our customers. “We would like to create an emotional relationship with our customers. To achieve this, it’s crucial in the Benelux countries to have a substantial offer in garden items integrated with a DIY model. A consistent garden offer combined with an excellent offer in plants across the seasons is essential for creating an emotional bridge between customers and Maxeda (Praxis, Brico). Emotional because plants mean colours and flowers and are synonymous with nature. “Plants help us to convey customers’ personalities and emotions to their gardens. Plants are, after all, living beings. “Plants are important for Maxeda because they help us meet our customers’ expectations. It’s important for us to have the right choice in plants, but not too much so the customer is confused. Fresh quality and low maintenance are key to the success of our business. Naturally, we choose Royal Lemkes as our partner because of the company’s comprehensive expertise and its ability to meet our key requirements: a wide selection, fresh products and on-time deliveries.” Jordi Juanos Gardening Category and Visual Merchandising Director, Maxeda DIY (Holland/ Belgium) 21
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