Christiaan Rikkers, Director General Jos de Vries The Retail Company 
I was recently interviewed by a major retail distribution magazines in Germany. They wanted our opinion, in a series of interviews with professionals and experts known distribution. The theme was the amazing revolution that German retail lives. For the first time in decades, the German businessmen seem to be looking only at the price, but they recognize the variety and serve as repositories of value.
This type of interview is also helpful because they force you to reflect and notice what really sets the standard today. To distinguish between fads and trends and actual market developments. Not always easy to distinguish. Everyone seems to be on the lookout for new opportunities in 2008, before the growth of the entire European economy and the frantic development of the countries of Eastern Europe. Innovation is the keyword. But are all equally useful innovations?
Now that funding is available for development, we must consider carefully in which direction we want to move forward. The money can be spent only once, even in the best of the joints. After all, the renovation does not always lead to innovation. Often give too much emphasis to technological development leads to forgetting elements comunicativos más importantes del modelo de distribución, que son los que realmente importan al consumidor. ¿Es hora de distanciarnos de la fría y a menudo inútil tecnología para devolver el protagonismo a las personas?
En cuanto organización, ¿cuál es vuestra posición en dicha evolución? ¿Cuáles son vuestros valores y cómo los plasmáis en vuestra actividad cotidiana? ¿Cuál es vuestra experiencia? Hoy en día, los consumidores desean conocer la respuesta, aunque también tienen un sentido de pertenencia. El consumidor moderno se pregunta quién eres, cuál es tu planteamiento y si es aceptable lo que haces. En consecuencia, Nike tiene que decirnos Where are your shoes. And Ikea has to explain where the wood above your furniture. The key message of the interview is as follows: It is important to set up your own approach. In addition, activities such as innovation, renewal and development and generate useful only if they benefit results that approach. Should enshrine in the set. And, of course, the store ... that is where you communicate your approach to the consumer.
Our company also has a position and a goal, which is where this new book fits our sixth issue since the inception of the company in 1986. This time, it is a book full of stories about people enthusiastic, daily displays his creativity to develop further the distribution sector. In addition, our employees, artists display their own experience and trend followers and leaders of retail distribution. We hope that reading these comments inspire you to further your own success story.
More information "Let me tell you a store"
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