Een avond vol retailinspiratie op de eerste editie van het NowHow kennisevent

17.05. 2019 | 1822 x bekeken

Inspiring retailers do not focus on the actual transaction but on offering solutions in the life of the customer. That is one of the things that became clear during the first edition of the NowHow knowledge event on Thursday 16 May. Retailers from all over the country came to our hometown ‘s-Hertogenbosch to gain a good dose of retail knowledge. The highlight of the evening was the announcement of the 40 most inspiring retailers in the Netherlands with the undisputed winner: IKEA.

Five retail
trends During the NowHow knowledge event, retailing was discussed extensively while enjoying a dinner. Nancy van der Heijden presented five trends that we cannot ignore today and tomorrow. Based on the philosophy that retailers who constantly adapt to the changing wishes of the customer are tomorrow’s winners, we constantly monitor changes in the world. It is an annual tradition to share these trends with inspiring retail examples.

Retail professor Gino van Ossel
Gino van Ossel, retail professor and author of the books ‘Omnichannel in retail’ and ‘Retail Beyond Digital Hysteria’ was also a guest. He gave an interesting presentation about his vision for the future of the store. Gino explained that convenience and experience are essential elements in the physical store, if used properly. Retailers who respond to the need for convenience in a relevant manner are successful. A good example is McDonald’s, which has tackled the long lines at the checkout with the help of order pillars. On the basis of speaking examples, the focus was also on adding experience in the physical store. With the important insight that the experience in the store must always be at the service of your goal. Wishes regarding the earnings model and the frequency of visits must be crystal clear. In his story, Gino made it clear that retail is not about copying e-commerce giants or having the latest retail technology. Retailers must innovate based on the power of their formula and can thus optimally use the physical store.

Inspirational 40: Retail edition
Then the highlight of the evening followed: the Inspirational 40: Retail edition. A study that Crossmarks has conducted in collaboration with Synergie. Synergie has been presenting the Inspiring 40 for regular organizations for nine years and this year the Inspiring 40: Retail edition followed for the first time. The research reveals what makes retailers inspiring and, in particular, why. At the knowledge event, Joris van Zoelen and Janneke Zuidhof, partners and strategists at Synergie, spoke about why inspiring is so important. Organizations and retailers that know how to inspire are successful and have more loyal customers. Then Lori van Waes, retail strategist at Crossmarks, presented the most important outcome of the research. The most striking finding is that inspiring retailers look beyond the transaction. They transcend the product and dare to be truly significant in the lives of their customers. They no longer focus on sales but on connection.

IKEA is the most inspiring retailer in the Netherlands
Finally, the list of the 40 most inspiring retailers in the Netherlands followed in the eyes of customers and people familiar with the brand. IKEA has been named the most inspiring retailer in the Netherlands. Rituals and Dille & Kamille follow in second and third place. Hans Geels, general director at Dille & Kamille, was present to receive the congratulations.

A successful first edition
The evening ended with a drink during which the guests could chat with each other. A great first edition of the NowHow knowledge event where everyone with a head full of retail knowledge and inspiration went home.

Curious which retailers are among the 40 most inspiring retailers in the Netherlands in addition to IKEA, Rituals and Dille & Kamille? Download the entire publication of the Inspiring 40: Retail Edition here.


The Inspirational 40: Retail edition is a study conducted by Crossmarks and Synergy. The research reveals what customers find inspiring in retail, which retailers inspire and how they do it. It contributes to the understanding of the retail world as we know it today. The insights from the research are intended to inspire retailers to inspire their customers. In this way we work together on a sustainable, profitable and, above all, inspiring future for retail.


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