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At the specially festive edition of the RetailDetail Night, yesterday evening, Colruyt, IKEA and Kruidvat were called onto the stage to receive the RetailDetail Awards. The tenth edition of the RetailDetail Night was held at the especially prestigious Antwerp Handelsbeurs.
Consumer impact
For the first time, the selection for the RetailDetail Awards was made in cooperation with WPP’s Brand Asset Valuator, the world’s longest-running and most elaborate empirical consumer survey in the world. Three large criteria were taken into account: a retailer’s market value (including the degree of differentiation, relevance, familiarity and likeability); the extent to which the retailer’s image matches the core value of the category; and the extent to which the retailer has succeeded in building loyalty with its customers.
Algorithm
“Each retailer is given a score through a specially designed algorithm using the information from the BAV, and the winner is the retailer with the highest score. That is the fairest and most objective way to appoint the winners for the awards”, WPP’s Johan Hellemans clarifies.
Two weeks ago, the nominees in all categories were announced, and during the RetailDetail Night, the five winners were invited onto the main stage. In the category Food, the BAV Award 2022 went to Colruyt, while Kruidvat won Fashion & Beauty and IKEA did the same in the category Home & Garden. Two of those were invited to return as well, as IKEA also won the BAV Innovation Brand Award and Colruyt the BAV Impact Brand Award.
They received a unique 3D Award, designed and produced by Dutch Deco Factory, a fast-growing company that recently realised commissions for reputed brands and personalities such as the Dutch royal family, Lady Gaga, Disney and Nike.
Best brochure
The presentation of the award for Brochure of the Year, powered by BD Media, is another tradition at the RetailDetail Night. Using criteria such as creativity, call-to-action and confidence, this year Albert Heijn emerged victorious. The professional jury emphasised, however, that the difference with runners-up Di and Delhaize was minimal.
More than 16,000 consumers also cast a vote for their favourite in four categories. Delhaize won among supermarkets, Action in the Home & DIY, garden & pet category, MediaMarkt in Electrical & telecoms and Kruidvat in the Beauty, lifestyle and brands category. For the first time, the best digital brochure was also awarded: that award was also for Action.
