Coolblue's take-over rumours were major promotional stunt | RetailDetail

Coolblue's take-over rumours were major promotional stunt

Coolblue's take-over rumours were major promotional stunt

Social media lit alight with Coolblue rumours yesterday, saying the company had been sold for 1 billion euro. Speculation arose about who could have been the buyer, but a press conference revealed the true nature of the rumour.

"Ad Sinterim"

CEO Pieter Zwart told he could not refuse the offer from the buyer, during a "hastily" arranged press conference. The buyer turned out to be Sinterklaas, who paid 1 billion in gingerbread nuts. "Sinterklaas would become the company's CSO, but only "ad sinterim" (a pun on "ad interim" and "Sint"). As soon as the Sinterklaas period (revolving around 6 December) passes, the man would return to his home in Spain.

 

The rumours therefore turned out to be a marketing stunt, even involving the company's employees who had received an email which stated major news would be unveiled at a press conference. It quickly became clear that there would be no actual take-over.

 

This promotional campaign did result in a huge amount of attention, both on news sites and on social media where the replies are overwhelmingly positive. In that regard, Coolblue has definitely hit the mark.

Questions or comments? Please feel free to contact the editors


Microsoft builds competitor for Amazon Go

14/06/2018

Microsoft is working on its own technology that should render checkouts in stores obsolete. The American company says it wants to be an ally for the retail sector, mostly in its struggle against Amazon Go.

Amazon bans customers who return too much

24/05/2018

Amazon is putting a stop to customers that return too many items or that “misbehave” according to the retailer: whoever crosses the line, will be banned. Dozens of customers have taken to social media to complain about this unilateral account removal.

LVMH invests millions in fashion search engine Lyst

24/05/2018

French luxury group LVMH, led by Bernard Arnault, will invest millions of dollars in Lyst once again. The luxury fashion search engine wants to expand its global expansion this way.

Amazon now delivers packages to car trunks

25/04/2018

From now on, Amazon delivers orders to the trunk of your car. The retail and technology giant has given its Prime subscribers access to get packaged delivered to the trunk of their car, without any additional costs. The service is currently limited to the United States.

Dutch Beate Uhse division not bankrupt after all

05/04/2018

German Beate Uhse’s Dutch subsidiary has not gone bankrupt after all and will continue its activities in both Belgium and the Netherlands. The company revealed the information itself after bankruptcy rumours surfaced.

Amazon often cheaper than Dutch competitors

03/04/2018

Products that are available on both Dutch web shops and Amazon.de, are cheaper at Amazon in about half the cases. Not only do Dutch stores compete with Amazon.de, which ships to the Netherlands, but there are also rumours that Amazon.nl and Amazon.be will soon become more active.