Dutch online chain Coolblue has seen its turnover grow to 168 million euro in 2012, 48 % more than the year before. In 2013 sales are expected to rise over 200 million euro.
Another hundred shops
Coolblue serves as an umbrella for a series of over a hundred specialised online stores, each with a Dutch and a Belgian counterpart. In 2013 Coolblue hopes to add another hundred shops to that list.
Founder Pieter Zwart, who started the company in 1999, sees this strategy of focusing on one specific product per shop as one of the reasons for their growth: “With our specialised shops we are extremely relevant to our customers.” They find themselves “in a true product Walhalla”, he believes.
New warehouse and three physical shops
To cope with this growth, a new warehouse of 11,000 m² will be opened in the first quarter of 2013, near Tilburg. That extra space is added to the 5,000 m² warehouse of Coolblue in Capelle aan den IJssel, near Rotterdam.
In addition to its web shops Coolblue also has four physical stores, in the Dutch cities Rotterdam, Eindhoven and Groningen and the Belgian hub Antwerp. In these stores, customers can get information, place orders and return articles. Early 2013 another store is opening in Lochristi (near Ghent in Belgium), while later this year Amsterdam and Utrecht will follow suit.
The strong expansion of the chain in 2012 also created more jobs, mainly because of the new administrative office in Rotterdam. All together the company created 140 new jobs, lifting the total payroll over 300 people.
Customer satisfaction at all time high
More positive news came from the Net Promotor Score, an indicator of customer satisfaction that shows to which extent customers would recommend a certain company, product or service to others (friends, colleagues, family,…). The difference in percentage between 'promoters' and 'critics' is then calculated, which left Coolblue with a record positive difference of 62.
One service that was added in 2012 to increase customer satisfaction, was Coolblue VandaagNog: customers who orders before 3 p.m. can get their product delivered on the same evening, for an additional fee of 17.95 euro. Not surprisingly, Coolblue has received best web shop awards in 2012, in Belgium as well as in The Netherlands. (YVL)