How Coolblue translates the customer journey from online to the shop floor

Why are customers immediately addressed as they enter one of Coolblue’s stores, and what is the deal with that mirror hanging near the headphones? The answer: this Dutch retailer is improving its physical store concept using customer journey data.

Efficient customer journey

On the occasion of the opening of Coolblue’s eighth store, in Bruges, RetailDetail met up with Arne Van Verdegem, manager of growth at Coolblue Belgium, to discuss how the e-tailer’s physical store concept is evolving. The Bruges store is 1,000 sqm in size: an average size for the retailer, who says that “We need that space to tell our story. We display about a thousand products in our stores.”