Colruyt Tests B2B Product Range in Two Stores

Colruyt Takes Aim at B2B Market with Specialized Store Offering

Belgian supermarket giant Colruyt is making a strategic push into the business-to-business (B2B) market. The company has launched a pilot program at two of its stores, in Bruges Sint-Pieters and Aalst, offering a curated selection of 200 products specifically tailored to the needs of food service businesses.

“We’re excited to expand our B2B presence by tailoring our offerings to the specific needs of catering businesses and hospitality professionals,” explains Bart Van der linden, B2B Category Manager at Colruyt. “This pilot program allows us to test a curated selection of products, from larger package sizes of fresh vegetables to specialized frozen items and essential supplies like gloves, in these highly strategic locations.”

The company identified a growing demand for convenient and efficient sourcing solutions in the catering and hospitality sectors. These businesses ofen require larger quantities and specific product formats, making a dedicated offering crucial to their success.

“We conducted thorough market research to understand the unique requirements of these customer segments,” adds Van der Linden. “as a notable example, our butcher section in these stores now enables customized meat orders, allowing businesses to purchase the exact quantities and packaging they need.”

The initiative is designed to build upon colruyt’s existing B2B network, which includes four dedicated professional stores in Wallonia and brussels.

“Absolutely,” confirms Van der Linden. “This initiative builds upon our existing presence in the B2B market, where we have four dedicated professional stores in wallonia and Brussels. The feedback and insights gathered from this pilot program will help us refine our offerings and better serve various business customer segments across our entire network.”

Colruyt’s vision extends beyond simply providing products. The company aims to become a trusted partner for businesses, offering comprehensive solutions that encompass technology integration, process streamlining, and tailored support.

“We aim to be the preferred service partner for businesses,” states Van der Linden. “This means integrating technology, streamlining processes, and providing tailored support to help our customers thrive. Ultimately, we want to be a trusted partner that contributes to their success.”

The pilot program in Bruges and Aalst represents a significant step in Colruyt’s journey to become the go-to B2B solutions provider for businesses across Belgium. By understanding the unique needs of different customer segments and continuously refining its offerings, Colruyt is positioned to make a lasting impact in the competitive B2B market.

How does Colruyt’s existing B2C customer base benefit from the company’s expansion into the B2B market?

Colruyt Expands Into B2B Market: Catering to Business Needs

Belgian supermarket giant Colruyt is venturing into the business-to-business (B2B) market wiht a specialized offering tailored for catering businesses and hospitality professionals. Archyde spoke with Bart Van der Linden, B2B Category Manager at Colruyt, to learn more about this exciting new initiative.

Tell us about this new pilot program and what motivated colruyt to enter the B2B market.

“We’re excited to expand our B2B presence by tailoring our offerings to the specific needs of catering businesses and hospitality professionals,” explains Bart Van der Linden. “This pilot program allows us to test a curated selection of 200 products, from larger package sizes of fresh vegetables to specialized frozen items and essential supplies like gloves, in two strategically chosen locations: Bruges Sint-Pieters and aalst. We identified a growing demand for convenient and efficient sourcing solutions in these sectors, and we believe our existing strengths in procurement, logistics, and product quality can be a valuable asset to businesses in the catering and hospitality industries.”

What unique challenges did Colruyt identify in serving this specific customer segment?

“Our market research highlighted several key needs. Catering businesses frequently enough require larger quantities, specific product formats, and customized solutions. for example, our butcher section in these pilot stores allows businesses to order meat in precise quantities and packaging, catering to their unique needs. We’re committed to providing tailored solutions that streamline operations and save time for our B2B customers.”

How does this initiative build on Colruyt’s existing B2B network?

“Absolutely, this initiative builds upon our existing presence in the B2B market, where we have four dedicated professional stores in Wallonia and Brussels.The feedback and insights gathered from this pilot program will help us refine our offerings and better serve various business customer segments across our entire network. Our goal is to leverage the strengths of both models to provide a comprehensive B2B solution for businesses of all sizes across Belgium.”

Beyond providing products, Colruyt aims to become a trusted partner for businesses. Could you elaborate on this vision?

“Our vision extends beyond simply supplying products. We aim to be the preferred service partner for businesses, offering comprehensive solutions that encompass technology integration, process streamlining, and tailored support. This means partnering with businesses to understand their unique challenges and collaborating to develop solutions that drive efficiency, reduce costs, and ultimately contribute to their success. Our goal is to be a reliable and valuable partner, helping businesses thrive in today’s competitive landscape.”

Looking ahead, what role do you see technology playing in shaping Colruyt’s B2B strategy?

“Technology will undoubtedly play a crucial role in our B2B strategy. We’re exploring innovative solutions, such as e-commerce platforms, mobile ordering apps, and data analytics tools, to enhance the customer experience, streamline operations, and provide businesses with real-time insights. We’re committed to leveraging technology to create a seamless and efficient B2B experience for our customers.”

colruyt’s expansion into the B2B market represents a bold move, demonstrating their commitment to serving the evolving needs of businesses. This pilot program marks an exciting first step, and it will be engaging to see how Colruyt leverages its strengths to become a leading B2B solutions provider in Belgium.

What are your thoughts on Colruyt’s foray into the B2B market? Share your comments below!