‘Same game, new rules’

During INTERVISION 2019, you will gain insight into current trends and the most relevant developments within the retail sector. So that you can apply the latest insights to your own business. The invitation promises a lot. Not surprisingly, the expectations at Fort Voordorp on 26 November at the start of the symposium of Intervisie, edition 2019 are already buzzing with anticipation.  

"Game changers and voracious disruptors are turning the current retail landscape quite upside down, not to mention the effects of new technological applications in the offline and online world", says Gerrit Grievink, Managing Director Focusplaza. It almost sounds like the beginning of an exciting fairy tale, which you can sit back and relax for a while. But it's not. It's just the harsh reality that demands that you keep your feet on the ground. 

The symposium kicks off with Brabantia's strategy. This year, the family business was given the designation 'Royal'. The look back to a hundred years of changes that shaped the retail landscape into what it is today was fairly brief. The fourth generation with Tijn van Elderen prefers to look ahead. Sober and a bit philosophical, he talks about his philosophy of life and theory about what 'being happy' is: 'the illusion of control over the important things in life. He summarizes these important matters in the '5 W's': working, living, living, well-being and wisdom. He has placed the words in a clear and calm looking diagram. It is therefore not surprising that Tijn hates clutter and does not like stunts. And that he believes that employees who make Brabantia's things, anywhere in the world, should be able to work safely and that they should do so as sustainably as possible. He expects the staff to be reliable and flexible. But it can all be a little less rigid, a little less modest. "We're not going to convince consumers anymore, but want to seduce them. And for that, you have to get out of the head, and first to the heart.

"It all starts with knowing yourself. And then also your company."

Ron Simpson, from 'The Avocado Show', also discusses that heart in detail. After all, how could a plan that wasn't even fully worked out yet get so completely out of hand? "I thought I was good; because I thought I was good at thinking about what others want", says Ron. And then there's the incredible story of how a small restaurant in De Pijp became the face of an international billion dollar industry within a year. An entrepreneurial story where existing business models do not fit. On stage is a man with humour and passion. He still doesn't seem to be able to believe it: that one day avocado fans camped in front of the restaurant, a crowd of social media followers let The Avocado Show go viral and newspapers around the world published the story,... when the restaurant wasn't even open yet. The ingredients of this unique success story: a bit of coincidence, a lot of guts, and above all a lot of passion and pleasure in what you do.

Marcel Ruttgers of IKEA Food talks about new food concepts with more attention to vegan, and Hans Geels of Dille & Kamille about how a company succeeds, without advertising, in maintaining an authentic brand identity and a sophisticated commercial strategy in a difficult retail climate. 

Meeting, sharing knowledge and networking

The morning program offers enough food for countless conversations. During the well-cared-for lunch (partly thanks to the sponsors!), the entrepreneurs get to know each other, existing contacts are being strengthened and networking is taking place; also in the organised 'SpeedTalks' with buyers, category managers and CEOs of Coop, Intergamma, Albert Heijn, KlusWijs, PLUS, Jan Linders and Maxxam, among others. 

In the afternoon, the participants split up into smaller groups to take part in the workshops. Inspiring speakers talk about the choices they have made behind best-practices, share their vision with the other participants, tell where they saw (and see!) opportunities and where there are obstacles to overcome. That doing business is a journey of trial and error, sometimes of happiness, and of being able and daring to look outside the box. And gradually discover that many things are not conceived as they ultimately come out; but that this surprise is part of the entrepreneurial game: in food, non-food, DIY, out-of-home, outside the industry and online. 

Lucky moment

After such an intensive morning and afternoon there is no time to sit back and relax. Guido Weijers treats the INTERVISIE guests to a Masterclass in Happiness. It may not be called a cabaret, but what's in a name? His answers to 'what is happiness?' are never woolly, sometimes scientifically substantiated, sometimes completely ridiculous and sometimes idiotic where and relevant. Anyway: the laughing muscles are at work: and isn't that the best way to happiness?  

The programme is over. Another happiness presents itself: the roads around Utrecht are completely full around five o'clock. Almost everyone chooses eggs for his or her money and will stick around for a networking drink. 

Inspired and full of new ideas, we decide to leave an hour later. The great thing is: Focusplaza has kept its promise. We know that the retail world is changing and is turning upside down. But we've also discovered that it's a world where good ideas make money. Where chasing dreams and feeling passion for what you do and want to achieve seems more important than ever. At the opening of the day, Grievink indicated that this day had been a success for him, when the participants returned home with a smile on their lips. I only see smiling faces.