Assignment 3 DWAZE DAGEN 
DESCRIPTION
Visit the three retail stores as an undercover customer during the special days “3 DWAZE DAGEN”, analyze the retail concept and explore how the stores are using their environment, its design, their product placement and how the store is trying to influence consumers with its promotional materials.
HEMA / BIJENKORF / V&D
Assignment
Alexios Kourouklidis
Student number: 14103478
Table of content
Bijenkorf
V&D
HEMA
Conclusion
3-4
4
5
6-7
~2~
The start of the tour through some shops in the context of the “3 Dwaze Dagen” was Bijenkorf, the introducing shop of “de drie Dwazen Dagen”.
My first impression was very fancy. Before you enter the shop the first thing that is conspicuous are the well decorated shop windows. De Bijenkorf spends a lot of work to create real pictures and put their products in a fitting surrounding.
In the entrance they have staff who offered the customers sample food like Dutch cheese, ham from Spain and vine from France on several stations with special offers.
While you were trying the samples, they make an offer to get for example three different kinds of cheeses for the price of two.
Behind the food stations there were a cosmetic area where stylists were doing the make up for the ladies for free. That is a perfect offer to appeal these women to buy the cosmetic products afterwards.
The whole sales stuff was dressed in black, so very plain and elegant. The lightning was very bright and the smell of perfume was in the ground floor. For some people that might be disturbing, for some it is a bracing and comforting surrounding. The store used yellow as their main color for decoration, even outside on the rooftop they placed five huge yellow flags with their brand name on it and they also provided the consumer with yellow shopping bags made of plastic. Boxes with special offers were spread around the shop. There were no high class products on sale, but they put especially the lower brand products on sale.
They still had sale up to
Visit the three retail stores as an undercover customer during the special days “3 DWAZE DAGEN”, analyze the retail concept and explore how the stores are using their environment, its design, their product placement and how the store is trying to influence consumers with its promotional materials.
HEMA / BIJENKORF / V&D
Assignment
Alexios Kourouklidis
Student number: 14103478
Table of content
Bijenkorf
V&D
HEMA
Conclusion
3-4
4
5
6-7
~2~
The start of the tour through some shops in the context of the “3 Dwaze Dagen” was Bijenkorf, the introducing shop of “de drie Dwazen Dagen”.
My first impression was very fancy. Before you enter the shop the first thing that is conspicuous are the well decorated shop windows. De Bijenkorf spends a lot of work to create real pictures and put their products in a fitting surrounding.
In the entrance they have staff who offered the customers sample food like Dutch cheese, ham from Spain and vine from France on several stations with special offers.
While you were trying the samples, they make an offer to get for example three different kinds of cheeses for the price of two.
Behind the food stations there were a cosmetic area where stylists were doing the make up for the ladies for free. That is a perfect offer to appeal these women to buy the cosmetic products afterwards.
The whole sales stuff was dressed in black, so very plain and elegant. The lightning was very bright and the smell of perfume was in the ground floor. For some people that might be disturbing, for some it is a bracing and comforting surrounding. The store used yellow as their main color for decoration, even outside on the rooftop they placed five huge yellow flags with their brand name on it and they also provided the consumer with yellow shopping bags made of plastic. Boxes with special offers were spread around the shop. There were no high class products on sale, but they put especially the lower brand products on sale.
They still had sale up to