Tom&Co | Belgium

Omnichannel

Tom&Co invests in developing both their online and offline presence. As CEO Lionel Desclée explains: “The presence of a well-organized store network can be supported by a well-developed online concept. In fact, an online retail design can support the brick-and- mortar business, especially when the stores’ network is optimal. Therefore, we are reassessing store locations and optimizing the network.”

Lionel states that customer needs should always be monitored carefully. A concept that may work for customers in France may not be that appealing to the Belgian clientele. “Businesses should have the flexibility to adapt to changing customer needs.”

Store concept

An omnichannel approach requires an innovative store concept, as online- only retailers are proving to be strong competitors.

“We regard our stores as a valuable and specific medium where we can present products and services in a way which makes a visit to the store an emotional experience. Excellent service, guaranteed quality and well-trained staff are essential,” says Lionel.

“Relying on store presentation and the attraction of in-store events are important, but we should not forget the strength of promotions and bargains.” In addition, a store can also have a clear link with a company’s online business. For instance, customers may use the website as a tool to prepare their store visit, or order online but receive a discount when the order is picked up in their local store.

Branding and private label

Another observation that Lionel shares is that brands, more and more, are tending to become commodities and when it comes to selling and marketing brands: only the price matters. Therefore, Tom&Co needs to compete with national brands. How does this affect the company’s strategy?

“There is definitely a place for national brands in our stores, but the share of private labels increases in the less innovative categories. It is important for national brand suppliers to be present in stores, as stores offer them a unique medium to connect directly with customers.

“Our goal is therefore not to replace national brands, but to serve the market and always offer products that are also competitive to the online-only retailers. National brands are selected based on their uniqueness, the added value they offer to customers and the support they grant in the development of our network.

One of the ways that Tom&Co strengthens their core business is by having a clear vision on their cooperation with their suppliers. “We seek partnerships which will generate value-creation in the long term, and expect our partners to contribute to the company’s commercial strategy. Our role as retailers is to make the best selection for our customers.”

“Customer loyalty is increasingly volatile both for retailers and brands. A well- thought and 360° approach is therefore necessary capture the full potential of a presence in stores.”

Looking to the future

Lionel sees a clear and bright future for Tom&Co. “In the end, it is our goal to make both people and pets happier. Animals have a real impact on the physical and mental health of human beings. I feel that we underestimate the value of having a pet in your home and how an animal can add to the quality of life. The pet retail business must take these emotions, and the omnichannel customer journey that comes with it, into account.”