Cook&Co is an online cookware retailer which also operates physical stores across the Netherlands for amateur cooks, ‘foodies’ and gourmands looking for personalised advice and excellent service. The Cook&Co range consists of high-quality, trendy cookware, including pots and pans, knives, electrical kitchen appliances, kitchen aids and tools, and cookbooks. The stores also provide customers with a wide range of food items.
Cook&Co’s online sales grew by nearly 25% in 2014. The physical stores fell just short of matching their 2013 sales revenue. The closure of the Zoetermeer store drove down total sales revenues.
CLOSE TO THE CUSTOMER WITH CONTEMPORARY FORMATS
The retail format is committed to providing a high level of service and makes every effort to maintain and improve this level. In the wake of the immense growth of the webshop in particular, Cook&Co is able to compile an increasingly sophisticated profile of its customers. By asking online customers to write reviews, Cook&Co is able to actively improve its services and various surveys have revealed the high level of customer satisfaction among Cook&Co customers.
Research Company Service Scout conducted a survey in December 2014 to assess the quality of several major online retailers in the Netherlands. The independent survey revealed Cook&Co to be the best webshop: during the busiest time of the year, Cook&Co proves its quality and the reliability of its deliveries.
DEVELOPMENT INTO A WEBSHOP WITH PHYSICAL STORES
In recent years this quality store has evolved from a physical retailer with a webshop into a webshop with physical stores. Cook&Co further defined its brand vision in 2014 and communicated it more effectively in order to increase the visibility and awareness of the brand. A number of changes were made to the communications, look and feel, and product range. During the year under review, an exclusive line of cookware was launched for Blokker and Cook&Co under the labels ‘24Kitchen’ and ‘Rudolph’s Bakery’.
OPEN AND COMMITTED TEAMS
An Employee Engagement Survey was conducted among all Cook&Co employees in 2014. This survey resulted in relevant information which is actively being incorporated into the various departments at the head office, in the distribution centre and at the stores.
The focus of Cook&Co is increasingly on approaching the market online, supported by the network of physical stores spread across the Netherlands. The profits of the stores are assessed annually and any stores that show a pattern of losses over an extended period of time are closed. The Cook&Co management team has been increased in order to help meet Cook&Co targets for expansion.
ACTIVITIES AND OUTLOOK FOR 2015
The online platform of the webshop was replaced in early 2015 and became part of Nextail. This measure contributes to the further professionalisation and development of the webshop. Cook&Co expects that the physical stores will benefit from this development as well.
One of the top priorities for 2015 is increasing the chain’s brand awareness. A national campaign was launched for this purpose in early 2015. The year 2015 was off to a promising start, with significant sales growth in the physical stores and sharp growth in online sales.
The main activity for the coming years is developing a contemporary format in line with Cook&Co’s brand vision. Several pilot stores are scheduled to be opened at the end of 2015.
A line of cookware was launched exclusively for Blokker and Cook&Co in 2014 under the labels 24Kitchen and Rudolph’s Bakery.