Intertoys, which was established in 1976 and has been part of Blokker Holding since 1993, is a contemporary toy retailer operating in the traditional toy market and selling an extensive and up-to-date range of multimedia items, gifts and jewellery.
Intertoys again generated profit in 2014, its sales revenues even outpacing the market. It was also able to increase its market share slightly in Belgium and Germany. This success should be credited in part to the Loom bands craze, a phenomenon Intertoys was able to capitalise on at an early stage. Another success factor is the active focus on improving efficiency and enhancing the product range. Since Intertoys has been able to effectively anticipate the higher sales of toys and multimedia online, it has seen its sales increase sharply during 2014.
CLOSE TO THE CUSTOMER WITH CONTEMPORARY FORMATS
In 2014, Intertoys focused specifically on customer relationships in the stores and at other points of contact. Several years ago, the retailer began providing internal customer service training to employees at both the company-owned stores and the franchise stores. The Intertoys format is constantly adapted to meet customer needs. For example, high-quality toys at a fixed, low price, named Prijstoppers, have been introduced in 2014.
The year 2014 also saw Intertoys’ debut as an independent exhibitor at the world’s largest toy trade fair in Nuremberg, Germany, to promote its product range for potential wholesale customers. The company has seen the changes it has made validated by two major awards it has won: ‘Best Online Toy Retailer’ and ‘Best Music, DVD and Game Retailer’.
OPERATIONAL EXCELLENCE WITH OPEN AND COMMITTED TEAMS
Intertoys worked hard in 2014 on developing a new ERP/BI system, which is to be implemented in June 2015. Meanwhile, the Dutch and German webshops switched to a new e-commerce platform in early 2015 and remodelled their stores to create an all-new look and feel.
The Intertoys retail culture is characterised by the strong loyalty of its staff, resulting in low staff turnover. Following the creation of the new omnichannel organisation, the employees of the webshop relocated at the end of 2014 from the head office in Waddinxveen to Nextail’s offices in Amsterdam.
ACTIVITIES AND OUTLOOK FOR 2015
Intertoys will be conducting a pilot project involving in-store online kiosks. The online product range will be further expanded and customer service in the retail stores will be further improved. The webshop will continue to be further optimised throughout the year and a number of pilot projects will be run inside the stores in order to keep the format contemporary. By improving the integration of the physical and online stores through the omnichannel proposition, Intertoys will strengthen its position as the leading toy retailer in the Netherlands.