Gicom helped Vanden Borre to differentiate itself from its competitors by creating a magazine (print and online) that substantially enhances customer experience before, during and after their visits to the store.

What Vanden Borre needed:

considering the highly competitive market in which it operates, Vanden Borre wanted to differentiate itself from its competitors. More precisely, the leading Belgian consumer electronics retail chain saw the necessity to enhance customer experience before, during and after their visits to the store. In concrete terms: it was looking for a much better connection with its audience’s real needs and main points of interest.

What Gicom proposed:

a content-first program via an informative and entertaining printed Vanden Borre magazine that would be published 5 times a year, in line with the customer’s constantly evolving seasonal interests. And all that with a very clear double mission statement: not just offering the right content at the right time, but simultaneously making sure that everything is expressed in such a way that it is really useful and fully usable.

How the puzzle was completed:

in May 2020, the first digital edition was published, making it possible to extend customer experience via direct links to the e-shop and amplifying it through social and CRM activities. In order to further improve the information flow to its customers, Vanden Borre recently chose to switch to online PDF files, with easily clickable links to products and product videos.

Profitability index

• Strongly improved reach and customer experience
• Direct impact on e-commerce
• New revenue streams thanks to mutually interesting trade marketing deals