Visiting Keukenspecialist Elburg

"It is important to us that the customer has confidence in who we are and how we act."

We are visiting Keukenspecialist Elburg, one of dozens of specialty stores operating in the market under this concept. Wilfred Verniers is sales consultant on site and immediately explains that each branch within this franchise can operate independently and autonomously. "Even if a consumer walks into our store and says, 'We are looking for a kitchen but we have no idea how and what...,' we take it up. From beginning to end, we accompany them." This naturally includes a tour of the showroom. "Which, thanks to the great concept of Kitchen Specialists, we get to decorate as we see fit, in our own style."

Wilfred, who has worked in the kitchen industry since 2007 and has been involved with Keukenspecialist Elburg since 2015, explains that the team in Elburg consults with each other about everything related to sales and advice about once every two weeks. "So then we also discuss the layout of the showroom. Because of the investment, it is of course the owner who makes the final decision. But there are always little things that you can quickly adjust anyway. Even if it is just a cutting board that you put in a different place at a certain moment as a decoration piece. Of course, during that consultation, we also look closely at trends. And, what are our suppliers coming up with?" 

At the same time, Wilfred has to laugh. "I think the consumers around here are always a bit behind the rest of the Netherlands in terms of trends. People are a bit more cautious here. But that doesn't matter. That's just how the public is here and we take that into account."

"But of course we also want to sell here in Elburg," says Wilfred. "However, we never use the term 'scoring.' For us it is important that the customer has confidence in who we are, how we act and how things look with us. Trust is very important to us: for example, we never ask for a down payment. We send a signal with that. We treat customers fairly, and we trust that they will treat us fairly as well. In any case, the showroom must feel like "our own. Our customers must recognize themselves in the look and feel." 

Browse

So Wilfred describes the look of the showroom as the IKEA feel. "We want to convey the feeling that the customer can browse a little bit in everything. They shouldn't feel inhibited to open a drawer. If he then thinks, 'Hey, that could be my kitchen!' then we've done well."

At Keukenspecialist Elburg, Wilfred and his colleagues welcome customers for virtually all segments. "From simple, straight and cheap to the sophisticated project kitchen or people with the most luxurious wishes. We even have customers who, for example, are looking for a kitchen that will then be installed on their boat."

Wish List

Plenty of satisfaction, then, in Elburg in how things are going and how the showroom is proving its worth in Elburg and the surrounding area. Yet Wilfred acknowledges that he also still has wishes. "If I'm very honest: the lighting in our showroom could be a little better here and there. That is definitely on my wish list. At the same time, I have never heard a consumer grumble that the lighting might not be quite right. But oh well, I'm a perfectionist. And so it is therefore not illogical that I think that way. In addition, I always have a keen eye for unnecessary clutter. I'm always instant about tidying up. And yes, I also regularly move small accessories. That cutting board, for example, has been in many places in the showroom!"

On the question of where Keukenspecialist Elburg will be in 10 years, Wilfred has to think for a moment. "We are certainly not of striving for more-more-more-growth. But we are of wanting to keep improving customer focus. So in 10 years we still want to be the nicest, most practical and reliable kitchen store in Elburg and the surrounding area.