Article: In conversation with... Volckaert-Soetens
The time when a newsstand only sold newspapers and magazines is long past. On the one hand, due to the changing society, but perhaps more importantly, because the media is focusing less on the individual sale of those newspapers and magazines. Diversification in the offerings is meant to ensure that these shops can continue to exist. But wholesalers who distribute drinks, tobacco products, and other retail items are also very aware of this. Volckaert-Soetens from Oordegem is one such family-owned wholesaler. They too are seeing an evolution in the press shop sector. Not only in terms of the sale of products but also in the way of purchasing. We spoke with Peter Becaus, managing director, and Gerry Rogiers, general manager at Volckaert-Soetens.
Volckaert-Soetens is a family-owned wholesaler that has been supplying products to newsstands, small retailers, night shops, and gas stations for over 60 years.
They offer a range of products including candy, beverages, spirits, tobacco, stamps, road maps, and even refrigerators. For more than 10 years, they have also had a Cash & Carry where retailers can pick up their products and explore the new assortment.
Who is Volckaert-Soetens and what exactly do you do?
Three years ago, with our move to Oordegem and the consolidation of our wholesale and Cash & Carry operations at the same location, we optimized both deliveries to our customers and pickups in our shop."
You also supply newsstands, which is a very specific niche.
In what way can you say that you specialize in serving newsstands?
Volckaert-Soetens: "We know our customers and the market well. The operator of a newsstand is often a small business owner, and we feel very comfortable with these people. We don't supply large retail chains, but we do want to grow. A nomination in the Trends Gazellen 2022 shows that we are on the right track. Currently, we are working on national expansion. We are already very active in Flanders, but now we also want to grow in Wallonia. But we are taking it slow so we don't rush ahead of ourselves. Our service is key, and we want to keep offering it at any cost.
When a customer calls us, we know exactly who they are and, in most cases, we are familiar with the store they’re referring to. This allows us to assist them with their orders. Our field salespeople know their craft and that of the newsstand.
They won’t just sell our products, but will actively think along with the customer about what will work and what won’t."
What makes a newsstand so different from other stores?
Volckaert-Soetens: "A newsstand is a store where customers go for a very specific purchase. You go for a newspaper, a greeting card, or a small package. That purchase is often accompanied by an impulse buy, such as candy or a drink. We see it as our role to guide these stores with their orders and help them keep up with trends. We've been doing this for years.
The newsstand is a familiar environment for many people, much more so than a gas station or night shop, and that’s one of the key aspects that define a newsstand. Newsstands continue to play an important social and societal role."
Do you see any evolution in the products you need to supply?
Volckaert-Soetens: "Not so much in the products themselves, but more in the way of ordering. As everyone knows, the margins that a newsstand earns on what is sold are under pressure. Prices are rising, so the store owner has to invest more for the same assortment. We try to accommodate this by offering them the opportunity to place different orders per week. This way, they don’t have to place large orders and can reduce the risk of overstock. For us, that’s a serious consideration because it has to remain profitable, but we want to keep offering this flexibility and service to our customers."
Is this one of the reasons why the Cash & Carry system was developed?
Volckaert-Soetens: "Absolutely. This aligns with the flexibility we want to offer our customers. Some customers, for instance, opt for a delivery once a week and then come to pick up their order from our Cash & Carry. At the same time, they can choose from our extensive and often new assortment of candy, drinks, and tobacco products available here. This can even be done on Saturdays."You’ve been selling for over 60 years. Is there more demand for certain products today, or less?
Volckaert-Soetens: "The demand for candy and beverages is currently on the rise for us. Tobacco products are more dependent on market trends. There is, however, a noticeable evolution. Tobacco products are becoming more expensive, with recent tax increases.
As a result, consumers are more inclined to buy big packs because they are cheaper in proportion, but this can be disadvantageous for the seller because there is often less profit margin on those. It’s up to the retailer to make a correct assessment within their existing assortment."
We notice that this is a strong concern among our customers today. Diversification remains the advice we can give our customers, as the three pillars—lotto, tobacco, and press—are increasingly under pressure. A fourth pillar can provide that necessary extra sales.
We also assist our customers with diversification by responding to supply and demand. For example, if you are located near a school or station, adding an assortment of candy and beverages is always a good idea."
What is the share of newsstands in your customer base, and how do you see that share evolving?
Technology doesn't stand still, and you're also jumping on the app bandwagon. How should I imagine that?
Volckaert-Soetens: "Today, you can’t ignore it; you need to keep up with technology. Currently, we already have an online ordering platform where our customers can easily and quickly place their orders. It runs very smoothly, so now we’re taking it a step further and are in the final stages of developing our ordering app. This way, customers can quickly and easily place an order using their smartphone."
Finally, you're organizing a trade fair soon?
Volckaert-Soetens: "On May 16 and 17, we are organizing a trade fair at our Cash & Carry with more than 35 manufacturers. It’s the perfect opportunity for all our customers to get to know us and see our products up close. It’s also a chance to meet the manufacturers. On Monday, everyone is welcome between 12:00 PM and 8:00 PM, and on Tuesday from 10:00 AM to 6:00 PM. We ask that you register, as we’ll also be providing snacks and drinks. You can register via the following link: http://www.cabvs.be/nl/registratie."