FETIM GROUP
FRANS J . BEERKENS , DIRECTOR , DISCUSSES HOW FETIM ’ S IT INFRASTRUCTURE HAS TRANSFORMED OVER THE PAST DECADE
The world of international trade is a complex chain of relationships , connected in a global channel of distribution . Fetim Group has traded internationally for over 100 years , in over 40 countries . Passionately developing products to improve people ’ s homes , they ’ re a family-owned business . As third generation Director , Frans Beerkens , was always fascinated by the IT side of the business and who , as an early adopter of SaaS cloud technology , has ushered in a transformative digital , operational , B2B efficiency over the past decade .
As Beerkens explains : “ We have about 30,000 SKU ’ s in variety of product groups , which include construction materials and flooring , ( technical ) sanitary accessory , window products , and a whole range of made-2-measure products that get delivered to a large variety of stores and regional distribution partners . The largest customer segment is known as the DIY ( do-it-yourself ), which include Praxis and Gamma in the Netherlands , Hornbach in Germany and Brico / LeRoy Merlin in France , to name just a few .
Part of Fetim ’ s appeal is the complete collections they provide . As Beerkens elaborates : “ Often our retailer customers will come to us and request a full-range offering per product category , either in private label or a host of Fetim brands , to implement throughout their retail landscape , often based on VMI ( vendor managed inventory ). This often requires some level of digital integration between partners .”
Fetim sources product ranges based on our customer ’ s geographical homedecor tastes and trends , and offers fitting branding to match : “ We develop a customer profile . Based on these outcomes and local preferences , we present a complete store and range proposition . We propose different brands and labels going from good , better , and best ; opposite opening price points and promotions . We create a complete calendar for customers from implementation , range and SKU monitoring and optimisations , overseeing the entire product range and ensuring it is delivered on time . The main job of the retailer is to provide great customer knowledge , a great ‘ showroom ’ and create foot traffic .
“ New products and range innovations often tend to start in the professional markets . Only the successful ones are presented in the DIY segment .” Beerkens said .
Market conditions force Fetim to alter its course In a market that is renowned for changing frequently , Beerkens knew the company had to alter its approach over a decade ago , as he explains : “ All over Europe , we used to have a large number of smaller , independent building supply centers and DIY chains . They each served specific markets and had a regional service function
182 December 2021