The German shopping tourist is indispensable for Venlo city centre. Nicole Seuren (39), co-owner of Drogisterij Parfumerie Seuren on Nolensplein speaks from experience. As A young girl, she was already looking over her parents' shoulders. She is now the face of the business and is at the helm of the family business together with her brother Frens. She talks about the business, her own career, experiences of buying behaviour and cultural differences, and the importance of the buying tourist for Venlo as a shopping centre.
Nicole begins her story about the origins of the business in the late 1970s, which was then located on the former Meat Square (now Flujas Square). "My father is a real pioneer and an excellent tradesman. Die First location was good, according to him, but it could always be better, was his view. He saw the development in the 'German corner' and thought: this is where my wife can do even better business." Founder of Drogisterij Parfumerie Seuren, Frans Seuren, died unexpectedly on Tuesday 10 December at the age of 72 (ed.).
Hotel School
The family also started a shop on the west side of the square, producing their own wine, beer and candles, among other things. "The German likes innovation and shops that are different from those in his home country. We have always responded to this as a business and now own three properties that have merged." Although she loved being in the shop as a young, curious girl, she left Venlo at 17 to study at the Hotelschool in Breda. She then worked nationwide at various hotels and restaurants such as the Krasnapolsky hotel in Amsterdam, Royal Maison van den Boer, Restaurant Ciel Bleu at the Okura hotel and at Valuas in her native Venlo. A dream came true when she became active as a floor manager at Beachclub Bloomingdale in Bloemendaal. "Going to the beach every day in a lovely atmosphere and with a good salary. The was the ultimate proof for me that I could function excellently independently, without the success of the family business."
'The German loves innovation and shops that are different from those in their own country'
Back to basics
She had proved herself, but various circumstances caused her to return to her hometown years ago. "I wanted to get back to my basics. Die need was just there." Logically, the request soon came to help out in her parents' shop for a while during busy days. "I noticed that I enjoyed it immensely and the German customer soon regained a special place in my heart. Eventually, my brother and I decided to officially take over the business. Frens does the online sales, I do the shop in the centre of Venlo." The success of the webshop took off to such an extent that it moved to a large hall on the Veegtes industrial estate. "And which is already too small by now. Also there, it is largely about German consumer sales. We have special packaging for shipping, make arrangements with DHL and we employ a German lady to speak to customers on the phone in their own language. This service brings us closer to our customer's expectations. At the shop, but also online."
Turnover and prices
As in the business, a large part of the customers at the webshop are also German consumers. "This group is just hugely important for our business and their purchases account for a significant proportion of sales," he says. That figure is around 75 per cent. Their loyalty and buying behaviour have a significant impact on our success." Asked if that was always the case, Nicole replies, "Prices in our shop are generally more advantageous than in Germany. And Last but not least, over the years we have tailored our offer accordingly to meet their needs and preferences. The products for which they visit our shop and the rest of the city have certainly influenced the strategy and product offering. Without the German consumers, our choice of location and offering might have been different."
Staff
Staff also play an important role in the success of Drogisterij Parfumerie Seuren. Do you train the people yourself when it comes to language and manners? "No, in fact not. The is 'Lernen am Arbeitsplatz'. We notice that the new generation is less handy with the German language, but when they have spent three months in our shop, they speak it excellently. The German loves it if you just try it. The mixture of Dutch, Venetian and German appeals to them. That's why I tell new employees: walk with me, suck up all the information, be clear and ask questions. So you get to know the people and the language the fastest."
A place to buy
Apart from the shopping offer, Nicole says the Burgundian nature of the Netherlands also plays a role. "They appreciate the combination of shopping and a visit to the catering industry, where they often enjoy Dutch delicacies such as waffles or vlaai, but also the cans of soft drinks, fries, frikandellen, fried fish or Hollandse nieuwe. Retrieved from the Saturday market they buy cheese, bread, flowers, vegetables and nuts. The is thus the unique mix of Dutch cosiness and culture, combined with an extensive and diverse shopping offer. This, combined with the service and hospitality, makes Venlo a city of international allure for both German and Dutch consumers."
Service and customer-oriented approach
According to Nicole Seuren, the long-standing debate about the preference for local/regional consumers or the German buying tourist need not be a choice. "Venlo can serve both groups just fine. From experience, I do know that Germans shop differently from someone from this region. The German customer often takes time to compare prices and quality. She consider an informed buying process important and it gives us a chance to show how well we know our products. At our shop, we respond to that. The one is more focused on local customers, the other is there for the buying tourist. Service and a customer-oriented approach are hugely important. Proudly telling about the other entrepreneurs motivates German consumers to go there too."
'These buying tourists are not only important for retail; also for hospitality, hotels and parking revenue'
Negotiate
Germans often expect a good offer when buying multiple quantities of the same product. Therefore, it is essential to be able to negotiate well, says Nicole. "Sometimes the price differences are small. As they buy multiple quantities of the same product, they assume an adjusted price. My advice is: go with that. Otherwise, they will walk out the door with nothing. Go to you get into it, then that person will gladly come back to your shop. The Moreover, German often buys for the whole family, friends, neighbours or colleagues. That suits a social, family character. Moreover, they really want to buy. The Dutch shop more businesslike, tend to be more wait-and-see and come back twice before making a purchase."
German customers look for specific products that are not easily available in their own country or are cheaper here in the Netherlands, in their experience at Seuren. "True. Think vitamins and food supplements, certain care and beauty products, modern toys and backpacks, ladies' bags and even perfumes. The fashion find them ahead in the Netherlands. She love innovation and they find it in Venlo, among other places."
Importance of the German buying tourist
It is hard for Nicole to imagine that Venlo's city centre would be the same without German consumers. "They make up a significant proportion of shoppers, especially on weekends and German public holidays. Their contributions are important not only for retail; also for the hospitality industry, hotels and parking revenue. Of course, there may sometimes be criticism among residents about the crowds this brings, but the economic contribution of German customers is large and hard to ignore. She will continue to come in large numbers. Their visit helps the city flourish. The whole world is becoming more international, and so is Venlo. By embracing cultural differences and tailoring our services to them, we are working together to ensure a healthy future for Venlo."
'By embracing cultural differences, we jointly work towards a healthy future for Venlo'
Cooperation and profiling
To remain innovative and successful, Nicole Seuren says it is important for Venlo entrepreneurs to regularly engage with each other, at meetings, in informal ways or information evenings where, for example, experts come to share knowledge and experience. "We can raise our profile even higher on social media. That is so important. If necessary, invite a German influencer who will share posts about Venlo. Showcase the city's gems, shops, restaurants and attractive tourist spots. Go to working with students at Fontys. This new generation can teach us a lot. Above all, keep up the conversation. A attractive shopping centre is also in the interest of expats staying in Venlo to work. As they enjoy shopping here, it may be decisive to settle in the city or region. The future is ahead. The is an era full of wonderful challenges. Especially for local entrepreneurs in Venlo. Me dare I say: without German shopping tourists, the centre would be less atmospheric. That has been that way for decades and I don't see that changing any time soon."
