We spoke with Alessandro Bollaert, COO of Wijnhuis Bollaert, about how digitalization and software contribute to more efficient operations and a better customer experience. At the beautiful store in Merelbeke\u2014a true experiential center\u2014individual customers can also visit for advice and purchases, but that is not the company\u2019s core business. The company has been in operation since 1935 and is now led by the fourth generation.<\/p>\n\n\n\n
The retail sector is changing rapidly. Today\u2019s customers expect not only high-quality products, but also convenience, speed, and an engaging experience, both online and offline. This evolution is forcing retailers to constantly adapt and organize their operations more efficiently. For Wijnhuis Bollaert, a family-owned business with a rich history and a passion for wine, this change is not a threat but an opportunity.<\/p>\n\n\n\n
\u201cWe are an importer and distributor of wines and spirits throughout Belgium. Until a few years ago, we focused primarily on East and West Flanders, but since then we\u2019ve been able to expand rapidly into the other provinces across the country. We\u2019ve shifted our focus from the hospitality industry to wholesalers and wine merchants, who in turn supply the hospitality industry. This new focus has allowed us to grow more rapidly: we no longer sell by the case, but by the pallet. We also supply retailers such as Delhaize, Carrefour, Spar, Jumbo, and Intermarch\u00e9\u2026\u201d<\/p>\n\n\n\n
The strong growth was partly due to a focus on service, product selection, and price. \u201cIn the wine sector, there is little price pressure because we offer exclusive estates. That\u2019s different in the spirits market, where prices are known to everyone. We negotiate with all importers of beverage brands. Today, we have a catalog of approximately 6,400 items, 95% of which we also sell online through our user-friendly ordering portal.\u201d That portal plays a crucial role in the company\u2019s success.<\/p>\n\n\n\n
The big advantage? \u201cWith a platform like this, you place the responsibility for the order on the customer. When you take orders by phone or email, as was done in the past, mistakes are almost inevitable.\u201d.<\/p>\n\n\n\n
\n\u201dIt also reduces our workload: since the launch, we've already processed a good 7,000 orders through our portal, and I think that without it, we'd need two additional staff members in the office to handle all of that.\"<\/p>\nAlessandro Bollaert \u2013 Bollaert Winery<\/cite><\/blockquote>\n\n\n\n
Professional customers can log in to access their product selection and order lists. It works just like a platform such as bol or Amazon: customers see their dashboard with orders, shipments, and invoices\u2026 Depending on whether they are a retailer, wholesaler, or foodservice business, they gain access to their product range and order lists. It works just like a platform such as bol or Amazon: customers see their dashboard with orders, shipments, and invoices\u2026 Depending on whether they are a retailer, wholesaler, or foodservice business, they see different prices. In addition, these customers can retrieve photos, product descriptions, and specifications directly from the portal\u2014for example, for their menu. Suppliers have access to sales reports there. \u201cNo one else in our industry has a system like this,\u201d says Bollaert. The portal also includes an online store for individual consumers.<\/p>\n\n\n\n