Now a Benelux player

The Belgian service provider for the DIY sector offers a range of services: the team works on behalf of suppliers in retail outlets, setting up special displays and organizing promotions, for example. All Fields takes on the redesign or initial setup of stores on behalf of retail companies. However, the team also works with end consumers and handles the assembly service that manufacturers offer for setting up appliances in the home, for example.

Two years ago, All Fields surprised many in the industry with the announcement of not one, but two acquisitions in neighboring Netherlands: Shop Support and Groen Field Marketing.

“The search and negotiations were not easy. The strategic focus on the Netherlands is a logical further development of the partnership that All Fields has built up over more than ten years, both with suppliers operating in Belgium and the Netherlands and with certain retailers operating across borders,” say the managing partners. In this way, All Fields is transforming itself into a true Benelux player.

CEO Olivier Coeman emphasizes the expertise in the DIY, Pro, and Garden sectors, “which has earned the trust of virtually all DIY players in the Benelux region. We strive for ‘best in class’ in all aspects of our organization, with a focus on operational excellence and reporting.”

How does All Fields specifically meet the specific expectations of retailers and suppliers? “This is a key aspect that has enabled us to continuously differentiate ourselves in a highly competitive market. The conscious path toward ‘operational excellence’ and well-thought-out collaboration requires a unique relationship with retailers, independent entrepreneurs, and suppliers,” says Coeman. He sees the reason for this success in regular communication with all decision-makers. “This has enabled us to accurately assess their different expectations and respond to them.”

The CEO sees the industry currently undergoing a shift ‘towards a service-oriented business model with a focus on ’Do-It-Together'. Customers are increasingly willing to pay more for home assembly, which has led to sales growth of more than 20 percent in the last two years. We are now fully committed to implementing AI in our sector, coupled with automated reporting systems and efficient route optimization, in order to optimize customer service and minimize our environmental footprint.”

The service division has also evolved significantly, from a primary merchandising activity to a technical business redesign and transformation. All Fields' unique selling point in this area comes into play at night and on weekends: large teams are deployed after closing time and shortly before opening.