Walpole: What inspired Global Blue's rebrand and what does it signify for the company?
Jacques Stern: Global Blue’s rebranding marks a pivotal moment in our history. For 40 years, we've been pioneers in Tax Free Shopping – now, we've expanded our scope to include comprehensive payment solutions for acquirers and post-purchase solutions for retailers. This rebranding is more than just a visual update; it represents our evolution into a partner that enhances the entire shopping journey for retailers and shoppers.
How did you put this vision into place and introduce the new Global Blue to the wider world?
Our vision was brought to life through a collaborative effort involving a diverse group of people from different countries and functions, reflecting the global nature of our new identity. With the help of branding agencies JOOSNABHAN and ArtFeelsGood, we crafted a brand identity that truly represents our vision. Our refreshed look and feel are present in our new logo and visual identity, from our website and mobile app to our physical locations. We’ve ensured a smooth transition, maintaining service quality and user-friendly experiences across all platforms.
How central is digital in this rebranding, and what can your clients and partners anticipate?
Digital adaptation is pivotal in our repositioning. We've introduced several enhancements for a smoother shopping journey, such as improved user interfaces, more intuitive navigation and enhanced support across all digital touchpoints. Our aim is to make our ecosystem user-friendly and highly beneficial for both our partners and their customers.
What does the new motto, "Enjoy the Journey," mean for Global Blue?
"Enjoy the Journey" embodies our commitment to enhancing the shopping experience. We believe that improving the shopping journey drives performance. We've made substantial investments in technology and services that simplify and enrich the shopping process. Whether through our VIP Lounges, refund networks or digital touchpoints, our aim is to ensure that every interaction is seamless and enjoyable. This extends to delivering innovative solutions and helping our partners seize new opportunities, boost sales, and build customer loyalty.
Beyond our solutions in tax-free shopping, payments, and post-purchase, “Enjoy the Journey” is about creating simpler, more intuitive workflows for our clients' staff and positioning ourselves as a company that provides a unique experience for our own employees.
> Find out more about Global Blue at globalblue.com
