Table of Contents
STUDIEGIDS RETAILING & E-COMMERCE.................................................................................................... 5
Open boek examen — KU Leuven, Master Handelswetenschappen.............................................5
INHOUDSTAFEL....................................................................................................................................................... 5
Hoofdstuk 1 — Inleiding: Retailing, Distributie & Retailstructuur................................................5
Hoofdstuk 2 — Omnichannel Strategie & Customer Journey..........................................................5
Hoofdstuk 3 — D2C, Marketplaces & Disintermediatie.....................................................................5
Hoofdstuk 4 — In-Store Management: Winkelinrichting & Shelf Management.......................5
Hoofdstuk 5 — Winkellocatie & Trading Area Analysis..................................................................... 5
Hoofdstuk 6 — Onderhandelen in de Retail (FMCG)........................................................................... 6
Hoofdstuk 7 — Retail Talent & HR-transitie........................................................................................... 6
Hoofdstuk 8 — Markt- & Consumentendata: NielsenIQ & YouGov...............................................6
Begrippenlijst (alfabetisch)........................................................................................................................... 6
Examen Cheatsheet........................................................................................................................................... 6
TEXTUELE MINDMAP............................................................................................................................................ 6
UITGEBREIDE SAMENVATTING PER HOOFDSTUK................................................................................... 8
HOOFDSTUK 1 — Inleiding: Retailing, Distributie & Retailstructuur................................................8
1.0 Inleiding: wat en waarom?...................................................................................................................... 8
1.1 Wat is retailing? Definities...................................................................................................................... 8
1.2 Supply chain vs. distributiekanaal....................................................................................................... 9
1.3 Functies van een retailer....................................................................................................................... 10
1.4 Distributie-intensiteit: hoeveel retailpartners?........................................................................... 10
1.5 Types retailers........................................................................................................................................... 11
1.6 Recente evoluties in de Belgische retail.......................................................................................... 12
1.7 De toekomst van retail........................................................................................................................... 12
Verbanden met andere hoofdstukken.................................................................................................... 13
, Examentips......................................................................................................................................................... 14
HOOFDSTUK 2 — Omnichannel Strategie & Customer Journey........................................................15
2.0 Inleiding: wat en waarom?................................................................................................................... 15
2.1 De digitale evolutie van retail: van lineair naar omnichannel...............................................15
2.2 Multichannel vs. omnichannel (Verhoef, Kannan & Inman, 2015)......................................16
2.3 Path-to-purchase & het research-shopper phenomenon........................................................16
2.4 Customer journey & touchpoints...................................................................................................... 18
2.5 Voor- en nadelen online vs. offline winkelen (consumentenperspectief)........................19
2.6 Conversational commerce & retail media...................................................................................... 19
2.7 Case: Comeos & uitdagingen non-food retail................................................................................ 20
Verbanden met andere hoofdstukken.................................................................................................... 22
Examentips......................................................................................................................................................... 22
HOOFDSTUK 3 — D2C, Marketplaces & Disintermediatie...................................................................23
3.0 Inleiding: wat en waarom?................................................................................................................... 23
3.1 Disintermediatie: producenten worden retailer (D2C)............................................................23
3.2 Cybermediation: marketplaces en platformen............................................................................26
Verbanden met andere hoofdstukken.................................................................................................... 28
Examentips......................................................................................................................................................... 28
HOOFDSTUK 4 — In-Store Management: Winkelinrichting & Shelf Management....................29
4.0 Inleiding: wat en waarom?................................................................................................................... 29
4.1 Belang van store layout......................................................................................................................... 29
4.2 De vijf componenten van store layout............................................................................................. 30
4.3 Store design & circulatie (looppad).................................................................................................. 31
4.4 Space management.................................................................................................................................. 33
4.5 Shelf management................................................................................................................................... 34
4.6 Atmospherics (winkelsfeer)................................................................................................................ 35
4.7 In-store displays (ISD)........................................................................................................................... 35
, 4.8 Praktijktoepassing: de Detergent Case (shelf management-oefening)..............................36
Verbanden met andere hoofdstukken.................................................................................................... 37
Examentips......................................................................................................................................................... 38
HOOFDSTUK 5 — Winkellocatie & Trading Area Analysis..................................................................39
5.0 Inleiding: waarom is locatie strategisch?....................................................................................... 39
5.1 Het beslissingsproces: drie niveaus................................................................................................. 40
5.2 Voorselectie van locaties....................................................................................................................... 40
5.3 Beoordeling en keuze van locaties: omzetvoorspelling...........................................................43
5.4 Kostenprojectie......................................................................................................................................... 45
5.5 Praktijktoepassing: de Hutch Case (individuele opdracht)....................................................45
Verbanden met andere hoofdstukken.................................................................................................... 45
Examentips......................................................................................................................................................... 46
HOOFDSTUK 6 — Onderhandelen in de Retail (FMCG)........................................................................46
6.0 Inleiding: wat en waarom?................................................................................................................... 46
6.1 Hoe word je leverancier bij een retailer?....................................................................................... 47
6.2 De jaarlijkse onderhandeling.............................................................................................................. 48
6.3 Hoe verloopt een onderhandeling? (voorbereiding & uitvoering)......................................48
6.4 Praktijkcases.............................................................................................................................................. 49
6.5 “Retail 2025/2026”: bredere marktcontext.................................................................................. 50
Verbanden met andere hoofdstukken.................................................................................................... 50
Examentips......................................................................................................................................................... 51
HOOFDSTUK 7 — Retail Talent & HR-transitie........................................................................................ 52
7.0 Inleiding: wat en waarom?................................................................................................................... 52
7.1 De context: digitalisering en de rol van de fysieke winkel......................................................52
7.2 Efficiëntie versus effectiviteit.............................................................................................................. 52
7.3 De “winkelbediende 2.0”: veranderend profiel...........................................................................53
7.4 Zeven lessen voor leidinggeven in transitie.................................................................................. 53
, 7.5 Lessons learned: samenvatting.......................................................................................................... 54
Verbanden met andere hoofdstukken.................................................................................................... 54
Examentips......................................................................................................................................................... 54
HOOFDSTUK 8 — Markt- & Consumentendata: NielsenIQ & YouGov.............................................55
8.0 Inleiding....................................................................................................................................................... 55
8.1 NielsenIQ: bedrijf, methodologie & kernconcepten...................................................................56
8.2 NielsenIQ: marktevolutie FMCG België........................................................................................... 57
8.3 NielsenIQ: Trends to Watch & Consumer Outlook 2026.........................................................59
8.4 NielsenIQ: praktijkcases........................................................................................................................ 60
8.5 YouGov: bedrijf, methodologie & kernconcepten.......................................................................61
8.6 YouGov: FMCG-trends België.............................................................................................................. 62
8.7 YouGov: Mayonaise Case (uitgewerkt voorbeeld)...................................................................... 63
8.8 Verbanden met andere hoofdstukken............................................................................................. 65
8.9 Examentips................................................................................................................................................. 66
BEGRIPPENLIJST (ALFABETISCH)................................................................................................................. 66
EXAMEN CHEATSHEET...................................................................................................................................... 73
Hoofdstuk 1 — Retailstructuur & Distributie: Top 5........................................................................ 73
Hoofdstuk 2 — Omnichannel & Customer Journey: Top 5.............................................................73
Hoofdstuk 3 — D2C, Marketplaces & Disintermediatie: Top 5....................................................74
Hoofdstuk 4 — In-Store Management: Top 5...................................................................................... 74
Hoofdstuk 5 — Winkellocatie: Top 5...................................................................................................... 74
Hoofdstuk 6 — Onderhandelen in de Retail: Top 5........................................................................... 75
Hoofdstuk 7 — Retail Talent & HR: Top 5............................................................................................. 75
Hoofdstuk 8 — NielsenIQ & YouGov: Top 5......................................................................................... 75
Meest-gebruikte modellen/frameworks (overzicht)........................................................................ 75
Veelvoorkomende cross-thema verbanden.......................................................................................... 76
STUDIEGIDS RETAILING & E-COMMERCE.................................................................................................... 5
Open boek examen — KU Leuven, Master Handelswetenschappen.............................................5
INHOUDSTAFEL....................................................................................................................................................... 5
Hoofdstuk 1 — Inleiding: Retailing, Distributie & Retailstructuur................................................5
Hoofdstuk 2 — Omnichannel Strategie & Customer Journey..........................................................5
Hoofdstuk 3 — D2C, Marketplaces & Disintermediatie.....................................................................5
Hoofdstuk 4 — In-Store Management: Winkelinrichting & Shelf Management.......................5
Hoofdstuk 5 — Winkellocatie & Trading Area Analysis..................................................................... 5
Hoofdstuk 6 — Onderhandelen in de Retail (FMCG)........................................................................... 6
Hoofdstuk 7 — Retail Talent & HR-transitie........................................................................................... 6
Hoofdstuk 8 — Markt- & Consumentendata: NielsenIQ & YouGov...............................................6
Begrippenlijst (alfabetisch)........................................................................................................................... 6
Examen Cheatsheet........................................................................................................................................... 6
TEXTUELE MINDMAP............................................................................................................................................ 6
UITGEBREIDE SAMENVATTING PER HOOFDSTUK................................................................................... 8
HOOFDSTUK 1 — Inleiding: Retailing, Distributie & Retailstructuur................................................8
1.0 Inleiding: wat en waarom?...................................................................................................................... 8
1.1 Wat is retailing? Definities...................................................................................................................... 8
1.2 Supply chain vs. distributiekanaal....................................................................................................... 9
1.3 Functies van een retailer....................................................................................................................... 10
1.4 Distributie-intensiteit: hoeveel retailpartners?........................................................................... 10
1.5 Types retailers........................................................................................................................................... 11
1.6 Recente evoluties in de Belgische retail.......................................................................................... 12
1.7 De toekomst van retail........................................................................................................................... 12
Verbanden met andere hoofdstukken.................................................................................................... 13
, Examentips......................................................................................................................................................... 14
HOOFDSTUK 2 — Omnichannel Strategie & Customer Journey........................................................15
2.0 Inleiding: wat en waarom?................................................................................................................... 15
2.1 De digitale evolutie van retail: van lineair naar omnichannel...............................................15
2.2 Multichannel vs. omnichannel (Verhoef, Kannan & Inman, 2015)......................................16
2.3 Path-to-purchase & het research-shopper phenomenon........................................................16
2.4 Customer journey & touchpoints...................................................................................................... 18
2.5 Voor- en nadelen online vs. offline winkelen (consumentenperspectief)........................19
2.6 Conversational commerce & retail media...................................................................................... 19
2.7 Case: Comeos & uitdagingen non-food retail................................................................................ 20
Verbanden met andere hoofdstukken.................................................................................................... 22
Examentips......................................................................................................................................................... 22
HOOFDSTUK 3 — D2C, Marketplaces & Disintermediatie...................................................................23
3.0 Inleiding: wat en waarom?................................................................................................................... 23
3.1 Disintermediatie: producenten worden retailer (D2C)............................................................23
3.2 Cybermediation: marketplaces en platformen............................................................................26
Verbanden met andere hoofdstukken.................................................................................................... 28
Examentips......................................................................................................................................................... 28
HOOFDSTUK 4 — In-Store Management: Winkelinrichting & Shelf Management....................29
4.0 Inleiding: wat en waarom?................................................................................................................... 29
4.1 Belang van store layout......................................................................................................................... 29
4.2 De vijf componenten van store layout............................................................................................. 30
4.3 Store design & circulatie (looppad).................................................................................................. 31
4.4 Space management.................................................................................................................................. 33
4.5 Shelf management................................................................................................................................... 34
4.6 Atmospherics (winkelsfeer)................................................................................................................ 35
4.7 In-store displays (ISD)........................................................................................................................... 35
, 4.8 Praktijktoepassing: de Detergent Case (shelf management-oefening)..............................36
Verbanden met andere hoofdstukken.................................................................................................... 37
Examentips......................................................................................................................................................... 38
HOOFDSTUK 5 — Winkellocatie & Trading Area Analysis..................................................................39
5.0 Inleiding: waarom is locatie strategisch?....................................................................................... 39
5.1 Het beslissingsproces: drie niveaus................................................................................................. 40
5.2 Voorselectie van locaties....................................................................................................................... 40
5.3 Beoordeling en keuze van locaties: omzetvoorspelling...........................................................43
5.4 Kostenprojectie......................................................................................................................................... 45
5.5 Praktijktoepassing: de Hutch Case (individuele opdracht)....................................................45
Verbanden met andere hoofdstukken.................................................................................................... 45
Examentips......................................................................................................................................................... 46
HOOFDSTUK 6 — Onderhandelen in de Retail (FMCG)........................................................................46
6.0 Inleiding: wat en waarom?................................................................................................................... 46
6.1 Hoe word je leverancier bij een retailer?....................................................................................... 47
6.2 De jaarlijkse onderhandeling.............................................................................................................. 48
6.3 Hoe verloopt een onderhandeling? (voorbereiding & uitvoering)......................................48
6.4 Praktijkcases.............................................................................................................................................. 49
6.5 “Retail 2025/2026”: bredere marktcontext.................................................................................. 50
Verbanden met andere hoofdstukken.................................................................................................... 50
Examentips......................................................................................................................................................... 51
HOOFDSTUK 7 — Retail Talent & HR-transitie........................................................................................ 52
7.0 Inleiding: wat en waarom?................................................................................................................... 52
7.1 De context: digitalisering en de rol van de fysieke winkel......................................................52
7.2 Efficiëntie versus effectiviteit.............................................................................................................. 52
7.3 De “winkelbediende 2.0”: veranderend profiel...........................................................................53
7.4 Zeven lessen voor leidinggeven in transitie.................................................................................. 53
, 7.5 Lessons learned: samenvatting.......................................................................................................... 54
Verbanden met andere hoofdstukken.................................................................................................... 54
Examentips......................................................................................................................................................... 54
HOOFDSTUK 8 — Markt- & Consumentendata: NielsenIQ & YouGov.............................................55
8.0 Inleiding....................................................................................................................................................... 55
8.1 NielsenIQ: bedrijf, methodologie & kernconcepten...................................................................56
8.2 NielsenIQ: marktevolutie FMCG België........................................................................................... 57
8.3 NielsenIQ: Trends to Watch & Consumer Outlook 2026.........................................................59
8.4 NielsenIQ: praktijkcases........................................................................................................................ 60
8.5 YouGov: bedrijf, methodologie & kernconcepten.......................................................................61
8.6 YouGov: FMCG-trends België.............................................................................................................. 62
8.7 YouGov: Mayonaise Case (uitgewerkt voorbeeld)...................................................................... 63
8.8 Verbanden met andere hoofdstukken............................................................................................. 65
8.9 Examentips................................................................................................................................................. 66
BEGRIPPENLIJST (ALFABETISCH)................................................................................................................. 66
EXAMEN CHEATSHEET...................................................................................................................................... 73
Hoofdstuk 1 — Retailstructuur & Distributie: Top 5........................................................................ 73
Hoofdstuk 2 — Omnichannel & Customer Journey: Top 5.............................................................73
Hoofdstuk 3 — D2C, Marketplaces & Disintermediatie: Top 5....................................................74
Hoofdstuk 4 — In-Store Management: Top 5...................................................................................... 74
Hoofdstuk 5 — Winkellocatie: Top 5...................................................................................................... 74
Hoofdstuk 6 — Onderhandelen in de Retail: Top 5........................................................................... 75
Hoofdstuk 7 — Retail Talent & HR: Top 5............................................................................................. 75
Hoofdstuk 8 — NielsenIQ & YouGov: Top 5......................................................................................... 75
Meest-gebruikte modellen/frameworks (overzicht)........................................................................ 75
Veelvoorkomende cross-thema verbanden.......................................................................................... 76
