INHOUDSOPGAVE RETAIL MARKETING
1 HET RETAIL LANDSCHAP .......................................................................................................................... 3
1.1 KANAAL SELECTIE ...................................................................................................................................... 3
1.2 EVOLUTIE IN RETAIL ................................................................................................................................... 3
1.3 DE SUPPLY CHAIN ...................................................................................................................................... 4
1.4 NUMBERS & FACTS ................................................................................................................................... 6
1.4.1 Posities ............................................................................................................................................ 7
1.5 FUNCTIES VAN RETAIL................................................................................................................................. 9
1.5.1 Wachttijd ......................................................................................................................................... 9
1.5.2 Locatie ............................................................................................................................................. 9
1.5.3 Hoeveelheid ................................................................................................................................... 10
1.5.4 Keuzemogelijkheid......................................................................................................................... 10
1.5.5 Going the extra mile ...................................................................................................................... 10
2 CATEGORISATION ................................................................................................................................. 11
2.1 TYPES RETAILERS ..................................................................................................................................... 11
2.1.1 Speciality stores ............................................................................................................................. 11
2.1.2 Winkelketen................................................................................................................................... 11
2.1.3 Conglomerchant ............................................................................................................................ 12
2.1.4 Department store .......................................................................................................................... 12
2.1.5 Hypermarkt ................................................................................................................................... 12
2.1.6 Factory outlet center ..................................................................................................................... 13
2.1.7 Pop-up store .................................................................................................................................. 13
2.1.8 Flagship store ................................................................................................................................ 13
2.1.9 Discount retailers .......................................................................................................................... 13
2.1.10 Category Killer .......................................................................................................................... 13
2.1.11 Convenience store..................................................................................................................... 14
2.1.12 Catalogus retail ........................................................................................................................ 14
2.1.13 E-commerce store ..................................................................................................................... 14
2.1.14 Network selling ......................................................................................................................... 14
2.2 TYPES PRODUTEN .................................................................................................................................... 14
2.3 TYPES DISTRIBUTIE................................................................................................................................... 16
2.3.1 Distributie Intensiteit ..................................................................................................................... 16
2.3.2 Evaluatie ........................................................................................................................................ 16
3 DE 4P’S .................................................................................................................................................. 19
3.1 INTRODUCTIE ......................................................................................................................................... 19
3.2 PRODUCT – ASSORTIMENT ........................................................................................................................ 19
3.2.1 Assortimentsbepaling .................................................................................................................... 19
3.2.2 Categoriemanagement ................................................................................................................. 22
3.2.3 Merksoorten en Private Labels ...................................................................................................... 29
3.3 PRIJS .................................................................................................................................................... 31
3.3.1 Positioneringsmatrix ..................................................................................................................... 31
3.3.2 Prijsstrategie ................................................................................................................................. 32
3.3.3 Prijs & e-commerce....................................................................................................................... 33
3.4 PLAATS ................................................................................................................................................. 33
3.4.1 Case Ikea London ........................................................................................................................... 34
3.4.2 Op basis van doelgroep ................................................................................................................. 34
3.5 PRESENTATIE .......................................................................................................................................... 35
3.5.1 Winkel presentatie ........................................................................................................................ 35
3.5.2 In-store promotion ........................................................................................................................ 38
,4 TRENDS IN RETAIL ................................................................................................................................. 40
4.1 DNA MODEL ......................................................................................................................................... 40
4.1.1 Drivers (samenleving) .................................................................................................................... 40
4.1.2 Needs (vraagzijde) ......................................................................................................................... 40
4.1.3 Access (aanbodzijde) ..................................................................................................................... 41
4.1.4 Drie belangrijke invloeden die het DNA model voeden ................................................................. 42
4.2 RETAIL TRENDS ....................................................................................................................................... 42
4.2.1 Consious commerce ....................................................................................................................... 43
4.2.2 Circular commerce ......................................................................................................................... 44
4.2.3 Peer-to-peer commerce & Contract commerce ............................................................................. 45
4.2.4 Delivery commerce ........................................................................................................................ 46
4.2.5 Experience commerce.................................................................................................................... 47
4.2.6 Design commerce .......................................................................................................................... 48
4.2.7 Convenience commerce ................................................................................................................. 49
4.2.8 Social commerce............................................................................................................................ 50
4.2.9 Ambient commerce ....................................................................................................................... 51
4.3 IMPACT OP RETAIL ................................................................................................................................... 52
5 SUSTAINABILITY & RETAIL ..................................................................................................................... 53
5.1 THE GAP .............................................................................................................................................. 53
5.1.1 Three Types of consumers in sustainability ................................................................................... 54
5.1.2 Andere barrières ............................................................................................................................ 56
5.1.3 Glamour Green Is Doing Great ...................................................................................................... 58
5.1.4 Kip of het ei? .................................................................................................................................. 59
5.2 FOODWASTE .......................................................................................................................................... 60
5.2.1 Wat doen de retailers .................................................................................................................... 61
5.2.2 Packaging ...................................................................................................................................... 62
5.2.3 Nudging ......................................................................................................................................... 64
5.3 CAMPAIGNS ........................................................................................................................................... 65
6 VERDERE LEERSTOF ............................................................................................................................... 67
6.1 TOO GOOD TO GO – BAM ( JONAS MALISSE) ............................................................................................. 67
6.2 GASTCOLLEGE ALDI ................................................................................................................................ 67
,Retail Marketing SV
1 Het Retail landschap
Retailing
= alle activiteiten van bedrijven en organisaties die zich richten tot het direct
leveren van goederen, diensten en informatie aan eindconsumenten.
De consumenten betalen dit met hun netto-inkomen.
1.1 Kanaal selectie
Fysiek – online – omni
Omnichannel strategy
= Leveraging existing physical assets and providing a seamless shopping
experience through brick-and-mortar stores and digital channels differentiates you and gives
you a competitive edge over online-only retailers.
Omnichannel klanten Omnichannel klanten
Van de shoppers
spenderen 4% meer spenderen 9% meer als ze
gebruiken meerdere
dan klanten die enkel naar een fysieke winkel gaan
kanalen om te
online of offline kopen
interageren met
merken
→ Omnichannel approach is de beste approach. Mensen maken gebruik van zowel de online
als fysieke winkel. Je ziet ook dat ze meer spenderen
● Fysieke winkels en online winkels zijn een hele goeie aanbreng aan elkaar
● De fysieke winkels gaan niet verdwijnen
● De online winkels geven ook steun aan fysieke winkels (checken als het product nog
beschikbaar is in die locatie, of ophalingen in de winkel doen)
1.2 Evolutie in retail
Omnichannel voor meer verkoop
Omnichannel voor een betere ervaring
3
, Retail Marketing SV
● Retail ≠ Detailhandel
○ Retailbestedingen:
■ Diensten: banken, verzekeringen medische diensten, vakantiereizen
■ Goederen: HOREACA
○ Detailhandelbestedingen
■ Afzet van consumptieve goederen
Alle detailhandels zijn retailers, maar niet alle retailers zijn detailhandels.
Vaak door elkaar gebruikt – Grens vervaagd
Retail is dus ruimer dan detailhandel. De grend vervaagd.
AANBOD
Toeleveranciers
• Spel van vraag en aanbod
Seller
• Vraag < Aanbod
• = Retail marketing
o Fictief meer vraag creëren
VRAAG
Afnemers
Buyer
● Het aanbod is groter dan de vraag, je kan oneindig consumeren
● Retail = zorgen dat de vraag verhoogt → marketing doorvoeren → zodat fictief de
vraag verhoogt
1.3 De supply chain
• Bedrijfskolom = supply chain
o De opeenvolgende stappen die een product
doormaakt, voordat het bij de klant is.
Toegevoegde waarde
• Twee stromen
o Goederenstroom
o Geldstroom
• Recyclage
o tweede kortere bedrijfskolom
Je start met een oerproduct, en per stap voeg je toe aan het
product. Het eindproduct verkoop je aan de consument.
Pijlen = geldstroom
Grote pijl = recyclagepijl
4
1 HET RETAIL LANDSCHAP .......................................................................................................................... 3
1.1 KANAAL SELECTIE ...................................................................................................................................... 3
1.2 EVOLUTIE IN RETAIL ................................................................................................................................... 3
1.3 DE SUPPLY CHAIN ...................................................................................................................................... 4
1.4 NUMBERS & FACTS ................................................................................................................................... 6
1.4.1 Posities ............................................................................................................................................ 7
1.5 FUNCTIES VAN RETAIL................................................................................................................................. 9
1.5.1 Wachttijd ......................................................................................................................................... 9
1.5.2 Locatie ............................................................................................................................................. 9
1.5.3 Hoeveelheid ................................................................................................................................... 10
1.5.4 Keuzemogelijkheid......................................................................................................................... 10
1.5.5 Going the extra mile ...................................................................................................................... 10
2 CATEGORISATION ................................................................................................................................. 11
2.1 TYPES RETAILERS ..................................................................................................................................... 11
2.1.1 Speciality stores ............................................................................................................................. 11
2.1.2 Winkelketen................................................................................................................................... 11
2.1.3 Conglomerchant ............................................................................................................................ 12
2.1.4 Department store .......................................................................................................................... 12
2.1.5 Hypermarkt ................................................................................................................................... 12
2.1.6 Factory outlet center ..................................................................................................................... 13
2.1.7 Pop-up store .................................................................................................................................. 13
2.1.8 Flagship store ................................................................................................................................ 13
2.1.9 Discount retailers .......................................................................................................................... 13
2.1.10 Category Killer .......................................................................................................................... 13
2.1.11 Convenience store..................................................................................................................... 14
2.1.12 Catalogus retail ........................................................................................................................ 14
2.1.13 E-commerce store ..................................................................................................................... 14
2.1.14 Network selling ......................................................................................................................... 14
2.2 TYPES PRODUTEN .................................................................................................................................... 14
2.3 TYPES DISTRIBUTIE................................................................................................................................... 16
2.3.1 Distributie Intensiteit ..................................................................................................................... 16
2.3.2 Evaluatie ........................................................................................................................................ 16
3 DE 4P’S .................................................................................................................................................. 19
3.1 INTRODUCTIE ......................................................................................................................................... 19
3.2 PRODUCT – ASSORTIMENT ........................................................................................................................ 19
3.2.1 Assortimentsbepaling .................................................................................................................... 19
3.2.2 Categoriemanagement ................................................................................................................. 22
3.2.3 Merksoorten en Private Labels ...................................................................................................... 29
3.3 PRIJS .................................................................................................................................................... 31
3.3.1 Positioneringsmatrix ..................................................................................................................... 31
3.3.2 Prijsstrategie ................................................................................................................................. 32
3.3.3 Prijs & e-commerce....................................................................................................................... 33
3.4 PLAATS ................................................................................................................................................. 33
3.4.1 Case Ikea London ........................................................................................................................... 34
3.4.2 Op basis van doelgroep ................................................................................................................. 34
3.5 PRESENTATIE .......................................................................................................................................... 35
3.5.1 Winkel presentatie ........................................................................................................................ 35
3.5.2 In-store promotion ........................................................................................................................ 38
,4 TRENDS IN RETAIL ................................................................................................................................. 40
4.1 DNA MODEL ......................................................................................................................................... 40
4.1.1 Drivers (samenleving) .................................................................................................................... 40
4.1.2 Needs (vraagzijde) ......................................................................................................................... 40
4.1.3 Access (aanbodzijde) ..................................................................................................................... 41
4.1.4 Drie belangrijke invloeden die het DNA model voeden ................................................................. 42
4.2 RETAIL TRENDS ....................................................................................................................................... 42
4.2.1 Consious commerce ....................................................................................................................... 43
4.2.2 Circular commerce ......................................................................................................................... 44
4.2.3 Peer-to-peer commerce & Contract commerce ............................................................................. 45
4.2.4 Delivery commerce ........................................................................................................................ 46
4.2.5 Experience commerce.................................................................................................................... 47
4.2.6 Design commerce .......................................................................................................................... 48
4.2.7 Convenience commerce ................................................................................................................. 49
4.2.8 Social commerce............................................................................................................................ 50
4.2.9 Ambient commerce ....................................................................................................................... 51
4.3 IMPACT OP RETAIL ................................................................................................................................... 52
5 SUSTAINABILITY & RETAIL ..................................................................................................................... 53
5.1 THE GAP .............................................................................................................................................. 53
5.1.1 Three Types of consumers in sustainability ................................................................................... 54
5.1.2 Andere barrières ............................................................................................................................ 56
5.1.3 Glamour Green Is Doing Great ...................................................................................................... 58
5.1.4 Kip of het ei? .................................................................................................................................. 59
5.2 FOODWASTE .......................................................................................................................................... 60
5.2.1 Wat doen de retailers .................................................................................................................... 61
5.2.2 Packaging ...................................................................................................................................... 62
5.2.3 Nudging ......................................................................................................................................... 64
5.3 CAMPAIGNS ........................................................................................................................................... 65
6 VERDERE LEERSTOF ............................................................................................................................... 67
6.1 TOO GOOD TO GO – BAM ( JONAS MALISSE) ............................................................................................. 67
6.2 GASTCOLLEGE ALDI ................................................................................................................................ 67
,Retail Marketing SV
1 Het Retail landschap
Retailing
= alle activiteiten van bedrijven en organisaties die zich richten tot het direct
leveren van goederen, diensten en informatie aan eindconsumenten.
De consumenten betalen dit met hun netto-inkomen.
1.1 Kanaal selectie
Fysiek – online – omni
Omnichannel strategy
= Leveraging existing physical assets and providing a seamless shopping
experience through brick-and-mortar stores and digital channels differentiates you and gives
you a competitive edge over online-only retailers.
Omnichannel klanten Omnichannel klanten
Van de shoppers
spenderen 4% meer spenderen 9% meer als ze
gebruiken meerdere
dan klanten die enkel naar een fysieke winkel gaan
kanalen om te
online of offline kopen
interageren met
merken
→ Omnichannel approach is de beste approach. Mensen maken gebruik van zowel de online
als fysieke winkel. Je ziet ook dat ze meer spenderen
● Fysieke winkels en online winkels zijn een hele goeie aanbreng aan elkaar
● De fysieke winkels gaan niet verdwijnen
● De online winkels geven ook steun aan fysieke winkels (checken als het product nog
beschikbaar is in die locatie, of ophalingen in de winkel doen)
1.2 Evolutie in retail
Omnichannel voor meer verkoop
Omnichannel voor een betere ervaring
3
, Retail Marketing SV
● Retail ≠ Detailhandel
○ Retailbestedingen:
■ Diensten: banken, verzekeringen medische diensten, vakantiereizen
■ Goederen: HOREACA
○ Detailhandelbestedingen
■ Afzet van consumptieve goederen
Alle detailhandels zijn retailers, maar niet alle retailers zijn detailhandels.
Vaak door elkaar gebruikt – Grens vervaagd
Retail is dus ruimer dan detailhandel. De grend vervaagd.
AANBOD
Toeleveranciers
• Spel van vraag en aanbod
Seller
• Vraag < Aanbod
• = Retail marketing
o Fictief meer vraag creëren
VRAAG
Afnemers
Buyer
● Het aanbod is groter dan de vraag, je kan oneindig consumeren
● Retail = zorgen dat de vraag verhoogt → marketing doorvoeren → zodat fictief de
vraag verhoogt
1.3 De supply chain
• Bedrijfskolom = supply chain
o De opeenvolgende stappen die een product
doormaakt, voordat het bij de klant is.
Toegevoegde waarde
• Twee stromen
o Goederenstroom
o Geldstroom
• Recyclage
o tweede kortere bedrijfskolom
Je start met een oerproduct, en per stap voeg je toe aan het
product. Het eindproduct verkoop je aan de consument.
Pijlen = geldstroom
Grote pijl = recyclagepijl
4
