| 1 Retail Marketing De Winkel van de Toekomst / Online ... · and business marketing Ook: webshops...

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faculty of economics and business

marketing faculty of economics and business

marketing

Retail Marketing De Winkel van de Toekomst /

Online & Offline dr. Liane (J.A.) Voerman

Of…hoe heeft de winkel nog toekomst?

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faculty of economics and business

marketing

Retail in Nederland

Totale retail uitgaven

van huishoudens ± €95

miljard

±90.000 winkels,

30.000.000 m2

winkeloppervlakte

± 28.000 webshops

versus 12.500 in

2006

35% van totale

uitgaven door

huishoudens

10% van de

werkgelegenheid

±92% ±8%

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faculty of economics and business

marketing

Maar…

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faculty of economics and business

marketing

Reden: slechte economie?

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faculty of economics and business

marketing

Hard discount gaat hard

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faculty of economics and business

marketing

Low cost driver 1:

Efficient retail operation

• Low HQ costs • Efficient warehouse

and transportation • Efficient store

operation • Smart packaging

Low cost driver 2: Efficient

procurement

• National brand as

quality benchmark • Buying large volumes

at low prices • Sourcing at high-

quality PL-suppliers

Drivers of competitive sustainable advantages

Customer value proposition

Multiplier Large store network

Low cost driver 3: Efficient financial

management

•Negative working capital (‘free credit’) •Low capital intensity •High sales per m2 •Solid operating income, high return-on-Investment

Unbeatable price-quality ratio & low-complexity shopping

The Hard Discounter Business Model (Sloot & Steenkamp, 2016)

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faculty of economics and business

marketing

Reden: Online?

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faculty of economics and business

marketing

De nieuwe consument

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faculty of economics and business

marketing

De multi-screen woonkamer

› Het oude credo van retailing:

› “Location, location, location”

› Maar nu zit de retailer naast je….

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faculty of economics and business

marketing

Nieuwe retailers online

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faculty of economics and business

marketing

www.occstrategy.nl

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faculty of economics and business

marketing

Reden: Transparantie?

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faculty of economics and business

marketing

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faculty of economics and business

marketing

SQUEEZE 1a-1c Demographische, economische en sociale ontwikkelingen benadelen retailverkopen

SQUEEZE 2 Internet versterkt de competitieve druk doordat de transparantie stijgt

SQUEEZE 3 Internet versterkt de competitieve druk doordat het een nieuw soort retailer faciliteert

Sloot, 2012

‘triple squeeze model’

Reactie offline winkel?

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faculty of economics and business

marketing

Barnes & Noble

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faculty of economics and business

marketing

Barnes & Noble-case: transities kosten tijd

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faculty of economics and business

marketing

Ook: webshops openen B&M winkel

"We merken dat sommige klanten het prettig vinden een

product even vast te houden of om face to face advies te

krijgen over welke laptop voor hen geschikt is", aldus Pieter

Zwart, directeur en oprichter van Coolblue. "Bovendien

merken we dat de online verkoop in de omgeving van onze

fysieke winkels sterk toeneemt."

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faculty of economics and business

marketing

Rol fysieke winkel?

www.retailwatching.nl, www.thuiswinkelorg.nl

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faculty of economics and business

marketing

Beslissingproces: (1) waar te kopen (2) wat te kopen

Klant: 2 parallelle koopprocessen

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faculty of economics and business

marketing

Klant: Winkelen is…. ‘Shopping experience’ winkelbeleving =>

geeft de klant waarde doordat:

› Men succesvol zijn doel heeft bereikt (homo economicus)

› Men er plezier aan heeft beleefd (homo ludens)

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faculty of economics and business

marketing

Hedonic shopping motivations (A&R ‘03)

1. Adventure shopping

2. Value shopping

3. Role shopping

4. Idea shopping

5. Social shopping

6. Relaxation shopping

/ Gratification

To me, shopping is a way to relieve stress

I enjoy socializing with others when I shop

I go shopping to keep up with the trends

Shopping is a thrill to me

I enjoy looking for discounts when I shop

I enjoy shopping for my friends and family

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faculty of economics and business

marketing

‘touchpoints’ in klantreis

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faculty of economics and business

marketing

Klant (beslissings-) reis

• Stappen die de klant onderneemt om een zekere shopping task te bereiken

• Klanten hebben contactpunten met je product / dienst / merk / organisatie over verschillende kanalen op verschillende momenten in tijd

• ‘Touch points’: wat gebeurt er vanuit het perspectief van de klant, directe en indirecte contactmomenten

• Welke ‘touch points’ zijn cruciaal / doorslaggevend voor een klant om tevreden te zijn / te blijven / terug te komen = moments of truth

• Of: opportunities to screw up!

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faculty of economics and business

marketing

Klantreis gebaseerd op klantacties

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faculty of economics and business

marketing

Scripts / protocols: voor

employees maar ook

klanten; hoe je te

gedragen gedurende het

proces van de

dienstverlening (service

encounter)

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faculty of economics and business

marketing

Faciliteer de klantreis van jóuw klant: extra diensten toevoegen

Cooperatie Schoenenfabriek

& Barber Shop = extra

diensten gedurende de

klantreis die passen bij (1) het

klantsegment, en (2) de

positionering (‘benefit offered’

=> ‘sophisticated elegance’)

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faculty of economics and business

marketing

Faciliteer de klantreis van jóuw klant: Procesverbeteringen

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faculty of economics and business

marketing

Maar…kanalen vervagen

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faculty of economics and business

marketing

´Best of both worlds’

Source: Rigby, HBR December 2011, The Future of Shopping

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faculty of economics and business

marketing

Offline winkelervaringen in online posts

“Retailers wees je er van bewust: 1/4 van al

het online gepraat over winkelen gebeurt in

de winkel”

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faculty of economics and business

marketing

Omnichanneling

| 31

Omni-channel life

Geïntegreerde

winkelervaring

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faculty of economics and business

marketing

Klantreis = beleving

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faculty of economics and business

marketing

Elementen winkelomgeving

1. Design factoren

Aesthetisch

Functioneel

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faculty of economics and business

marketing

Elementen winkelomgeving

2. Sociale factoren

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faculty of economics and business

marketing

Elementen winkelomgeving

3. Ambiënte factoren

36 |

faculty of economics and business

marketing

Elementen winkelomgeving

1. Design factoren

Aesthetisch

Functioneel

2. Sociale factoren

3. Ambiënte factoren

waar, wanneer en hoe rol in klantreis?

‘attracting vs facilitating cues’

verbeterpunten

37 |

faculty of economics and business

marketing

Key take-aways › Marketing begint met de klant centraal zetten

Klantreis? Point of pleasure / pain?

› De connected consumer is here to stay

Combineer het beste van de offline en online wereld (omnichannel)

› Blijf de huidige offline winkel ontwikkelen, creëer een ‘attractive & facilitating store environment’

Beleving

38 |

faculty of economics and business

marketing faculty of economics and business

marketing

transition B&M retailing = a transition in thinking! 1. Marketing starts with customer centricity, put the customer first,

not the channel, the store or the product Bolton, Lemon & Verhoef, JAMS, 2004, Leeflang, 2012

Retail in Transition interviews with among others Jan Peters (Score), Frank de Moor (Macintosh) and Daniel Ropers (Bol.com)

2. Go for the “best of both worlds” Rigby, HBR, 2011, Van Nierop et al, IJRM, 2011

Retail in Transition interviews with among others Sander van der Laan (Ahold), Paul Havinga (BCC), Bart Karis (Zeeman), Jan Ferwerda (Plus) and Ronald van Zetten (HEMA)

3. Keep developing the existing concepts, lower cost base, increase differentiation, add new functionalities Sorescu, Frambach, et al, JR, 2011

Retail in Transition interviews with among others Wouter Kolk (WE), Bart Karis (Zeeman), Ronald van Zetten (HEMA), Hans van der Heyden (Pearle), Sander van der Laan (Ahold) and Jan Ferwerda (Plus)

4. Develop partnerships to strengthen the concept, maintain organizational flexibility, involve customers with product development Day, JM, 2011, Van Doorn, JSR, 2011

Retail in Transition interviews with among others Daniel Ropers (Bol.com), Paul Nijhof (Wehkamp.nl), Wouter Kolk (WE Fashion) and Jan Peters (Score)

39 |

faculty of economics and business

marketing

19-12-2016

faculty of economics and business

marketing

Dank voor jullie aandacht!

Customer journey

Omni-channeling

Store experience