{"id":112878,"date":"2025-02-10T14:42:24","date_gmt":"2025-02-10T13:42:24","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=112878"},"modified":"2025-02-10T15:24:43","modified_gmt":"2025-02-10T14:24:43","slug":"kruidvat-en-omnichannel-groei-in-fysieke-winkels-en-online-gaan-hand-in-hand","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/kruidvat-en-omnichannel-groei-in-fysieke-winkels-en-online-gaan-hand-in-hand\/","title":{"rendered":"Kruidvat en omnichannel: \u201cGroei in fysieke winkels en online gaan hand in hand\u201d"},"content":{"rendered":"\n<p><strong>Kruidvat<\/strong> bewijst dat fysieke expansie onlinegroei allesbehalve in de weg staat, en vice versa. Een eigen marktplaats, personalisatie door AI en data-analyse: op het <strong>RetailDetail Omnichannel &amp; E-Commerce Congress<\/strong> deelt manager online business Nico Borst de toekomst van Kruidvats O+O-omnichannelstrategie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O &amp; O besteden drie keer meer<\/h2>\n\n\n\n<p>Het is best mogelijk om een sterke fysieke retailaanwezigheid te combineren met een groeiend onlinekanaal. \u201cOnze klanten die zowel online als offline winkelen (de zogenaamde O+O-klanten) besteden drie keer meer dan klanten die slechts \u00e9\u00e9n kanaal gebruiken\u201d, benadrukt Borst <a href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/omnichannel-e-commerce-congress-2025\/\" target=\"_blank\">het belang van een sterke omnichannelstrategie<\/a>. \u201cWe investeren dan ook in tools die klanten helpen om een naadloze ervaring te hebben, ongeacht waar ze shoppen.&#8221;<\/p>\n\n\n\n<p>Zelfs de onlinemanager werkt dus voor de winkels. \u201cOnze focus ligt juist op hoe online en offline elkaar versterken. De klant bepaalt waar hij koopt, en wij willen ervoor zorgen dat we in elke situatie de juiste oplossing bieden. We groeien nog steeds met fysieke winkels, terwijl online een aanvulling is voor momenten waarop de klant graag online winkelt of informatie en inspiratie vergaart\u201d, vertelt Borst.<\/p>\n\n\n\n<p>Sommige productcategorie\u00ebn, zoals babyproducten of wasmiddelen in grootverpakking, worden bijvoorbeeld vaker online gekocht omdat klanten ze liever thuisbezorgd krijgen. Voor andere categorie\u00ebn, zoals gezondheidsproducten, zijn onze winkels altijd dichtbij voor de snelle aankoop, maar biedt het onlinekanaal alle ruimte om in alle privacy en comfort te ori\u00ebnteren \u00e9n te kopen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Van luiers tot Korean beauty: online is een \u2018safe space\u2019<\/h2>\n\n\n\n<p>Een jaar geleden lanceerde Kruidvat daarom een eigen marktplaats in Nederland. &#8220;Onze marktplaats is een belangrijke stap in het uitbreiden van ons aanbod. Zo kunnen we heel gericht nieuwe producten en categorie\u00ebn toevoegen die complementair zijn aan ons bestaande assortiment. Een gecureerde marktplaats noemen we dit. De eerste uitbreiding was in de babycategorie, waarin we van duizend naar bijna 3000&nbsp;artikelen zijn gegroeid dankzij marktplaats-partners.&#8221;<\/p>\n\n\n\n<p>Dankzij het platform kan de drogist ook sneller inspelen op nieuwe trends en klantbehoeften. Online kan Kruidvat nieuwe producten en leveranciers een kans geven zonder grote winkelvoorraadrisico\u2019s. De \u201cKorean beauty\u201d-trend is er een goed voorbeeld van: \u2018hot\u2019 dankzij sociale media, maar nog (te) klein om meteen naar alle winkels te brengen. Kruidvat onderzoekt momenteel hoe de marktplaats op een schaalbare manier in te zetten. Op dat moment kan ze ook naar Belgi\u00eb uitbreiden.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">AI helpt Franstalige klant nog beter te begrijpen<\/h2>\n\n\n\n<p>\u201cDe vraag die we ons stellen is: hoe combineren we de kracht van ons winkelnetwerk met de mogelijkheden van online? Ook de klantinteractie is daarbij heel belangrijk, met een steeds grotere rol voor artifici\u00eble intelligentie.\u201d De impact van een AI-gestuurde zoekfunctie in de webshop was met name opvallend, vertelt Borst.<\/p>\n\n\n\n<p>De AI-zoekmachine maakte bijvoorbeeld goed zichtbaar hoezeer het Franstalige deel van Belgi\u00eb andere koop- en zoekgewoonten heeft. De implementatie zorgde er voor een sterkere conversiestijging dan in Nederland. \u201cDat soort inzichten helpen ons om beter op de behoeften van onze klanten in te spelen. In Belgi\u00eb is de afstand tot de winkels vaak nog iets groter dan in Nederland, wat de onlinewinkelervaring er nog relevanter maakt.\u201d<\/p>\n\n\n\n<p>\u201cOnze zoekmachine zorgt ervoor dat klanten ook bij tikfouten of synoniemen de juiste producten vinden. Daarnaast wordt AI steeds vaker ingezet voor data-analyse en personalisatie, zodat we klanten relevantere producten en content kunnen aanbieden. Op termijn zien we ook mogelijkheden om AI in te zetten voor effici\u00ebnter productinformatiebeheer en interne processen.\u201d<\/p>\n\n\n\n<p><em>Welke digitale mogelijkheden Kruidvat nog ziet, hoor je <a href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/omnichannel-e-commerce-congress-2025\/\" target=\"_blank\">op 27&nbsp;maart op het RetailDetail Omnichannel &amp; E-commerce Congress in Antwerpen<\/a>. Ook op het podium: <strong>PharmaPets <\/strong>van <strong>Tom&amp;Co<\/strong>, <strong>Decathlon<\/strong>, <strong>Bol.com<\/strong> en meer. <\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background wp-element-button\" href=\"https:\/\/www.retaildetail.be\/nl\/retail-events\/omnichannel-e-commerce-congress-2025\/\">Bestel nu je &#8216;early bird&#8217;-tickets!<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Kruidvat bewijst dat fysieke expansie onlinegroei allesbehalve in de weg staat, en vice versa. Een eigen marktplaats, personalisatie door AI en data-analyse: op het RetailDetail Omnichannel &#038; E-Commerce Congress deelt manager online business Nico Borst de toekomst van Kruidvats O+O-omnichannelstrategie.<\/p>\n","protected":false},"author":5,"featured_media":42728,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[],"people":[],"extra":[],"company":[1456,1007],"topic":[198,643,778],"region":[324],"class_list":["post-112878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging","company-as-watson","company-kruidvat","topic-e-commerce","topic-interview","topic-retaildetail-omnichannel-congress","region-benelux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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