{"id":120918,"date":"2025-06-20T15:21:59","date_gmt":"2025-06-20T13:21:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=120918"},"modified":"2025-06-24T10:59:26","modified_gmt":"2025-06-24T08:59:26","slug":"wees-de-gids-voor-je-categorie-inzichten-vanop-het-category-management-congress","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/wees-de-gids-voor-je-categorie-inzichten-vanop-het-category-management-congress\/","title":{"rendered":"\u201cWees de gids voor je categorie\u201d: inzichten vanop het Category Management Congress"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" 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src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-768x1024.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-768x1024.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-225x300.jpeg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-1152x1536.jpeg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-1536x2048.jpeg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-120943\" data-id=\"120943\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-768x1024.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-768x1024.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-225x300.jpeg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-1152x1536.jpeg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-1536x2048.jpeg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>De gouden driehoek tussen retailer, shopper en leverancier: dat is waar de magie plaatsvindt, aldus dagvoorzitter Luc Desmedt van LD&amp;Co. Die drie partijen waren evenwichtig vertegenwoordigd in het gevarieerde programma van het Category Management Congress op 19 juni bij RetailDetail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Rad van fortuin<\/h2>\n\n\n\n<p>Data op zich betekent niets: pas als je ze vertaalt naar inzichten, strategie en actie begint het <em>wheel of fortune<\/em> te draaien, aldus marketingexpert Bert Peleman, auteur van het pas verschenen boek The Brand Butterfly. Je top 20% klanten zijn overal, in elke markt, goed voor meer dan 55% van je omzet. En verdienen dus de nodige aandacht. Interessante takeaway: \u201cHoe meer categorie\u00ebn een shopper koopt, hoe meer ze besteedt in \u00e9lke categorie. Dat is de <em>stairway to high value heaven<\/em>.\u201d<\/p>\n\n\n\n<p>Shoppers worden overweldigd door een overdaad aan acties en promoties. Hoe val je nog op, als retailer of merk? \u201cDe regels zijn veranderd\u201d, weten Gunther Devisch en Jolijn Tanghe van Promojagers: \u201cJe bent al te laat!\u201d Veel zoekopdrachten beginnen nu op TikTok, het belang van artifici\u00eble intelligentie en sociale media neemt toe, video is het nieuwe normaal. Met humor, authenticiteit en consistentie kom je een heel eind, zoals bleek uit leuke cases voor <strong>Hubo<\/strong>, <strong>Extra Shop<\/strong> en <strong>Albert Heijn<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cEenvoud wint altijd\u201d<\/h2>\n\n\n\n<p>Ook in de winkel zelf is er teveel keuze, zijn er verwarrende aanbiedingen: dat leid tot gemiste omzetkansen, ziet Pascal Deckers van LD&amp;Co, die zijn weg verloor in de theecategorie. \u201cEenvoud wint altijd. Maak niet alleen het leven van de shopper maar ook dat van de retailer makkelijker. Wees de gids voor je categorie,\u201d adviseert hij. En stel jezelf de vraag: wat zal er binnen tien jaar ni\u00e9t veranderen? Er zijn veel retailerdata beschikbaar, maar categoriemanagers doen er nog te weinig mee. Onderschat ook het belang van de ploegen op het terrein niet: een foutloze executie in de winkels is essentieel.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Duurzaamheid als hefboom<\/h2>\n\n\n\n<p>De retailomgeving wordt er alleen maar complexer op, wat zich tegenwoordig bijvoorbeeld uit in handelsconflicten tussen supermarkten en leveranciers. \u201cMaar dat is een <em>lose-lose<\/em> situatie. We moeten gaan voor win-win, ook al wordt het moeilijker om \u00e9chte partnerships aan te gaan,\u201d aldus verkoopdirecteur Filip Vankelst van <strong>Nutrition &amp; Sant\u00e9<\/strong>. Lang was Belgi\u00eb een land van hoge marges, omdat marktleider <strong>Colruyt <\/strong>nooit werd aangevallen op de prijs. Die tijd is voorbij: retailers leggen druk op hun leveranciers.<\/p>\n\n\n\n<p>\u201cHoe vind je de balans tussen volume en winstgevendheid? Door \u00e9chte win-win partnerships.\u201d Die vergen een holistische benadering. 90% van de relaties zit \u2018<em>stuck in the middle\u2019<\/em>. Vergeet ook de factor duurzaamheid niet: \u201cVeel bedrijven geven daar niet \u00e9cht om, ze doen het omdat het moet. Wij zijn een missiegedreven bedrijf, wij gebruiken duurzaamheid als hefboom voor betere partnerships.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Datagedreven keuzes<\/h2>\n\n\n\n<p>En toen kwam er een robot het podium opgereden. Een verrassend intermezzo: de multifunctionele robot ShelfiePro van <strong>DeDuCo<\/strong> assisteert bij het nakijken van planograms, het scannen van de winkelschappen om de voorraden te monitoren, fungeert als promomascotte \u00e9n kan klantenvragen beantwoorden, demonstreerde Tom Dujardin. Geen toekomstmuziek: hij is operationeel in verschillende winkels.<\/p>\n\n\n\n<p>Apothekers zijn ook retailers, al zijn ze daar niet echt voor opgeleid. Ze worden almaar meer uitgedaagd door buitenlandse onlinespelers. Hun rol verandert ook: ze worden gezondheidscoaches. Marlies Vanthournout, een apotheker die zich tot category manager omschoolde, illustreerde hoe categoriemanagement bij <strong>BENU<\/strong> apothekers ondersteunt met datagedreven keuzes over assortiment, huismerken, promoties, prijzen en winkelindeling.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Benelux-aanpak<\/h2>\n\n\n\n<p>\u201cZaandam is de tanker, Antwerpen de speedboot,\u201d aldus commercieel directeur Sven Vertommen van Albert Heijn Belgi\u00eb. Nederland loopt vaak voorop, het kleine Belgische team (zo\u2019n veertig mensen) vertaalt naar de lokale markt. \u201cWe sourcen vanuit Nederland wat kan en vanuit Belgi\u00eb wat moet.\u201d Hij verwacht van leveranciers een Benelux-aanpak. In een strak assortiment van 18000 sku\u2019s gelden harde keuzes: voor elke nieuwe referentie moet er een andere uit. Albert Heijn waakt daarbij over de balans tussen een verrassend assortiment en de dagelijkse boodschappen. \u201cContacteer ons!\u2019 roept hij op. \u201cOf kom solliciteren, want we zijn op zoek naar commercieel talent.\u201d<\/p>\n\n\n\n<p><em>Save the date<\/em> voor het volgende RetailDetail-event: de Retail Marketing Day op 25 september. Op het programma: een 100% discounter-line-up onder het motto \u201c<em>Low cost, high impact<\/em>\u201d, met onder andere <strong>Action<\/strong>, <strong>Primark<\/strong> en <strong>Takko Fashion<\/strong>. Bestel nu al je voordelige <em>summer bird<\/em> ticket via de knop hieronder.<\/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\/retail-marketing-day-2025\/\">Ik kom naar de Retail Marketing Day op 25 september<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>De gouden driehoek tussen retailer, shopper en leverancier: dat is waar de magie plaatsvindt, aldus dagvoorzitter Luc Desmedt van LD&#038;Co. Die drie partijen waren evenwichtig vertegenwoordigd in het gevarieerde programma van het Category Management Congress op 19 juni bij RetailDetail.<\/p>\n","protected":false},"author":3,"featured_media":120949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15],"tags":[],"people":[],"extra":[],"company":[123,1547,1710,1516],"topic":[1335],"region":[],"class_list":["post-120918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","company-albert-heijn","company-benu","company-nutrition-sante","company-promojagers","topic-category-management-congress"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cWees de gids voor je 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