{"id":126182,"date":"2025-08-26T14:35:57","date_gmt":"2025-08-26T12:35:57","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=126182"},"modified":"2025-08-26T15:12:27","modified_gmt":"2025-08-26T13:12:27","slug":"de-bijenkorf-zet-in-op-retailmedia-geen-zichtbaarheid-om-de-zichtbaarheid","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/de-bijenkorf-zet-in-op-retailmedia-geen-zichtbaarheid-om-de-zichtbaarheid\/","title":{"rendered":"De Bijenkorf zet in op retailmedia: \u201cGeen zichtbaarheid om de zichtbaarheid\u201d"},"content":{"rendered":"\n<p><strong>De Bijenkorf<\/strong> breidt zijn retailmedia-activiteiten stevig uit. Het luxewarenhuis biedt voortaan onder andere fysieke activaties, tot zelfs een pop-updakterras, en digitale schermen aan merkpartners aan. Wel &#8220;moet het iets toevoegen aan de beleving&#8221;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Amalfi-kust in Amsterdam<\/h2>\n\n\n\n<p>Tijdens de lente\/zomercampagne werd het duidelijk: De Bijenkorf gaat voor retailmedia en samenwerkingen met merken. Zo stonden in de winkels speciaal ontworpen merkactivatiemeubels, waaronder een kiosk en een ijscokar, die samen veertig miljoen weergaven genereerden. Naast <em>branded content<\/em>, e-mail en sociale media biedt het bedrijf nu ook fysieke activaties, zoals interactieve etalages, pop-ups, take-overs en sinds kort digitale schermen in de filialen.<\/p>\n\n\n\n<p>De Bijenkorf presenteert merkactivaties weliswaar als verlengstuk van de winkelervaring. Petra Gelens, Head of Marketing, benadrukt dat het niet om platte advertenties gaat. \u201cWe geloven niet in zichtbaarheid om de zichtbaarheid. Retailmedia draait voor ons om relevantie. Als een merk meedoet, moet het iets toevoegen aan de beleving van onze klanten en passen bij waar zij op dat moment naar op zoek zijn\u201d.<\/p>\n\n\n\n<p>Een concreet voorbeeld is de samenwerking met <strong>L\u2019Or\u00e9al<\/strong> rond de lancering van <strong>Maison Margiela<\/strong>\u2019s nieuwe geur. Het dakterras van De Bijenkorf in Amsterdam veranderde in een &#8220;zomerbeleving ge\u00efnspireerd op de Amalfi-kust&#8221;. Bezoekers ontdekten de geur in een mediterrane setting met aangepaste drankjes en hapjes, en dat loonde: de campagne leidde tot een online omzetgroei van 21,7% en een stijging van 69% in fysieke winkels.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De Bijenkorf breidt zijn retailmedia-activiteiten stevig uit. Het luxewarenhuis biedt voortaan onder andere fysieke activaties, tot zelfs een pop-updakterras, en digitale schermen aan merkpartners aan. Al &#8220;moet het iets toevoegen aan de beleving&#8221;.<\/p>\n","protected":false},"author":5,"featured_media":100444,"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":[14],"tags":[1266],"people":[],"extra":[43],"company":[728],"topic":[488],"region":[113],"class_list":["post-126182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-retailmedia","extra-plus","company-bijenkorf","topic-marketing","region-nederland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De Bijenkorf zet in op retailmedia: \u201cGeen zichtbaarheid om de zichtbaarheid\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"De Bijenkorf breidt zijn retailmedia-activiteiten uit. 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