{"id":128456,"date":"2025-09-16T06:11:00","date_gmt":"2025-09-16T04:11:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=128456"},"modified":"2025-09-16T08:53:47","modified_gmt":"2025-09-16T06:53:47","slug":"low-cost-high-impact-gino-van-ossel-op-de-retail-marketing-day-2025","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/low-cost-high-impact-gino-van-ossel-op-de-retail-marketing-day-2025\/","title":{"rendered":"\u201cLow cost, high impact\u201d: Gino Van Ossel op de Retail Marketing Day 2025"},"content":{"rendered":"\n<p>In onzekere tijden schittert \u00e9\u00e9n retailcategorie: de discounters. Wat is hun succesrecept en wat valt van hen te leren? \u201cOok zij moeten scherpe keuzes maken: hoe ga je \u2018low cost, high impact\u2019\u201d, vraagt professor Gino Van Ossel zich af op de <strong>Retail Marketing Day<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Onzekerheid als nieuwe realiteit<\/h2>\n\n\n\n<p>Op 25&nbsp;september verzamelt de Belgische retailwereld in de Stadsfeestzaal in Antwerpen voor de Retail Marketing Day. Het congres staat dit jaar in het teken van de blijvende impact van discountconcepten onder de veelzeggende titel \u201cLow cost, high impact\u201d.<\/p>\n\n\n\n<p>Professor Van Ossel (Vlerick Business School) schetst de context: \u201cHandelstarieven, geopolitieke spanningen, economische schommelingen\u2026 bedrijven weten niet meer waar ze zich aan kunnen verwachten. Dat vertaalt zich in terughoudendheid bij consumenten, die minder uitgeven of voorzichtiger besteden.\u201d<\/p>\n\n\n\n<p>Naast geopolitiek zet ook technologie nieuwe vraagtekens. Klassieke contentmarketing komt bijvoorbeeld zwaar onder druk te staan door AI-zoekfuncties. \u201cMet AI-gegenereerde zoekresultaten halveert het aantal consumenten dat doorklikt naar een tweede website. Dat verandert de spelregels voor marketeers fundamenteel.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Discount in de schijnwerpers<\/h2>\n\n\n\n<p>In dit klimaat is het geen verrassing dat discounters floreren. Consumenten zoeken zekerheid, eenvoud en lage prijzen. \u201cDiscount wint altijd aan belang in onzekere tijden\u201d, benadrukt Van Ossel. \u201cDe vraag is hoe je dat model combineert met duurzaamheid, technologie en digitalisering.\u201d<\/p>\n\n\n\n<p>Tijdens de Retail Marketing Day delen grote namen uit de sector hun verhaal: <strong>Action<\/strong> rondt <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/interview-waarom-action-geen-schappenplannen-heeft\/\">de kaap van 3.000&nbsp;winkels in Europa<\/a>, <strong>Takko Fashion<\/strong> kondigt <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/erwin-rutten-takko-fashion-over-lokale-kracht-en-winkels-als-marketing\/\">een expansie van 300&nbsp;winkels<\/a> aan en <strong>Primark<\/strong> gelooft dat <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/antwerpse-zondagsopening-is-groot-succes-voor-primark\/\">lage kosten en duurzaamheid wel degelijk te verzoenen<\/a> zijn. Wat is hun geheim?<\/p>\n\n\n\n<p>\u201cEn ook: hoe kunnen niet-discounters zich onderscheiden?\u201d, vult Van Ossel aan. \u201cWat kunnen ze leren van discounters, en hoe kunnen ze zich verdedigen tegen hun opmars?\u201d Zo spreekt ook <strong>Carrefour<\/strong> over zijn <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/retailtransformatie-in-actie-wat-carrefour-leerde-over-promodruk\/\">vernieuwde promotiebeleid<\/a> op de Retail Marketing Day: de supermarktketen kiest bewust voor minder, maar straffere promoties.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De essentie: keuzes maken<\/h2>\n\n\n\n<p>Van Ossel ziet een duidelijke rode draad: keuzes maken. \u201cIedere retailer moet vandaag scherpe keuzes maken. Je kan niet overal excelleren.\u201d Discounters zijn bijvoorbeeld volop aan het inzetten op apps en klantendata, maar e-commerce blijft moeilijk te rijmen met hun businessmodel. Het illustreert dat ook zij bewuste keuzes moeten maken: waar wil je uitblinken en waar niet?<\/p>\n\n\n\n<p>Dezelfde vragen gelden voor de inzetbaarheid van artifici\u00eble intelligentie: <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/ai-doet-de-grenzen-tussen-klantservice-en-marketing-vervagen\/\">AI Agents nemen steeds meer taken over in klantinteracties<\/a>, marketing en service. Hoe kunnen menselijke creativiteit en digitale innovatie elkaar versterken? Ook dat thema staat op het programma, met concrete cases. \u201cDe impact gaat veel breder dan velen beseffen\u201d, meent Van Ossel.<\/p>\n\n\n\n<p>\u201cVoor discounters ligt de focus altijd op prijs; andere retailers zullen hun eigen accenten moeten leggen. De uitdaging is: hoe cre\u00eber je waarde voor je klanten op een manier die bij jouw positionering past? Je kan niet tegelijk goud winnen in prijs, gemak, kwaliteit \u00e9n duurzaamheid. En hoe blijf je relevant in een context van onzekerheid en verandering?\u201d<\/p>\n\n\n\n<p>Ontdek het op de Retail Marketing Day van RetailDetail op 25\u00a0september in Antwerpen, met\u00a0Gino Van Ossel, Action,\u00a0Primark, <strong>CM.com<\/strong>, <strong>Addretail<\/strong>, Carrefour\u00a0en\u00a0Takko Fashion\u00a0op het podium. Reserveer je tickets via de link 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>In onzekere tijden schittert \u00e9\u00e9n retailcategorie: de discounters. Wat is hun succesrecept en wat valt van hen te leren? \u201cOok zij moeten scherpe keuzes maken: hoe ga je \u2018low cost, high impact\u2019\u201d, vraagt professor Gino Van Ossel zich af op de Retail Marketing Day.<\/p>\n","protected":false},"author":5,"featured_media":84382,"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":[15],"tags":[785],"people":[],"extra":[],"company":[417,87,230,1214],"topic":[488,774],"region":[],"class_list":["post-128456","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","tag-retaildetail-events","company-action","company-carrefour","company-primark","company-takko-fashion","topic-marketing","topic-retaildetail-day"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cLow cost, high impact\u201d: Gino Van Ossel op de Retail Marketing Day 2025 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"In onzekere tijden schittert discount. 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