{"id":129792,"date":"2025-09-29T13:48:12","date_gmt":"2025-09-29T11:48:12","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=129792"},"modified":"2025-09-30T11:39:43","modified_gmt":"2025-09-30T09:39:43","slug":"retail-marketing-day-2025-het-taboe-over-discount-is-weg","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/retail-marketing-day-2025-het-taboe-over-discount-is-weg\/","title":{"rendered":"Retail Marketing Day 2025: \u201cHet taboe over discount is weg\u201d"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\" style=\"--aspect-ratio:calc(1024 \/ 768)\"><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=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129799\" data-id=\"129799\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129801\" data-id=\"129801\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129797\" data-id=\"129797\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/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-129793\" data-id=\"129793\" data-aspect-ratio=\"768 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31.jpg 1200w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129803\" data-id=\"129803\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129795\" data-id=\"129795\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/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>Discount lijkt de enige wereld waar het nog goed gaat in retail. Op de Retail Marketing Day kwamen enkele succesvolle discounters duiding geven bij hun strategie. Een voor de hand liggende conclusie: eenvoud w\u00e9rkt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cWe houden van focus\u201d<\/h2>\n\n\n\n<p>Als je het wil hebben over het succes van discount, dan kan je niet om het fenomeen <strong>Action<\/strong> heen. In de presentatie van <em>regional country director<\/em> Bart Raeymaekers maakten niet alleen de cijfers indruk \u2013 niet iedereen kan een gemiddelde jaarlijkse groei van&nbsp;22% voorleggen \u2013 maar ook de processen daarachter: \u201cWe houden van focus. E\u00e9n merk, \u00e9\u00e9n winkelbeleving, \u00e9\u00e9n operationeel model.\u201d En dat in veertien landen intussen. En ook: \u201cWe zijn een <em>inkoopgedreven<\/em> organisatie.\u201d Dat het voortdurend wisselende assortiment \u2013 90% hetzelfde in elk land \u2013 wordt aangestuurd door slechts achtien inkopers op de centrale, verbaasde de collega-retailers nog het meest.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cAI, uw nieuwe collega\u201d<\/h2>\n\n\n\n<p>Naast discount is er in retail (en elders) nog zo\u2019n <em>buzzword<\/em> dat op elk evenement terugkomt: artifici\u00eble intelligentie, en dan meer bepaald <em>agentic<\/em> AI. Niet alleen verandert zoekgedrag door AI, ook kunnen chatbots helpen met het retourproces, of bij <em>cross-selling<\/em>, weet Yasin Hadnan van CM.com. Uit een kleine rondvraag in de zaal blijken nog veel bedrijven niet op de hoogte, ondanks de hype, maar achterblijven is geen optie: \u201cStart klein. Begin met het bouwen van een eenvoudige chatbot. Benut de data waarover je beschikt. Kennis zit vaak gespreid in de organisatie. Een AI-agent bouwen is als het aanwerven van een nieuwe collega.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cKleiner winkelformat op komst\u201d<\/h2>\n\n\n\n<p>Eenvoud is ook een factor achter het succes van <strong>Primark<\/strong>, met een assortiment van tijdloze basisproducten die geproduceerd worden door vaste partners met langetermijncontracten. Retailers zetten wel degelijk grote stappen naar een meer duurzame en sociale mode-industrie, benadrukte <em>head of sales<\/em> Olivier Cr\u00e9pin. Acht grote winkels heeft de Ierse retailer momenteel in Belgi\u00eb, en die presteren beter dan het groepsgemiddelde. Of dat er nog meer kunnen worden? \u201cIn Portugal testen we nu een compacter winkelformaat, geschikt voor wat kleinere steden. Ik zou het wel interessant vinden om dat ook naar Belgi\u00eb te kunnen brengen.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cDe gewone dingen goed doen\u201d<\/h2>\n\n\n\n<p><strong>Takko Fashion<\/strong> is nog vrij onbekend in Belgi\u00eb, maar met meer dan 2000&nbsp;winkels in zeventien landen is het Europees geen kleine speler. <em>Country manager<\/em> Benelux Erwin Rutten nam graag de gelegenheid te baat om de kwaliteitsdiscounter voor te stellen. \u201cAls je woont waar we zitten, dan ken je ons, anders niet.\u201d Het vrijkomen van <strong>Blokker<\/strong>-panden gaf de keten recent vooral een boost in Nederland, maar ook in Belgi\u00eb staat expansie met een vernieuwd winkelconcept op de agenda. \u201cWe willen de gewone dingen goed doen. Onze winkels zijn het belangrijkste contactpunt \u2013 onze beste winkel is die in De Panne \u2013 maar ook de app Takko Friends komt nu naar Belgi\u00eb.\u201d En wat betekent die vreemde naam? \u201cNiemand weet waar die vandaan komt.\u201d Tja.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cDe folder krimpt maar verdwijnt niet\u201d<\/h2>\n\n\n\n<p><strong>Carrefour<\/strong> is geen discounter, maar werkt wel hard aan de prijsperceptie in een markt waar de promotionele agressiviteit enkel is toegenomen. \u201cWe moesten reageren\u201d, aldus <em>operational customer marketing director<\/em> Dave Froidcoeur. Er volgden koopkrachtcampagnes, themafolders en grote activatiecampagnes zoals Scan Mania. Het aantal folderpagina\u2019s verdubbelde dan ook, met een hogere foutenlast tot gevolg, en heel wat frustratie in de interne organisatie. <\/p>\n\n\n<p>Samen met AddRetail startte de retailer een transformatieproject, toegelicht door consultant Jeroen Huys. De papieren folder kromp naar twaalf pagina\u2019s voor de hypermarkten en acht voor Market, andere promo\u2019s vinden klanten nog online en in de app. Dat leidt tot 36% minder fouten en een verbeterde prijsagressiviteit, met de introductie van de sympathieke Prijsbijter als kroon op het werk. De folder verdwijnt hier niet helemaal, zoals in Frankrijk, maar personalisering is de toekomst.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cDe schaamte is verdwenen\u201d<\/h2>\n\n\n\n<p>Conclusies? \u201cDe schaamte om bij discounters te winkelen is verdwenen, mede door de huidige geopolitieke en economische context. Deze groei is niet nieuw \u2013 <strong>Aldi<\/strong> is hier al sinds de jaren 1980 \u2013 maar de tijdsgeest is nu gunstig\u201d, aldus dagvoorzitter Gino Van Ossel. \u201cEn de kern van het discountmodel is eenvoud. Er is een enorme drang naar expansie bij alle discounters, wat direct gekoppeld is aan schaalvoordelen. Die snelle groei leidt tot veel mogelijkheden voor interne promotie. Diversiteit is voor discounters een vanzelfsprekendheid, net als duurzaamheid en e-commerce. Discounters positioneren zich steeds meer als aanbieders van kwaliteit. Agentic AI zal een zeer sturende rol gaan spelen in retail, maar de adoptie gebeurt met verschillende snelheden, denk aan content marketing en veranderend zoekgedrag. Tot slot gaat het altijd om &#8216;value for money&#8217;: van &#8216;hoe meer, hoe beter&#8217; gaat het naar effectieve prijscommunicatie, en dat is een continu leerproces.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Volgende afspraak: 20 november<\/h2>\n\n\n\n<p>Mis zeker het volgende RetailDetail event niet: de RetailDetail Night is immers h\u00e9t jaarlijkse eindejaarsfeest van de retailsector in de Benelux. Kom op donderdag 20 november netwerken met meer dan 400 retailprofessionals in de unieke Handelsbeurs te Antwerpen. Bestel tijdig een individueel ticket, of een gepersonaliseerde tafel (10 personen) voor uw bedrijf. Meer info via onderstaande knop.<\/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\/retaildetail-night-2025\/\">Ik ben benieuwd naar het programma van de RetailDetail Night 2025<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Discount lijkt de enige wereld waar het nog goed gaat in retail. Op de Retail Marketing Day kwamen enkele succesvolle discounters duiding geven bij hun strategie. Een voor de hand liggende conclusie: eenvoud w\u00e9rkt. <\/p>\n","protected":false},"author":3,"featured_media":129799,"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":[417,87,230,1214],"topic":[488,774],"region":[],"class_list":["post-129792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","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>Retail Marketing Day 2025: \u201cHet taboe over discount is weg\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Op de Retail Marketing Day kwamen succesvolle discounters duiding geven bij hun strategie. 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