{"id":13942,"date":"2016-06-23T09:17:45","date_gmt":"2016-06-23T09:17:45","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/opinion-la-difference-de-prix-colruyt-et-collect-go-nest-pas-une-bonne-idee\/"},"modified":"2016-06-23T09:17:45","modified_gmt":"2016-06-23T09:17:45","slug":"opinion-la-difference-de-prix-colruyt-et-collect-go-nest-pas-une-bonne-idee","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/opinion-la-difference-de-prix-colruyt-et-collect-go-nest-pas-une-bonne-idee\/","title":{"rendered":"OPINIE: Prijsverschil Colruyt en Collect &amp; Go geen slimme zet"},"content":{"rendered":"<p>&#8220;Klanten bij de afhaaldienst Collect &amp; Go voor dezelfde producten\u00a0meer laten betalen dan in de offline <strong>Colruyt<\/strong>-winkels is geen goed idee&#8221;, stellen onderzoekers van de KU Leuven in onderstaand opiniestuk.<\/p>\n<p><!--break--><\/p>\n<h2>Misvatting<\/h2>\n<p>Uit recent onderzoek van Kristina Melis, Els Breugelmans &amp; Lien Lamey\u00a0van de onderzoeksgroep Marketing van de KU Leuven, blijkt dat klanten net meer gaan besteden als de prijzen van de online en de offline winkel op elkaar zijn afgestemd.<\/p>\n<p>\u00a0<\/p>\n<p>Colruyt maakt dan ook een misvatting door te denken dat gewone winkels en webwinkels twee aparte zaken zijn. Dat klopt niet, toch zeker niet in de ogen van de klant! Op het moment dat een klant beslist om voor het eerst online te gaan kopen, is hij\/zij geneigd om bij zijn favoriete winkel te blijven. Maar dan verwacht die klant wel dezelfde prijs en hetzelfde assortiment als in zijn favoriete fysieke winkel.<\/p>\n<p>\u00a0<\/p>\n<h2>Een kwestie van vertrouwen<\/h2>\n<p>Consumenten die beginnen met online boodschappen percipi\u00ebren dit doorgaans als \u2018risicovol\u2019. Het onlinekanaal is een nieuw kanaal waar ze de gebruiken niet van kennen. Bovendien moeten ze vertrouwen krijgen in de praktijken van een online supermarkt (bijvoorbeeld hebben groenten en fruit dezelfde verse staat als in de offline supermarkt). Om deze reden klampen consumenten zich, in het beginstadium, vast aan hun vertrouwde offline winkel om online aankopen te doen.<\/p>\n<p>\u00a0<\/p>\n<p>De meeste klanten maken eigenlijk geen onderscheid tussen het online en offlinekanaal. Het is dan ook niet vreemd dat een betere afstemming van onlineprijzen en het assortiment met die van de offline winkel het aankoopgedrag positief be\u00efnvloedt. Dit verhoogt namelijk de vertrouwdheid en verlaagt het risico van het online winkelen bij die winkelketen. Bovendien vereenvoudigt dit het beslissingsproces doordat consumenten zich kunnen beroepen op voorgaande kennis omtrent prijs en assortiment.<\/p>\n<p>\u00a0<\/p>\n<h2>Uitgaven verschuiven<\/h2>\n<p>We bestudeerden de wijzigingen in aankoopgedrag bij consumenten die de stap zetten van de fysieke naar de online supermarkt. Daarvoor namen we 7907 klanten van de vier grootste supermarktketens van het Verenigd Koninkrijk onder de loep. We zagen dat consumenten die online gaan, vaker naar hun vertrouwde fysieke winkel gaan \u00e9n meer beginnen te besteden bij die keten. Deze klanten verschuiven een groter deel van hun totale supermarktuitgaven naar de online bezochte winkelketen, in het nadeel van de concurrerende supermarkten.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>De stap naar online winkelen impliceert een serieuze verandering in het habituele winkelgedrag en resulteert in het herbekijken van het uitgavepatroon. Gemiddeld stijgt het aandeel van de uitgaven toegewezen aan die winkelketen met 4%. Ketens die zorgen voor integratie tussen hun online en fysieke winkels, en die dus dezelfde prijs en hetzelfde assortiment aanbieden, blijken zelfs nog succesvoller.<\/p>\n<p>\u00a0<\/p>\n<p>Klanten die online kopen worden niet afgeschrikt door de servicekost (bij <strong>Collect &amp; Go<\/strong> 5.5 \u20ac) die tegenover de onlineservice staat, maar hen meer laten betalen voor dezelfde producten is dus geen verstandige zet.<\/p>\n<p>\nKristina Melis, Els Breugelmans &amp; Lien Lamey<br \/>\nOnderzoeksgroep Marketing KU Leuven<\/p>\n<p><em>Bronnen:\u00a0<br \/>\nMelis, K., Campo, K., Lamey, L., &amp; Breugelmans, E. (2016) \u201cA Bigger Slice of the Multichannel Grocery Pie: When Does Consumers&#8217; Online Channel Use Expand Retailers&#8217; Share of Wallet?\u201d, Forthcoming in Journal of Retailing (2016), DOI: 10.1016\/j.jretai.2016.05.001.<\/em><\/p>\n<p><em>Melis, K., Campo, K., Breugelmans, E. &amp; Lamey, L. (2015) \u201cMulti-channel Grocery Shopping: The Dynamic Impact of Online Shopping Experience on Online Store Choice\u201d, Journal of Retailing, 91 (2), 272-288.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Klanten bij de afhaaldienst Collect &amp; Go voor dezelfde producten\u00a0meer laten betalen dan in de offline Colruyt-winkels is geen goed idee&#8221;, stellen onderzoekers van de KU Leuven in onderstaand opiniestuk. Misvatting Uit recent onderzoek van Kristina Melis, Els Breugelmans &amp; Lien Lamey\u00a0van de onderzoeksgroep Marketing van de KU Leuven, blijkt dat klanten net meer gaan [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-13942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>OPINIE: Prijsverschil Colruyt en Collect &amp; Go geen slimme zet - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/opinion-la-difference-de-prix-colruyt-et-collect-go-nest-pas-une-bonne-idee\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OPINIE: Prijsverschil Colruyt en Collect &amp; Go geen slimme zet - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"&#8220;Klanten bij de afhaaldienst Collect &amp; Go voor dezelfde producten\u00a0meer laten betalen dan in de offline Colruyt-winkels is geen goed idee&#8221;, stellen onderzoekers van de KU Leuven in onderstaand opiniestuk. 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