{"id":1443,"date":"2012-03-13T20:00:55","date_gmt":"2012-03-13T20:00:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/retaildossier\/online-ambities-bij-tesco-en-morrisons-gloom-versus-boom\/"},"modified":"2012-03-13T20:00:55","modified_gmt":"2012-03-13T20:00:55","slug":"online-ambities-bij-tesco-en-morrisons-gloom-versus-boom","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/retaildossier\/online-ambities-bij-tesco-en-morrisons-gloom-versus-boom\/","title":{"rendered":"Online ambities bij Tesco en Morrisons: \u2018gloom\u2019 versus \u2018boom\u2019"},"content":{"rendered":"

Ambitieuze plannen, somber perspectief<\/h2>\n

Waar Morrisons een verhaal vertelt van een \u2018boom\u2019 in de omzet (+7%) en winst (+8%), staan de ontwikkelingen bij Tesco in een \u2018gloomy\u2019 (somber) perspectief. De keten moest enkele maanden geleden de slechtste resultaten in jaren melden. Met name in de Britse thuismarkt \u2013 goed voor 66 procent van de totale omzet van Tesco \u2013 was het resultaat teleurstellend. Sindsdien wordt alles wat het management van de Britse marktleider doet, uitgelegd als een reactie op de sombere cijfers.<\/p>\n

\u00a0<\/p>\n

Zo ook de ambitieuze plannen van Tesco om volgende week de site tesco.com te herlanceren. Tesco wil – net zoals Amazon – zijn online verkoopkanaal tesco.com openstellen voor derden. Dat heeft topman Philip Clark bevestigd in de Britse media. Morrisons daarentegen kon enkele dagen geleden trots melden dat het fiscale jaar dat op 29 januari 2012 eindigde Morrisons\u2019 beste jaar ooit <\/a>was. De keten ligt ook op koers voor \u00e9\u00e9n van haar strategische doelen: de lancering van morrisons.com, die voor eind dit jaar staat gepland.<\/p>\n

\u00a0<\/p>\n

Tesco\u2019s \u2018grote verandering\u2019<\/h2>\n

Opvallend is dat Tesco-topman Clark z\u00e9lf de link legt tussen de online plannen en de kwakkelende prestaties van Tesco in de Britse thuismarkt. Volgens hem is het het begin van een grote verandering: \u201cWe hadden een driejarenplan voor het Verenigd Koninkrijk, maar nu gaan we dit allemaal in 2012 doen\u201d, zei Clark in de populaire tabloid The Sun. Het is overigens niet zomaar dat Clark juist The Sun uitkiest om Tesco\u2019s grote verandering te communiceren. Steeds meer Britten lijken genoeg te hebben van Tesco en kiezen massaal voor alternatieven (onder andere Morrisons).<\/p>\n

\u00a0<\/p>\n

\"Morrisons\"Het Britse vakblad The Grocer meent dat volgende week de nieuwe Tesco-site gelanceerd<\/a> wordt. Tesco zou er vooral de nadruk gaan leggen op non-food, het assortiment waarvoor Tesco-klanten fysieke winkels steeds meer links laten liggen en voor online-aanbieders kiezen. \u201cNon-food ontwikkelt zich razendsnel, ook bij ons\u201d, aldus Tesco\u2019s directeur internetretail Ken Towle in The Grocer. \u201cOnze online range is in de afgelopen 18 maanden verdubbeld naar 40.000 sku\u2019s.\u201d<\/p>\n

\u00a0<\/p>\n

Morrisons: na multi-format komt multi-channel<\/h2>\n

Morrisons, die zich met M-Local als multi-format retailer ontwikkelt, gebruikt zijn website morrisons.com vooralsnog enkel als informatie- en marketingkanaal. Terwijl de supermarktketen fors wil investeren in de ombouw van zijn fysieke supermarkten, waarbij statische schappen worden vervangen door verplaatsbare vers-presentaties om een meerwaarde te bieden tegenover (online) concurrenten, heeft ook de ontwikkeling van multi-channel prioriteit bij Morrisons.<\/p>\n

De retailer heeft de spelregels van cross-channel goed begrepen: geheel in lijn met zijn offline expertise in de exploitatie van grote winkels, heeft Morrisons in 2011 de online retailer Kiddicare gekocht<\/a> om deze van grote fysieke winkels te voorzien.<\/p>\n

\u00a0<\/p>\n

In de food zal de ontwikkeling precies omgekeerd zijn: hierover zal Philips zich laten adviseren door het managementteam van de Amerikaanse online retailer FreshDirect, waarin Morrisons sinds een jaar een minderheidsaandeel van 10 procent heeft. Online voedingsretail staat bij Morrisons nog in de kinderschoenen, maar daar komt dus verandering in. In maart vorig jaar noemde Morrisons zijn participatie in FreshDirect<\/a> al een strategische investering met het oog op de ontwikkeling van haar online foodbusiness in het Verenigd Koninkrijk. Net als Ahold dat Bol.com overnam, koopt Morrisons via de deelneming in FreshDirect ook online kennis in.<\/p>\n

\u00a0<\/p>\n

Peperdure meters<\/h2>\n

Dat Morrisons bepaald geen online voorloper is op het gebied van food, hoeft niet per se een nadeel te zijn. Zo hebben retailers als Ahold en ook Tesco aangegeven dat \u2018click & collect\u2019 wellicht de beste keuze is om online service te kunnen bieden terwijl de kosten voor de retailer in de peperdure laatste meters van de supply chain beperkt blijven. In verstedelijkte gebieden kan online bovendien een goed alternatief zijn voor de vestiging van fysieke winkels: zelfs met het duurdere businessmodel van thuisbezorging kan dat goedkoper zijn dan te investeren in peperdure vierkante meters winkelruimte.<\/p>\n

Zowel Tesco als Morrisons, nochtans alle twee geboren en getogen fysieke retailers, stappen zo gelijktijdig op de cross-channeltrein door op een doordachte manier online en offline te combineren.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ambitieuze plannen, somber perspectief Waar Morrisons een verhaal vertelt van een \u2018boom\u2019 in de omzet (+7%) en winst (+8%), staan de ontwikkelingen bij Tesco in een \u2018gloomy\u2019 (somber) perspectief. De keten moest enkele maanden geleden de slechtste resultaten in jaren melden. Met name in de Britse thuismarkt \u2013 goed voor 66 procent van de totale […]<\/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":[36],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-1443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retaildossier"],"acf":[],"yoast_head":"\nOnline ambities bij Tesco en Morrisons: \u2018gloom\u2019 versus \u2018boom\u2019 - 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\/retaildossier\/online-ambities-bij-tesco-en-morrisons-gloom-versus-boom\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online ambities bij Tesco en Morrisons: \u2018gloom\u2019 versus \u2018boom\u2019 - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Ambitieuze plannen, somber perspectief Waar Morrisons een verhaal vertelt van een \u2018boom\u2019 in de omzet (+7%) en winst (+8%), staan de ontwikkelingen bij Tesco in een \u2018gloomy\u2019 (somber) perspectief. 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