{"id":144381,"date":"2026-03-23T18:46:59","date_gmt":"2026-03-23T17:46:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=144381"},"modified":"2026-03-23T19:01:01","modified_gmt":"2026-03-23T18:01:01","slug":"van-virtuele-tweelingen-tot-gezond-boerenverstand-op-retaildetail-omnichannel-e-commerce-congress","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/van-virtuele-tweelingen-tot-gezond-boerenverstand-op-retaildetail-omnichannel-e-commerce-congress\/","title":{"rendered":"Van virtuele tweelingen tot gezond boerenverstand op RetailDetail Omnichannel &amp; E-Commerce Congress"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\" style=\"--aspect-ratio:calc(1024 \/ 683)\"><div class=\"wp-block-jetpack-slideshow_container swiper\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" 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https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00375-185x122.jpg 185w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-144512\" data-id=\"144512\" data-aspect-ratio=\"683 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00398-683x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00398-683x1024.jpg 683w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00398-200x300.jpg 200w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00398-768x1152.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00398-1024x1536.jpg 1024w, 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https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00433-1536x1024.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00433-2048x1365.jpg 2048w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00433-185x122.jpg 185w\" 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=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-144507\" data-id=\"144507\" data-aspect-ratio=\"1024 \/ 683\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00440-1024x683.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00440-1024x683.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00440-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00440-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00440-1536x1025.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00440-2048x1366.jpg 2048w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00440-185x122.jpg 185w\" 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=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-144505\" data-id=\"144505\" data-aspect-ratio=\"1024 \/ 683\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00472-2-1024x683.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00472-2-1024x683.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00472-2-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00472-2-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00472-2-1536x1024.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00472-2-2048x1366.jpg 2048w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00472-2-185x122.jpg 185w\" 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=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-144510\" data-id=\"144510\" data-aspect-ratio=\"1024 \/ 683\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00478-1024x683.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00478-1024x683.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00478-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00478-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00478-1536x1024.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00478-2048x1366.jpg 2048w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00478-185x122.jpg 185w\" 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=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-144511\" data-id=\"144511\" data-aspect-ratio=\"1024 \/ 683\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00415-1024x683.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00415-1024x683.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00415-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00415-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00415-1536x1024.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00415-2048x1366.jpg 2048w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/03\/20260319-SON00415-185x122.jpg 185w\" 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>Van virtuele dierenartsen over virtueel passen tot virtuele fraudeurs, het RetailDetail Omnichannel &amp; E-Commerce Congress liet geen enkel &#8216;hot topic&#8217; ongemoeid. We houden u, als &#8220;humans&#8221; daarom graag &#8220;in the loop&#8221;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Virtuele medewerkers<\/h2>\n\n\n\n<p>Diervoedingsmerk <strong>Prins <\/strong>illustreerde hoe snel klantinteractie verandert. Het bedrijf zag traditionele kanalen als telefoon en e-mail terugvallen, terwijl WhatsApp en externe AI-platformen terrein winnen. Daardoor verliest het merk rechtstreeks contact met klanten \u2014 en dus controle over de informatie die circuleert.<\/p>\n\n\n\n<p>De oplossing: geen chatbot maar een heus team van virtuele collega\u2019s, die kennis kunnen delen, die het bedrijf kan trainen en de <em>brand <\/em>begrijpen. Naast virtuele klantmedewerker Pettie, een agentic AI-oplossing, bouwde <strong>CM.com<\/strong> voor Prins een digitaal team van acht specialisten, waaronder een virtuele dierenarts en nutritionist. Die aanpak maakt interactie schaalbaar, maar behoudt inhoudelijke diepgang.<\/p>\n\n\n\n<p>Ook <strong>Zalando <\/strong>zet in op \u201cdigital twins\u201d: van de fotomodellen die langskomen voor campagnebeelden maken ze digitale kopie\u00ebn, die dan worden gebruikt om de kleding op de productpagina&#8217;s te tonen. Veel minder vervelend voor hen dan al die outfits te moeten aandoen, en veel effici\u00ebnter voor Zalando, aldus hoofd West-Europa Laura Toledano.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;Humans in the loop&#8221;<\/h2>\n\n\n\n<p>Menselijke tussenkomst blijft cruciaal, zo bleek telkens weer: &#8220;keep a human in the loop&#8221;. Terwijl <strong>Drukke Mama<\/strong> Kelly een leger aan helpende handen heeft die content maken met ChatGPT, schrijft de ex-journaliste haar posts nog zelf. Dat gaat sneller en creatiever.<\/p>\n\n\n\n<p>Voor de creativiteit kiest ook Zalando er nog steeds voor om grote branding-campagnes via externe agentschappen te doen, terwijl voor het overige al 90% van de marketingcontent gegenereerd wordt met AI. De impact van AI op de prestaties is meetbaar: 10% meer engagement, 17% hogere doorklikratio\u2019s en waar videoproductie vroeger zes tot acht weken duurde, brengt Zalando dat nu terug tot vier dagen \u2014 met als doel minder dan \u00e9\u00e9n dag. Die snelheid blijkt essentieel om Gen Z te bereiken, waarvan meer dan 70% online inspiratie zoekt.<\/p>\n\n\n\n<p>Toch zijn persoonlijk contact en personalisatie nog steeds kernwaarden, of die nu achter de schermen AI-gestuurd is of niet. <strong>Les Jumelles<\/strong> houdt mensen zelfs letterlijk &#8220;in the loop&#8221;: iedere medewerker is er gekoppeld aan een &#8220;buddy&#8221;, die de taken van de collega kan en moet overnemen bij afwezigheid. <\/p>\n\n\n\n<p>Iemand (of een bedrijf) kunnen vertrouwen is cruciaal, ook online, nu AI online oplichting makkelijker dan ooit maakt. Werkelijk iedereen kan zich omscholen tot fraudeur, trok <strong>Visa <\/strong>aan de alarmbel. &#8220;Vertrouwen drijft conversie en getrouwheid&#8221;, weet de provider van betaaloplossingen. Daarom lanceert het bedrijf ook bewustmakingscampagnes rond deepfakes en misleidende content.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">One size does (not) fit all<\/h2>\n\n\n\n<p>Les Jumelles mag dan een wondermiddel tegen retours en overstocks hebben gevonden met &#8220;one size fits all&#8221;-kleding, op alle andere vlakken was het bij iedereen duidelijk: \u00e9\u00e9n oplossing past nooit voor iedereen. Het letterlijke bewijs: tests met virtuele paskamers en AI-maatadvies bij Zalando verlagen de retourpercentages tot 40%. Maar ook figuurlijk. <\/p>\n\n\n\n<p>Zo laten de Nederlanders hun boodschappen het liefst thuisbezorgen, zijn ze in Oost-Europa in de ban van flitsbezorging en willen Belgen hun online bestelde boodschappen ook gewoon kunnen afhalen. <strong>Delhaize <\/strong>zet daarom sterk(er) in op Collect, nadat de supermarktformule eerder onderinvesteerde in afhaling, gaf Jennifer Nemry toe. Het nieuwe distributiecentrum moet de onlinevolumes verdrievoudigen, terwijl het aantal afhaalpunten verdubbelt. <\/p>\n\n\n\n<p>Delhaize benadert omnichannel expliciet als klantstrategie, niet als kanaalstrategie. De impact is aanzienlijk: klanten die overschakelen naar omnichannel geven gemiddeld twee keer zoveel uit. Vooral Collect-klanten blijken waardevol, omdat zij zowel online als in de winkel kopen. De helft van de nieuwe e-commerceklanten komt bovendien van concurrenten.<\/p>\n\n\n\n<p>De andere retailers waren het er roerend mee eens, zoals <strong>Drukke Mama&#8217;s<\/strong> die voor elke doelgroep een eigen community en bijhorend businessmodel heeft (van mama&#8217;s tot zelfstandige handelaars). Of Les Jumelles-oprichter Magalie Aerts die haar moeder als model inzet om de groeiende zilveren generatie aan te spreken. Om de focus scherp te houden, de gouden stelregel van Drukke Mama&#8217;s Kelly Cuppens: &#8220;elk product, elke post moet een &#8216;why?&#8217; beantwoorden en iemands probleem oplossen.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Van virtuele dierenartsen over virtueel passen tot virtuele fraudeurs, het RetailDetail Omnichannel &#038; E-Commerce Congress liet geen enkel &#8216;hot topic&#8217; ongemoeid. We houden u, als &#8220;humans&#8221; daarom graag &#8220;in the loop&#8221;.<\/p>\n","protected":false},"author":5,"featured_media":144515,"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":[43],"company":[1988,196,1968,1959,1870,287],"topic":[778],"region":[90],"class_list":["post-144381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","extra-plus","company-cm-com","company-delhaize","company-drukke-mamas","company-les-jumelles","company-visa","company-zalando","topic-retaildetail-omnichannel-congress","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Van virtuele tweelingen tot gezond boerenverstand op RetailDetail Omnichannel &amp; 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