{"id":2152,"date":"2012-10-11T13:41:31","date_gmt":"2012-10-11T13:41:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/in-bleed\/barbara-torfs-ook-online-moet-schoenen-torfs-top-mind-worden\/"},"modified":"2012-10-11T13:41:31","modified_gmt":"2012-10-11T13:41:31","slug":"barbara-torfs-ook-online-moet-schoenen-torfs-top-mind-worden","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/in-bleed\/barbara-torfs-ook-online-moet-schoenen-torfs-top-mind-worden\/","title":{"rendered":"Barbara Torfs: \u201cOok online moet Schoenen Torfs \u2018top-of-mind\u2019 worden\u201d"},"content":{"rendered":"<h2>Net op tijd gaan crosschannelen<\/h2>\n<p>Dat door de bomen het bos nog zien in het retaillandschap van vandaag geen evidentie is, geeft Barbara Torfs grif toe. \u201cTegenwoordig hoor je heel krasse uitspraken, met zeer uiteenlopende \u2013 soms zelfs <strong>waanzinnige \u2013 cijfers over crosschanneling<\/strong>, de toekomst van de winkelstraat en e-commerce. Wie zal echter zeggen wat de toekomst brengt?\u201d Je zal haar daarom geen grote voorspellingen horen doen. Wat Barbara Torfs w\u00e9l doet, is het familiebedrijf zo goed mogelijk sturen in de veranderende omgeving.<\/p>\n<p>\u00a0<\/p>\n<p>Daarom heeft ook Schoenen Torfs een crosschannelstrategie uitgewerkt en ge\u00efmplementeerd. Just in time, volgens marketingmanager Barbara: \u201cIn maart hebben we de webshop gelanceerd. We waren daarmee zeker geen voorlopers, maar volgens mij precies op het goede moment. <strong>Laten we zeggen dat het kwart voor twaalf was<\/strong>.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>\u201cDe Zappos van Vlaanderen\u201d<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" style=\"margin-left: 10px;float: right\" alt=\"vlerick retail platform\" src=\"\/sites\/default\/files\/spacer.png\" width=\"204\" height=\"262\" \/>De strategie van de schoenenketen is <strong>gebaseerd op vier uitgangspunten<\/strong>. Ten eerste stoelt ze op een realistisch businessplan. Ten tweede lag de focus vanaf dag \u00e9\u00e9n echt op \u2018crosschanneling\u2019: de verschillende kanalen zijn volledig ge\u00efntegreerd en alles \u2013 \u201cecht alles\u201d \u2013 wordt overwogen en beslist met het oog ook op de winkels. Het beste voorbeeld daarvan is volgens Barbara Torfs de mogelijkheid om online te reserveren en dan in de winkel te gaan kijken, passen, kopen, etc. \u201cOp die manier bieden we de klant de voordelen van online \u00e9n van de klantenservice die zo belangrijk is in onze winkels.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>De derde pijler in de crosschannelstrategie is dan ook de Torfs-USP van klantvriendelijkheid: <strong>ook online komt de klant voorop<\/strong>. De schoenenretailer liet zich daarbij inspireren door Amerikaanse online collega Zappos.com. Of zoals Wouter Torfs het ooit zei: \u201cWij willen de Zappos van Vlaanderen worden.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>Stenen winkels blijven primeren<\/h2>\n<p>Dat online ooit de bovenhand zal halen, ontkent Barbara Torfs met klem. \u201cMet 66 winkels is het logisch dat de <strong>stenen winkels voor ons het allerbelangrijkste zijn en blijven<\/strong>. We blijven daar dus absoluut op inzetten. De winkel zal bijvoorbeeld altijd belangrijk blijven in \u2018funshopping\u2019.\u201d<\/p>\n<p>Wel is Schoenen Torfs vastbesloten om ook op het internet naam te gaan maken. Online moet je immers heel hard knokken om aandacht te krijgen, beseft de marketingmanager. Goede e-marketing is daarom een cruciale vierde pijler in de retailers crosschannelstrategie. En daarbij moet andere middelen en een andere werkwijze worden ingezet dan bij traditionele retail. De keten met 90% naambekendheid offline, wil immers ook online top-of-mind worden.<\/p>\n<p>Hoe ze dat gaan doen, onthult Barbara Torfs voor het eerst op het Vlerick Retail Platform aanstaande dinsdag.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><span style=\"font-size: 10pt\"><span style=\"color: #d93a43\"><strong>Wilt u op 16 oktober zelf aanwezig zijn op het <a target=\"_blank\" href=\"http:\/\/www.vlerick.be\/retailplatform\" rel=\"noopener\">Vlerick Retail Platform<\/a>? RetailDetail deelt 4 GRATIS toegangskaarten uit aan lezers.<\/strong><\/span> <strong>Mail voor vrijdag 12 oktober v\u00f3\u00f3r 11u naar <a href=\"mailto:pauline.neerman@redactie.retaildetail.be\">pauline.neerman@redactie.retaildetail.be<\/a> en maak kans op een toegangskaart.<\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Net op tijd gaan crosschannelen Dat door de bomen het bos nog zien in het retaillandschap van vandaag geen evidentie is, geeft Barbara Torfs grif toe. \u201cTegenwoordig hoor je heel krasse uitspraken, met zeer uiteenlopende \u2013 soms zelfs waanzinnige \u2013 cijfers over crosschanneling, de toekomst van de winkelstraat en e-commerce. Wie zal echter zeggen wat [&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":[35],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-2152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-bleed"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Barbara Torfs: \u201cOok online moet Schoenen Torfs \u2018top-of-mind\u2019 worden\u201d - 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\/in-bleed\/barbara-torfs-ook-online-moet-schoenen-torfs-top-mind-worden\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Barbara Torfs: \u201cOok online moet Schoenen Torfs \u2018top-of-mind\u2019 worden\u201d - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Net op tijd gaan crosschannelen Dat door de bomen het bos nog zien in het retaillandschap van vandaag geen evidentie is, geeft Barbara Torfs grif toe. \u201cTegenwoordig hoor je heel krasse uitspraken, met zeer uiteenlopende \u2013 soms zelfs waanzinnige \u2013 cijfers over crosschanneling, de toekomst van de winkelstraat en e-commerce. 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