{"id":26372,"date":"2018-05-15T06:35:19","date_gmt":"2018-05-15T06:35:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/attirer-les-shoppers-et-les-convertir-en-acheteurs\/"},"modified":"2018-05-15T06:35:19","modified_gmt":"2018-05-15T06:35:19","slug":"attirer-les-shoppers-et-les-convertir-en-acheteurs","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/attirer-les-shoppers-et-les-convertir-en-acheteurs\/","title":{"rendered":"Shoppers aantrekken en omzetten in kopers?"},"content":{"rendered":"<p>Het moment van de aankoop is het moment van de waarheid in een almaar complexere &#8216;customer journey&#8217;. Retailers en fabrikanten hebben er alle belang bij om dan optimaal aanwezig te zijn. Hoe? Het <strong>Trade &amp; Shopper Marketing Congress<\/strong> reikt antwoorden aan.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Veranderend retaillandschap<\/h2>\n<p>\u201c<em>Winning at the moment of purchase<\/em>\u201d, zo luidt de titel van het <a href=\"https:\/\/www.eventbrite.be\/e\/trade-shopper-marketing-congress-2018-registration-45332623096?aff=fullbannerwebsite\" target=\"_blank\" rel=\"noopener\">Trade &amp; Shopper Marketing Congress<\/a> dat RetailDetail en LD&amp;Co samen organiseren op 12 juni. Het is een onmisbaar congres van en voor mensen die met <em>sell-out<\/em> bezig zijn, ongeacht of hun titel category manager, trade of shopper marketeer, business development manager&#8230; is. \u201cWe gaan na wat er leeft in het vak en brengen testimonials van experten en ervaren professionals.\u00a0 Op die manier krijgen de deelnemers inzicht en inspiratie die hen kan helpen in het uitvoeren van hun vak\u201d, zegt Luc Desmedt, zaakvoerder van LD&amp;Co.<\/p>\n<p>\u00a0<\/p>\n<p>Dat vak wordt er niet eenvoudiger op: \u201cDoor de complexiteit van de customer journey is het niet evident om op alle belangrijke &#8217;touchpoints&#8217;<em> <\/em>even prominent aanwezig te zijn. Het moment van de aankoop is zo mogelijk nog crucialer geworden. Daarbij komt dat de samenwerking met retailers er niet simpeler op wordt: het retaillandschap wordt grondig hertekend, de onderlinge concurrentie is bikkelhard en de verwachtingen tegenover leveranciers liggen steeds hoger.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>Grote uitdagingen<\/h2>\n<p>Ook in deze turbulente tijden blijven de basisregels van retail wel gelden: shoppers aantrekken en ervoor zorgen dat ze kopers worden, zowel op winkelniveau als per categorie, dat is waar het om draait. Voor leveranciers is een grondige kennis van hun categorie, van retailers en shoppers dan ook onontbeerlijk. \u201cDie inzichten moet je bovendien pragmatisch doorvertalen naar een effici\u00ebnt sell-outplan dat rekening houdt met de praktische mogelijkheden en beperkingen van de retailers.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>De meeste leveranciers erkennen vandaag het belang van sell-outmanagement binnen de commerci\u00eble strategie wel, maar worstelen nog vaak met de optimale invulling ervan, meent Desmedt. \u201cTrade marketing is een relatief nieuwe, afzonderlijke tak van sport, met eigen regels en met specifieke organisatorische, strategische en tactische uitdagingen. Wat is de plaats van trade marketing in de organisatie? Hoe verloopt de interactie met sales en marketing? Welke bevoegdheden krijgt de afdeling? Is er voldoende ruimte om de business vanuit categorieperspectief te bekijken en niet louter vanuit merkenperspectief? Welke rol speelt trade marketing in de contacten met retailers? Welke data wil je verzamelen en hoe ga je ze analyseren? Hoe kan je het promotiebeleid optimaliseren? Wat is het ideale planogram voor de categorie?\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>Bekende namen<\/h2>\n<p>Het Trade &amp; Shopper Marketing Congress biedt een uniek forum om inzichten en ervaringen te delen die kunnen helpen om deze grote uitdagingen aan te pakken, en ook de mogelijkheid om vakgenoten te ontmoeten. Het programma benadert het thema vanuit verschillende invalshoeken en brengt een mix van grotere en minder grote spelers, waaronder <strong>Coca-Cola European Partners<\/strong>, <strong>McCain Foods Belgium<\/strong>, <strong>Mondel\u0113z International<\/strong>, <strong>Philips Lighting Benelux<\/strong> en <strong>Daltix<\/strong>, een veelbelovende start-up die in staat is om op een zeer effici\u00ebnte en snelle manier waardevolle data te genereren.<\/p>\n<p>\u00a0<\/p>\n<p>Het Trade &amp; Shopper Marketing Congress vindt plaats op dinsdag 12 juni in Living Tomorrow in Vilvoorde. <a href=\"https:\/\/www.eventbrite.be\/e\/trade-shopper-marketing-congress-2018-registration-45332623096?aff=fullbannerwebsite\" target=\"_blank\" rel=\"noopener\">Via deze link vind je meer informatie over het congress en kan je tickets bestellen<\/a>. Wacht niet te lang, want vol is vol!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Het moment van de aankoop is het moment van de waarheid in een almaar complexere &#8216;customer journey&#8217;. Retailers en fabrikanten hebben er alle belang bij om dan optimaal aanwezig te zijn. Hoe? Het Trade &amp; Shopper Marketing Congress reikt antwoorden aan. \u00a0 Veranderend retaillandschap \u201cWinning at the moment of purchase\u201d, zo luidt de titel van [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26370,"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":[15],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-26372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Shoppers aantrekken en omzetten in kopers? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Het moment van de aankoop is het moment van de waarheid in een almaar complexere customer journey. 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