{"id":26822,"date":"2018-06-07T10:45:59","date_gmt":"2018-06-07T10:45:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/shoppermarketing-van-strategisch-belang-voor-coca-cola\/"},"modified":"2018-06-07T10:45:59","modified_gmt":"2018-06-07T10:45:59","slug":"shoppermarketing-van-strategisch-belang-voor-coca-cola","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/shoppermarketing-van-strategisch-belang-voor-coca-cola\/","title":{"rendered":"Shoppermarketing is van strategisch belang voor Coca-Cola"},"content":{"rendered":"<p>Volgens frisdrankenproducent <strong>Coca-Cola<\/strong> is een stevig onderbouwde trade- en shoppermarketingaanpak van essentieel belang om te winnen op het moment van de waarheid, in de winkel.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Lange termijnvisie<\/h2>\n<p>\u201cShoppermarketing is niet tactisch, het is strategisch\u201d, zegt categorydevelopmentdirector Bart Pelgrims:\u00a0\u201cWaar het om gaat, is dat je een strategisch plan bouwt om shoppers te converteren tot kopers, om ze meer en vaker te laten kopen. Dat plan ga je dan vertalen naar verschillende touchpoints in de \u2018path-to-purchase\u2019. Bij Coca-Cola vertrekken we vanuit een lange termijnvisie op de categorie. Ad hoc beslissen om even een display te plaatsen, dat doen we niet.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>De aanpak bij de drankenfabrikant is steeds met data onderbouwd, benadrukt hij. \u201cWe analyseren de shopper: zijn gedrag, noden en verwachtingen. We brengen de verschillende <em>touchpoints <\/em>in kaart: waar kunnen we de shoppers bereiken? Hoe gaan we hen activeren? Dat doen we niet zomaar met een foto op een affiche. We ontwikkelen een volledig shopperactivatieplan.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>Vijf stappen<\/h2>\n<p>Telkens volgt de frisdrankproducent daarbij dezelfde vijfstappenmethodiek. \u201cEerst gaan we de opportuniteit defini\u00ebren. Dan bepalen we de strategie. Vervolgens kijken we naar de concrete mogelijkheden. In de winkels is daarna de uitvoering van groot belang \u2013 zoals je weet hebben wij een grote field-organisatie op het terrein die zorgt voor een excellente executie. Tot slot leggen we vast wat ze gaan meten we en hoe we gaan bijsturen. Tijdens 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>\u00a0tonen we enkele concrete voorbeelden hoe we dit aanpakken.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>Essentieel<\/h2>\n<p>Bij Coca-Cola vallen shoppermarketing en categorydevelopment onder de afdeling operational marketing. In het shoppermarketingteam van Dieter Van Duynslaeger werkt een vijftiental mensen, het categorydevelopmentteam van Bart Pelgrims is acht medewerkers sterk. Het toont aan hoeveel belang de frisdrankproducent hecht aan trade- en shoppermarketing: \u201cDit is voor ons echt essentieel!\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Pelgrims en\u00a0Van Duynslaeger vertellen op 12 juni hoe Coca-Cola zich organiseert om te winnen op de winkelvloer, tijdens het Trade &amp; Shopper Marketing Congress van RetailDetail en LD&amp;Co, dat plaatsvindt 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\">De laatste tickets kan je hier bestellen<\/a>. Het wordt een kennis- en netwerkevent om niet te missen!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Volgens frisdrankenproducent Coca-Cola is een stevig onderbouwde trade- en shoppermarketingaanpak van essentieel belang om te winnen op het moment van de waarheid, in de winkel. \u00a0 Lange termijnvisie \u201cShoppermarketing is niet tactisch, het is strategisch\u201d, zegt categorydevelopmentdirector Bart Pelgrims:\u00a0\u201cWaar het om gaat, is dat je een strategisch plan bouwt om shoppers te converteren tot kopers, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26820,"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-26822","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>Shoppermarketing is van strategisch belang voor Coca-Cola - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Volgens de frisdrankproducent is een stevig onderbouwde trade- en shoppermarketingaanpak van essentieel belang om te winnen op het moment van de waarheid, in de winkel.\" \/>\n<meta name=\"robots\" content=\"index, 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