{"id":34708,"date":"2019-07-23T07:59:43","date_gmt":"2019-07-23T07:59:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/steeds-meer-producenten-aan-de-slag-met-direct-consumer\/"},"modified":"2019-07-23T07:59:43","modified_gmt":"2019-07-23T07:59:43","slug":"steeds-meer-producenten-aan-de-slag-met-direct-consumer","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/steeds-meer-producenten-aan-de-slag-met-direct-consumer\/","title":{"rendered":"Steeds meer producenten aan de slag met direct-to-consumer\u00a0"},"content":{"rendered":"<p><strong>Heineken<\/strong> en heel wat andere FMCG-producenten testen directe verkoop aan consumenten, zonder nog langs de supermarkt te hoeven. Als mogelijke voordelen noemen de producenten de \u2018long tail\u2019, het online aanbieden producten met een lagere vraag, en nieuwe impulsmomenten.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Van experiment naar vaste dienst\u00a0<\/h2>\n<p>Hoewel de bereidheid van consumenten om rechtstreeks bij de producent te kopen <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/supermarkt-toch-nog-onmisbaar\" target=\"_blank\" rel=\"noopener\">nog laag blijkt te zijn<\/a>, testen toch steeds meer FMCG-producenten directe verkoop. Zo experimenteerde Heineken al in het voorjaar van 2018 in Amsterdam met een leveringsdienst, voor &#8220;<a href=\"https:\/\/nos.nl\/artikel\/2294518-steeds-vaker-koffie-bier-en-kruiden-kopen-rechtstreeks-bij-de-fabrikant.html\" target=\"_blank\" rel=\"noopener\">impulsmomenten bij consumenten<\/a>, zoals een spontane borrel, een huis- of buurtfeestje of een vrijdagmiddagborrel&#8221;, vertelt e-commerceprojectleider Mees Tromp tegenover NOS.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Vandaag heeft de dienst 30.000 vaste klanten, met zelfs een verdriedubbeling in het eerste kwartaal van dit jaar. De brouwerijgroep is ook in gesprek met andere producenten, zoals PepsiCo, Unilever, Bacardi en Red Bull om eventueel de krachten te bundelen.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>(Nog) geen omzetbedreiging<\/h2>\n<p>De producenten ontkennen wel in alle toonaarden dat ze hiermee de supermarkten, hun klanten, (willen) beconcurreren. Volgens het Centraal Bureau Levensmiddelenhandel (CBL) leidt de \u2018direct to consumer\u2019-verkoop nog niet tot een omzetdaling voorde retail. Bij kruidenbedrijf <strong>Verstegen<\/strong> vult de webshop alvast enkel het supermarktaanbod aan, volgens het principe van de \u2018long tail\u2019: &#8220;Wij hebben honderden soorten kruiden en specerijen in ons assortiment. In de supermarkt kunnen we maar een klein deel kwijt. Op onze site zien de mensen al onze producten&#8221;, legt eigenaar Michel Driessen uit aan NOS.<\/p>\n<p>\u00a0<\/p>\n<p>&#8220;Of we de supermarkten buitenspel zetten? De supermarkten zijn zelf ook enorm bezig met digitale initiatieven. Maar wij willen die kennis zelf opdoen. Dus ik zie niet hoe dit tot conflicten kan leiden&#8221;, meent Tromp van Heineken alvast. <strong>Albert Heijn<\/strong> volgt de experimenten &#8220;met belangstelling&#8221;, maar: &#8220;We staan er relaxed in en kijken of dit groter wordt. Wij weten dat mensen vooral kiezen voor gemak, om al hun boodschappen te doen in \u00e9\u00e9n supermarkt.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Heineken en heel wat andere FMCG-producenten testen directe verkoop aan consumenten, zonder nog langs de supermarkt te hoeven. Als mogelijke voordelen noemen de producenten de \u2018long tail\u2019, het online aanbieden producten met een lagere vraag, en nieuwe impulsmomenten. \u00a0 Van experiment naar vaste dienst\u00a0 Hoewel de bereidheid van consumenten om rechtstreeks bij de producent te [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":34706,"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-34708","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>Steeds meer producenten aan de slag met direct-to-consumer\u00a0 - 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