{"id":3597,"date":"2013-07-18T11:54:59","date_gmt":"2013-07-18T11:54:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/big-data-ook-op-de-winkelvloer\/"},"modified":"2013-07-18T11:54:59","modified_gmt":"2013-07-18T11:54:59","slug":"big-data-ook-op-de-winkelvloer","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/big-data-ook-op-de-winkelvloer\/","title":{"rendered":"\u2018Big data\u2019 ook op de winkelvloer"},"content":{"rendered":"<h2>Ook offline schat aan informatie te vinden<\/h2>\n<p>Het gebruik van <strong>\u2018big data\u2019 is lang niet alleen weggelegd voor e-tailers<\/strong>, die precies kunnen zien waar klanten wel of niet op klikken, hoe lang ze in de webshop blijven en wanneer ze kopen of afhaken. Hetzelfde is immers vandaag ook meer en meer mogelijk op de winkelvloer.<\/p>\n<p>\u00a0<\/p>\n<p>De krant <a target=\"_blank\" href=\"http:\/\/www.nytimes.com\/video\/2013\/07\/14\/business\/100000002206849\/big-data-hits-real-life.html\" rel=\"noopener\">New York Times maakte een korte reportage<\/a> waarin het onder meer de <strong>voorbeelden van Swatch en American Apparel<\/strong> aanhaalt. Deze ketens<strong> leggen met camera\u2019s de traffiek op bepaalde punten in hun winkels vast<\/strong> en analyseren zo bijvoorbeeld de tijd die consumenten doorbrengen bij een nieuwe display of hoeveel klanten uiteindelijk ook iets uit het rek nemen.<\/p>\n<p>\u00a0<\/p>\n<p>Maar met de opkomst van mobiele toestellen wordt het nog eenvoudiger: het kan volstaan om <strong>klanten met hun smartphone te laten inchecken op het wifi-netwerk van de winkel<\/strong> om hun bewegingen en handelingen op de winkelvloer te traceren. De <strong>volledige \u2018customer path\u2019 kan zo worden geanalyseerd<\/strong>, wat een schat aan informatie oplevert voor elke retailer.<\/p>\n<p>\u00a0<\/p>\n<h2>Aanfluiting van de privacy?<\/h2>\n<p>\u201cOnthutsend\u201d, <a target=\"_blank\" href=\"http:\/\/www.standaard.be\/cnt\/dmf20130717_040\" rel=\"noopener\">noemt De Standaard het<\/a> echter. En ook New York Times wijst erop dat waar online shoppers doorgaans weten \u2013 of, door de verplichte cookiemeldingen en gebruiksvoorwaarden, toch verondersteld worden te weten \u2013 dat ze gevolgd worden, dat in fysieke winkels vaak niet het geval is. De vraag rijst dus of dergelijke <strong>technologische snufjes een aanfluiting van de privacy<\/strong> vormen?<\/p>\n<p>\u00a0<\/p>\n<p>\u201cDe <strong>consument wordt meer en meer een \u2018bloterik\u2019<\/strong>\u201d, geeft consumentenpsycholoog <strong>Herman Konings<\/strong> toe. \u201cHet lijkt alsof we door de technologie rondom ons een stuk van onze privacy opgeven. Maar we kiezen er ook voor: <strong>we gaan steeds meer aan zelfbecijfering doen<\/strong>. Als bijvoorbeeld Nike schoenen ontwerpt die je loopgedrag opslaan, vinden we dat geweldig. En de aanbieder zal natuurlijk zelf ook iets met die informatie gaan doen.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>De &#8216;personal information economy&#8217;<\/h2>\n<p>De trendwatcher ziet \u2018big data\u2019 dan ook als een <strong>vast onderdeel van een nieuwe realiteit, de \u2018personal information economy\u2019<\/strong>, en niet als iets wat nog zal teruggedraaid worden. Wel moeten <strong>consumenten nog gaan beseffen dat ze zelf ook een speler zijn in die economie<\/strong>, eerder dan een slachtoffer ervan.<\/p>\n<p>\u00a0<\/p>\n<p>\u201cIn deze economie kan de consument zich eigenlijk ook een beetje als een product voorstellen en zichzelf gaan verkopen. Jouw profiel is iets waard voor de bedrijven, en daar kan je <strong>iets tegenover stellen<\/strong>,\u201d aldus Herman Konings.<\/p>\n<p>\u00a0<\/p>\n<p>Wat retailers betreft, is <strong>openheid wel geboden<\/strong>. \u201cGeen slechte bedoelingen? Verberg je dan ook niet. <strong>Zeg wat je doet<\/strong> en dat je de ervaring voor de klant zo wil verbeteren. Als het stiekem gaat, kan het zich alleen maar tegen je keren.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><strong>Herman Konings <\/strong>spreekt ook <strong>op RetailDetails gloednieuwe inspiratieplatform RetailPodium<\/strong>. <a target=\"_blank\" href=\"http:\/\/www.retailpodium.be\/Home.aspx\" rel=\"noopener\">Ontdek de andere sprekers en meer informatie op www.retailpodium.be.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ook offline schat aan informatie te vinden Het gebruik van \u2018big data\u2019 is lang niet alleen weggelegd voor e-tailers, die precies kunnen zien waar klanten wel of niet op klikken, hoe lang ze in de webshop blijven en wanneer ze kopen of afhaken. Hetzelfde is immers vandaag ook meer en meer mogelijk op de winkelvloer. [&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":[15],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-3597","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>\u2018Big data\u2019 ook op de winkelvloer - 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\/algemeen\/big-data-ook-op-de-winkelvloer\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018Big data\u2019 ook op de winkelvloer - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Ook offline schat aan informatie te vinden Het gebruik van \u2018big data\u2019 is lang niet alleen weggelegd voor e-tailers, die precies kunnen zien waar klanten wel of niet op klikken, hoe lang ze in de webshop blijven en wanneer ze kopen of afhaken. 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