{"id":36362,"date":"2019-10-09T09:08:11","date_gmt":"2019-10-09T09:08:11","guid":{"rendered":"https:\/\/www.retaildetail.be\/algemeen\/showrooming-contrary-many-shoppers-visit-bolcom-and-buy-offline\/"},"modified":"2019-10-09T09:08:11","modified_gmt":"2019-10-09T09:08:11","slug":"showrooming-contrary-many-shoppers-visit-bolcom-and-buy-offline","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/showrooming-contrary-many-shoppers-visit-bolcom-and-buy-offline\/","title":{"rendered":"Showrooming? Integendeel: veel shoppers kijken bij bol.com en kopen offline"},"content":{"rendered":"<p>Heel wat consumenten gebruiken marktplaatsen als <strong>bol.com<\/strong> en <strong>Amazon<\/strong> niet alleen\u00a0om producten te kopen, maar ook als ori\u00ebntatiekanaal. Ze zoeken er informatie over producten, die ze nadien in een fysieke winkel aankopen.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Bol.com als absolute marktleider<\/h2>\n<p>Uit onderzoek van marketingbureau Mediaxplain blijkt dat <a href=\"https:\/\/www.mediaxplain.nl\/nieuws\/de-ontwikkeling-van-marketplaces-in-de-marketingmix\/\" target=\"_blank\" rel=\"noopener\">bol.com met voorsprong de populairste marktplaats<\/a> van Nederland is: liefst 89% van de respondenten koopt producten via dat platform, terwijl 22% van de ondervraagden artikelen bestelt bij Amazon. Boeken, muziek, films, games en computerartikelen worden het vaakst gekocht.<\/p>\n<p>\u00a0<\/p>\n<p>De marktplaatsen zijn echter niet alleen een verkoopkanaal, ze fungeren voor veel bezoekers ook als ori\u00ebntatiekanaal. In dit verband spreken de onderzoekers over het &#8216;ROPO&#8217;-effect (<em>Research Online, Purchase Offline<\/em>). Consumenten informeren zich dus online over producten, die ze later in een fysieke winkel aanschaffen. Ruim de helft van de Nederlanders gebruikt bol.com op deze manier, in het geval van Amazon is dat \u00e9\u00e9n op de zes.<\/p>\n<p>\u00a0<\/p>\n<p>Uit het onderzoek blijkt verder nog dat een al bij al uitgebreide groep consumenten de platformen uitsluitend als informatiekanaal gebruikt. Van de Nederlanders die nog nooit iets bij bol.com of Amazon kochten, gebruikten respectievelijk 25% en 10% het platform al w\u00e9l om zich te ori\u00ebnteren voor een offline aankoop.<\/p>\n<p>\u00a0<\/p>\n<h2>Merkuitstraling<\/h2>\n<p>Door de functie die marktplaatsen als ori\u00ebntatie- en informatiekanaal hebben, is het voor merken &#8220;noodzakelijk om om daar goed voor de dag te komen&#8221;, besluit het marketingbureau. Marktplaatsen mogen dus niet beschouwd worden als een puur verkoopkanaal, maar zijn ook een extra communicatiekanaal om de merkuitstraling en de merkperceptie te verzekeren en zelfs te versterken, luidt het.<\/p>\n<p>\u00a0<\/p>\n<p>Mediaxplain ondervroeg voor dit onderzoek een duizendtal Nederlanders vanaf 18 jaar over hun koop- en surfgedrag op online marktplaatsen.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Heel wat consumenten gebruiken marktplaatsen als bol.com en Amazon niet alleen\u00a0om producten te kopen, maar ook als ori\u00ebntatiekanaal. Ze zoeken er informatie over producten, die ze nadien in een fysieke winkel aankopen. \u00a0 Bol.com als absolute marktleider Uit onderzoek van marketingbureau Mediaxplain blijkt dat bol.com met voorsprong de populairste marktplaats van Nederland is: liefst 89% [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":36360,"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-36362","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>Showrooming? 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