{"id":4339,"date":"2013-11-07T16:30:37","date_gmt":"2013-11-07T16:30:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/coolblue-stichter-pieter-zwart-showrooming-een-mythe\/"},"modified":"2013-11-07T16:30:37","modified_gmt":"2013-11-07T16:30:37","slug":"coolblue-stichter-pieter-zwart-showrooming-een-mythe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/m-tail\/coolblue-stichter-pieter-zwart-showrooming-een-mythe\/","title":{"rendered":"Coolblue-stichter Pieter Zwart: &quot;Showrooming is een mythe&quot;"},"content":{"rendered":"<h2>&#8220;Bijna een religieuze discussie&#8221;<\/h2>\n<p>De visie van Zwart is erg duidelijk: het <strong>traditionele kooptraject wordt tegenwoordig vooral online afgelegd<\/strong>, zowel het informatie vergaren en rondkijken als de uiteindelijke beslissing zijn volgens hem al grotendeels online activiteiten.<\/p>\n<p>\u00a0<\/p>\n<p>Offline wordt dan af en toe de &#8216;look and feel&#8217; van het gewenste product nog even getest, maar op dat moment weet de consument volgens Zwart eigenlijk al wat hij gaat kopen. Dat betekent dat de offline retailer in plaats van informatieverschaffer en keuzebegeleider vooral distributeur wordt, helemaal het <strong>omgekeerde van de klassieke visie op showrooming<\/strong> dus.<\/p>\n<p>\u00a0<\/p>\n<p>&#8220;Showrooming waarbij de fysieke winkel dient om eerst te ori\u00ebnteren, waarna de klant online goedkoper zijn artikel koopt, <strong>is pertinent onwaar<\/strong>.&#8221;, bezweert Zwart dan ook. Hij ergert zich ook aan de &#8220;bijna religieuze discussie: geloof je dit of dat, terwijl bijna niemand er data over heeft&#8221;.<\/p>\n<p>\u00a0<\/p>\n<h2>Zaterdag jaagt klanten naar offline<\/h2>\n<p>&#8220;Uit \u00f3nze bezoekersgegevens kunnen we echter wel veel informatie halen&#8221;, weet de Coolblue-topman: &#8220;we zien hoe veel mensen bijvoorbeeld laptopshop bezoeken en hoeveel mensen er ook echt een laptop kopen, dat is ongeveer \u00e9\u00e9n procent. Uit de totale verkoop van laptops kunnen we dan ook afleiden dat heel wat mensen eerst bij ons idee\u00ebn komen opdoen, <strong>om daarna offline te gaan kopen<\/strong> \u2013 vooral op zaterdag.&#8221;<\/p>\n<p>\u00a0<\/p>\n<p>Dat is meteen ook een belangrijke reden voor Coolblue om in Nederland <strong>in maandagleveringen te stappen<\/strong>, hoewel dat betekent dat hun <a target=\"_blank\" href=\"http:\/\/www.retaildetail.nl\/m-tail\/item\/15175-bol-en-coolblue-gaan-op-maandag-bezorgen\" rel=\"noopener\">distributiecentra ook zondag moeten draaien<\/a>: &#8220;Als iemand op zaterdag een product wil kopen en dan moet wachten op de levering op dinsdag, is de keuze snel gemaakt: naar een fysieke winkel gaan en het toestel daar kopen&#8221;, ziet de e-tailer.<\/p>\n<p>\u00a0<\/p>\n<p>Toch <strong>valt ook dat &#8216;omgekeerde showroomen&#8217; nog mee bij Coolblue<\/strong>, weet Zwart: &#8220;We zijn de grootste, net omdat we zo veel geld steken in onze klantentevredenheid. Soms zijn we inderdaad niet de goedkoopste \u2013 al wordt het verschil steeds kleiner \u2013 maar we weten dat als je mensen echt fan maakt van je bedrijf, ze blijven terugkomen \u00e9n anderen gaan aanbrengen.<\/p>\n<p>\u00a0<\/p>\n<h2>Concept gericht op nieuwe realiteit<\/h2>\n<p>Vandaar ook het concept voor de &#8220;&#8216;Webwinkels waar je naar binnen kunt lopen&#8221;, een <strong>concept dat duidelijk niet meer vooral gericht is op keuzehulp<\/strong> (geen etalages met honderden fototoestellen naast elkaar), maar wel op het over de streep halen van klanten die eigenlijk al beslist hebben.<\/p>\n<p>\u00a0<\/p>\n<p>&#8220;We zijn ontzettend trots dat we de <a target=\"_blank\" href=\"nl\/belgie\/algemeen\/item\/16932-le-pain-quotidien-wint-mercuriusprijs-2013\" rel=\"noopener\">zilveren medaille behaald hebben in de Mercuriusprijs<\/a> voor het beste Winkelconcept van het jaar&#8221;, valt manager voor Belgi\u00eb Werner Bruyns in. &#8220;Voor ons nieuw winkelconcept in Wilrijk en Lochristi zijn we <strong>teruggegaan naar de tekentafel<\/strong>. Van aangenamere verlichting tot een gratis kopje koffie, van een betere doorvertaling van ons merk tot een uitpaktafel om je nieuwe product direct uit te proberen.&#8221;<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0\u00a0\u00a0<\/p>\n<p><em>Dit is het tweede deel van een <a target=\"_blank\" href=\"nl\/m-tail\/item\/16780-coolblue-komt-naar-leuven-en-hasselt\" rel=\"noopener\">interview dat RetailDetail enkele weken geleden had <\/a><em><a target=\"_blank\" href=\"nl\/m-tail\/item\/16780-coolblue-komt-naar-leuven-en-hasselt\" rel=\"noopener\">met Coolblue-stichter Pieter Zwart<\/a> en Werner Bruyns, manager van Coolblue Belgi\u00eb<\/em>, naar aanleiding van de bekendmaking van de twee nieuwe vestigingssteden Leuven en Hasselt.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Bijna een religieuze discussie&#8221; De visie van Zwart is erg duidelijk: het traditionele kooptraject wordt tegenwoordig vooral online afgelegd, zowel het informatie vergaren en rondkijken als de uiteindelijke beslissing zijn volgens hem al grotendeels online activiteiten. \u00a0 Offline wordt dan af en toe de &#8216;look and feel&#8217; van het gewenste product nog even getest, maar [&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":[33],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-4339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coolblue-stichter Pieter Zwart: &quot;Showrooming is een mythe&quot; - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, 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