{"id":47530,"date":"2021-03-25T06:21:59","date_gmt":"2021-03-25T06:21:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/analysis-why-colruyt-had-join-online-discount-war\/"},"modified":"2021-03-25T06:21:59","modified_gmt":"2021-03-25T06:21:59","slug":"analysis-why-colruyt-had-join-online-discount-war","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/analysis-why-colruyt-had-join-online-discount-war\/","title":{"rendered":"Analyse \u2013 waarom Colruyt mee moet in het online promo-opbod"},"content":{"rendered":"<p>Met de lancering van het online promotieplatform Deals! gaat <strong>Colruyt Group<\/strong> de frontale concurrentie aan met grote internationale webplatforms. De retailer kan niet anders, maar de strategische bocht houdt ook risico\u2019s in.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Geen aparte werelden<\/h2>\n<p>Tot nu toe hield Colruyt met z\u2019n laagsteprijsgarantie altijd vast aan heldere principes: de retailer reageert in z\u2019n fysieke winkels op prijsverlagingen in fysieke winkels van concurrenten en reageert enkel online op acties in Belgische webshops. Op de vaak sensationele aanbiedingen waarmee buitenlandse webshops uitpakken, reageerde de retailer tot nu toe niet. Dat verandert nu: met het onlineplatform Deals! begeeft Colruyt Group zich \u2013 eindelijk, kan je zeggen \u2013 op het terrein van de grote \u2018pure players\u2019.<br \/>\n\u00a0<\/p>\n<p>Onlogisch is die beslissing niet, wel integendeel. Voor consumenten is er allang helemaal geen onderscheid meer tussen offline en online. Je kan niet halsstarrig blijven volhouden dat het twee aparte werelden zijn. Bovendien bestaan er online geen grenzen: shoppers kunnen probleemloos bestellingen plaatsen in de buurlanden, en die voordelig aan de voordeur laten afleveren. En dat doen ze steeds vaker, ook voor FMCG-producten. Dat kon Colruyt niet zomaar laten gebeuren.<\/p>\n<p>\u00a0<\/p>\n<h2>Laagsteprijsgarantie bedreigd<\/h2>\n<p>De stuntpromoties voor bekende A-merken waarmee e-commerceplatforms als Amazon, Veepee en bol.com al een tijd uitpakken, treffen foodretailers waar het pijn doet \u2013 en Colruyt nog het meest. De pure players romen immers een stuk omzet af van de fysieke supermarkten. Maar dat is niet het enige probleem: ze ondergraven ook de laagsteprijsgarantie die het hart vormt van de positionering van de marktleider. Je kan immers niet met een uitgestreken gezicht blijven beweren dat je de laagste prijzen garandeert en op alle promo\u2019s reageert, wanneer prijsbewuste consumenten maar al te goed weten waar ze best hun luiers of wasmiddel kopen \u2013 niet bij Colruyt, namelijk. Een kwestie van geloofwaardigheid.<br \/>\n\u00a0<\/p>\n<p>Er moest dus een stevig antwoord komen, en dat is er nu. Met diepe volumekortingen kan Colruyt z\u2019n scherpe prijsimago kracht bijzetten en koopjesjagers op hun wenken bedienen. Maar die beslissing komt wel met een prijs. Door nu frontaal de concurrentie aan te gaan met de grote platforms, verhoogt Colruyt willens nillens de promotiedruk in categorie\u00ebn waar die al problematisch is, zoals die van de wasmiddelen. Waardecreatie is wat anders. De retailer maakt bovendien publiciteit voor een nieuw verkoopkanaal dat nog niet door alle shoppers ontdekt is, en versterkt zo een stuk omzetverschuiving van de fysieke winkels naar online \u2013 wat onvermijdelijk zal wegen op de productiviteit in de fysieke supermarkten. Al kan je zeggen dat die beweging toch al niet te stoppen was. Tot slot zal Colruyt als relatief kleine speler moeten zorgen voor promoties die de vergelijking met die van een gigant als Amazon kunnen weerstaan. Een stevige uitdaging\u2026<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Met de lancering van het online promotieplatform Deals! gaat Colruyt Group de frontale concurrentie aan met grote internationale webplatforms. De retailer kan niet anders, maar de strategische bocht houdt ook risico\u2019s in. \u00a0 Geen aparte werelden Tot nu toe hield Colruyt met z\u2019n laagsteprijsgarantie altijd vast aan heldere principes: de retailer reageert in z\u2019n fysieke [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":47528,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-47530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Analyse \u2013 waarom Colruyt mee moet in het online promo-opbod - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Met de lancering van het online promotieplatform Deals! gaat Colruyt Group de frontale concurrentie aan met grote internationale webplatforms. 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