{"id":68137,"date":"2022-12-01T15:41:05","date_gmt":"2022-12-01T14:41:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=68137"},"modified":"2022-12-02T13:01:41","modified_gmt":"2022-12-02T12:01:41","slug":"de-toekomst-van-e-commerce-is-visueel-en-sfeervol","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/de-toekomst-van-e-commerce-is-visueel-en-sfeervol\/","title":{"rendered":"&#8220;De toekomst van e-commerce is visueel en sfeervol&#8221;"},"content":{"rendered":"\n<p>Beleving is al jaren het codewoord in de fysieke retail. Maar wat in de winkel kan, kan ook online. \u201cBeleving wordt belangrijker en technologisch ook steeds toegankelijker\u201d, ziet <strong>Tweakwise<\/strong>-oprichter Stefan van Opstal. Het vertaalt zich vooral in \u2018visual commerce\u2019.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De webshop wordt warm<\/h2>\n\n\n\n<p>Het visuele wordt steeds belangrijker is het online aankoopproces. \u201cEigenlijk is het al geen trend meer, maar een ontwikkeling van de markt. Nadat het zintuiglijke in de fysieke winkel centraal kwam te staan, beweegt dat nu ook naar online\u201d, vertelt Van Opstal.<\/p>\n\n\n\n<p>Het resultaat is een e-commerce waarin video\u2019s, afbeeldingen en zelfs persoonlijk contact een voorname rol spelen. Dat is een serieuze verschuiving, want e-commerce is \u201caan de basis heel koud, puur op transactie gericht\u201d. Als specialist in webshopbeleving en personalisatie begreep Tweakwise echter dat het ook het stuk voor de transactie moest gaan behandelen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Geen gewone zoekmachine<\/h2>\n\n\n\n<p>Lange tijd was een webshop namelijk louter een zoekmachine, vandaag is het veel meer. \u201c<em>Search<\/em> blijft altijd relevant, een webshop blijft in zekere mate een zoekmachine. Maar er zijn nieuwe manieren van zoeken: je laten inspireren door filmpjes of blogs is een andere manier om een website te bezoeken dan een zoekterm ingeven op pakweg AliExpress. Voor mode ga je lekker op de bank liggen en wat scrollen, voor doe-het-zelf net wat minder. Je moet al die winkelroutes faciliteren\u201d, legde Van Opstal uit tijdens het voorprogramma Trends in E-commerce op de RetailDetail Night.<\/p>\n\n\n\n<p>Je kan zelfs het zoekresultaat veranderen, tipt de ondernemer: producten kunnen bijvoorbeeld in een andere setting worden getoond afhankelijk van waar bezoekers komen. Catwalkbeelden voor wie doorklikt op vlogs, 3D-animaties voor wie gericht op zoek was, waarom niet? \u201cVandaag zetten we heel erg in op individuele voorkeuren door het gedrag van webshoppers te bekijken. Door producten echt op maat van de persoon te sorteren, krijg je een persoonlijke klantreis.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Wat kan met AI of 3D?<\/h2>\n\n\n\n<p>\u201cMensen zoeken inspiratie online\u201d, ziet Van Opstal, en dat gaat breder dan e-commerce: \u201cHoe leid je bezoekers door een hele grote hoop informatie? Wat voor concepten zijn geschikt? Wat kan je met AI, 3D of 360\u00b0-beelden? Steeds vaker zie je in webshops video\u2019s of foto\u2019s waardoor je het product als het ware kunt \u2018ronddraaien\u2019. Door dat gewoon te integreren in de productweergave overstijg je al het puur transactionele. Zonder weliswaar de conversie uit het oog te verliezen.\u201d<\/p>\n\n\n\n<p>Een meubelretailer toont op zijn website sfeerbeelden, woonkamers van mensen en zo meer. Maar wie krijgt welke beelden te zien? Ook daar is personaliseren en juiste prioriteiten stellen al van belang. \u201cBeleving wordt steeds belangrijker en technologisch ook steeds toegankelijker. Ongeacht hoe iemand de winkel doorloopt, kan je altijd de juiste producten tonen. Je kan online zelfs het gesprek met de medewerker in de winkel nabootsen en achterhalen wat de behoefte van de klant is.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beleving is al jaren het codewoord in de fysieke retail. Maar wat in de winkel kan, kan ook online. Het vertaalt zich vooral in \u2018visual commerce\u2019.<\/p>\n","protected":false},"author":5,"featured_media":68138,"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":[43],"company":[1021],"topic":[198,488],"region":[324],"class_list":["post-68137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","extra-plus","company-tweakwise","topic-e-commerce","topic-marketing","region-benelux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>&quot;De toekomst van e-commerce is visueel en sfeervol&quot; - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Beleving is al jaren het codewoord in de fysieke retail. 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