{"id":6972,"date":"2014-09-30T11:22:49","date_gmt":"2014-09-30T11:22:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/in-bleed\/eerste-retaildetail-retailday-zet-uitverkocht-kinepolis-op-stelten\/"},"modified":"2014-09-30T11:22:49","modified_gmt":"2014-09-30T11:22:49","slug":"eerste-retaildetail-retailday-zet-uitverkocht-kinepolis-op-stelten","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/in-bleed\/eerste-retaildetail-retailday-zet-uitverkocht-kinepolis-op-stelten\/","title":{"rendered":"Eerste RetailDetail RetailDay zet uitverkocht Kinepolis op stelten"},"content":{"rendered":"

Legodozen die tot leven komen<\/h2>\n

Gino Van Ossel zag een aantal opvallende trends terugkeren bij de sprekers. Zo ging het volgens de docent retailmarketing aan de Vlerick Business School steeds wel even over het digitale, maar toch bleken de aanwezige marketeers en retailers het vooral over fysieke winkels te hebben. Niet omdat ze het digitale kanaal verwaarlozen, maar integendeel omdat dat voor hen gewoon \u00e9\u00e9n stukje van het geheel is.<\/p>\n

\u201cHet digitale zit onuitwisbaar in de strategie van die succesvolle retailbedrijven verweven, maar het domineert niet. Kijk maar naar het voorbeeld van Lego<\/strong>, waar vooral ingezet wordt op service en beleving in de winkels.\u201d Toch wil dat niet zeggen dat Lego niet bezig is met nieuwe technologie\u00ebn of met digitalisering. De speelgoedmaker heeft immers ook een hele leuke \u2018augmented reality\u2019-app.<\/p>\n

\n
Het merk, dat maak je in de winkel<\/h2>\n

Bij lingeriemerk Hunkem\u00f6ller<\/strong> zag Van Ossel hetzelfde: \u201cOnline maakt deel uit van de kernstrategie van de ondergoedketen, maar de winkel blijft centraal staan. De klant kiest helemaal vrij waar ze koopt, maar het merk, dat maak je in de winkel.\u201d<\/p>\n

Bongo <\/strong>hanteert een soortgelijke insteek. De Bongo-geschenkbonnen zijn weliswaar op veel plaatsen in de handel verkrijgbaar, zowel online als offline, maar de eigen winkels van het merk hebben toch nog een duidelijke rol te spelen in de \u2018branding\u2019 van het merk.<\/p>\n

\n
Het functionele vs. het emotionele<\/h2>\n

In die lijn merkte Gino Van Ossel ook op dat meerdere sprekers een duidelijk onderscheid maakten tussen het emotionele en het functionele. Retailers en merken moeten het de klant zo functioneel mogelijk maken, door onder meer te investeren in logistiek en integratie van de verkoopkanalen, maar een emotioneel element is evenzeer belangrijk.<\/p>\n

Corporate storyteller Raf Stevens van Brandheroes was het daar alvast roerend mee eens: alles kan een kanaal zijn om je verhaal te vertellen, grijp die kans dan ook aan. Zelfs draagtasjes zijn een niet te missen opportuniteit om je merk uit te dragen, meende hij. \u201cStaar je met andere woorden niet blind op het digitale\u201d, voegt marketingexpert Van Ossel toe.<\/p>\n

\n
Evolutie, geen revolutie<\/h2>\n

\u201cHet brengt ons overigens bij een andere rode draad op de RetailDetail RetailDay: de sprekers bepleitten allemaal evolutie, geen revolutie. Niet te bruusk zijn, was deel van de boodschap. Dat is niet goed voor je merk, niet goed voor je medewerkers \u00e9n niet goed voor je klant,\u201d aldus Gino Van Ossel.<\/p>\n

Toch was er op zijn minst \u00e9\u00e9n spreker die voor sommigen ongetwijfeld revolutionair overkwam: Trendwolves-trendwatcher en etnomarketeer Rachid Lamrabats uiteenzetting over het belang en de groei van etnische minderheden als consumentengroep was zonder twijfel d\u00e9 eye-opener van het evenement.<\/p>\n

Geniet nog even na met de foto\u2019s op de Facebook-pagina van RetailDetail<\/a>.<\/p>\n

<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Legodozen die tot leven komen Gino Van Ossel zag een aantal opvallende trends terugkeren bij de sprekers. Zo ging het volgens de docent retailmarketing aan de Vlerick Business School steeds wel even over het digitale, maar toch bleken de aanwezige marketeers en retailers het vooral over fysieke winkels te hebben. Niet omdat ze het digitale […]<\/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":[35],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-6972","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-bleed"],"acf":[],"yoast_head":"\nEerste RetailDetail RetailDay zet uitverkocht Kinepolis op stelten - 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\/in-bleed\/eerste-retaildetail-retailday-zet-uitverkocht-kinepolis-op-stelten\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Eerste RetailDetail RetailDay zet uitverkocht Kinepolis op stelten - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Legodozen die tot leven komen Gino Van Ossel zag een aantal opvallende trends terugkeren bij de sprekers. 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