{"id":84381,"date":"2023-09-22T11:20:59","date_gmt":"2023-09-22T09:20:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=84381"},"modified":"2023-09-25T09:30:13","modified_gmt":"2023-09-25T07:30:13","slug":"vijf-lessen-van-de-retaildetail-day-2023","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/vijf-lessen-van-de-retaildetail-day-2023\/","title":{"rendered":"Vijf lessen van de Retail Marketing Day 2023"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84389\" data-id=\"84389\" 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https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Marketing-Day-Standaard-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Marketing-Day-Standaard.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84475\" data-id=\"84475\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Marketing-Day-Deloitte-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Marketing-Day-Deloitte-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Marketing-Day-Deloitte-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Marketing-Day-Deloitte-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Marketing-Day-Deloitte-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Marketing-Day-Deloitte.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84403\" data-id=\"84403\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/IMG_1077-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/IMG_1077-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/IMG_1077-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/IMG_1077-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/IMG_1077-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/IMG_1077-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Belgische iconen, rijzende sterren en high-tech AI-specialisten op het podium: de Retail Marketing Day blonk gisteren alweer uit. Marketeers konden hun hartje ophalen aan een wijd spectrum van visies, inspirerende voorbeelden en concrete tips.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1) Een nieuwe klant kost meer dan een oude<\/h2>\n\n\n\n<p>Het kost vijf tot zeven keer meer om een nieuwe klant aan te trekken dan een bestaande te houden, weten ze bij <strong>Voyado<\/strong> en <strong>US<\/strong>. Toch investeren bedrijven veel meer in klantenacquisitie dan in retentie. Te veel: ze zouden een 50\/50-verhouding moeten nastreven, vindt Max Goudsmet van <strong>CM.com<\/strong>.<\/p>\n\n\n\n<p><strong>Standaard Boekhandel<\/strong> heeft dat alvast begrepen en wil de retentie verhogen met <em>cross-selling<\/em>, differentiatie en <em>heavy users<\/em> (alias boekenwurmen). Aangezien mensen maar eens in de tien jaar aan nieuwe vloeren denken, denken ze maar een keer per decennium aan <strong>Impermo<\/strong>. Dat moet beter kunnen.<\/p>\n\n\n\n<p>Ook <strong>Lunch Garden<\/strong> beseft dat het vandaag veel moeilijker is om met je marketingbudget ver te springen, zeker als spelers zoals HelloFresh quasi enkel voor Vlaanderen een groter marketingbudget hebben dan de restaurantketen nationaal. Slecht nieuws wel: het perfecte loyaltyprogramma bestaat niet. Er is geen <em>one size fits all<\/em>: mensen verwachten hyperpersonalisatie, zelfs \u00e9\u00e9n op \u00e9\u00e9n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2) De wereld verandert, de bevolking ook<\/h2>\n\n\n\n<p>De demografische veranderingen kwamen bij heel wat retailers aan bod. De maatschappij verandert, de bevolking ook. Inclusie en aandacht voor diversiteit is geen <em>nice to have<\/em> meer, maar een must. <strong>Kruidvat<\/strong> is erg blij met zijn \u2018inclusion council\u2019: de keten leerde het assortiment en de verpakkingen beter afstemmen, terwijl Lunch Garden in de keuken zorgt dat het tegemoet komt aan een \u201cmaatschappij die serieus aan het veranderen is\u201d. Impermo had geluk met DJ Yolotanker: de tegelverkoper ging opeens viraal bij een publiek dat het anders nooit zou bereiken.<\/p>\n\n\n\n<p>Maar het hoeven zelfs geen mensen te zijn: je kan tegenwoordig al daten als je avatar en geholpen worden door virtuele assistenten en AI. Die laatste kan trouwens helpen (onbewuste) vooroordelen wegwerken, bijvoorbeeld in sollicitatieprocedures. Hoe handig zou het zijn om 2.000&nbsp;kandidaten tegelijk te interviewen? Het kan binnenkort, zegt Manas Bharadwaj van <strong>Microsoft<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3) Van eerste date tot kus: een merk uitbouwen is als een relatie<\/h2>\n\n\n\n<p>De klantenreis is net een relatie, gelooft <strong>LOVEstories<\/strong>: van de eerste date (ontmoeting) tot de eerste kus (transactie). Het is dan ook niet genoeg om al je middelen in het begin van de marketingfunnel te proppen. Een merk bouwen doe je via emotie, door vertrouwen uit te stralen en een band uit te bouwen. Immersieve ervaringen maken daar een wezenlijk deel van uit, steeds vaker ook in de metaversa, zien ze bij <strong>Deloitte<\/strong>.<\/p>\n\n\n\n<p>In ieder geval: het gaat nooit om het medium of het product, het gaat om de mens die je raakt. De lokale en artisanale ontwerpersitems bij <strong>Jacob\u2019s Conceptstore<\/strong> zijn er een sprekend voorbeeld van: het gaat om het verhaal, spullen met een ziel en een gezicht. Een heel concreet gezicht, aangezien de ontwerpers zelf in de winkel staan. Ola, zouden ze bij <strong>Club<\/strong> zeggen: oog voor de klant, lachen en aandacht.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4) Platte promokanons schieten niet meer raak<\/h2>\n\n\n\n<p>Kruidvat evolueert van \u201cplat promokanon naar geloofwaardige emotie\u201d. Het marktaandeel stagneerde tijdens de pandemie en alleen prijs bleek niet meer voldoende. Met hetzelfde mediabudget wil de discounter meer emotie toevoegen en meer impact realiseren. Het lukte met Lies, de verpersoonlijking van de drogisterijformule.<\/p>\n\n\n\n<p>Ook bij Impermo is de prijs-nagel platgeklopt: de keiharde tegelpromoties werkten heel goed wanneer de retailer die nodig had. Nu kent iedereen de keten, maar weet niemand wie ze is \u2013 en niet altijd om de juiste redenen. \u201cEr is meer dan prijs alleen.\u201d Nu wil de Limburgse formule een merk en vertrouwen uitbouwen, met services en beleving. Ook bij Lunch Garden is het dansen op het koord tussen prijs en emotie. AI wordt gelukkig ieders copiloot.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5) Niet de Evergiven maar de Evergreen<\/h2>\n\n\n\n<p>Er stonden liefs vier Belgische iconen op het podium van de Retail Marketing Day, en de volgende generatie is met Thomas Nouws (met zijn 24&nbsp;lentes de jongste spreker ooit) van Jacob\u2019s Conceptstore ook al verzekerd. Die iconen zijn weliswaar een beetje tankers, geeft Ann Biebuyck (Lunch Garden) grif toe. Ze noemt de hare liefkozend de Evergreen in plaats van de gestrande Evergiven. Dat zijn het namelijk ook: evergreens die kunnen bogen op een sterke geschiedenis, trouwe klanten en ervaren medewerkers, maar die je niet zo vlot van koers verandert. Het gaat stap voor stap, met respect voor het lokale heldendom.<\/p>\n\n\n\n<p>We staan niettemin op een keerpunt in de menselijke geschiedenis. Generatieve AI ontwikkelt zich nu al sneller dan de mobiele revolutie die de geboorte van de iPhone in gang heeft gezet, en de impact zal op elk domein te voelen zijn. Dus tijd voor d\u00e9 marketingterm van Sint-Truiden: SMTM, Show Me The Money.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Belgische iconen, rijzende sterren en high-tech AI-specialisten op het podium: de Retail Marketing Day blonk gisteren alweer uit. Marketeers konden hun hartje ophalen aan een wijd spectrum van visies, inspirerende voorbeelden en concrete tips.<\/p>\n","protected":false},"author":5,"featured_media":84387,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15],"tags":[],"people":[],"extra":[],"company":[615,1307,1007,1284,498,673],"topic":[774],"region":[90],"class_list":["post-84381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","company-impermo","company-jacobs-concept-store","company-kruidvat","company-lunch-garden","company-retaildetail","company-standaard-boekhandel","topic-retaildetail-day","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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