{"id":84833,"date":"2023-09-29T12:09:35","date_gmt":"2023-09-29T10:09:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=84833"},"modified":"2025-03-03T14:49:57","modified_gmt":"2025-03-03T13:49:57","slug":"hoe-coolblue-de-klantreis-vertaalt-op-de-winkelvoer","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/elektro\/hoe-coolblue-de-klantreis-vertaalt-op-de-winkelvoer\/","title":{"rendered":"Hoe Coolblue de klantreis vertaalt op de winkelvloer"},"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=\"694\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84834\" data-id=\"84834\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Coolblue-Brugge-1024x694.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Coolblue-Brugge-1024x694.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Coolblue-Brugge-300x203.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Coolblue-Brugge-768x520.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Coolblue-Brugge.jpg 1176w\" 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=\"730\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84836\" data-id=\"84836\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/koptelefoon-spiegel-1024x730.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/koptelefoon-spiegel-1024x730.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/koptelefoon-spiegel-300x214.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/koptelefoon-spiegel-768x548.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/koptelefoon-spiegel.jpg 1202w\" 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=\"678\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84838\" data-id=\"84838\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Koptelefoons-1024x678.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Koptelefoons-1024x678.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Koptelefoons-300x199.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Koptelefoons-768x509.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Koptelefoons-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/Koptelefoons.jpg 1291w\" 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=\"676\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84840\" data-id=\"84840\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/laptops-1024x676.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/laptops-1024x676.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/laptops-300x198.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/laptops-768x507.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/laptops-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/laptops.jpg 1287w\" 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=\"697\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84842\" data-id=\"84842\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/smartphones-1024x697.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/smartphones-1024x697.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/smartphones-300x204.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/smartphones-768x523.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/smartphones.jpg 1253w\" 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=\"687\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84844\" data-id=\"84844\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/televisies-1024x687.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/televisies-1024x687.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/televisies-300x201.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/televisies-768x515.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/televisies.jpg 1277w\" 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=\"681\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-84846\" data-id=\"84846\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/tv-sport-1024x681.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/tv-sport-1024x681.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/tv-sport-300x199.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/tv-sport-768x510.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/tv-sport-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/09\/tv-sport.jpg 1288w\" 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>Waarom word je als klant meteen aangesproken in de winkels van <strong>Coolblue<\/strong>, en wat hangt die spiegel eigenlijk bij de hoofdtelefoons? De retailer verbetert zijn fysieke winkelconcept aan de hand van data over de klantreis.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Effici\u00ebnte klantreis<\/h2>\n\n\n\n<p>Op retailpark B-Park in Brugge opende Coolblue zopas een nieuwe winkel, de achtste al in Belgi\u00eb. Eerder dit jaar opende de retailer een vestiging op het winkelpark Malinas in Mechelen, later dit jaar volgt er nog een in het Olen Shopping Park. In Mechelen en Brugge zijn de winkels 1.000&nbsp;m\u00b2 groot. Dat is een gemiddeld formaat: Kuurne is bijvoorbeeld wat kleiner, Wilrijk en Brussel zijn groter. \u201cWe hebben die ruimte nodig om ons verhaal te vertellen. We stallen ongeveer duizend producten uit,\u201d vertelt Arne Van Verdegem, manager groei van Coolblue Belgi\u00eb.<\/p>\n\n\n\n<p>De nieuwe winkels zijn ingericht volgens een \u201cverbeterd\u201d winkelconcept, dat inspeelt op de klantreis. Coolblue optimaliseert het assortiment en de winkelopstelling namelijk op basis van data over het koopgedrag. \u201cHoe koopt de consument een smartphone, of een wasmachine? De categorieteams leveren input, die we vertalen in een effici\u00ebnte klantreis. Vaak begint de klantreis online, en vervolgt ze offline. Dat onderzoeken we per product. Als je wasmachine stuk gaat, wil je meteen een nieuwe, over een laptop denk je wat langer na. Voor ons ligt de focus op de klantreis, niet op de winkels..\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Service en advies<\/h2>\n\n\n\n<p>Klanten bezoeken fysieke winkels omdat ze zekerheid en advies willen, weet Van Verdegem. \u201cEen televisie wil je eerst zien, een hoofdtelefoon wil je kunnen horen.\u201d Klanten komen ook naar de winkels om online bestelde producten af te halen, voor advies na aankoop of om producten te retourneren. Onder meer witgoed kan je in Belgi\u00eb met ecocheques betalen, maar nog niet online, dus je moet ervoor naar de winkel.<\/p>\n\n\n\n<p>Coolblue is geen zelfbedieningswinkel waar je gauw even binnen- en buitenloopt: het hele verkoopproces wordt begeleid. Dat begint al bij de inkom: klanten worden meteen aangesproken. \u201cWaarvoor kom je hier?\u201d Ze krijgen dan een adviesmedewerker toegewezen. Op schermen in elke \u201cproductwereld\u201d kan je zien wie er aan de beurt is. Klanten worden geholpen bij de producten, niet vanachter een computer aan de balie. In een Coolblue-winkel vind je zes zulke productwerelden: Televisies, Telefonie, Audio, Huishoudelijk, Gaming en IT.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Klanten inspireren<\/h2>\n\n\n\n<p>Elke wereld heeft zijn eigen logische routing. Die begint bij de advieswand en gaat dan naar een volgende stap in het proces. \u201cEigenlijk werkt dat net zoals de filters die je in de webshop toepast. Centraal staat de vraag \u2018waarvoor wil je het product gebruiken\u2019? Een tv om sport of series op te bekijken is niet hetzelfde als een gamingmonitor.\u201d Net als in de webshop vind je hier ook \u201cCoolblue\u2019s keuze\u201d en de \u201cgroene keuze\u201d.<\/p>\n\n\n\n<p>Met specifieke productopstellingen \u2013 zogenaamde inspiratieclusters \u2013 wil Coolblue de klanten inspireren. Je ziet in de winkels bijvoorbeeld een ingericht washok, of een volledig uitgeruste thuiswerkplek. Daarbij presenteert de retailer ook vaak een \u201ctotaalplaatje\u201d: bij de laptop hoort ook een muis, hoes, en Microsoft Office pakket \u2013 zo vermijdt de retailer dat klanten achteraf nog een accessoire moeten bijbestellen omdat ze er niet aan dachten. En er zijn leuke details, zoals een spiegel bij de koptelefoons: die verwacht je daar misschien niet meteen, maar mensen willen die koptelefoon nu eenmaal niet alleen horen, ze willen ook graag zien hoe ze ermee staan, zo blijkt. Coolblue kent zijn klanten.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Waarom word je als klant meteen aangesproken in de winkels van Coolblue, en wat hangt die spiegel eigenlijk bij de hoofdtelefoons? De retailer verbetert zijn fysieke winkelconcept aan de hand van data over de klantreis. <\/p>\n","protected":false},"author":3,"featured_media":84836,"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":[17],"tags":[],"people":[],"extra":[43],"company":[798],"topic":[264],"region":[],"class_list":["post-84833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-elektro","extra-plus","company-coolblue","topic-winkelconcept"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hoe Coolblue de klantreis vertaalt op de winkelvloer - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Waarom word je als klant meteen aangesproken in de winkels 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