1 | faculty of economics and business marketing Retail Marketing De Winkel van de Toekomst / Online & Offline dr. Liane (J.A.) Voerman Of…hoe heeft de winkel nog toekomst?
1 |
faculty of economics and business
marketing faculty of economics and business
marketing
Retail Marketing De Winkel van de Toekomst /
Online & Offline dr. Liane (J.A.) Voerman
Of…hoe heeft de winkel nog toekomst?
2 |
faculty of economics and business
marketing
Retail in Nederland
Totale retail uitgaven
van huishoudens ± €95
miljard
±90.000 winkels,
30.000.000 m2
winkeloppervlakte
± 28.000 webshops
versus 12.500 in
2006
35% van totale
uitgaven door
huishoudens
10% van de
werkgelegenheid
±92% ±8%
3 |
faculty of economics and business
marketing
Maar…
4 |
faculty of economics and business
marketing
Reden: slechte economie?
5 |
faculty of economics and business
marketing
Hard discount gaat hard
6 |
faculty of economics and business
marketing
Low cost driver 1:
Efficient retail operation
• Low HQ costs • Efficient warehouse
and transportation • Efficient store
operation • Smart packaging
Low cost driver 2: Efficient
procurement
• National brand as
quality benchmark • Buying large volumes
at low prices • Sourcing at high-
quality PL-suppliers
Drivers of competitive sustainable advantages
Customer value proposition
Multiplier Large store network
Low cost driver 3: Efficient financial
management
•Negative working capital (‘free credit’) •Low capital intensity •High sales per m2 •Solid operating income, high return-on-Investment
Unbeatable price-quality ratio & low-complexity shopping
The Hard Discounter Business Model (Sloot & Steenkamp, 2016)
7 |
faculty of economics and business
marketing
Reden: Online?
8 |
faculty of economics and business
marketing
De nieuwe consument
9 |
faculty of economics and business
marketing
De multi-screen woonkamer
› Het oude credo van retailing:
› “Location, location, location”
› Maar nu zit de retailer naast je….
10 |
faculty of economics and business
marketing
Nieuwe retailers online
11 |
faculty of economics and business
marketing
www.occstrategy.nl
12 |
faculty of economics and business
marketing
Reden: Transparantie?
13 |
faculty of economics and business
marketing
14 |
faculty of economics and business
marketing
SQUEEZE 1a-1c Demographische, economische en sociale ontwikkelingen benadelen retailverkopen
SQUEEZE 2 Internet versterkt de competitieve druk doordat de transparantie stijgt
SQUEEZE 3 Internet versterkt de competitieve druk doordat het een nieuw soort retailer faciliteert
Sloot, 2012
‘triple squeeze model’
Reactie offline winkel?
15 |
faculty of economics and business
marketing
Barnes & Noble
16 |
faculty of economics and business
marketing
Barnes & Noble-case: transities kosten tijd
17 |
faculty of economics and business
marketing
Ook: webshops openen B&M winkel
"We merken dat sommige klanten het prettig vinden een
product even vast te houden of om face to face advies te
krijgen over welke laptop voor hen geschikt is", aldus Pieter
Zwart, directeur en oprichter van Coolblue. "Bovendien
merken we dat de online verkoop in de omgeving van onze
fysieke winkels sterk toeneemt."
18 |
faculty of economics and business
marketing
Rol fysieke winkel?
www.retailwatching.nl, www.thuiswinkelorg.nl
19 |
faculty of economics and business
marketing
Beslissingproces: (1) waar te kopen (2) wat te kopen
Klant: 2 parallelle koopprocessen
20 |
faculty of economics and business
marketing
Klant: Winkelen is…. ‘Shopping experience’ winkelbeleving =>
geeft de klant waarde doordat:
› Men succesvol zijn doel heeft bereikt (homo economicus)
› Men er plezier aan heeft beleefd (homo ludens)
21 |
faculty of economics and business
marketing
Hedonic shopping motivations (A&R ‘03)
1. Adventure shopping
2. Value shopping
3. Role shopping
4. Idea shopping
5. Social shopping
6. Relaxation shopping
/ Gratification
To me, shopping is a way to relieve stress
I enjoy socializing with others when I shop
I go shopping to keep up with the trends
Shopping is a thrill to me
I enjoy looking for discounts when I shop
I enjoy shopping for my friends and family
22 |
faculty of economics and business
marketing
‘touchpoints’ in klantreis
23 |
faculty of economics and business
marketing
Klant (beslissings-) reis
• Stappen die de klant onderneemt om een zekere shopping task te bereiken
• Klanten hebben contactpunten met je product / dienst / merk / organisatie over verschillende kanalen op verschillende momenten in tijd
• ‘Touch points’: wat gebeurt er vanuit het perspectief van de klant, directe en indirecte contactmomenten
• Welke ‘touch points’ zijn cruciaal / doorslaggevend voor een klant om tevreden te zijn / te blijven / terug te komen = moments of truth
• Of: opportunities to screw up!
24 |
faculty of economics and business
marketing
Klantreis gebaseerd op klantacties
25 |
faculty of economics and business
marketing
Scripts / protocols: voor
employees maar ook
klanten; hoe je te
gedragen gedurende het
proces van de
dienstverlening (service
encounter)
26 |
faculty of economics and business
marketing
Faciliteer de klantreis van jóuw klant: extra diensten toevoegen
Cooperatie Schoenenfabriek
& Barber Shop = extra
diensten gedurende de
klantreis die passen bij (1) het
klantsegment, en (2) de
positionering (‘benefit offered’
=> ‘sophisticated elegance’)
27 |
faculty of economics and business
marketing
Faciliteer de klantreis van jóuw klant: Procesverbeteringen
28 |
faculty of economics and business
marketing
Maar…kanalen vervagen
29 |
faculty of economics and business
marketing
´Best of both worlds’
Source: Rigby, HBR December 2011, The Future of Shopping
30 |
faculty of economics and business
marketing
Offline winkelervaringen in online posts
“Retailers wees je er van bewust: 1/4 van al
het online gepraat over winkelen gebeurt in
de winkel”
31 |
faculty of economics and business
marketing
Omnichanneling
| 31
Omni-channel life
Geïntegreerde
winkelervaring
32 |
faculty of economics and business
marketing
Klantreis = beleving
33 |
faculty of economics and business
marketing
Elementen winkelomgeving
1. Design factoren
Aesthetisch
Functioneel
34 |
faculty of economics and business
marketing
Elementen winkelomgeving
2. Sociale factoren
35 |
faculty of economics and business
marketing
Elementen winkelomgeving
3. Ambiënte factoren
36 |
faculty of economics and business
marketing
Elementen winkelomgeving
1. Design factoren
Aesthetisch
Functioneel
2. Sociale factoren
3. Ambiënte factoren
waar, wanneer en hoe rol in klantreis?
‘attracting vs facilitating cues’
verbeterpunten
37 |
faculty of economics and business
marketing
Key take-aways › Marketing begint met de klant centraal zetten
Klantreis? Point of pleasure / pain?
› De connected consumer is here to stay
Combineer het beste van de offline en online wereld (omnichannel)
› Blijf de huidige offline winkel ontwikkelen, creëer een ‘attractive & facilitating store environment’
Beleving
38 |
faculty of economics and business
marketing faculty of economics and business
marketing
transition B&M retailing = a transition in thinking! 1. Marketing starts with customer centricity, put the customer first,
not the channel, the store or the product Bolton, Lemon & Verhoef, JAMS, 2004, Leeflang, 2012
Retail in Transition interviews with among others Jan Peters (Score), Frank de Moor (Macintosh) and Daniel Ropers (Bol.com)
2. Go for the “best of both worlds” Rigby, HBR, 2011, Van Nierop et al, IJRM, 2011
Retail in Transition interviews with among others Sander van der Laan (Ahold), Paul Havinga (BCC), Bart Karis (Zeeman), Jan Ferwerda (Plus) and Ronald van Zetten (HEMA)
3. Keep developing the existing concepts, lower cost base, increase differentiation, add new functionalities Sorescu, Frambach, et al, JR, 2011
Retail in Transition interviews with among others Wouter Kolk (WE), Bart Karis (Zeeman), Ronald van Zetten (HEMA), Hans van der Heyden (Pearle), Sander van der Laan (Ahold) and Jan Ferwerda (Plus)
4. Develop partnerships to strengthen the concept, maintain organizational flexibility, involve customers with product development Day, JM, 2011, Van Doorn, JSR, 2011
Retail in Transition interviews with among others Daniel Ropers (Bol.com), Paul Nijhof (Wehkamp.nl), Wouter Kolk (WE Fashion) and Jan Peters (Score)
39 |
faculty of economics and business
marketing
19-12-2016
faculty of economics and business
marketing
Dank voor jullie aandacht!
Customer journey
Omni-channeling
Store experience