Inleiding thema Winkelkeuze
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7/11/2016 1 Winkelkeuze: Quo vadis Shopper Marketing Jaarcongres 2016 Kitty Koelemeijer Maarssen, 21 juni 2016 © Kitty Koelemeijer 2016 Locatie: afstand andere winkels © Kitty Koelemeijer 2016
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Transcript of Inleiding thema Winkelkeuze
7/11/2016
1
Winkelkeuze: Quo vadis
Shopper MarketingJaarcongres 2016
Kitty Koelemeijer
Maarssen, 21 juni 2016
© Kitty Koelemeijer 2016
Locatie:
afstand
andere winkels
© Kitty Koelemeijer 2016
7/11/2016
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Assortiment: breedte (aantal merken)
© Kitty Koelemeijer 2016
Assortiment: diepte?
© Kitty Koelemeijer 2016
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Rol assortiment in keuze supermarkt
Keuzekans neemt toe met:
• Meer merken
• Minder SKU’s per merk
• Minder groottes per merk
• Minder unieke items (private label)
N.B. HeterogeniteitExtra items assortiment moeten relevante variatie brengen
(Briesch et al. 2009)© Kitty Koelemeijer 2016
Retailers zijn keuze-editors
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Prijsimago
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Signpost brands© Kitty Koelemeijer 2016
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© Kitty Koelemeijer 2016
Service
© Kitty Koelemeijer 2016
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Destination categories
Grootste invloed op keuze supermarket (USA):
impact omzetrange rang
• Koolzuurhoudende dranken 3-8 1• Zoute snacks 2-3 6• Vers brood & broodjes 1-2 5• Gekoelde salades 0-1 22• Crackers 0-1 11• Bier 0-1 7• Yoghurt 0-1 41• Ontbijtgranen 0-1 3• Koffie 0-1 21
(Briesch et al. 2013)© Kitty Koelemeijer 2016
Amazon strategisch groeimodel
© Kitty Koelemeijer 2016
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(Baumgartner 2002)
High involvement
Extensive decision making
Symbolic
Repeated Hedonistic
Low involvement
Think Feel
Gepland koopgedrag
© Kitty Koelemeijer 2016
(Baumgartner 2002)
High involvement
Think Feel
Promotional Explorative
Casual Impulsive
Low involvement
Ongepland koopgedrag
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(Bell, Corsten & Knox 2011)© Kitty Koelemeijer 2016
(Bell, Corsten & Knox 2011)© Kitty Koelemeijer 2016
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© Kitty Koelemeijer 2016
De disruptie van het online zoeken
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© Kitty Koelemeijer 2016
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“Selling goods is such small business”
JD.com is China’s grootste B2C e-tailer
© Kitty Koelemeijer 2016
Integreert commerce, payment messaging & social networks…
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© Kitty Koelemeijer 2016
© Kitty Koelemeijer 2016
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© Kitty Koelemeijer 2016
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© Kitty Koelemeijer 2016
© Kitty Koelemeijer 2016
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© Kitty Koelemeijer 2016
(CapGemini 2014)
Het belang van de fysieke winkel
© Kitty Koelemeijer 2016
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© Kitty Koelemeijer 2016
Trending topics in retail & technology
Kitty Koelemeijer
Twitter: kittykoelemeije
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© Kitty Koelemeijer 2016
