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Summary

Samenvatting Retail Marketing Arteveldehogeschool

1 review
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  • Course
  • Retail Marketing
  • Institution
  • Arteveldehogeschool (Artevelde)

Dit is een samenvatting van het vak Retail Marketing in het derde jaar marketing/ bedrijfsmanagement aan de Arteveldehogeschool. De lessen werden gegeven door docente Pauline Steelandt in academiejaar .

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Document information

  • December 19, 2022
  • 51
  • 2022/2023
  • Summary

Subjects

  • marketing
  • retail

Written for

  • Arteveldehogeschool (Artevelde)
  • Marketing
  • Retail Marketing
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By: k-h • 2 year ago

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Inhoud
1. RETAIL LANDSCHAP ......................................................................................................................... 3
1.1. Concept ................................................................................................................................... 3
1.2. Supply chain ............................................................................................................................ 4
1.3. Numbers & facts ...................................................................................................................... 5
1.4. 4+1 functies ............................................................................................................................. 7
2. CATEGORISATION ............................................................................................................................ 9
2.1. Retail........................................................................................................................................ 9
2.2. Product .................................................................................................................................. 12
2.3. Distributie .............................................................................................................................. 12
3. 4P’S ................................................................................................................................................ 16
3.1. Introductie ............................................................................................................................. 16
3.2. Product – Assortment............................................................................................................ 16
Categoriemanagement .................................................................................................................. 17
Merksoorten en private labels ...................................................................................................... 22
Private label strategy ..................................................................................................................... 24
3.3. Prijs ........................................................................................................................................ 24
Positioneringsmatrix...................................................................................................................... 25
Prijsstrategieën .............................................................................................................................. 25
3.4. Plaats ..................................................................................................................................... 28
Op basis van doelgroep ................................................................................................................. 29
3.5. Presentatie – Promotion ....................................................................................................... 30
Winkelpresentatie ......................................................................................................................... 30
Store design ................................................................................................................................... 31
Lay-out ........................................................................................................................................... 32
In-store promotion ........................................................................................................................ 33
4. Retail trends .................................................................................................................................. 35
4.1. DNA Model ............................................................................................................................ 35
Drivers ........................................................................................................................................... 35
Needs ............................................................................................................................................. 36
Access ............................................................................................................................................ 37
4.2. Trends (zie PDF) ..................................................................................................................... 38
4.3. Impact van de trends............................................................................................................. 42
Relevante retail omgevingen......................................................................................................... 43
5. Sustainability & Retail.................................................................................................................... 44

1

,5.1. The gap .................................................................................................................................. 44
3 typen consumenten in duurzaamheid ....................................................................................... 44
4 grenzen voor eco-considerers .................................................................................................... 44
4 oplossingen ................................................................................................................................. 44
5.2. Foodwaste ............................................................................................................................. 46
Verpakking ..................................................................................................................................... 46
Nudging ......................................................................................................................................... 46
5.3. Campagnes ............................................................................................................................ 47
CASE Delhaize 2023 ....................................................................................................................... 48




2

,1. RETAIL LANDSCHAP
1.1. Concept
Retailing = alle activiteiten van bedrijven en organisaties die zich richten tot het direct leveren van
goederen, diensten en informatie aan consumenten. De consumenten betalen dit met hun netto-
inkomen.

2 belangrijke factoren: het moet gaat om het leveren naar de EINDconsument en het netto-
inkomen

Voorbeelden van Retail:

- Mercadona: grote Spaanse supermarkt
- Walmart: Grootste retailer ter wereld (ze hebben veel verschillende namen in verschillende landen)
- Bol.com
- Hello Fresh

Danone & ISPC zijn geen retail!

> Ze verkopen niet naar eindconsumenten, maar naar bedrijven/ leveranciers/ producenten

Is horeca retail?

> NEE, het gaat meert over een dienstverlening en het is geen detailhandel
> Maar soms is het moeilijk of er iets retail is of niet (grens vervaagd)



In een schema:




Producenten kunnen rechtstreeks verkopen aan de retailer OF via
een groothandelaar (wholesaler)
Retailer kan kiezen uit verschillende kanalen: fysiek, online of
omnichannel
Voorbeelden van Fysieke kanalen > Primark, Aldi
Online kanalen > Bol.com, Zalando
Omni kanalen > Coolblue
Dia kan via deze diverse kanalen verkopen aan de eindconsument




Wat is een omnichannel strategy?


3

, = verkopen van fysieke producten in fysieke winkels EN digitale kanalen

○ Online shopgedrag is voornamelijk voor : kijken of er iets instore is, online shoppen
maar kiezen voor een instore pick-up, online bestellen met same day delivery….



RETAIL ≠ DETAILHANDEL!

- Retailbestedingen:

• Diensten: banken, verzekeringen medische diensten, vakantiereizen
• Goederen: HORECA

- Detailhandel bestedingen

• Afzet van consumptieve goederen
• Kleding of voeding

Alle detailhandels zijn retailers, maar niet alle retailers zijn detailhandels.



Retail marketing is een spel van vraag en aanbod:

Het wil meer mensen doen consumeren en meer vraag creëren (V<A)

V: Afnemers (Buyer) A: Toeleveranciers (Seller)



1.2. Supply chain



Bedrijfskolom = supply chain

De opeenvolgende stappen die een product doormaakt,
voordat het bij de klant is.

Toegevoegde waarde: Elk bedrijf voegt waarde toe aan
het product

Twee stromen:

1. Goederenstroom

2. Geldstroom (komt van de consument en bepaald de
toegevoegde waarde)



Recyclage > tweede kortere bedrijfskolom



Bewegingen in de supply chain


4

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