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Samenvatting Retail Marketing
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RETAIL MARKETINGINHOUDSOPGAVE
LES 1 – Het retail landschap ............................................................................................................................ 4
1. Het retail landschap ................................................................................................................................ 4
1.1. Is dit retail? .............................................................................................................................................. 4
1.2. Het concept retail marketing ................................................................................................................... 5
1.2.1. Retailling .......................................................................................................................................... 5
1.2.2. Omnichannel strategy ..................................................................................................................... 5
1.2.3. Vraag en aanbod.............................................................................................................................. 5
1.3. De Supply Chain ....................................................................................................................................... 6
1.4. Numbers & Facts ..................................................................................................................................... 6
1.5. 4 + 1 functies van retail ........................................................................................................................... 7
1.5.1. Wachttijd ......................................................................................................................................... 7
1.5.2. Locatie ............................................................................................................................................. 7
1.5.3. Hoeveelheid..................................................................................................................................... 7
1.5.4. Keuzemogelijkheid .......................................................................................................................... 7
1.5.5. Going the extra mile ........................................................................................................................ 8
2. Categorisatie ........................................................................................................................................... 8
2.1. Retail categorisatie .................................................................................................................................. 8
2.1.1. Detailhandel .................................................................................................................................... 8
2.2. Product categorisatie ............................................................................................................................ 11
2.3. Distributie .............................................................................................................................................. 11
2.3.1. Intensiteit ...................................................................................................................................... 11
2.3.2. Evaluatie ........................................................................................................................................ 12
LES 2 - 4P’S ................................................................................................................................................. 14
1. Assortimentsbepaling............................................................................................................................ 14
1.1. Algemeen ............................................................................................................................................... 14
1.1.1. 3 functies van het assortiment ...................................................................................................... 14
1.2. Categorie mangement ........................................................................................................................... 14
1.2.1. Process........................................................................................................................................... 15
1.3. Merksoorten en private labels ............................................................................................................... 17
1.3.1. Private labels ................................................................................................................................. 18
2. Prijs ....................................................................................................................................................... 19
2.1. Positioneringsmatrix .............................................................................................................................. 19
2.2. Prijsstrategie.......................................................................................................................................... 19
2.3. Prijs van E-commerce ............................................................................................................................ 20
Pagina 1 van 36
,3. Plaats .................................................................................................................................................... 20
3.1. Locatie ................................................................................................................................................... 20
3.2. Doelgroep .............................................................................................................................................. 21
4. Presentatie............................................................................................................................................ 21
4.1. Winkelpresentatie ................................................................................................................................. 21
4.2. Persoonlijke verkoop vs Zelfbediening ................................................................................................... 21
4.2.1. Persoonlijke verkoop ..................................................................................................................... 21
4.2.2. Zelfbediening ................................................................................................................................. 22
4.2.3. Mengvormen ................................................................................................................................. 22
4.3. Tips ........................................................................................................................................................ 22
4.4. Store design ........................................................................................................................................... 22
4.5. Lay-out ................................................................................................................................................... 22
4.5.1. Lay-out type & routing .................................................................................................................. 23
4.5.2. In-store promotion ........................................................................................................................ 23
LES 3 – Trends in Retail ................................................................................................................................. 25
1. Retail DNA-model.................................................................................................................................. 25
1.1. Drivers ................................................................................................................................................... 25
1.2. Needs ..................................................................................................................................................... 25
1.3. Acces ...................................................................................................................................................... 25
1.3.1. Van waardekolom naar waardewiel .............................................................................................. 26
2. Trends ................................................................................................................................................... 26
2.1. 12 trends ................................................................................................................................................ 26
2.1.1. Conscious commerce ..................................................................................................................... 26
2.1.2. Circular commerce ........................................................................................................................ 27
2.1.3. Peer-to-peer commerce/contract commerce ............................................................................... 27
2.1.4. Delivery commerce ........................................................................................................................ 27
2.1.5. Experience commerce ................................................................................................................... 28
2.1.6. Design Commerce.......................................................................................................................... 28
2.1.7. Convenience commerce ................................................................................................................ 28
2.1.8. Social Commerce ........................................................................................................................... 29
2.1.9. Ambient Commerce....................................................................................................................... 29
2.1.10. Instant Commerce ......................................................................................................................... 30
2.1.11. Digital Commerce .......................................................................................................................... 30
2.1.12. Platform Commerce ...................................................................................................................... 31
3. Impact ................................................................................................................................................... 31
3.1. Retailer .................................................................................................................................................. 31
LES 4 - ........................................................................................................................................................... 32
Pagina 2 van 36
,Pagina 3 van 36
, LES 1 – Het retail landschap
1. HET RETAIL LANDSCHAP
1.1. IS DIT RETAIL?
Nee, het is een producent / leverancier
Nee. ISPC is een HORECA-groothandel. Dit
is B2B, retail moet naar de eindconsument.
Ja, het is een spaanse retailketen. De
eindconsument betaald dit met hun netto-
inkomen.
Ja.
Ja, e-commerce is een soort binnen retail.
Ja, het is retail maar geen detailhandel.
Pagina 4 van 36
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