Summary
Retail- en actiecommunicatie: samenvatting met eigen notities
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Samenvatting van retail- en actiecommunicatie met eigen notities.
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Retail en actiecommunicatie deel 1Shoppermarketing model POPAI
Bij uw thuis, in de
winkel, onderweg
naar de winkel,
voordat je in de winkel
bent ben je bezig met
het product.
Shopper communicatie en beïnvloeding
Middelen en momenten
,Middelen
,Marktonderzoek
Nielsen en GFK → zijn fusie aan het
ondergaan.
GFK: panels, bevragingen, ...
Household panel / consumentenpanel GFK
Interessante bronnen
https://www.youtube.com/results?search_query=supermarket+secrets
Store Check / Gondola / Distributie Vandaag / retailtrends.nl
De Nielson regio’s & shoptypes
Key-account: degene die boven de vertegenwoordiger
staat en die gaat onderhandelen met de
retailer/groep.
Nielsen is onderverdeeld in regio’s en shoptypes: I, II,
III, IV & V. Cijfers worden vergeleken per Nielsen regio.
, Nieuwe indeling shoptypes
Integrated stores: keten, eigendom van de retailer.
Independent stores: winkels op zichzelf, bv Carrefour, Delhaize, Colruyt, ...
Delhaize is zelfstandig aan het worden.
Veranderingen
Welke veranderingen zijn jou opgevallen?
Veranderingen: meer huismerken
kopen (goedkoper), meer online
gaan kopen, ook cross boarder
shopping.
Overheid heeft taxen op alcohol
verhoogt, om gat in begroting te
vullen, maar België gaat over de
grens hun alcohol halen.
Laatste decennium
• Heropleving moderne buurtwinkel
• we winkelen terug zoals we dat 40 jaar geleden deden
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