eretail15 - dobit - nele bruers
TRANSCRIPT
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SCHOENEN The Connected Store
Nele Bruers
TORFS
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nice reactions
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FLAGSHIPSTORE DUSSELDORF
https://www.youtube.com/watch?v=Xk3rBYeGUgk
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*"Sinds"1948""""Familiebedrijf"4de"gen.""*"75"filialen""(enkel"Vlaanderen)"
"*"600"medewerkers""*"2014:"Omzet"120"miljoen"""
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Store
Desktop
MobileSocial
Omnichannel Torfs
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https://www.youtube.com/watch?v=RbeT6mBO0ss
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SCHOENEN TORFS 2.0
Van “E-‐commerce” naar “Omnichannel” in de “Connected Store”
!
Stand van zaken Insights & lessons learned
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E"COMMERCE'CIJFERS'Enkele&conclusies&
, Het&gaat&hard,&heel&hard!&, Top&3&in&omzet&, Reserva=es&nemen&niet&toe&!&meer&online&kopen&, Eind&2014&:&RENDABEL,&maar&hoe&rendabel?&&=&aKankelijk&van&hoe&worden&kosten&versleuteld?&& & &Bv.&marke=ng&& & &Bv.&personeelskost&klantendienst/….&
&
!&JUST&IN&TIME&
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!E#commerce@torfs!
!Kans!of!bedreiging?!
!!!
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!Het!!(voorlopig)!antwoord:!
!Omnichannel!
!(vinger!aan!de!pols!houden)!
!!
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De#toekomst#van#retail#Naar#het#hart#van#de#klant#met#omnichannel#
#“Beste&van&twee&werelden”&
de#troeven#van#de#fysieke#winkel#(persoonlijke,service,,(produkt)4beleving,,vertrouwd,personeel….),
&,
de#voordelen#van#de#webshop#(gemak,,ruime,keuze,,….),
,(concurren:eel#voordeel#vs#pure#players)#
##
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SLEUTELS&tot&succesvolle&omnichannel4strategie&
&Zoeken&naar&Consisten:e&(on4&&&offline)&in&
&Aanbod&
Prijs/Ac:es&Service&
Beleving/inspria:e&
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SLEUTELS&tot&succesvolle&omnichannel4strategie&
AANBOD&
Ruimere&aanbod&in&Torfs4webwinkel&(“Web&only”)&
! i.f.v.&de&consument&:&extra&kleuren,&modellen,&speciallekes&(imago!)&
! =&LAB&voor&tesOng!&! Berperkte&Stock(ruimte)&
&
Anderzijds&
! “Keuzestress”/imago&
! &spanningsveld&met&fysieke&winkels!!!!!&
! &(Online&schermen&bieden&soelaas)&
&&&
&&
&
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SLEUTELS&tot&succesvolle&omnichannel4strategie&PRIJS&
&Consistente&prijsstelling&in&diverse&Torfs4VK4kanalen!&! PercepDe&dat&internet&goedkoper&is!&(cfr.&Zalando)&! InzeJen&op&private&labels&
&Via$Borgo,$Hampton$Bays,$Studio$100$licen9es,$….$$+$nieuwe$merkjes$&"&vindbaar&op&Google!&
&
&&&&
&&&
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SLEUTELS&tot&succesvolle&omnichannel4strategie&PROMO/KORTINGEN&
&Kor@ngen/promo’s&SCOREN&nog&beter&in&Webshop&(solden/
ac+es….)//
&&&&
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SLEUTELS&tot&succesvolle&omnichannel4strategie&PROMO/KORTINGEN&
Moeilijk&evenwicht&&& &!&tussen&bricks&&&clicks&(nog&zoekend!)&& &!&tussen&tradiJonele&sales&&&E4commerce&
&&Customer&Centricity&:&Ja#in#theorie,#in#de#prak/jk…?#
&Rentabiliteit&en&marge&
&&
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!!!!!!
SLEUTELS!tot!succesvolle!omnichannel4strategie!BELEVING!&!INSPIRATIE!
!!!!
!!!
!!!
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!! Winkels!moeten!aantrekkelijk!zijn/blijven!:!!!Eigen6jds!&!aangepast!aan!noden!&!behoe;en!van!hedendaagse!klant!
!!Door!evolueren!van!Look$&$feel$&$design…$!!
!!$
!!!
!!!
Beleving!&!inspira6e!IN!de!winkel!!EEN!MUST!
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!!!Technologie!geïntegreerd!in!de!stenen!winkel!!! !=!THE!CONNECTED!STORE!! !“Technologie+niet+meer+ten+dienste+maar+in+het+hart+van+de++business”++ +++=!Nieuw!voor!IT?afdelingen!
!!+
!!!
!!!
Beleving!&!inspiraEe!IN!de!winkel!!EEN!MUST!
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="Online"catalogus"="Omni0channel"bij"uitstek""! Search"&"sales""="beleving"&"“neen0verkoop”"tegengaan!"! Winkels"enthousiast"! “Web"Only”"in"fysieke"winkel"zichtbaar"! Aparte"klantenaanpak"! Omzet""voor"winkel!"
"Ipads"werken"NIET!"
""
"
Webschermen"in"de"winkel"
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OMNI%CHANNEL+&+THE+CONNECTED+STORE+Breng&de&fysieke&winkel&online&
Breng&internet&in&de&fysieke&winkel&
&Volg&de&klant&
Consistent&in&wat&je&doet&Laat&los&wat&was&en&durf&experimenteren&
&!!
KANS!om!onderscheidend!te!zijn!tegenover!monochannel!
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THANK YOU