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Direct-to-consumer kanalen: vriend of vijand?

Els Breugelmans, KU Leuven
Online shopping

De introductie van een online direct-to-consumer kanaal wordt vaak niet enthousiast onthaald door retailers. Maar zijn deze weerstand en zorgen van retailers terecht? Uit de resultaten van een grondige analyse naar het fenomeen van online direct-to-consumer kanalen blijkt dat deze inderdaad een negatieve impact kunnen hebben, maar ze bieden ook kansen. Belangrijk voor retailers is om ze niet als vijand te zien en er al zeker niet naar te handelen. De sleutel voor de toekomst ligt in samenwerking tussen producenten en retailers. 

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