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The Role of Different Retail Sales Channels

Hoe zet ik verschillende verkoopkanalen optimaal in?

Master Class Dutch
When 6 June 2023
09:30 - 12:15
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Introduction

Tijdens deze sessie zal aan de hand van wetenschappelijk onderzoek geïllustreerd worden hoe verschillende verkoopkanalen gecombineerd en gebruikt kunnen worden.  

  • Welke verkoopkanalen bestaan er allemaal? 

  • Welke kansen en bedreigingen bieden online marktplaatsen? 

  • Welke kansen en bedreigingen bieden directe kanalen, waar een producent rechtstreeks aan de consument verkoopt? 

  • Welke rol heeft een fysieke winkel in dit verhaal? Hoe (anders)kopen we? Waar (anders) kopen we? Betekent dit het einde van fysieke winkels? 

Tijdens het seminar zal met behulp van voorbeelden en mini-cases academische literatuur geïllustreerd worden, en zal een vertaalslag gemaakt worden hoe uitdagingen omgezet kunnen worden naar opportuniteiten voor managers die actief zijn in een retail omgeving.Zaken zoals online marktplaatsen, manufacturer-owned sales channelsmaar evengoed het belang van omni-channelretail en customer journeyzullen uitgebreid aan bod komen. 

Leerdoelen

Na het volgen van deze opleiding zal u  

  • Inzichten verkrijgen in hoe verschillende verkoopkanalen opportuniteiten en uitdagingen bieden 

  • Een duidelijker beeld krijgen van welke verkoopkanaalkeuzes mogelijk zijn en hoe verkoopkanalen te optimaliseren om een antwoord te bieden aan de consument van vandaag. 

Taal

De opleiding wordt gegeven het Nederlands, de presentatie is in het Engels.

Schedule

On Tuesday 6 June:
9:30 - 13:00
Els Breugelmans Hoogleraar at KU Leuven

Overzicht van de verkoopskanalen

 

Inzoomen op enkele van de belangrijkste/sterk groeiende kanalen

  • Online marktplaatsen 
  • Direct-to-consumer channels/manufacturer-owned kanalen 
  • Fysiekewinkel 
 

Belang van omni-channel & customer journey

Speakers

  1. Els Breugelmans

    Els Breugelmans

    Hoogleraar at KU Leuven

    Prof. Dr Els Breugelmans is full professor at the Faculty of Economics and Business at KU Leuven, Antwerp campus, where she is part of the Marketing Management research unit. 
    Her academic research focuses on the empirical modelling of retail-related topics, including omnichannel shopping behaviour, retailer–manufacturer relationships, and loyalty programmes. 
    Her work has been published in leading academic journals such as the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing and Journal of Retailing. 
    She is regularly invited by the media to provide expert commentary on retail issues, and closely collaborates with companies and industry associations to translate academic insights into practical applications.

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Prices

  • UBA-lid | merk: deelname is inbegrepen in het UBA-lidmaatschap. 
  • UBA-lid | expertisepartner: € 215 (excl. BTW). Betaling na ontvangst van de factuur.
  • Standaard: € 430 (excl. BTW). Betaling na ontvangst van de factuur.
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