instore communicatie in het tablettijdperk de nieuwe customer feedback Lode Goukens

© copyright reserved by Lode Goukens Filmpje Gaston en Leo met Solo in Grand Bazar (gewist wegens auteursrecht) De jaren 1980 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens marketingbudgetten evolueren van above naar below, meer specifiek instore communicatie diversifiëren de communicatie, meetbare – interactive marketing point of sales, event sponsoring, one-to-one marketing, mobile marketing zitten in de lift. brand experience points waar de klant het merk kan ervaren traditionele versus niet-traditionele kanalen massamedia nodig voor de opbouw van naamsbekendheid en merkimago 25/10/2011 © copyright reserved by Lode Goukens

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© copyright reserved by Lode Goukens Klant verandert klanten doen online onderzoek alvorens winkel te bezoeken hogere verwachting qua klantenondersteuning voor complexe producten en diensten gebruik social networking sites voor peer reviews gebruik mobiele apps om producten te vergelijken in winkel 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens Definities digital signage POS (point of sale) instore communication winkelen via iPhone QR codes (quick response) 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens Digital signage evolutie van tv-toestellen met geïntegreerde VHS-speler DVD-speler met TV LCD met compact-flash-kaart of SD-kaart LED digital shelf level signage met WiFi (Carrefour, Makro) 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens 400 lcd-schermen van 46 inch verdeeld over 12 hypermarkets tijdens de trial in Zwitserland in 2007 25/10/2011 © copyright reserved by Lode Goukens

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© copyright reserved by Lode Goukens POS kartonnen displays op toog roterende panelen cd-i-speler met kiosk gondel-decoratie 25/10/2011 © copyright reserved by Lode Goukens

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© copyright reserved by Lode Goukens instore communicatie loop bewegingsmelder interactief 25/10/2011 © copyright reserved by Lode Goukens

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in store communicatie POS-verkoopskiosken (Hifinesse) instore informatiekiosken (Fnac) 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens shoppen via een app Delhaize heeft iPhone app Wat met NMBS en De Lijn? Added value? Communicatie? 25/10/2011 © copyright reserved by Lode Goukens

Case onkruidverdelger 25/10/2011 © copyright reserved by Lode Goukens

Specificaties virtuele expert: in tuincentra in heel Europa face-to-face communicatie tablet met camera call-center/back-office onmiddellijk uitleg geven over een product beperkt team centraal (minder duur dan dozijnen vertegenwoordigers in winkels) omzetstijging branding en imago 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens Problematiek: verwacht geen ondersteuning van Samsung (Android) of Apple Apple geeft geen kortingen ook niet als je 200 tot 2000 stuks koopt prijzen hardware schommelen enorm specificaties hardware en software (IOS en Android) veranderen constant keuring door Apple, Google of BlackBerry kosten geld en tijd integratie communicatie, telco en hardware/software 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens Denkpistes: motion sensor die filmpje triggert passanten in de rayon uitnodigen om vragen te stellen kunnen producten tonen en onmiddellijk advies krijgen scherpe project development time line 2011 2010 12/1 1/1 2/1 NOW POC LIVE 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens Eisen: 2-way video calling enabled product promotion kiosk zonder gesprek opslag lokale inhoud no keyboard input call tracking & metric gathering connectiviteit: Wifi of 3G/EDGE/HSPA toekomst: remote updates van content / software 25/10/2011 © copyright reserved by Lode Goukens

Voordelen virtuele expert: besparing in loonkosten (t.o.v. klassieke vertegenwoordiger in winkels) efficiëntie (wachtrij enz.) flexibiliteit (sneller deployment extra communicatie; andere platformen) conversion rate (dankzij face-to-face) feedback klant minder revenue leakage in winkel extra omzet vaste klanten 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens 25/10/2011 © copyright reserved by Lode Goukens

© copyright reserved by Lode Goukens Q&A Lode Goukens Lode.goukens@ugent.be 25/10/2011 © copyright reserved by Lode Goukens