1.
SHOPPEN IN 2020

2.
Uitgevers zetten in op e-commerce als nieuwe B2C inkomstenbron
26/11/2014 2

3.
Is e-commerce een geschenk van God?
26/11/2014 3

4.
Uitgevers zijn retailers geworden…
26/11/2014 4

5.
…en retailers gaan volop omnichannel
26/11/2014 5

6.
Gaan ze nu allemaal in de “Red Ocean” vissen?
26/11/2014 6

7.
Een webshop starten is geen garantie voor succes
26/11/2014 7

8.
En de grote spelers spelen “powerplay”
26/11/2014 8

9.
Reden genoeg voor Shopping 2020
26/11/2014 9
Veranderende consument
Disintermediatie
Google Glasses
3D Printing
Amazonization

10.
AXEL GROOTHUIS
Even voorstellen
26/11/2014 10
• Programma
management
Shopping 2020
• Voorzitter twee
Shopping 2020
expertgroepen

11.
SHOPPEN IN 2020
Hoe shopt de consument in 2020?

12.
Shoppen in 2020
26/11/2014 12
Groeivoorspellingen
Marktontwikkelingen
Consumententrends

13.
Waar staan we anno 2012: € 65.9 miljard euro consumenten
uitgaven waarvan 17% online wordt gekocht
Verhouding online/offline aankopen
83%
17%
Offline sales
Online verkoop
Marktaandeel per segment
35%
14%
1% 1%
1%
13%
6%
9%
7%
4%
4%
4%
1% 1%
Food/Nearfood/Health
Home & Garden
Fashion: apperal
Consumer electronics
Insurances
Travel packages
Fashion: shoes &
personal lifestyle
Flight tickets &
accommodations
Telecom
Media & Entertainment
Toys (excl. Games)
Event tickets
Books
Sport (hardware)
26/11/2014 Source: Desk research GfK 2012
* The definition of consumer spending is smaller than applied by CBS and can be found 13 in the full report.

14.
Online groeit de komende 7 jaar explosief
2017
26/11/2014 Bron: GfK Expertonderzoek, September 14 2013 onder 444 Experts
2013
Online, 20%
Offline, 80%
Online, 28%
Offline, 72%
Online, 36%
Offline, 64%
2020

15.
Nederlandse consument verwacht meer dan 50% van zijn
aankopen online te doen in 2020
26/11/2014 Bron: GfK Consumentenonderzoek, November 2013 onder
15 12.0000 Consumenten
2020
Onderzoek onder 12 000 consumenten Online Offline

16.
17%
50% 53% 53% 57%
49%
36%
21% 20% 23%
10% 10% 8% 13%
1%
+19%
+31% +23% +23% +14%
+14%
+15%
+26%
+20% +11%
+17% +17%
+14% +9%
+13%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
status 2012 groei t/m 2020
36%
81%
76% 76%
71%
63%
51% 47%
40%
34%
27% 27%
22% 22%
14%
Status
2012
Status
2020
De groei van online verschilt sterk per segment
Online marktaandeel per marktsegment in 2020
26/11/2014 16 Bron: GfK Expertonderzoek, September 2013 onder 444 Experts

17.
Consumenten gaan omnichannel
In Amerika groeien omnichannel retailers harder dan pure players!
26/11/2014 17 Estimote with iBeacons

18.
Groei van mobiel doet klantgedrag sterk veranderen
04
Key Takeaways
Mobile search is the
starting point.
Instead of going directly to a
site or app, 82% of shoppers
use search engines for
browsing product
information while in-store.
Smartphones are
transforming the in-store
shopping experience.
8 in 10 smartphone shoppers use
mobile in-store to help with shopping
The retail landscape
is evolving for all industries.
Mobile use in stores is not category speci!c
- Nearly 2/3 of baby product shoppers
compare prices in-store.
Shoppers who use
mobile more,
spend more in-store.
Frequent mobile shoppers
spend 25% more in-store
than people who only
occasionally use a mobile
phone to help with shopping.
26/11/2014 Google Shopper Marketing Council, April 2013
www.google.com/think/research-studies/18 mobile-in-store.html

19.
Schoenen coachen je beter te sporten
26/11/2014 Bron: 19 Steven van Belleghem

20.
Op dieet…. Hapifork meet eetgedrag

21.
Beleving is belangrijk, homepages worden magazines
26/11/2014 Bron: Cross Channel Retail Presentatie, 21 Harry Bijl, Inretail
Rapha
Cycle
Club

22.
Centraal klantbeeld is essentieel om de ultieme klantfocus te bieden
Remote
Store
Print
Online
Mobile
Social
26/11/2014 22 Source: Hybris.com

23.
Social media en review sites maken van service een hygiëne factor
Reizen Producten Diensten Generalisten

24.
De concurrentie neemt op alle vlakken toe
De interne markt:
• Prijs transparantie
• Service transparantie
De Consument
• Besteed minder
• Koopt in groepen in
De Leverancier
• Merken verkopen direct
• China verkoopt direct
De nieuwe toetreders
• De scary five komen op de markt
• Buitenlandse spelers treden toe (Alibaba)
De substituten
• De deel economie groeit
• De consument print 3D
26/11/2014 24

25.
Ebay biedt instant commerce, bestellen & leveren in 60 minuten
26/11/2014 25

26.
Supply chain complexiteit neemt toe en consument wordt veeleisender
26/11/2014 26

27.
26/11/2014 27
Groei-voorspellingen
Markt-ontwikkelingen
Consumenten-trends
Wrap up
§ Media en retail convergeren
§ Productmerken en retail
convergeren
§ Opkomst van
handelsplatformen en
samenwerkingen
§ Mobiel
§ Big data
§ Personalisatie
§ Social media
§ Digitalisatie producten
§ Wearables
§ 3D printing
§ Logistieke snelheid
§ …
§ Groei van online verkopen
§ Groei van omnichannel
§ Groei van de grote partijen
§ Internationalisatie

28.
SHOPPEN IN 2020
Wat betekent dit voor uitgevers?

29.
Het belang van content bij e-commerce
26/11/2014 29
04
Key Takeaways
Mobile search is the
starting point.
Instead of going directly to a
site or app, 82% of shoppers
use search engines for
browsing product
information while in-store.
Smartphones are
transforming the in-store
shopping experience.
8 in 10 smartphone shoppers use
mobile in-store to help with shopping
The retail landscape
is evolving for all industries.
Mobile use in stores is not category speci!c
- Nearly 2/3 of baby product shoppers
compare prices in-store.
Shoppers who use
mobile more,
spend more in-store.
Frequent mobile shoppers
spend 25% more in-store
than people who only
occasionally use a mobile
phone to help with shopping.

30.
Maar met content alleen kom je er niet…
26/11/2014 30
Conversation
CONSUMER
EXPERIENCE
Community
Creativity
Customization
Commerce
Content Channels
Comparison Competences

31.
Inspireren, informeren, converseren en shoppen
26/11/2014 31
Consumer
experience
Content
Customi
zation
Channels
Commerce
Commu
nity
Creativity
Conver
sation

32.
Potentie van samenwerken met retailers en productmerken
product brands
Tailor-made
Products
Content
Personalization
More
Content
More
Products
More
Data
More
Retail &
Customers
Uitgevers

33.
Om gezamenlijk de ultieme consumer experience te bieden
26/11/2014 33
Conversation
CONSUMER
EXPERIENCE
Community
Creativity
Customization
Commerce
Content Channels
Comparison Competences
Retail &
productmerken
Uitgevers

34.
SHOPPEN IN 2020
Axel Groothuis
Partner
Eurogroup Consulting
a.groothuis@eurogroupconsulting.nl