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Auteur: Lennart Bregman
22 september 2015
Trends
Uitgaven stijgen en dalen
Op 21 oktober 2014 luidde een persbericht van het CBS: ‘Consumenten besteden opnieuw meer.’ Precies een maand later verscheen het volgende persbericht: ‘Consumenten besteden iets minder, vertrouwen neemt af.’ Sinds het begin van de economische crisis in 2008 zijn de uitgaven van consumenten drastisch afgenomen, pas sinds 2014 wordt er soms weer meer besteed. Echter, het uitgavenpatroon van consumenten blijft schommelen zoals blijkt uit de persberichten van het CBS en het rapport ‘Welvaart in Nederland’ . Steden hebben daar last van, er is minder vraag naar winkelruimte en veel steden kampen dan ook met een grote leegstand van winkelpanden .
Ketens strijden tegen lokale retail in de stad
De resultaten van fastfoodketens zijn het laagst sinds 10 jaar, ketens zoals McDonald’s kampen met een imagoprobleem en consumenten willen meer beleving in de vorm van aandacht en lokaal voedsel. Daarom doen kleinere lokale winkels het goed, ze bieden een buurtfunctie met een authentiek karakter en een lokaal product . Het is echter onzeker of deze trend zich door zet en dat kleine lokale winkels populair zullen blijven. Grote ketens hebben het namelijk wel vaker moeilijk gehad en komen vaak erg sterk terug .
Scenario’s
| Quick ‘n Cheap |
| De uitgaven van consumenten dalen en de internationale ketens zijn populairder dan kleine retail. De ketens investeren niet meer in kwalitatieve duurzame producten, maar vooral in producten die goedkoop en snel te produceren zijn. Bovendien is het niet de bedoeling dat de consument te lang in de winkel blijft omdat er meer klanten nodig zijn om een flinke omzet te behalen, de doorloop van het aantal klanten moet dus groot zijn. |
| Back to the origin |
| De uitgaven van consumenten stijgen en de kleine-, lokale retail is populairder dan dat de internationale ketens zijn. De consument verlangt meer aandacht en besteed graag wat meer geld aan een lokaal product met ‘echte’ ingrediënten zonder onnatuurlijke toevoegingen. Winkels geven uitleg over de herkomst van producten en hebben geen behoefte aan meer klanten, ze willen vooral ‘betere’ klanten die individueel meer besteden. |
| Luxury will be uniform |
| De uitgaven van consumenten stijgen en de internationale ketens zijn populairder dan kleine retail. Ketens besteden meer aandacht aan hun producten en krijgen een groter ‘premium’-assortiment. Burgerketens werken met luxe, knapperige broodjes en koffieketens zoals CoffeeCompany gaan koffie branden op locatie naar wens van de klant. |
| Responsible spending |
| De uitgaven van consumenten dalen en de kleine-, lokale retail is populairder dan dat de internationale ketens zijn. De lokale winkels spelen in op de verminderde uitgaven door kleinere porties aan te bieden en te besparen op transport door met lokale producten te werken. Grotere ketens zijn minder populair omdat ze het imago hebben dat er vooral geld verspild wordt aan marketing campagnes en dat er geen verbeteringen worden aangebracht in het fysieke product. |
- CBS. (2014, november 20). Consumenten besteden iets minder, vertrouwen neemt af. Opgehaald van http://www.cbs.nl/nl-NL/menu/themas/inkomen-bestedingen/publicaties/artikelen/archief/2014/2014-11-20-m01.htm
- CBS. (2014, oktober 21). Consumenten besteden opnieuw meer. Opgehaald van http://www.cbs.nl/nl-NL/menu/themas/inkomen-bestedingen/publicaties/artikelen/archief/2014/2014-10-21-m01.htm
- CBS. (2014, december 18). Vermogen van huishoudens fors gedaald. Opgehaald van http://www.cbs.nl/nl-NL/menu/themas/inkomen-bestedingen/publicaties/artikelen/archief/2014/2014-4231-wm.htm
- CBS. (2014, juni). Welvaart in Nederland 2014. Opgehaald van http://www.cbs.nl/NR/rdonlyres/5D87FF45-3EBE-488A-AC98-11AE08902FE1/0/2014welvaartinNederlandpub.pdf
- EmmaRetail Onderzoek & Advies. (2014, oktober 24). Koersverandering binnenstad nodig. Opgehaald van http://www.emmaretail.nl/koersverandering-binnenstad-nodig/
- Graumans, R. (2014, september 9). McDonald’s boekt grootste verkoopdaling in tien jaar: hoe komt dat? Opgehaald van Elsevier: http://www.elsevier.nl/Economie/achtergrond/2014/9/McDonalds-boekt-grootste-verkoopdaling-in-tien-jaar-wat-zijn-de-oorzaken-daarvan-1595219W/
- Keuning, W. (2014, november 6). Zelfs snackbar op de hoek moet ‘beleving’ bieden om klant te binden. Opgehaald van Financieel Dagblad: http://fd.nl/ondernemen/901665/zelfs-snackbar-op-de-hoek-moet-beleving-bieden-om-klant-te-binden
- Locatus. (2011). Winkelleegstand. Opgehaald van http://www.locatus.com/files/Inputtabellen_Leegstand.pdf?attachment
- Roemaat, B. (2015, maart 25). Opmars van kleine Amsterdamse koffiebars met buurtfunctie. Opgehaald van Misset Horeca vakblad: http://www.missethoreca.nl/cafe/nieuws/2013/3/opmars-van-kleine-amsterdamse-koffiebars-met-buurtfunctie-1017608
- TwenteIndex. (2014, oktober 1). Leegstand binnesteden. Opgehaald van http://www.twenteindex.nl/27-aantrekkelijkheid-binnensteden/151-leegstand-binnensteden
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href="https://lennartbregman.nl/hoe-zit-dat-nu-met-de-deeleconomie/">
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Hoe zit dat nu met de deeleconomie?
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href="https://lennartbregman.nl/het-geheim-van-grote-merken-vormt-de-basis-voor-jouw-succes/">
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Dit kan je als communicatieprofessional leren van multinationals
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href="https://lennartbregman.nl/de-sluipmoordenaar-van-de-21-eeuw-de-multinational/">
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De sluipmoordenaar van de 21 eeuw: de multinational
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