Resume
Summary Gastcolleges Digital Marketing
- Cours
- Digital marketing
- Établissement
- Universiteit Gent (UGent)
Gastcolleges Digital Marketing
[Montrer plus]
Vendeur
S'abonner
Aperçu du contenu
GASTLESSEN: HOGENTBECOM
• About Belgian e-commerce landscape
• Former ‘Safe shops’ (no BeCom)
o They were 2 separate shop, but they merged together as ‘Becom’
• Who is becom?
o 4 important pillars:
§ Trustmark
• When u see the trustmark, you know that they are legally approved by the
government. They can implement this trustmark on their website to inform
the consumers.
o e.g..: unizo, Becom, Ecommerce europe
§ Academy
• Very important. They want to help and train webshops. It’s with webinars,
conventions, an awardshow for the Belgian webshops, …
§ Labs
• They want to develop the market in a sustainable way. They talk with different
players in the field to combine the knowledge. B2B and innovation is very
important here.
§ Advocacy
• There is a legal panel who talks about legal issues and everything that has to
do with the government (legislation)
o ‘wiki’
§ All the information about their company and e-commerce in Belgium
• Consumer rights
o They are legally written down. The most important are;
§ Right to know who you are buying from (telephone number, name,…)
§ Right to make a complaint without any effort or hassle (the webshop has to do
something with it)
§ Entitled to the minimum legal guarantee of 2 years (there is a technical issue with you
laundry machine. You can return it)
§ Obliged to receive confirmation of your order
§ Right to know what the webshop does with your personal data
§ Right to refuse cookies
§ Right to refuse advertising
§ Always have the right to unsubscribe from receiving advertising e-mails
• Status of Belgian e-commerce
o 57.221 webshops in Belgium
§ 47.421 are micro webshops, 8.031 small; 1.487 medium, 282 large webshops
§ The size is based on how much they sell
o Players
§ Technology players: Meta/google/…
§ Niche marketplaces: Bol, decathlon, fonq, c-discount, …
§ Global marketplaces: Amazon/aliexpress/Ebay/…
§ Webshops/retail
93
, o Volume vs transactions
§ The consumer from belgium is buying a lot more from the other countries instead of
buying from Belgian webshops
o Money spent has increased, but the number of purchases has not. Due to inflation as an
example
o The consumer spents their money on products and services (equally)
o Sports is the most popular product category, popularity of fashion is declining
§ Money spent and amount of purchases
o More money spent on National Transportation, but consumers are purchasing more online
insurances
§ Money spent and amount of purchases
• How does the consumer behave online?
o Smartphone is the most used device for online shopping
§ Computer/desktop/laptop is 2nd, tablet 3rd, Smart speaker 4th place
o 85% mention making their purchase during the working week; and 68% make them in the
evening
o Most people start their online shopping online either on a search engine or through a large
specialized webshop
• Geographical spread of e-sellers
o 71% Flanders, 20% Wallonia
o 19 antwerp 15 East flanders, 13 west flanders, …
• Sustainability
o Consumer thoughts
§ Eye for sustainability (47%)
§ Willing to pay (24%)
§ Waiting longer (72%)
o 52% can’t name a sustainable webshop
o How should a webshop focus?
§ Packaging is eco friendly
§ Recycling of old products
§ Buying from local shops
§ ….
o E-com cycle with focus on sustainability
§ Product choice
• The consumer wants to pay more for a sustainable product
• There are labels such as ecolabel, ecochecks, eco score
§ Packaging
• The consumer will pay more for household appliances and telephony,
clothing/shoes/accessories and gaming
• What can the webshop do?
o Single material (sealing tape/box/padding)
o Recyclable packaging
o Reusable packaging
o Airtight packaging
o Economical transport packaging
• What can consumer do?
o Recycle
o Reusable packaging
o Returns
94
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur SCline. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €4,49. Vous n'êtes lié à rien après votre achat.
Peut-on faire confiance à Stuvia ?
4.6 étoiles sur Google & Trustpilot (+1000 avis)
80467 résumés ont été vendus ces 30 derniers jours
Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans
