winkelstrategie
Winkelstrategie refers to the overarching plan a retailer uses to shape its assortment, pricing, promotion and distribution in order to attract customers and maximize profitability. It encompasses decisions about store format, product range, price levels, service level and channel mix, and it should align with the retailer’s value proposition and target segments. The term is commonly used in Dutch-speaking retail management to describe how a retailer positions itself in its market.
Key elements of a winkelstrategie include the assortment policy (depth and breadth of products, private labels),
Development typically begins with market research and customer segmentation to define a clear value proposition and
With the rise of e-commerce, winkelstrategie increasingly blends physical and digital channels, enabling services like click-and-collect