In this interactive session, scientific research will demonstrate how different sales channels can be combined and used strategically.
What are the available sales channels?
What opportunities and risks do online marketplaces present?
What are the pros and cons of direct channels, where manufacturers sell directly to consumers?
What role does the physical store play in this context?
How do we (differently) shop?
Where do we (differently) shop?
Does this mean the end of physical stores?
Through inspiring examples and mini case studies, linked to academic literature, you will see how challenges can be turned into opportunities. Whether you are interested in online marketplaces, direct-to-consumer sales, or the growing relevance of omnichannel retail and the customer journey – this seminar offers valuable insights for every marketing, sales or e-commerce professional.
What will you learn?
After completing this training, you will:
gain insights into how different sales channels offer both opportunities and challenges.
develop a clearer understanding of which sales channel choices are available and how to optimise them to meet the expectations of today’s consumer.
For whom?
Marketing and sales professionals responsible for channel strategy: through which path do we offer our products? This question may arise from retailers, who perceive initiatives such as manufacturers bypassing them as a threat. But it can equally come from manufacturers, who are looking at alternative channels to bring their brand to market.
Language
The training and presentation will be conducted in English. Participants may respond in the language of their choice.
“The Master Class fully met my expectations. Clear insights, concrete examples, and inspiring cases. In my opinion, three hours was far too short.”
Speakers
Els Breugelmans
Hoogleraar at KU Leuven
Prof. Dr Els Breugelmans is full professor at the Faculty of Economics and Business at KU Leuven, Antwerp campus, where she is part of the Marketing Management research unit. Her academic research focuses on the empirical modelling of retail-related topics, including omnichannel shopping behaviour, retailer–manufacturer relationships, and loyalty programmes. Her work has been published in leading academic journals such as the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing and Journal of Retailing. She is regularly invited by the media to provide expert commentary on retail issues, and closely collaborates with companies and industry associations to translate academic insights into practical applications.
Register
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UBA member : Free. The participation fee is included in your company's annual membership contribution.
Standard: € 430 (excl. VAT)
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