Emerce Retail Europe

What e-commerce should learn from retail

minutes
Ger van den Buijs & Erik van der Pasch Sligro Food Group

Customers are overloaded with information. To get their engaged attention becomes harder every day. This causes a great stress on e-commerce profits as price competition is fierce and marketing costs continue to increase. How can you turn this scarcity of customer attention into an opportunity?

Ger van den Buijs analyzed what characterizes the practices of successful retailers and what e-commerce should learn from this. Identity, passion and craftsmanship are key ingredients of their success. These factors also explain, to a large extend, the online success of Sligro Food Group. Sligro sells around 900 M euro online, at a sufficient net profit. Ger published the book “Forget reach, Start selling – What e-commerce should learn from retail” on how to implement this online.

Ger van den Buijs & Erik van der Pasch

Ger van den Buijs & Erik van der Pasch

Sligro Food Group

Ger van den Buijs is author of the marketing book “Forget reach, Start selling – What e-commerce should learn from retail.” He is IT solution designer at Sligro Food Group and he is the founder of FiveDolphins, an  e-commerce interaction platform. Before Sligro, Ger worked as IT manager at Typhone, the webshop of Phone House. It’s his passion to turn digital commerce into a human experience.

Erik van der Pasch is Head of E-Commerce & CRM at Sligro Foodservices. Last two years he developed, together with his team, a new E-Commerce platform and an integrated marketing automation solution. Primarily to support the omnichannel customer journey for all food professionals.

Before Sligro, Erik was managing the CRM and e- commerce within Wolters Kluwer  Erik has also a passion for data driven marketing and is certified black belt Lean Six Sigma.