The blog

Last week, I attended the UBA Trends Day 2021. For the second consecutive year, UBA organized this annual marketing conference virtually. In addition to a very promising line-up composed of Seth Godin, Katrina Dodd and Martin Lindstrom, two innovation and customer experience evangelists (that I love to follow), Peter Hinssen and Steven Van Belleghem, were co-hosting the event.

Diegem, March 29th, 2021 – After launching the digital acceleration office Upthrust three years ago and acquiring Grava back in November 2020, The House of Marketing, market leader in strategic marketing consulting and interim management, is now welcoming a new partner on board. Thanks to Dignify and its marketing technology experts they can expand their services even further. Together, they are launching ‘Customer Collective’, a brand-new ecosystem. As such, the entities are combining their expertise to offer customers a complete package including customer strategy, digital acceleration and expertise in the implementation of marketing technology.  

Diegem, le 29 mars 2021 - Après le lancement de l'agence d'accélération digitale, Upthrust il y a trois ans, et l'acquisition de Grava en novembre 2020, The House of Marketing, leader dans la consultance en marketing stratégique et en interim, accueille aujourd'hui un nouveau partenaire : Dignify. L’entreprise acquiert ainsi des experts en technologies de marketing et élargit encore ses services. Ensemble, ils lancent « Customer Collective », un tout nouvel écosystème. Les entités regroupent ainsi leurs compétences et proposent aux clients une offre complète de stratégie client, d'accélération digitale, et d'expertise dans la mise en œuvre de technologies de marketing.  

Diegem, 29 maart 2021 – Na de lancering van het digitaal acceleratiebureau Upthrust drie jaar geleden, en de acquisitie van Grava in november 2020, verwelkomt The House of Marketing, leider in strategische marketing consultancy en interim management, nu een nieuwe partner. Met Dignify haalt het marketing technologie experten in huis en breidt het zijn services verder uit. Samen lanceren ze ‘Customer Collective’, een gloednieuw ecosysteem. Hiermee bundelen de entiteiten hun expertise en bieden ze klanten een totaalpakket van klantenstrategie, digitale versnelling en expertise in implementatie van marketingtechnologie.  

Let’s start with the story of the plastic bag. Go back 10 years to the days when it was normal to use a new plastic bag every time you went to get groceries. Your behavior has probably changed by now. And although this change in behavior can be put down to a number of drivers, your retailer is certainly an important one. By charging a small fee for plastic bags and making sure reusable ones were easily accessible at the check-out, retailers helped change their consumers’ behavior.

Episode 08 — The House of Marketing Podcast   With Tobias Tousseyn, Country Manager Benelux at Veepee and Stephanie Tang, Senior Consultant at The House of Marketing.   Veepee, which acquired Vente-Exclusive.com in the Benelux in 2016, is the European leader in online flash sales. Veepee’s strategy has always been to be extremely transparent about deliveries and returns, and in particular about their costs: there is no such thing as a free lunch. Someone has to pay for it: either the company through lower margins or, most of the time, the consumer.

Episode 07 — The House of Marketing Podcast   With Franco Prontera - Country Manager Too Good To Go, Kenny Defrijn – Head of Marketing Too Good To Go and Stephanie Tang, Senior Consultant at The House of Marketing.   Too Good To Go fights food waste via a marketplace app that connects consumers with businesses facing surplus food. But what happened once COVID-19 hit and created an imbalance in the demand and supply equation? Franco Prontera and Kenny Defrijn talk about the opportunities and threats they came across when food businesses were suddenly forced to close down.

Early 2019, Argenta was facing a year full of challenges: installing a new agile team and adopting a new Marketing Automation tool, Adobe Campaign, with the objective to send out a tenfold of targeted, personalized campaigns compared to the year before. This whole process was initiated by a brand new CCO, who called upon The House of Marketing for help.  

These are only a few of the remarkable results that are shown in the E-commerce Barometer unique report because it maps out the online landscape using the webshops’ transaction data. The numbers clearly show that Belgian e-commerce has increased up to 8.8 billion in 2020 which is a 7.5% rise compared to 2019. More than 20,000 new webshops were launched, adding up to a total of 48,000 Belgian online merchants.  

C'est ce que confirme la 5e édition du Baromètre E-commerce de The House of Marketing et SafeShops. Ce Baromètre cartographie le paysage en ligne de notre pays de manière unique en se basant sur les données transactionnelles. Il livre quelques résultats marquants. Les chiffres montrent une croissance de 7,5 % du marché belge du commerce électronique en 2020 par rapport à 2019. Ce marché atteint désormais plus de 8,8 milliards d'euros. En 2020, ce sont aussi plus de 20.000 nouveaux webshops qui ont été créés. La Belgique comptait ainsi un total de 48.000 sites de vente en ligne.