More and more often, the Dutch consumer goes to a store's website directly instead of through search engines, 38 percent versus 34 percent. This is the result of a survey by the Raad Nederlandse Detailhandel (RND: Council Dutch Detail stores) This makes the Dutch consumer an exception in the rest of Europe.

Future Vision by Erwin Van Lun on this article

With this brand-thinking is grounding a little more in the virtual world. For a shopping brand not only the marketing-P ‘place’ of importance, but also an increasingly stronger P: BrainPosition. What determines after all whether a consumer enters the shop name? The maintenance of dialogue will become an important focal point in this.

• in Dutch