Gino Van Ossel

As Professor in Marketing Gino Van Ossel is passionate about how people shop. After 20 years of experience he has developed an unrivaled understanding of the shopper's journey from the earliest buying intention to the actual purchase. He first recorded the growing importance of in-store decision making. Today he is studying how the internet is changing our buying behaviour.
Over the years, he has broadened his scope from retail marketing to retail management. He conceived the retail business model, that helps retailers to structure their thinking and to improve their strategic decision making.
He is helping branded goods manufacturers to develop a better understanding of how retailers think. His expertise stretches from the more strategic channel management and go-to-market strategy issues to the more operational trade & shopper marketing practices.
Gino is very well-known for his teaching and short presentations, where he is combining solid content with a very entertaining style.

Job Title : Adjunct Professor

Management Domain
Marketing & Sales
Retail & Consumer Goods

Teaching in
Vlerick Retail Platform
Masters in Marketing Management

Expert in
Retail & Trade Marketing
Channel Management & e-Commerce


Gino Van Ossel is Adjunct Professor in Retail & Trade Marketing. He feeds his expertise into Vlerick's Retail & Trade Marketing Research Centre. The Centre is funded through contract research and executive education. Among its clients are many leading retailers and branded goods manufacturers such as AbInbev, Akzo-Nobel Decorative Coatings, Bacardi-Martini, Beiersdorf, Brantano, Carrefour, Coca-Cola, Colruyt (Group), Danone, Delhaize (Group), Fnac, Macintosh Retail Group, Makro, Master Foods (Mars), Neuhaus, Panasonic and Samsonite.

In 2004, when he gave up teaching in MBA programmes, he received for the second time the Best Teacher Award. In 2007 he became Belgium's 50th Master Marketeer, being the first academic to receive this honorary title. He also won the Mercury Award of Comeos, the Belgian trade association of retailers, for his contribution to the development of the Belgian retail industry. Gino Van Ossel is Independent  Director of FNG Group (fashion - Euronext Brussels), Formen (fashion), Pirana Concepts (advertising) and the Dutch Trade Marketing Association. He is also Chairman of the Expert Group Retail of the Belgian Marketing Foundation.

Gino Van Ossel is Master in General Management (Vlerick), Applied Economics (Ghent University) and Germanic Philology (Ghent University). He started his career in the advertising department of Procter & Gamble.

Because of his expertise, Gino is often consulted by the media to comment on retail and consumer marketing trends.



Articles in other (un)refereed journals

  • Van Ossel G. Feremans K.  2007. Trends bieden kansen voor wie er creatief op inspeelt. 

  • De Wulf K. Odekerken-Schröder G. Goedertier F. Van Ossel G.  2005. Consumer Perceptions of store brands versus national brands. Journal of Consumer Marketing, 22(4): 223-232.

  • Van Ossel G.  2002. State of the Art in Food. Analyses from the top. Part 3. The new marketing paradigm: manufacturer or retailer brand. Executive Outlook. Tomorrows’s food industry in perspective, 2(1): 49-54.

  • Van Ossel G. Versteylen C.  2002. Branding & Segmentation. Turning store concepts and private labels into true brands. Executive Outlook. Tomorrows’s food industry in perspective, 2(4): 8-17.

Book Chapters

  • Van Ossel G. De Meue E. Versteylen C.  2008. Merkwinkels of brand stores: het hoe en waarom van een wijzigend retaillandschap. In: Marketing jaarboek (pp. 142-153).

  • Van Ossel G.  2008. Trends in retail. In: Marketing jaarboek (pp. 324-326).

  • Van Ossel G.  2007. Veranderingen bieden kansen voor ondernemer die er creatief op inspeelt. 

  • Van Ossel G. Versteylen C. De Meue E.  2006. Shopper Marketing: de wetenschap van de winkelende klant. Roularta Media Group.

  • Van Ossel G. Versteylen C.  2005. De winkel als medium: experience marketing in retail. In: Ed. Marketing Jaarboek 2005 Roularta Media Group.

  • Versteylen C. Van Ossel G.  2003. Retailer Branding: de winkel wordt merk (Retailjaarboek). 

  • Gemmel P. Verweire K. Van Ossel G. Bruggeman W. Van Dierdonck R. Van Looy B.  2003. Performance measurement systems in service firms. In: Van Looy B. Gemmel P. Van Dierdonck R. Ed. Services management: an integrated approach (pp. 373-403). Pearson Education.

  • Van Ossel G.  2002. The New Marketing Paradigm: Manufacturer or Retailer Brand?. In: Ed. State of the Art in Food. The Changing Face of the Worldwide Food Industry (pp. 609-618). Reed Elsevier.

  • Van Ossel G. Versteylen C.  2002. Het nieuwe marketingparadigma: fabrikantenmerk of retailmerk?. In: Ed. Management Jaarboek 2002 (pp. 59-67). Vlaamse Management Associatie.

  • Van Ossel G. Bruggeman W. Desmet S. Gemmel P. Slagmulder R. Van Dierdonck R. Van Looy B.  1998. Performance management in service firms. 


  • Van Ossel G.  2014. Omnichannel in retail. Het antwoord op e-commerce – English version. 

  • Van Ossel G.  2014. Omnichannel in retail. Het antwoord op e-commerce – French version. 

  • Van Ossel G.  2014. Omnichannel in retail. Het antwoord op e-commerce - Dutch version. LannooCampus.

Conference Presentations

Research reports

  • Braam-Mesken M. Van Ossel G.  2013. CBRE Global Investors Portfolio E-RISC tool. Omni-channel retail. (10 p.)

  • Van Ossel G. Schoovaerts M.  2006. Project buurtwinkels: Een onderzoek naar de behoeftes van steden en gemeenten in verband met buurtwinkelbeleid. (54 p.)

  • Van Ossel G. Versteylen C. Vereecke A. Buyens D. Meganck A. Pandelaere E.  2003. Reis rond de Consumer Goods Wereld in 100 vragen.