{"id":103443,"date":"2024-08-12T09:33:00","date_gmt":"2024-08-12T07:33:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=103443"},"modified":"2024-08-12T09:33:42","modified_gmt":"2024-08-12T07:33:42","slug":"un-vent-nouveau-souffle-sur-carrefour","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/un-vent-nouveau-souffle-sur-carrefour\/","title":{"rendered":"\u00ab Un vent nouveau souffle sur Carrefour \u00bb"},"content":{"rendered":"\n

R\u00e9inventer une marque traditionnelle sur un march\u00e9 hyperconcurrentiel ? Ce n’est pas une mince affaire, mais Carrefour <\/strong>voit d\u00e9j\u00e0 les premiers r\u00e9sultats de son repositionnement : \u00ab Le navire commence \u00e0 tourner \u00bb, d\u00e9clare Ann Vereecken, directrice du marketing strat\u00e9gique.<\/p>\n\n\n\n

Sortir de la zone de confort<\/h2>\n\n\n\n

\u00ab Tout le monde le dit : il se passe quelque chose ici depuis 18 mois. Il y a vraiment un vent nouveau qui souffle, dans tous les domaines \u00bb. Ann Vereecken ne cache pas son enthousiasme. Elle n’a pris ses fonctions chez Carrefour que cette ann\u00e9e, apr\u00e8s avoir occup\u00e9 divers postes dans le domaine du marketing et du marketing des marques chez Unilever, AB InBev, Palm, Douwe Egberts et Mondelez.<\/p>\n\n\n\n

\u00ab Au cours des six derni\u00e8res ann\u00e9es pass\u00e9es chez Leonidas, j’ai d\u00e9couvert le monde passionnant de la distribution. Chez Carrefour, j’ai vu tout se mettre en place : une belle marque avec du potentiel, des personnes inspirantes, des id\u00e9es int\u00e9ressantes… La nouvelle \u00e9quipe de direction ose remettre en question le statu quo et donne aux gens la confiance n\u00e9cessaire pour sortir de leur zone de confort. \u00bb<\/p>\n\n\n\n

Toujours pertinent<\/h2>\n\n\n\n

Les d\u00e9fis ne sont pas des moindres : comment donner une nouvelle substance \u00e0 une marque qui a une longue histoire, dans un paysage de vente au d\u00e9tail belge tr\u00e8s concurrentiel ? \u00ab Trouver sa place parmi tous ces acteurs n’est pas \u00e9vident. Mais je pense que nous avons maintenant trouv\u00e9 quelque chose avec lequel nous pouvons effectivement diff\u00e9rencier Carrefour si nous restons coh\u00e9rents \u00bb.<\/p>\n\n\n\n

La campagne, lanc\u00e9e ce printemps, positionne Carrefour comme le distributeur qui facilite la vie de ses clients. \u00ab Avec nos diff\u00e9rents formats de magasins, nous avons une r\u00e9ponse pour chacun. Nous allons \u00e9galement au-del\u00e0 de l’offre traditionnelle des supermarch\u00e9s gr\u00e2ce \u00e0 nos services. Nous sommes toujours pertinents pour un groupe cible dans un quartier particulier. Et on sent que les consommateurs commencent \u00e0 l’appr\u00e9cier, qu’ils sont en train de s’y int\u00e9resser : Carrefour me facilite un peu la vie \u00bb.<\/p>\n\n\n\n

Une histoire coh\u00e9rente<\/h2>\n\n\n\n

Carrefour r\u00e9ussit \u00e0 raconter une histoire coh\u00e9rente \u00e0 travers les diff\u00e9rentes formats de magasins : \u00ab Les clients viennent avec certaines attentes. On ne vient pas dans un Express pour une promotion 3+3 gratuite : on va \u00e0 l’hypermarch\u00e9 pour cela. Pour des achats faciles et rapides, les consommateurs acceptent une diff\u00e9rence de prix. Mais le sentiment, le ton de la voix doit \u00eatre le m\u00eame dans tous les magasins. \u00bb<\/p>\n\n\n\n

Le repositionnement a un impact important \u00e0 tous les niveaux de l’organisation : il est traduit dans les campagnes publicitaires, visualis\u00e9 dans les magasins, dans les d\u00e9pliants… Les franchis\u00e9s le comprennent et le soutiennent \u00e9galement. Et les consommateurs ? \u00ab Il est encore trop t\u00f4t pour tirer des conclusions, mais nous pouvons d\u00e9j\u00e0 constater que quelque chose se passe dans les chiffres. Cela commence \u00e0 d\u00e9clencher quelque chose chez les consommateurs. Nous sommes encore loin du compte, mais nous sentons que c’est possible \u00bb.<\/p>\n\n\n\n

Le navire commence \u00e0 tourner<\/h2>\n\n\n\n

Lors du Retail Marketing Day de RetailDetail, le 19 septembre, Ann Vereecken en dira plus sur le grand redressement de Carrefour. \u00ab Je vais rendre les choses aussi concr\u00e8tes que possible. Qu’est-ce que nous mesurons, comment le mesurons-nous, pourquoi sommes-nous s\u00fbrs d’\u00eatre sur la bonne voie ? Quels sont les d\u00e9fis \u00e0 relever ? O\u00f9 faisons-nous d\u00e9j\u00e0 tr\u00e8s bien les choses ? Qu’avons-nous essay\u00e9 que nous n’allons pas refaire ? Tout n’est pas rose, mais nous voyons que le bateau commence \u00e0 tourner \u00bb.<\/p>\n\n\n\n

En qu\u00eate d’inspiration en mati\u00e8re de marketing ? Des intervenants de LolaLiza, Promojagers, Standaard Boekhandel, Tom&Co, Ray & Jules et Tout Bien monteront \u00e9galement sur sc\u00e8ne \u00e0 Anvers le 19 septembre. Les tickets pour le Retail Marketing Day peuvent \u00eatre command\u00e9s via le lien ci-dessous.<\/p>\n\n\n\n

\n
Cliquez ici pour plus d’informations et pour les tickets<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

R\u00e9inventer une marque traditionnelle sur un march\u00e9 hyperconcurrentiel ? 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