{"id":103792,"date":"2024-08-19T14:53:55","date_gmt":"2024-08-19T12:53:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=103792"},"modified":"2025-03-04T09:14:17","modified_gmt":"2025-03-04T08:14:17","slug":"analyse-comment-lidl-rivalise-avec-action-decathlon-et-ikea","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/analyse-comment-lidl-rivalise-avec-action-decathlon-et-ikea\/","title":{"rendered":"[Analyse] Comment Lidl rivalise avec Action, Decathlon et Ikea"},"content":{"rendered":"\n<p>L&rsquo;ouverture r\u00e9cente de magasins de bricolage distincts pour son enseigne <strong>Parkside<\/strong> t\u00e9moigne de la nouvelle strat\u00e9gie non alimentaire de <strong>Lidl<\/strong>. Le discounter souhaite faire de grands pas en avant avec d&rsquo;autres marques non alimentaires. Le d\u00e9taillant se retrouve ainsi sur le territoire de sp\u00e9cialistes r\u00e9put\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les fers de lance du non-alimentaire<\/h2>\n\n\n\n<p>Avec Parkside, Lidl poss\u00e8de une marque de distributeur solide dans la cat\u00e9gorie du bricolage. Ce n&rsquo;est pas un hasard si le discounter g\u00e8re cette marque priv\u00e9e comme une marque A \u00e0 part enti\u00e8re, comme en t\u00e9moigne son solide contrat avec Arnold Schwarzenegger. Le fait que l&rsquo;enseigne ait ouvert ses <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/lidl-ouvre-des-magasins-de-bricolage-parkside\/\" target=\"_blank\">propres magasins de bricolage en Hongrie et en Pologne<\/a> cet \u00e9t\u00e9 est significatif dans ce contexte.<\/p>\n\n\n\n<p>Selon les calculs du magazine professionnel allemand Lebensmittel Zeitung, Parkside est m\u00eame devenu le leader du march\u00e9 europ\u00e9en dans son secteur. Les donn\u00e9es sur lesquelles le magazine se base ne sont pas claires. Quoi qu&rsquo;il en soit, les observateurs estiment que le mod\u00e8le \u00e0 succ\u00e8s de Parkside inspire d\u00e9sormais une nouvelle strat\u00e9gie non alimentaire au discounter, qui mettra en avant d&rsquo;autres fers de lance. \u00c0 l&rsquo;avenir, les produits non alimentaires devraient \u00e0 nouveau repr\u00e9senter une part \u00e0 deux chiffres des ventes de Lidl &#8211; aujourd&rsquo;hui, cette part est tomb\u00e9e \u00e0 environ 7&nbsp;%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sponsoring sportif<\/h2>\n\n\n\n<p>Lidl est pr\u00eat \u00e0 investir, comme le montre son parrainage du championnat d&rsquo;Europe de football et du cyclisme. L&rsquo;une des marques maison dont Lidl attend beaucoup est la marque sportive <strong>Crivit<\/strong>. Elle n&rsquo;est pas encore tr\u00e8s connue, mais elle obtient de bons r\u00e9sultats de vente, notamment avec les v\u00e9los \u00e9lectriques. Avec Crivit, le discounter fait \u00e9cho \u00e0 <strong>Decathlon<\/strong>, le principal d\u00e9taillant sportif qui s&rsquo;est assur\u00e9 une place dans le peloton professionnel avec sa marque de v\u00e9los haut de gamme Van Rysel.<\/p>\n\n\n\n<p>Une autre marque maison strat\u00e9gique est la marque de d\u00e9coration d&rsquo;int\u00e9rieur <strong>Livarno<\/strong>. Lidl a r\u00e9cemment fusionn\u00e9 sa marque d&rsquo;accessoires de cuisine Ernesto avec Livarno. Ce n&rsquo;est sans doute pas une co\u00efncidence si Lidl a r\u00e9cemment <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/maison-deco\/lidl-et-ikea-saffrontent-en-allemagne\/\" target=\"_blank\">publi\u00e9 une comparaison de prix agressive avec <strong>Ikea<\/strong><\/a> dans son d\u00e9pliant allemand. Quelques semaines plus t\u00f4t, le discounter avait \u00e9galement lanc\u00e9 une attaque frontale contre <strong>Action<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Int\u00e9r\u00eat strat\u00e9gique<\/h2>\n\n\n\n<p>La marque pour enfants et b\u00e9b\u00e9s Lupilu peut \u00e9galement \u00eatre consid\u00e9r\u00e9e comme une marque strat\u00e9gique non alimentaire. La cat\u00e9gorie des b\u00e9b\u00e9s est tr\u00e8s importante pour un d\u00e9taillant comme Lidl : les jeunes familles constituent en effet un groupe cible particuli\u00e8rement int\u00e9ressant.<\/p>\n\n\n\n<p>La marque compte aujourd&rsquo;hui quelque 1&nbsp;800 r\u00e9f\u00e9rences, allant des produits alimentaires aux produits de soins et aux couches, en passant par les v\u00eatements, les accessoires et les jouets. Naturellement, il n&rsquo;y a pas de place dans les supermarch\u00e9s Lidl pour pr\u00e9senter toute cette gamme. C&rsquo;est pourquoi, \u00e0 titre de test, le d\u00e9taillant a <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/en-images-lupilu-le-pop-up-de-lidl-nachetez-pas-regardez-et-touchez\/\" target=\"_blank\">ouvert un pop-up shop <strong>Lupilu<\/strong> \u00e0 Anvers<\/a> en juin dernier. Il reste \u00e0 voir si cette exp\u00e9rience sera poursuivie ailleurs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;ouverture r\u00e9cente de magasins de bricolage distincts pour son enseigne Parkside t\u00e9moigne de la nouvelle strat\u00e9gie non alimentaire de Lidl. Le discounter souhaite faire de grands pas en avant avec d&rsquo;autres marques non alimentaires. Le d\u00e9taillant se retrouve ainsi sur le territoire de sp\u00e9cialistes r\u00e9put\u00e9s. <\/p>\n","protected":false},"author":3,"featured_media":103787,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[43],"company":[204],"topic":[275],"region":[],"class_list":["post-103792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-lidl","topic-analyse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Analyse] Comment Lidl rivalise avec Action, Decathlon et Ikea - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L&#039;ouverture r\u00e9cente de magasins de bricolage distincts pour 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