{"id":105426,"date":"2024-09-23T09:38:30","date_gmt":"2024-09-23T07:38:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=105426"},"modified":"2024-09-23T09:38:33","modified_gmt":"2024-09-23T07:38:33","slug":"concurrencer-oasis-et-seduire-la-generation-z-cetait-le-retail-marketing-day","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/concurrencer-oasis-et-seduire-la-generation-z-cetait-le-retail-marketing-day\/","title":{"rendered":"Concurrencer Oasis et s\u00e9duire la g\u00e9n\u00e9ration Z : c&rsquo;\u00e9tait le Retail Marketing Day"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"771\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105408\" data-id=\"105408\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day7-1024x771.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day7-1024x771.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day7-300x226.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day7-768x578.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day7-1536x1157.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day7.jpg 2040w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105424\" data-id=\"105424\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day15-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day15-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day15-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day15-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day15-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day15-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105422\" data-id=\"105422\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day14-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day14-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day14-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day14-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day14-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day14-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105420\" data-id=\"105420\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day13-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day13-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day13-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day13-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day13-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day13-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105406\" data-id=\"105406\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day6-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day6-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day6-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day6-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day6.jpg 1536w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105412\" data-id=\"105412\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day9-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day9-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day9-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day9-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day9.jpg 1536w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105416\" data-id=\"105416\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day11-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day11-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day11-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day11-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day11-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day11-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105400\" data-id=\"105400\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day3-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day3-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day3-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day3-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day3.jpg 1200w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105402\" data-id=\"105402\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day4-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day4-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day4-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day4-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day4.jpg 1200w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105396\" data-id=\"105396\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day1-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day1-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day1-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day1-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day1-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day1.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105398\" data-id=\"105398\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day2-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day2-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day2-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day2-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day2.jpg 1536w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105404\" data-id=\"105404\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day5-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day5-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day5-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day5-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day5-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day5.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105410\" data-id=\"105410\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day8-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day8-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day8-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day8-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day8-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day8.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-105414\" data-id=\"105414\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day10-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day10-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day10-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day10-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/09\/day10.jpg 1536w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Les d\u00e9taillants \u00e9tablis et les startups sont confront\u00e9s aux m\u00eames d\u00e9fis : convaincre les consommateurs avec des valeurs telles que l&rsquo;authenticit\u00e9, la cr\u00e9dibilit\u00e9, l&rsquo;amusement et l&rsquo;exp\u00e9rience pour construire de v\u00e9ritables communaut\u00e9s de marque. Les histoires fortes n&rsquo;ont pas manqu\u00e9 lors du Retail Marketing Day de jeudi dernier.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Un march\u00e9 de gagnants et de perdants&nbsp;\u00bb<\/h2>\n\n\n\n<p>\u00ab Hourra : le pouvoir d&rsquo;achat augmente ! Malheureusement, les gens d\u00e9pensent leur argent ailleurs \u00bb, a d\u00e9clar\u00e9 le pr\u00e9sident de la journ\u00e9e, Gino Van Ossel, en ouverture de l&rsquo;\u00e9v\u00e9nement. Le vieillissement est un facteur : les consommateurs d&rsquo;\u00e2ge m\u00fbr ach\u00e8tent moins de \u00ab camelote \u00bb.<\/p>\n\n\n\n<p>L&rsquo;exp\u00e9rience joue \u00e9galement un r\u00f4le : nous voulons une r\u00e9duction dans le magasin, mais nous d\u00e9pensons des centaines d&rsquo;euros pour acheter un billet pour Taylor Swift ou Oasis. Le secteur a \u00e9t\u00e9 touch\u00e9 par une longue liste de faillites, mais les locaux vacants se remplissent rapidement. \u00ab C&rsquo;est un march\u00e9 o\u00f9 il y a des gagnants et des perdants \u00bb, explique-t-il.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Construction d&rsquo;une communaut\u00e9&nbsp;\u00bb<\/h2>\n\n\n\n<p>Un vent nouveau souffle sur l&#8217;embl\u00e9matique <strong>Standaard Boekhandel<\/strong>, qui domine la Flandre avec pr\u00e8s de 50 % de parts de march\u00e9. \u00ab Un nouveau logo apr\u00e8s quarante ans, il \u00e9tait temps \u00bb, d\u00e9clarent Veerle De Witte et Karen Vanstaen. Le concept du magasin a \u00e9galement \u00e9t\u00e9 revu.<\/p>\n\n\n\n<p>Le d\u00e9taillant n&rsquo;est pas le seul \u00e0 miser fortement sur la \u00ab construction d\u2019une communaut\u00e9 \u00bb en mettant l&rsquo;accent sur la litt\u00e9rature pour jeunes adultes : le hashtag #booktok incite les jeunes \u00e0 lire et le march\u00e9 du livre \u00e0 cro\u00eetre \u00e0 nouveau. Le concept #YA-Underground s&rsquo;\u00e9tend \u00e0 des centres-villes plus petits. L&rsquo;ann\u00e9e prochaine, la cha\u00eene s\u0153ur <strong>Club<\/strong>, qui f\u00eatera ses 50 ans, fera \u00e9galement peau neuve.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab La fid\u00e9lit\u00e9, pas les rabais&nbsp;\u00bb<\/h2>\n\n\n\n<p>\u00ab Les d\u00e9taillants sont convaincus du pouvoir de la personnalisation, mais les consommateurs ne sont g\u00e9n\u00e9ralement pas impressionn\u00e9s&nbsp;\u00bb, a d\u00e9clar\u00e9 Mathijs Ruigrok de <strong>Voyado<\/strong>. \u00ab La fid\u00e9lisation ne se r\u00e9sume pas \u00e0 des points d&rsquo;\u00e9pargne. Il y a un aspect rationnel &#8211; les remises, par exemple &#8211; mais aussi une composante \u00e9motionnelle : l&rsquo;histoire qui se cache derri\u00e8re votre marque. <strong>Patagonia<\/strong> n&rsquo;accorde jamais de r\u00e9ductions.&nbsp;\u00bb<\/p>\n\n\n\n<p>C&rsquo;est le cas de la cha\u00eene de magasins de mode <strong>State of Art<\/strong> : \u00ab Nous offrons de la fid\u00e9lit\u00e9, pas des r\u00e9ductions \u00bb, confirme Judith De Haas. Le d\u00e9taillant cr\u00e9e une communaut\u00e9 de passionn\u00e9s de mode et de voitures. Les clients fid\u00e8les sont les premiers \u00e0 d\u00e9couvrir les nouvelles collections ou ont une chance de gagner un tour en Porsche. Une nouvelle strat\u00e9gie de gestion de la relation client omnicanale a permis d&rsquo;augmenter les ventes de 61 %.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Concurrence d\u00e9loyale&nbsp;\u00bb<\/h2>\n\n\n\n<p>Malgr\u00e9 l&rsquo;impact majeur d&rsquo;une r\u00e9cente cyberattaque, le directeur g\u00e9n\u00e9ral de <strong>LolaLiza<\/strong>, Joachim Rubin, a pris le temps de raconter une histoire passionnante. Le commerce de d\u00e9tail de la mode n&rsquo;est pas en train de mourir, mais il est en train de changer radicalement. <strong>Zara<\/strong> est pass\u00e9 de la production de masse \u00e0 des cycles plus courts, un exemple inspirant : il ne s&rsquo;\u00e9coule que deux bonnes semaines entre la conception et la vente.<\/p>\n\n\n\n<p>Aujourd&rsquo;hui, les consommateurs ne jurent que par le \u00ab <em>Buy now, wear now<\/em> \u00bb et combinent sans peine <strong>Gucci<\/strong> et Zara. \u00ab <strong>Vinted <\/strong>est d\u00e9j\u00e0 la plus grande plateforme de mode en France. L&rsquo;UE devrait faire quelque chose pour contrer la mont\u00e9e en puissance de <strong>Temu<\/strong> : ils vendent \u00e0 nos prix de production, c&rsquo;est de la concurrence d\u00e9loyale. L&rsquo;application chinoise <strong>Douyin<\/strong> (s\u0153ur de TikTok) sera la prochaine \u00e0 faire parler d&rsquo;elle, pr\u00e9dit-il. Il reste n\u00e9anmoins optimiste : \u00ab Les d\u00e9fis sont aussi des opportunit\u00e9s \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les clients du futur<\/h2>\n\n\n\n<p>Les d\u00e9taillants ont un probl\u00e8me : comment atteindre la g\u00e9n\u00e9ration Z, qui compte deux millions de Belges ? \u00ab Ce sont les employ\u00e9s et les clients de demain \u00bb, affirment Gunther Devisch et Pieter-Jan Vanneste de la communaut\u00e9 Promojagers\/Chasseurs de promos. Les jeunes sont tr\u00e8s souvent en ligne, ils veulent une gratification instantan\u00e9e et la vid\u00e9o est leur format pr\u00e9f\u00e9r\u00e9. \u00ab Il y a d\u00e9j\u00e0 4 millions de Belges sur TikTok, il ne faut pas le sous-estimer. Cette application semble authentique et r\u00e9elle, les gens sont fatigu\u00e9s de l&rsquo;algorithme de Facebook.&nbsp;\u00bb<\/p>\n\n\n\n<p>L&rsquo;atout de Promojagers ? La combinaison de la technologie, du divertissement et du pouvoir d&rsquo;une communaut\u00e9 : \u00ab Les gens ach\u00e8tent aupr\u00e8s des gens. Nous touchons d\u00e9j\u00e0 un demi-million de Belges.&nbsp;\u00bb L&rsquo;authenticit\u00e9 et l&rsquo;humour fonctionnent. Si la plateforme de deals est r\u00e9mun\u00e9r\u00e9e par les marques et les d\u00e9taillants, elle ne vendra jamais son \u00e2me. La prochaine \u00e9tape ? \u00ab Renforcer notre position en Wallonie et faire encore plus avec les donn\u00e9es. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une forte teneur en Fifi Brindacier<\/h2>\n\n\n\n<p>\u00ab Le caf\u00e9 est notre produit, mais aussi notre moyen de communication \u00bb, d\u00e9clare Gert Linthout de <strong>Ray &amp; Jules<\/strong>. Il souligne les enjeux consid\u00e9rables du gigantesque march\u00e9 du caf\u00e9 : \u00ab En raison du changement climatique, 80 % des plantations de caf\u00e9 actuelles dispara\u00eetront d&rsquo;ici \u00e0 2050. \u00bb Avec une forte teneur en Fifi Brindacier, l&rsquo;entreprise \u00e0 impact veut impulser le changement : \u00ab Nous apportons du positivisme, de l&rsquo;espoir et de l&rsquo;amusement. Vos habitudes d&rsquo;achat changeront le secteur du caf\u00e9 \u00bb.<\/p>\n\n\n\n<p>Cependant, les racines de l&rsquo;entreprise ne sont pas dans l&rsquo;alimentation, mais dans la technologie propre : rendre les installations industrielles plus efficaces sur le plan \u00e9nerg\u00e9tique. \u00ab Pendant 140 ans, l&rsquo;industrie du caf\u00e9 a gaspill\u00e9 de l&rsquo;\u00e9nergie. Il est possible d&rsquo;agir diff\u00e9remment, en torr\u00e9fiant lentement \u00e0 base d\u2019\u00e9nergie solaire. \u00ab Notre objectif n&rsquo;est pas la croissance, mais de faire du bruit pour que l&rsquo;industrie du caf\u00e9 perde ses excuses. Nous sommes actuellement en pourparlers avec des acteurs mondiaux. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les m\u00e9dias sociaux comme outil de n\u00e9gociation<\/h2>\n\n\n\n<p>Apporter de l&rsquo;animation sur le march\u00e9 ennuyeux des bi\u00e8res blondes, c&rsquo;est ce que fait <strong>Tout Bien<\/strong>, la bi\u00e8re blonde belge \u00ab moyenne \u00bb de l&rsquo;influenceur Average Rob. \u00ab M\u00eame <strong>Cara<\/strong> se dit premium \u00bb, explique le PDG Wim Maeyens. \u00ab Nous ne le faisons pas.&nbsp;\u00bb Gr\u00e2ce aux m\u00e9dias sociaux, la marque s&rsquo;est rapidement fait une place dans le c\u0153ur du groupe cible plus jeune que les d\u00e9taillants manquent souvent : les \u00e9tudiants et les jeunes actifs. Une fois de plus, les mots \u00e0 la mode \u00ab communaut\u00e9 \u00bb et \u00ab g\u00e9n\u00e9ration Z \u00bb sont tomb\u00e9s.<\/p>\n\n\n\n<p>Les m\u00e9dias sociaux sont devenus un outil de n\u00e9gociation : <strong>Delhaize<\/strong> s&rsquo;est rapidement accroch\u00e9, d&rsquo;autres d\u00e9taillants ont suivi. \u00ab Ce n&rsquo;est qu&rsquo;un d\u00e9but. Nous nous attaquons maintenant au secteur du commerce de d\u00e9tail, en commen\u00e7ant par la cha\u00eene de restaurants <strong>Bavet<\/strong>. Nous sommes la marque de bi\u00e8re num\u00e9rique qui conna\u00eet la plus forte croissance. Une variante 0.0 sera bient\u00f4t disponible. Cela va nous ouvrir beaucoup de portes \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Combattre l&rsquo;indiff\u00e9rence&nbsp;\u00bb<\/h2>\n\n\n\n<p>Nous avons commenc\u00e9 et termin\u00e9 la journ\u00e9e avec une marque embl\u00e9matique. Comme chez Standaard Boekhandel, un vent nouveau souffle chez <strong>Carrefour<\/strong>, depuis que Geoffroy Gersdorff est devenu le premier CEO belge de l&rsquo;enseigne \u00e0 recevoir carte blanche du si\u00e8ge fran\u00e7ais pour revitaliser la marque. \u00ab Nous luttons contre l&rsquo;indiff\u00e9rence, tant chez les consommateurs qu&rsquo;en interne \u00bb, explique Ann Vereecken, directrice du marketing strat\u00e9gique.<\/p>\n\n\n\n<p>L&rsquo;enseigne travaille donc sur la \u00ab <em>likeability<\/em> \u00bb, l&rsquo;\u00e9motion. Pour ce faire, l&rsquo;entreprise ne laisse rien au hasard : tout est minutieusement \u00e9tudi\u00e9 et test\u00e9, avant et apr\u00e8s, car l&rsquo;\u00e9chec n&rsquo;est pas une option : \u00ab Nous devons \u00eatre s\u00fbrs \u00e0 100 % que c&rsquo;est bon, la premi\u00e8re fois que nous faisons quelque chose qui ne vient pas de France. \u00bb Cela commence \u00e0 fonctionner : \u00ab Nous voyons sur les m\u00e9dias sociaux que quelque chose est en train de bouger. Les gens reconnaissent, comprennent et croient en notre message. En Flandre notamment, nous constatons une am\u00e9lioration significative, ce qui est tr\u00e8s important. Mais nous sommes encore loin du compte.&nbsp;\u00bb Elle est d&rsquo;accord avec la critique du public selon laquelle il manque encore un v\u00e9ritable USP : la sympathie pour la marque est d\u00e9sormais prioritaire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des contrastes inspirants<\/h2>\n\n\n\n<p>Conclusion ? Un sch\u00e9ma s&rsquo;est dessin\u00e9 jeudi dernier, avec des mots-cl\u00e9s qui reviennent souvent, tels que exp\u00e9rience, fid\u00e9lit\u00e9, communaut\u00e9, acquisition, partenariats, plaisir, authenticit\u00e9, cr\u00e9dibilit\u00e9, num\u00e9rique, puissance de la marque et esprit d&rsquo;entreprise. Le contraste &#8211; mais aussi les similitudes &#8211; entre les marques \u00e9tablies et les jeunes entreprises a inspir\u00e9. \u00ab Les nouveaux acteurs cr\u00e9ent une dynamique, les acteurs existants doivent changer.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">RetailDetail organisera deux autres \u00e9v\u00e9nements cette ann\u00e9e :<\/h2>\n\n\n\n<p>-Le 10 octobre, le congr\u00e8s FMCG &amp; Category Management avec Perfetti Van Melle, Lidl, Fairtrade, Impaqtr, Loterie Nationale, LD&amp;Co et Geoffroy Gersdorff, CEO de Carrefour.<\/p>\n\n\n\n<p>-Le 21 novembre, la RetailDetail Night, point d&rsquo;orgue festif de l&rsquo;ann\u00e9e commerciale, se d\u00e9roulera dans le cadre magnifique du Handelsbeurs d&rsquo;Anvers. Sur la sc\u00e8ne principale, entre autres, Pieter Zwart de <strong>Coolblue<\/strong> et l&rsquo;ancien top manager de <strong>Walmart <\/strong>Dirk Van den Berghe. R\u00e9servez une table personnalis\u00e9e (10 personnes) pour votre entreprise, afin de terminer l&rsquo;ann\u00e9e de mani\u00e8re positive avec votre \u00e9quipe et\/ou vos meilleures relations.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background\" href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cliquez ici pour plus d&rsquo;informations sur ces \u00e9v\u00e9nements RetailDetail<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les d\u00e9taillants \u00e9tablis et les startups sont confront\u00e9s aux m\u00eames d\u00e9fis : convaincre les consommateurs avec des valeurs telles que l&rsquo;authenticit\u00e9, la cr\u00e9dibilit\u00e9, l&rsquo;amusement et l&rsquo;exp\u00e9rience pour construire de v\u00e9ritables communaut\u00e9s de marque. Les histoires fortes n&rsquo;ont pas manqu\u00e9 lors du Retail Marketing Day de jeudi dernier. <\/p>\n","protected":false},"author":3,"featured_media":105408,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[87,290,1516,1368,673,1502,1548],"topic":[488,774],"region":[],"class_list":["post-105426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","company-carrefour","company-lolaliza","company-promojagers","company-ray-jules","company-standaard-boekhandel","company-tout-bien","company-voyado","topic-marketing","topic-retaildetail-day"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Concurrencer Oasis et s\u00e9duire la g\u00e9n\u00e9ration Z : c&#039;\u00e9tait le Retail Marketing Day - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les d\u00e9taillants \u00e9tablis et les startups sont confront\u00e9s aux m\u00eames d\u00e9fis. 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