{"id":106176,"date":"2024-10-09T12:43:03","date_gmt":"2024-10-09T10:43:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=106176"},"modified":"2024-10-09T12:43:56","modified_gmt":"2024-10-09T10:43:56","slug":"jumbo-belgique-attire-la-clientele-des-detaillants-a-bas-prix","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/jumbo-belgique-attire-la-clientele-des-detaillants-a-bas-prix\/","title":{"rendered":"Jumbo Belgique attire la client\u00e8le d&rsquo;enseignes \u00e0 bas prix"},"content":{"rendered":"\n<p>Les magasins belges de <strong>Jumbo<\/strong> parviennent \u00e0 attirer des clients provenant principalement d&rsquo;enseignes \u00e0 prix bas telles que <strong>Lidl<\/strong>, <strong>Aldi<\/strong>, <strong>Colruyt<\/strong> et <strong>Albert Heijn<\/strong>. C&rsquo;est ce qui ressort d&rsquo;une analyse des visiteurs de six magasins de la cha\u00eene n\u00e9erlandaise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Num\u00e9ro trente-six<\/h2>\n\n\n\n<p>Mercredi matin, Jumbo a ouvert son trente-sixi\u00e8me magasin belge, \u00e0 Maldegem. Il s&rsquo;agit du neuvi\u00e8me magasin de la cha\u00eene en Flandre orientale. Le supermarch\u00e9 de 2 200 m\u00b2 emploie 80 personnes et est dirig\u00e9 par l&rsquo;entrepreneur Danijel Vidovic, qui g\u00e8re \u00e9galement un supermarch\u00e9 Jumbo \u00e0 Zelzate. \u00c0 Maldegem, Jumbo est en concurrence avec presque tout le monde : Aldi, Lidl, Colruyt, Delhaize, Spar et Albert Heijn.<\/p>\n\n\n\n<p>Comment se porte la cha\u00eene de supermarch\u00e9s n\u00e9erlandaise ? Selon Ton van Veen, directeur g\u00e9n\u00e9ral de Jumbo, les supermarch\u00e9s belges de la cha\u00eene affichent <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/interview-ton-van-veen-jumbo-jumbo-belgique-atteindra-le-seuil-de-rentabilite-lannee-prochaine\/\">une croissance \u00e0 deux chiffres<\/a>, bien plus rapide que la moyenne du march\u00e9, m\u00eame si les consommateurs flamands sont assez fid\u00e8les \u00e0 leur supermarch\u00e9 et ne changent donc pas facilement. Mais d&rsquo;o\u00f9 vient cette croissance ?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;image des prix s&rsquo;impose lentement<\/h2>\n\n\n\n<p>La soci\u00e9t\u00e9 de donn\u00e9es Accurat a analys\u00e9 les flux de visiteurs autour de six magasins ouverts par Jumbo en 2023 : Middelkerke, Audenarde, Anvers, Lier, Tessenderlo et Bilzen. L&rsquo;entreprise a \u00e9tudi\u00e9 l&rsquo;\u00e9volution des dix concurrents les plus proches autour de chaque magasin, soit soixante magasins au total.<\/p>\n\n\n\n<p>Entre le deuxi\u00e8me et le quatri\u00e8me mois suivant l&rsquo;ouverture, les six nouveaux magasins Jumbo ont obtenu une part de 15,6 % des visites locales &#8211; ce qui, pour \u00eatre clair, n&rsquo;est pas la m\u00eame chose que la part du chiffre d&rsquo;affaires. Apr\u00e8s huit mois, cette part atteint 16,4 %. Environ deux tiers des visites proviennent de clients de magasins moins chers tels que Lidl, Aldi, Colruyt et Albert Heijn. Ils perdent environ 10 points de pourcentage de la part des visites locales, tandis que les d\u00e9taillants comme Carrefour, Delhaize, Spar et Okay ne perdent que 6 points de pourcentage. Toutefois, c&rsquo;est au cours des mois 6 \u00e0 8 que les acteurs du secteur des prix perdent relativement le plus par rapport \u00e0 la p\u00e9riode de r\u00e9f\u00e9rence. Cela peut indiquer que la proposition de valeur de Jumbo, avec ses prix bas, p\u00e9n\u00e8tre lentement les consommateurs belges.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les magasins belges de Jumbo parviennent \u00e0 attirer des clients provenant principalement d&rsquo;enseignes \u00e0 prix bas telles que Lidl, Aldi, Colruyt et Albert Heijn. C&rsquo;est ce qui ressort d&rsquo;une analyse des visiteurs de six magasins de la cha\u00eene n\u00e9erlandaise. <\/p>\n","protected":false},"author":3,"featured_media":106174,"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":[24],"tags":[],"people":[],"extra":[],"company":[217],"topic":[275,767],"region":[226],"class_list":["post-106176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-jumbo","topic-analyse","topic-concurrence-des-prix","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jumbo Belgique attire la client\u00e8le d&#039;enseignes \u00e0 bas prix - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les 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