{"id":107349,"date":"2024-10-29T13:24:15","date_gmt":"2024-10-29T12:24:15","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=107349"},"modified":"2024-10-29T13:24:17","modified_gmt":"2024-10-29T12:24:17","slug":"colruyt-accelere-avec-okay-city-100-magasins-urbains-dici-huit-ans","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-accelere-avec-okay-city-100-magasins-urbains-dici-huit-ans\/","title":{"rendered":"Colruyt acc\u00e9l\u00e8re avec Okay City : 100 magasins urbains d&rsquo;ici huit ans"},"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=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-107335\" data-id=\"107335\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/okay-city-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/okay-city-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/okay-city-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/okay-city-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/okay-city-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/okay-city.jpg 2016w\" 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-107333\" data-id=\"107333\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/dehandschutter-christophe-colruyt-okay-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/dehandschutter-christophe-colruyt-okay-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/dehandschutter-christophe-colruyt-okay-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/dehandschutter-christophe-colruyt-okay-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/dehandschutter-christophe-colruyt-okay-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/dehandschutter-christophe-colruyt-okay.jpg 2016w\" 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=\"723\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-107347\" data-id=\"107347\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a02-1024x723.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a02-1024x723.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a02-300x212.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a02-768x543.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a02-1536x1085.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a02-2048x1447.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=\"688\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-107341\" data-id=\"107341\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a06-688x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a06-688x1024.jpg 688w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a06-202x300.jpg 202w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a06-768x1142.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a06-1033x1536.jpg 1033w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a06-1377x2048.jpg 1377w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a06-scaled.jpg 1721w\" sizes=\"(max-width: 688px) 100vw, 688px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-107345\" data-id=\"107345\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a19-680x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a19-680x1024.jpg 680w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a19-199x300.jpg 199w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a19-768x1157.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a19-1019x1536.jpg 1019w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a19-1359x2048.jpg 1359w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a19-scaled.jpg 1699w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"665\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-107343\" data-id=\"107343\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a07-1024x665.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a07-1024x665.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a07-300x195.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a07-768x499.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a07-1536x998.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a07-2048x1330.jpg 2048w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/10\/OkayCityAntwerpenBerchem_a07-618x400.jpg 618w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/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><strong>Colruyt Group<\/strong> nourrit de fortes ambitions de croissance avec sa nouvelle enseigne <strong>Okay City<\/strong>. Les magasins urbains auront une fonction de laboratoire, de sorte que les autres enseignes du groupe puissent mieux r\u00e9pondre aux souhaits des clients urbains. En effet, \u00ab toute la Belgique s&rsquo;urbanise \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les villes en point de mire<\/h2>\n\n\n\n<p>Dans les grandes villes, Colruyt Group d\u00e9tient une part de march\u00e9 d&rsquo;environ 20 %, ce qui est nettement inf\u00e9rieur \u00e0 la part de march\u00e9 nationale, qui s&rsquo;\u00e9l\u00e8ve \u00e0 plus de 30 %. Le d\u00e9taillant souhaite rattraper rapidement son retard. Le potentiel de croissance est important, explique Christophe Dehandschutter, directeur g\u00e9n\u00e9ral de Okay : \u00ab Avec notre \u2018marque originale\u2019 Colruyt, nous nous sommes historiquement d\u00e9velopp\u00e9s principalement en dehors des centres-villes. Dans les villes, nous voulons attirer des clients plus jeunes \u00bb.<\/p>\n\n\n\n<p>L&rsquo;enseigne Okay Compact, vieille de dix ans, se languit sous le nom d&rsquo;Okay City. \u00ab Cela exprime mieux ce que l\u2019enseigne repr\u00e9sente. Mais cela illustre \u00e9galement une nouvelle fa\u00e7on de penser au sein du groupe : \u00e0 l&rsquo;\u00e9poque, nous avons lanc\u00e9 Okay comme une version plus petite des magasins Colruyt, et Okay Compact comme un Okay plus petit. Aujourd&rsquo;hui, nous inversons le raisonnement : avec Okay City, nous nous adaptons au client citadin. Cette exp\u00e9rience devrait ensuite se r\u00e9percuter sur nos enseignes plus importantes \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Sur le pouce \u00bb<\/h2>\n\n\n\n<p>Les magasins Okay City vendent une gamme de 3 000 articles sur une surface de 300 \u00e0 400 m\u00b2. Ils n&rsquo;ont pas le m\u00eame assortiment ni les m\u00eames promotions que les supermarch\u00e9s Okay plus ruraux et plus grands. Dans les City, le frais et le <a>\u00ab sur le pouce \u00bb <\/a>ont la vedette, \u00e0 l&rsquo;entr\u00e9e. Il y a un circuit court pour les clients qui prennent quelque chose rapidement, et un circuit plus long pour ceux qui viennent faire leurs courses.<\/p>\n\n\n\n<p>Dans l&rsquo;assortiment de produits de commodit\u00e9, le d\u00e9taillant conclut des partenariats. \u00ab Nous avons d\u00e9sormais un fournisseur de sandwichs dans chaque ville. Nous ne faisons plus de salades dans nos ateliers, nous les sous-traitons. Notre r\u00e9cente participation \u00e0 la cha\u00eene de restauration BON doit \u00e9galement \u00eatre consid\u00e9r\u00e9e dans ce contexte. Nous pla\u00e7ons la barre plus haut en termes de commodit\u00e9. Avec nos magasins int\u00e9gr\u00e9s, nous pouvons miser sur la constance, ce qui est beaucoup plus difficile avec des op\u00e9rateurs ind\u00e9pendants.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Acc\u00e9l\u00e9rer le rythme<\/h2>\n\n\n\n<p>Ces derni\u00e8res ann\u00e9es, Dehandschutter a surtout travaill\u00e9 sur la rentabilit\u00e9 d&rsquo;Okay Compact. Le concept de magasin a \u00e9t\u00e9 con\u00e7u pour \u00eatre plus flexible et plus facile \u00e0 r\u00e9cup\u00e9rer pour de nouveaux emplacements &#8211; parce que les villes changent constamment. \u00ab Nous construisons aujourd&rsquo;hui 25 % moins cher. Nous bannissons toute complexit\u00e9.&nbsp;\u00bb<\/p>\n\n\n\n<p>Okay City est maintenant pr\u00eat \u00e0 acc\u00e9l\u00e9rer le rythme : \u00ab Nous allons passer de 20 \u00e0 100 magasins en l&rsquo;espace de huit ans \u00bb. Le d\u00e9taillant estime que cet objectif est r\u00e9alisable. Dans les villes, il y a une demande pour des magasins de proximit\u00e9, car les gens y sont moins d\u00e9pendants de la voiture. Un magasin urbain re\u00e7oit ses clients dans un rayon de 500 m\u00e8tres. Plusieurs quartiers urbains sont aujourd&rsquo;hui des \u2018d\u00e9serts alimentaires\u2019. Dans le m\u00eame temps, de nombreux locaux sont disponibles car les autres d\u00e9taillants disparaissent. \u00ab Nous proposons une solution pour ces locaux vacants.&nbsp;\u00bb Colruyt Group pr\u00e9voit la plus forte expansion dans les grandes villes de Gand, Anvers et Bruxelles, des villes universitaires avec une population jeune importante.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Colruyt Group nourrit de fortes ambitions de croissance avec sa nouvelle enseigne Okay City. Les magasins urbains auront une fonction de laboratoire, de sorte que les autres enseignes du groupe puissent mieux r\u00e9pondre aux souhaits des clients urbains. En effet, \u00ab toute la Belgique s&rsquo;urbanise \u00bb.<\/p>\n","protected":false},"author":3,"featured_media":107335,"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":[24],"tags":[],"people":[],"extra":[],"company":[141,338],"topic":[340,276],"region":[226],"class_list":["post-107349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-colruyt-group","company-okay","topic-concept-de-magasin","topic-expansion","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>Colruyt acc\u00e9l\u00e8re avec Okay City : 100 magasins urbains d&#039;ici huit ans - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Colruyt Group nourrit de fortes ambitions de croissance avec sa nouvelle enseigne Okay City. 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