{"id":1077,"date":"2011-12-01T16:20:34","date_gmt":"2011-12-01T16:20:34","guid":{"rendered":"https:\/\/www.retaildetail.be\/in-bleed\/marc-peeters-veritas-brave-une-violente-tempete\/"},"modified":"2011-12-01T16:20:34","modified_gmt":"2011-12-01T16:20:34","slug":"marc-peeters-veritas-brave-une-violente-tempete","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/in-bleed\/marc-peeters-veritas-brave-une-violente-tempete\/","title":{"rendered":"Marc Peeters: \u2018Veritas a brav\u00e9 une violente temp\u00eate\u2019"},"content":{"rendered":"

\n<\/h3>\n

\u00a0<\/p>\n

Tout le monde parle du grand \u2018turnaround\u2019 que\u00a0 Veritas a travers\u00e9\u00a0 ces derni\u00e8res ann\u00e9es. <\/h3>\n

M.P.: \u00ab Je pr\u00e9f\u00e8re ne pas parler de \u2018turnaround\u2019, parce que le terme \u00e9voque une connotation d\u2019assainissement . Nous avons transform\u00e9 une coop\u00e9rative en une organisation retail int\u00e9gr\u00e9e, ce qui est \u00e9videmment un changement radical.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \"Veritas
\nVeritas a \u00e9t\u00e9 fond\u00e9 en 1892 et \u00e9tait bas\u00e9 jusqu\u2019en 2001 sur le mod\u00e8le de la coop\u00e9rative, une collaboration d\u2019ind\u00e9pendants, qui op\u00e9raient sous le m\u00eame nom. A\u00a0\u00a0 partir de la fin des ann\u00e9es \u201980 la machine \u00e0 commencer \u00e0 s\u2019user. C\u2019\u00e9tait l\u2019\u00e9poque de la chute du mur de Berlin, de l\u2019essor des cha\u00eenes textiles internationales et de la globalisation. Bref c\u2019\u00e9tait une \u00e9poque de changements sociaux auxquels Veritas ne pouvait pas faire face avec sa structure existante.<\/p>\n

\nC\u2019est pourquoi nous avons chang\u00e9 de mod\u00e8le d\u2019entreprise. Cela a entra\u00een\u00e9 d\u2019\u00e9normes changements \u00e9tant donn\u00e9 que dans une coop\u00e9rative la totalit\u00e9 est l\u2019addition de toutes les parties. Contrairement \u00e0 ce mod\u00e8le \u2018bottom-up\u2019, une cha\u00eene retail a un concept central\u00a0 qui est impl\u00e9ment\u00e9\u00a0 vers le bas de fa\u00e7on homog\u00e8ne.<\/p>\n

\nJusqu\u2019\u00e0 2004 nous avons d\u00e9velopp\u00e9 un syst\u00e8me interne solide. Nous avons adapt\u00e9 notre vision du business\u00a0 \u00e0 ce nouveau cadre. Dans le fond nous faisons la m\u00eame chose qu\u2019en 1892, mais dans un cadre du 21i\u00e8me si\u00e8cle. \u00bb<\/p>\n

\u00a0<\/p>\n

Ensuite il y a eu une \u00e9norme vague d\u2019expansion, qui n\u2019est pas pr\u00eate \u00e0 s\u2019arr\u00eater ?<\/h3>\n

M.P. : \u00ab En effet, ensuite nous avons d\u00e9velopp\u00e9 le r\u00e9seau des magasins. En 2001 le chiffre d\u2019affaires \u00e9tait de 35 millions d\u2019euros, aujourd\u2019hui il s\u2019\u00e9l\u00e8ve presque \u00e0 100 millions d\u2019euros. Actuellement nous avons 99 magasins ! Malheureusement nous n\u2019avons pas encore atteint le cap des 100. C\u2019est donc une belle perspective pour 2012.<\/p>\n

\"VeritasMais m\u00eame avec 100 magasins, le plafond n\u2019a certainement pas encore \u00e9t\u00e9 atteint : de toute mani\u00e8re nous allons continuer notre expansion en Belgique et au Luxembourg. R\u00e9cemment nous avons fait effectuer une \u00e9tude qui a d\u00e9montr\u00e9 qu\u2019il y avait au BeLux possibilit\u00e9 pour 150 magasins environ. Nous souhaitons maintenir un rythme de croissance constant de 10 magasins par an.<\/p>\n

\nNon seulement offline, mais nous aimerions d\u00e9velopper \u00e9galement une branche online. Pour l\u2019instant nous y travaillons en coulisses de fa\u00e7on \u00e0\u00a0 \u00eatre op\u00e9rationnel online d\u2019ici mi-2013. C\u2019est notre objectif. Le canal online comprend deux parties : outre la vente, le canal online est indispensable pour le marketing et la communication. Si nous voulons une communication performante, nous devons \u00e9galement faire passer notre vision via ce canal. Pour tout retailer c\u2019est incontournable : lorsqu\u2019on vend offline, il faut \u00eatre actif online \u00e9galement. \u00bb<\/p>\n

L\u2019internet est donc pour Veritas aussi\u00a0 une \u00e9volution importante du retail?<\/h3>\n

M.P. : \u00ab Celui qui se base sur le nombre de m\u00b2 et essaie de remplir l\u2019espace au maximum, peut fermer boutique. Le retail offline continuera d\u2019exister\u00a0 s\u2019il est bas\u00e9 sur l\u2019exp\u00e9rience v\u00e9cue. Online on peut vivre des tas de choses, mais le vrai plaisir est toujours physique. Le but est donc d\u2019offrir aux clients une exp\u00e9rience et une histoire qui incitera \u00e0 l\u2019achat.<\/p>\n

\nLe d\u00e9fi ne consiste pas seulement \u00e0 \u00eatre performant online, mais le d\u00e9fi est \u00e9galement d\u2019\u00eatre performant de mani\u00e8re synergique \u00e0 travers les diff\u00e9rents canaux. L\u2019int\u00e9gration \u2018cross-channel\u2019 est cruciale. \u00bb<\/p>\n

Quelles autres tendances retail entrevoyez-vous? <\/h3>\n

M.P. : \u00ab\u00a0 Il y a tant de tendances ! Les dix derni\u00e8res ann\u00e9es, il y a eu une \u00e9norme \u00e9volution (nous avons connu une d\u00e9cennie avec des changements radicaux), mais je suis convaincu que les 10 ann\u00e9es \u00e0 venir am\u00e8neront encore davantage de changements et de d\u00e9fis.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \"Veritas
\nLes dix derni\u00e8res ann\u00e9es ont \u00e9t\u00e9 marqu\u00e9es par la globalisation, l\u2019uniformisation et une forte baisse des \u2018commer\u00e7ants ind\u00e9pendants\u2019. Les ann\u00e9es \u00e0 venir seront fortement influenc\u00e9es par l\u2019univers online. L\u2019offline doit \u00e0 nouveau trouver sa place. La question principale est de savoir comment int\u00e9grer l\u2019offline dans un univers online. Jusqu\u2019\u00e0 pr\u00e9sent c\u2019\u00e9tait l\u2019inverse.<\/p>\n

\nCroyez-moi, de grandes aventures nous attendent encore. Et il faudra le faire par t\u00e2tonnements,\u00a0 car personne ne d\u00e9tient la v\u00e9rit\u00e9. C\u2019est la loi de la jungle, la loi du plus fort. <\/p>\n

\nUne autre tendance, et Veritas peut y jouer un r\u00f4le important, est de limiter la globalisation, ce rouleau compresseur impitoyable. Le consommateur d\u2019aujourd\u2019hui est \u00e0 la recherche d\u2019un style personnel. Les cha\u00eenes retail ont submerg\u00e9 le consommateur comme un tsunami, mais aujourd\u2019hui les choses ont quelque peu chang\u00e9. La mode finalement est r\u00e9v\u00e9latrice de la personnalit\u00e9 de l\u2019individu ! L\u2019influence de l\u2019internet y joue un r\u00f4le important, car avec internet le pouvoir est aux mains du consommateur et le consommateur tout compte fait est un individu.<\/p>\n

\nA court terme je m\u2019inqui\u00e8te de l\u2019impact des p\u00e9rip\u00e9ties financi\u00e8res sur la consommation. Jusqu\u2019\u00e0 pr\u00e9sent le consommateur a \u00e9t\u00e9 \u00e9pargn\u00e9, mais en 2012 nous devrons tous payer les frais . La prosp\u00e9rit\u00e9 des dix derni\u00e8res est totalement\u00a0 truqu\u00e9e, virtuelle. En ce sens 2012 sera donc une ann\u00e9e tr\u00e8s importante. \u00bb<\/p>\n

\u00a0<\/p>\n

Pourquoi Veritas m\u00e9rite-t-il le prix de \u2018Retailer de l\u2019Ann\u00e9e\u2019 ?<\/h3>\n

\"VeritasM.P. : \u00ab Fid\u00e8le \u00e0 la culture d\u2019entreprise et \u00e0 l\u2019ADN de Veritas, nous sommes \u00e9videmment tr\u00e8s fiers d\u2019\u00eatre nomin\u00e9s. Nous existons depuis plus de 120 ans et si je suis honn\u00eate (m\u00eame envers moi), je dois avouer que nous avons parcouru un long chemin.<\/p>\n

\nCela demande du courage de remettre en question ses valeurs et ses normes. Il est difficile d\u2019op\u00e9rer un processus de changement\u00a0 jusqu\u2019au plus profond de soi-m\u00eame : de passer d\u2019une entreprise familiale \u00e0 une entreprise ax\u00e9e sur le marketing, d\u2019un groupe d\u2019entrepreneurs individuels \u00e0 une organisation retail.<\/p>\n

\n\u00a0<\/p>\n

Je compare ce parcours \u00e0 quelqu\u2019un qui se prom\u00e8ne \u00e0 la c\u00f4te en pleine temp\u00eate, mais qui rel\u00e8ve son col le plus haut possible et continue son chemin. Il ne faut pas oublier que quand on existe depuis 120 ans, on a travers\u00e9 des \u00e9poques tr\u00e8s diff\u00e9rentes en mati\u00e8re de commerce. C\u2019est pourquoi j\u2019esp\u00e8re qu\u2019une entreprise pourra \u00eatre couronn\u00e9e pour ses performances, sans pour cela \u00eatre une grande entreprise n\u00e9cessairement. \u00bb<\/p>\n

Veritas m\u00e9rite-t-il le prix de \u2018Retailer de l\u2019Ann\u00e9e\u2019 ? Evaluez \u00e9galement les deux autres candidats et \u00e9mettez votre vote jeudi 1er d\u00e9cembre lors de la soir\u00e9e RetailDetail Night<\/em>.<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

Traduit par Marie-No\u00eblle Masure<\/em><\/p><\/p>\n","protected":false},"excerpt":{"rendered":"

\u00a0 Tout le monde parle du grand \u2018turnaround\u2019 que\u00a0 Veritas a travers\u00e9\u00a0 ces derni\u00e8res ann\u00e9es. M.P.: \u00ab Je pr\u00e9f\u00e8re ne pas parler de \u2018turnaround\u2019, parce que le terme \u00e9voque une connotation d\u2019assainissement . Nous avons transform\u00e9 une coop\u00e9rative en une organisation retail int\u00e9gr\u00e9e, ce qui est \u00e9videmment un changement radical. \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Veritas a \u00e9t\u00e9 fond\u00e9 […]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[40],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-1077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-bleed"],"acf":[],"yoast_head":"\nMarc Peeters: \u2018Veritas a brav\u00e9 une violente temp\u00eate\u2019 - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/in-bleed\/marc-peeters-veritas-brave-une-violente-tempete\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marc Peeters: \u2018Veritas a brav\u00e9 une violente temp\u00eate\u2019 - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"\u00a0 Tout le monde parle du grand \u2018turnaround\u2019 que\u00a0 Veritas a travers\u00e9\u00a0 ces derni\u00e8res ann\u00e9es. M.P.: \u00ab Je pr\u00e9f\u00e8re ne pas parler de \u2018turnaround\u2019, parce que le terme \u00e9voque une connotation d\u2019assainissement . 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