{"id":108463,"date":"2024-11-19T17:13:17","date_gmt":"2024-11-19T16:13:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=108463"},"modified":"2024-11-19T17:13:19","modified_gmt":"2024-11-19T16:13:19","slug":"scanmania-comment-carrefour-cree-sa-propre-dynamique","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/scanmania-comment-carrefour-cree-sa-propre-dynamique\/","title":{"rendered":"ScanMania : comment Carrefour cr\u00e9e sa propre dynamique"},"content":{"rendered":"\n

Trouver l’\u00e9quilibre entre les campagnes promotionnelles et la cr\u00e9ation d’un impact est un d\u00e9fi de taille pour les distributeurs alimentaires. La r\u00e9cente campagne ScanMania de Carrefour <\/strong>montre que c’est possible. \u00ab Il ne s’agit pas seulement de promotion, mais d’une campagne d’activation qui contribue \u00e0 une identit\u00e9 distinctive \u00bb, expliquent Isabel Donvil et Pieter Van Tendeloo d’ADDRETAIL.<\/p>\n\n\n\n

De l’id\u00e9e \u00e0 l’\u00e9lan<\/h2>\n\n\n\n

Les lingots d’or ont depuis \u00e9t\u00e9 distribu\u00e9s : avec la deuxi\u00e8me \u00e9dition de la grande campagne ScanMania, Carrefour a voulu se replacer fermement sur le march\u00e9 tr\u00e8s concurrentiel de la distribution alimentaire en Belgique. Cette campagne n’\u00e9tait pas seulement une question de promotion, mais aussi d’activation et de renforcement de la visibilit\u00e9 avant la p\u00e9riode importante de la fin de l’ann\u00e9e. \u00ab Il est essentiel d’\u00eatre en t\u00eate de liste, et ScanMania a aid\u00e9 Carrefour \u00e0 cet \u00e9gard en cr\u00e9ant sa propre dynamique \u00bb, souligne M. Van Tendeloo.<\/p>\n\n\n\n

ADDRETAIL a jou\u00e9 un r\u00f4le cl\u00e9 dans la conception et la coordination de cette campagne d’activation. \u00ab Notre t\u00e2che consistait \u00e0 traduire le concept en diff\u00e9rents canaux de communication, tant physiques que num\u00e9riques, en collaboration avec d’autres agences above the line<\/em>. Il s’agit d’une exp\u00e9rience coh\u00e9rente \u00bb, poursuit M. Donvil.<\/p>\n\n\n\n

La bataille du commerce de d\u00e9tail <\/h2>\n\n\n\n

La bataille du commerce de d\u00e9tail alimentaire se joue souvent au niveau local, d’o\u00f9 l’importance d’une ex\u00e9cution r\u00e9fl\u00e9chie. \u00ab Chaque magasin a un contexte diff\u00e9rent, en fonction de la concurrence dans le quartier. Il faut donc personnaliser chaque format de magasin, du Carrefour Express \u00e0 l’hypermarch\u00e9 \u00bb, explique M. Donvil. \u00ab L’un des meilleurs compliments que nous ayons re\u00e7us sur les carnets de campagne, entre autres, est que les \u00e9quipes des magasins \u00e9taient inform\u00e9es et enthousiastes. La clart\u00e9 et l’implication des employ\u00e9s est un atout important. Carrefour s’est appuy\u00e9 sur cela pour une bonne ex\u00e9cution.<\/p>\n\n\n\n

De plus, Carrefour s’est assur\u00e9 un soutien suppl\u00e9mentaire en impliquant le comit\u00e9 de direction dans le d\u00e9ploiement en magasin. Cela a donn\u00e9 \u00e0 la campagne non seulement de la visibilit\u00e9 mais aussi une force interne.<\/p>\n\n\n\n

Pression promotionnelle contre fid\u00e9lit\u00e9<\/h2>\n\n\n\n

Les marges se sont fortement r\u00e9duites ces derni\u00e8res ann\u00e9es, ce qui signifie que les d\u00e9taillants sont soumis \u00e0 une pression accrue pour conqu\u00e9rir des parts de march\u00e9 et r\u00e9aliser des ventes. Mais les supermarch\u00e9s se regardent trop les uns les autres, pensent Donvil et Van Tendeloo : \u00ab Si la concurrence fait une promotion 2+2, nous aussi. Cette course vers le bas doit cesser : les d\u00e9taillants se rendent compte que la conception de services locaux ou la cr\u00e9ation d’exp\u00e9riences contribuent beaucoup plus \u00e0 la fid\u00e9lisation des clients que les promotions, mais l’urgence des chiffres trimestriels est grande. \u00bb<\/p>\n\n\n\n

Appel \u00e0 l’action : apprendre \u00e0 repenser<\/h2>\n\n\n\n

Selon Donvil et Van Tendeloo, la t\u00e2che de la distribution alimentaire consiste \u00e0 apprendre \u00e0 repenser. \u00ab Il s’agit de cr\u00e9er des moments pr\u00e9cieux qui vont au-del\u00e0 du prix et de la promotion. ScanMania en est un bon exemple : il s’agit d’une campagne d’activation qui ne se contente pas d’offrir des r\u00e9ductions par le biais de diverses activit\u00e9s dans les points de vente, mais qui contribue \u00e0 renforcer la pertinence et la reconnaissance.<\/p>\n\n\n\n

Dans le cadre du programme \u00ab Gamechangers \u00bb de la RetailDetail Night du 21 novembre, Kris Van den Brandt d’ADDRETAIL et Dave Froidcoeur de Carrefour partageront les le\u00e7ons tir\u00e9es de deux \u00e9ditions de ScanMania. Des intervenants de Goe Beestig, De Kringwinkel et Delaware apporteront \u00e9galement leurs t\u00e9moignages. Le soir, un programme pl\u00e9nier festif r\u00e9unira Dirk Van den Berghe, ancien cadre sup\u00e9rieur de Walmart<\/strong>, et Pieter Zwart, CEO de Coolblue<\/strong>. Cliquez ci-dessous pour obtenir des billets.<\/p>\n\n\n\n

\n
Je commande mon billet de derni\u00e8re minute pour la RetailDetail Night<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Trouver l’\u00e9quilibre entre les campagnes promotionnelles et la cr\u00e9ation d’un impact est un d\u00e9fi de taille pour les distributeurs alimentaires. La r\u00e9cente campagne ScanMania de Carrefour montre que c’est possible. \u00ab Il ne s’agit pas seulement de promotion, mais d’une campagne d’activation qui contribue \u00e0 une identit\u00e9 distinctive \u00bb, expliquent Isabel Donvil et Pieter Van Tendeloo d’ADDRETAIL. <\/p>\n","protected":false},"author":3,"featured_media":108448,"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":[],"company":[87],"topic":[488,894],"region":[226],"class_list":["post-108463","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","company-carrefour","topic-marketing","topic-retaildetail-night","region-belgique"],"acf":[],"yoast_head":"\nScanMania : comment Carrefour cr\u00e9e sa propre dynamique - RetailDetail BE<\/title>\n<meta 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