{"id":113100,"date":"2025-02-13T18:27:01","date_gmt":"2025-02-13T17:27:01","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=113100"},"modified":"2025-02-14T09:38:50","modified_gmt":"2025-02-14T08:38:50","slug":"le-consommateur-belge-hesite-a-adopter-les-modeles-dabonnement","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/le-consommateur-belge-hesite-a-adopter-les-modeles-dabonnement\/","title":{"rendered":"Le consommateur belge h\u00e9site \u00e0 adopter les mod\u00e8les d’abonnement"},"content":{"rendered":"\n

Les consommateurs belges manifestent un int\u00e9r\u00eat limit\u00e9 mais grandissant pour les mod\u00e8les d’abonnement. Bien que l’adoption de ces mod\u00e8les soit encore faible, le \u00ab super bundling \u00bb et les groupes cibles plus jeunes offrent un potentiel de croissance.<\/p>\n\n\n\n

Des sentiments mitig\u00e9s<\/h2>\n\n\n\n

Bien que 46 % de la population soit abonn\u00e9e \u00e0 un service de d\u00e9tail, en particulier \u00e0 des services \u00e9lectroniques tels que les consoles de jeux, seuls 15 % des Belges s’abonnent \u00e0 une bo\u00eete repas. Seuls 6 % utilisent des bo\u00eetes de r\u00e9approvisionnement automatique, o\u00f9 les produits dont les consommateurs ont besoin r\u00e9guli\u00e8rement sont livr\u00e9s \u00e0 des moments pr\u00e9cis.<\/p>\n\n\n\n

Selon une nouvelle \u00e9tude de Comeos <\/strong>et Deloitte<\/strong>, la popularit\u00e9 des abonnements varie consid\u00e9rablement<\/a> en fonction de la tranche d’\u00e2ge et de la r\u00e9gion. Les plus fervents abonn\u00e9s ont moins de 25 ans, 82 % d’entre eux ayant souscrit un abonnement. Avec l’\u00e2ge, l’int\u00e9r\u00eat pour les mod\u00e8les d’abonnement diminue. De plus, la Flandre (13 %) est \u00e0 la tra\u00eene : Bruxelles a le taux d’adoption le plus \u00e9lev\u00e9 pour les bo\u00eetes repas (23 %), suivie par la Wallonie (17 %).<\/p>\n\n\n\n

Inconnu rime souvent avec mal-aim\u00e9 : la notori\u00e9t\u00e9 de certains mod\u00e8les d’abonnement, tels que les abonnements aux biens durables, est encore faible. En outre, le prix et la flexibilit\u00e9 sont les conditions indispensables au succ\u00e8s. 84 % des personnes interrog\u00e9es s’attendent \u00e0 ce que la valeur du contenu d’une bo\u00eete soit \u00e9gale ou sup\u00e9rieure au prix pay\u00e9. Les livraisons gratuites et les avantages li\u00e9s \u00e0 la fid\u00e9lit\u00e9 sont appr\u00e9ci\u00e9s par les abonn\u00e9s existants, tandis que de nombreux consommateurs sont r\u00e9ticents \u00e0 s’engager dans des abonnements \u00e0 long terme sans options de r\u00e9siliation flexibles.<\/p>\n\n\n\n

Le \u00ab\u00a0super bundling\u00a0\u00bb comme solution<\/h2>\n\n\n\n

Pourtant, les gens y sont favorables : plus de la moiti\u00e9 (51 %) des non-abonn\u00e9s envisagent de le faire pour des produits alimentaires frais ou emball\u00e9s. Dans l’ensemble, 61 % pr\u00e9voient de conserver le m\u00eame nombre d’abonnements au cours des trois prochaines ann\u00e9es. Pour abaisser le seuil, ce qui se r\u00e9v\u00e8le n\u00e9cessaire, une tendance notable est l’\u00e9mergence du \u00ab super bundling \u00bb. Ce concept consiste \u00e0 fusionner plusieurs services d’abonnement en une seule plateforme.<\/p>\n\n\n\n

L’\u00e9tude a r\u00e9v\u00e9l\u00e9 que 46 % des personnes interrog\u00e9es consacreraient plus de temps \u00e0 leurs abonnements si elles pouvaient les g\u00e9rer de mani\u00e8re centralis\u00e9e. En outre, 40 % d’entre eux envisageraient d’acheter des services suppl\u00e9mentaires. Les entreprises de t\u00e9l\u00e9communications et les banques sont consid\u00e9r\u00e9es comme des fournisseurs potentiels de ces offres group\u00e9es, apr\u00e8s les exemples d’Amazon<\/strong> Prime et de Walmart<\/strong>+, mais aussi de la plateforme KBC <\/strong>Deals en Belgique.<\/p>\n\n\n\n

\u00ab Il est avantageux qu’une partie de confiance propose des offres group\u00e9es. Il peut s’agir d’une banque ou d’une soci\u00e9t\u00e9 de t\u00e9l\u00e9communications, bien que des retailers r\u00e9put\u00e9s puissent \u00e9galement jouer ce r\u00f4le \u00bb, indique l’\u00e9tude.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les consommateurs belges manifestent un int\u00e9r\u00eat limit\u00e9 mais grandissant pour les mod\u00e8les d’abonnement. Bien que l’adoption de ces mod\u00e8les soit encore faible, le \u00ab super bundling \u00bb et les groupes cibles plus jeunes offrent un potentiel de croissance.<\/p>\n","protected":false},"author":5,"featured_media":25164,"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":[779],"people":[],"extra":[43],"company":[],"topic":[275],"region":[226],"class_list":["post-113100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-abonnement-fr","extra-plus","topic-analyse","region-belgique"],"acf":[],"yoast_head":"\nLe consommateur belge h\u00e9site \u00e0 adopter les mod\u00e8les d'abonnement - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les consommateurs belges manifestent un int\u00e9r\u00eat grandissant pour les 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