{"id":116173,"date":"2025-04-02T12:13:25","date_gmt":"2025-04-02T10:13:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=116173"},"modified":"2025-04-02T12:18:09","modified_gmt":"2025-04-02T10:18:09","slug":"intersport-cherche-son-salut-aupres-des-marques-privees-et-des-jeunes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/intersport-cherche-son-salut-aupres-des-marques-privees-et-des-jeunes\/","title":{"rendered":"Intersport cherche son salut aupr\u00e8s des marques priv\u00e9es et des jeunes"},"content":{"rendered":"\n

Intersport <\/strong>a enregistr\u00e9 une croissance de 2 % en 2024. Le distributeur suisse d’articles de sport a gagn\u00e9 83 magasins, mais il vise \u00e9galement une plus grande visibilit\u00e9 num\u00e9rique. Il faudra bien pour faire face \u00e0 la concurrence\u2026<\/p>\n\n\n\n

Familles et jeunes<\/h2>\n\n\n\n

Malgr\u00e9 l’\u00e9t\u00e9 sportif international – avec les Jeux olympiques en France et les championnats d’Europe de football en Allemagne – les ventes d’Intersport ont connu une hausse mod\u00e9r\u00e9e l’ann\u00e9e derni\u00e8re : le chiffre d’affaires s’est \u00e9lev\u00e9 \u00e0 14 milliards d’euros, soit une croissance de 2,1 %. \u00c0 titre de comparaison, le chiffre d’affaires de son concurrent Decathlon <\/strong>a progress\u00e9 plus de deux fois plus vite<\/a>, de 5,2 %, pour atteindre 16,2 milliards d’euros en 2024.<\/p>\n\n\n\n

N\u00e9anmoins, le r\u00e9seau de magasins physiques s’est agrandi de 83 succursales pour atteindre un total de 5 464 magasins dans 42 pays. Parall\u00e8lement, Intersport se concentre sur la visibilit\u00e9 num\u00e9rique. L’une des initiatives les plus marquantes est sa collaboration avec EA Sports FC 25, qui donne au d\u00e9taillant de sport une pr\u00e9sence virtuelle dans le jeu de football populaire.<\/p>\n\n\n\n

Ancrage local<\/h2>\n\n\n\n

\u00ab Si les familles restent nos principaux consommateurs, nous misons \u00e9galement sur la nouvelle g\u00e9n\u00e9ration de fans de sport gr\u00e2ce \u00e0 des concepts de magasins innovants, des activations locales et un marketing cibl\u00e9 \u00bb, a d\u00e9clar\u00e9 Pierre Irelli, directeur commercial. Un autre \u00e9l\u00e9ment cl\u00e9 de la strat\u00e9gie de croissance est le renforcement du portefeuille de marques propres. Les marques priv\u00e9es offrent \u00e0 l’entreprise des marges plus \u00e9lev\u00e9es et un plus grand contr\u00f4le sur le positionnement et la tarification.<\/p>\n\n\n\n

Cette ann\u00e9e-ci, le groupe pr\u00e9voit d’intensifier encore la coop\u00e9ration avec les branches nationales d’Intersport, dans le but de cr\u00e9er un r\u00e9seau encore plus fin de magasins hyperlocaux et un lien plus fort avec la communaut\u00e9 sportive locale. L’ann\u00e9e derni\u00e8re, les performances en France, en Italie et en Suisse ont \u00e9t\u00e9 les plus importantes.<\/p>\n","protected":false},"excerpt":{"rendered":"

Intersport a enregistr\u00e9 une croissance de 2 % en 2024. Le distributeur suisse d’articles de sport a gagn\u00e9 83 magasins, mais il vise \u00e9galement une plus grande visibilit\u00e9 num\u00e9rique. Il faudra bien pour faire face \u00e0 la concurrence\u2026<\/p>\n","protected":false},"author":5,"featured_media":116171,"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":[28],"tags":[],"people":[],"extra":[43],"company":[1670],"topic":[266],"region":[],"class_list":["post-116173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","extra-plus","company-intersport","topic-resultats-financiers"],"acf":[],"yoast_head":"\nIntersport cherche son salut aupr\u00e8s des marques priv\u00e9es et des jeunes - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Intersport a enregistr\u00e9 une croissance de 2 % en 2024. 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