{"id":117045,"date":"2025-04-16T16:51:28","date_gmt":"2025-04-16T14:51:28","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=117045"},"modified":"2025-04-16T16:51:30","modified_gmt":"2025-04-16T14:51:30","slug":"etude-le-depliant-numerique-pas-encore-une-alternative-a-part-entiere-a-la-version-papier","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/etude-le-depliant-numerique-pas-encore-une-alternative-a-part-entiere-a-la-version-papier\/","title":{"rendered":"\u00c9tude : le d\u00e9pliant num\u00e9rique pas encore une alternative \u00e0 part enti\u00e8re \u00e0 la version papier"},"content":{"rendered":"\n

Plusieurs d\u00e9taillants ont r\u00e9cemment cess\u00e9 de distribuer des d\u00e9pliants promotionnels en papier au profit d’une communication num\u00e9rique cibl\u00e9e. Une strat\u00e9gie risqu\u00e9e : les m\u00e9nages qui ne re\u00e7oivent pas de d\u00e9pliants d\u00e9penseront moins, selon une \u00e9tude.<\/p>\n\n\n\n

Trois arguments<\/h2>\n\n\n\n

Lidl Belgique a r\u00e9cemment annonc\u00e9 qu’elle arr\u00eatait compl\u00e8tement l’envoi du d\u00e9pliant papier hebdomadaire. D\u00e9sormais, la communication avec les clients sera num\u00e9rique<\/a>, m\u00eame si les clients peuvent toujours trouver le d\u00e9pliant dans les magasins. Lidl n’est pas le premier ou le seul d\u00e9taillant \u00e0 prendre une telle d\u00e9cision : en France, par exemple, les cha\u00eenes de supermarch\u00e9s E.Leclerc<\/strong> et Carrefour <\/strong>ont d\u00e9j\u00e0 cess\u00e9 de qu\u00e9mander des prospectus, en Belgique, la cha\u00eene bio Bio-Planet<\/strong> (du groupe Colruyt) l’a d\u00e9j\u00e0 fait et, tout r\u00e9cemment, la cha\u00eene de bricolage n\u00e9erlandaise Praxis<\/strong> a \u00e9galement annonc\u00e9 la disparition du prospectus papier.<\/p>\n\n\n\n

Les d\u00e9taillants invoquent g\u00e9n\u00e9ralement trois arguments pour justifier leur d\u00e9cision. Le d\u00e9veloppement durable en est un : le d\u00e9pliant consomme beaucoup de papier et d’encre ; en le supprimant, les entreprises r\u00e9duisent donc leur empreinte \u00e9cologique. Le co\u00fbt est un autre facteur important : en particulier ces derni\u00e8res ann\u00e9es, les prix du papier, de l’encre et de l’affranchissement ont augment\u00e9 de fa\u00e7on exponentielle, et les d\u00e9taillants surveillent leurs d\u00e9penses. En outre, les d\u00e9taillants constatent que la communication cibl\u00e9e est plus efficace : gr\u00e2ce aux canaux num\u00e9riques, ils peuvent envoyer aux clients des offres appropri\u00e9es en fonction de leur profil et de leur comportement d’achat.<\/p>\n\n\n\n

Moins de d\u00e9placements pour les achats<\/h2>\n\n\n\n

Mais ce raisonnement tient-il la route ? Une \u00e9tude universitaire r\u00e9cemment publi\u00e9e a examin\u00e9 les effets d’un projet pilote de Lidl<\/a> dans la province n\u00e9erlandaise d’Utrecht en 2023. Le discounter a alors cess\u00e9 de distribuer des prospectus papier dans cette r\u00e9gion tr\u00e8s urbanis\u00e9e et a propos\u00e9 aux familles le prospectus num\u00e9rique de l’application Lidl Plus en guise d’alternative – les prospectus papier sont rest\u00e9s disponibles dans les magasins. Le d\u00e9taillant est revenu sur cette d\u00e9cision au bout de 12 mois.<\/p>\n\n\n\n

Ce qui s’est pass\u00e9 ? En se basant sur les donn\u00e9es du panel de consommateurs de GfK (aujourd’hui YouGov), les chercheurs ont constat\u00e9 que les d\u00e9penses et le nombre d’articles achet\u00e9s par course chez Lidl ont chut\u00e9 chez les familles qui ne recevaient plus de prospectus. Ce ph\u00e9nom\u00e8ne s’explique en grande partie par la baisse du nombre de courses effectu\u00e9es chez Lidl. Aucun d\u00e9taillant en particulier – y compris Aldi – n’a pu b\u00e9n\u00e9ficier du changement : les familles ont report\u00e9 une partie de leurs d\u00e9penses sur des d\u00e9taillants primaires qu’elles fr\u00e9quentaient d\u00e9j\u00e0 auparavant.<\/p>\n\n\n\n

Effet contre-productif<\/h2>\n\n\n\n

La promotion du d\u00e9pliant num\u00e9rique dans l’application Lidl Plus n’a pas pu compenser cet effet n\u00e9gatif : les m\u00e9nages qui ont utilis\u00e9 le d\u00e9pliant num\u00e9rique ont \u00e9galement achet\u00e9 moins chez Lidl qu’auparavant. Il semble que le d\u00e9pliant papier ait encore encourag\u00e9 les consommateurs \u00e0 faire des achats suppl\u00e9mentaires qu’ils n’auraient pas faits autrement. Selon les chercheurs, le retrait du d\u00e9pliant imprim\u00e9 pourrait donc se retourner contre eux : la promotion des alternatives num\u00e9riques s’av\u00e8re inefficace pour les m\u00e9nages qui ne les utilisaient pas auparavant.<\/p>\n\n\n\n

Une autre question est de savoir si les \u00e9conomies r\u00e9alis\u00e9es compensent les ventes perdues. Une simulation indique un effet n\u00e9gatif : continuer \u00e0 distribuer des d\u00e9pliants en papier serait donc rentable – m\u00eame si, bien s\u00fbr, les d\u00e9taillants attachent de l’importance \u00e0 l’argument de la durabilit\u00e9. L’\u00e9tude ne s’est pas \u00e9tendue sur les effets des offres num\u00e9riques cibl\u00e9es.<\/p>\n\n\n\n

Source : Retiring the Store Flyer: Effects of Ceasing Print Store Flyers on Household Grocery Shopping Behavior \u2013 by Arjen van Lin (Tilburg University), Kristopher Keller (University of North Carolina), & Jonne Guyt (University of Amsterdam)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Plusieurs d\u00e9taillants ont r\u00e9cemment cess\u00e9 de distribuer des d\u00e9pliants promotionnels en papier au profit d’une communication num\u00e9rique cibl\u00e9e. 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