{"id":117149,"date":"2025-04-18T15:51:05","date_gmt":"2025-04-18T13:51:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=117149"},"modified":"2025-04-18T16:47:50","modified_gmt":"2025-04-18T14:47:50","slug":"filet-pur-sur-papier-lidee-est-bonne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-sur-papier-lidee-est-bonne\/","title":{"rendered":"[Filet Pur] Sur papier l\u2019id\u00e9e est bonne"},"content":{"rendered":"\n<p>Les informations faisant \u00e9tat de la mort du bon vieux prospectus sont largement exag\u00e9r\u00e9es. Et la t\u00eate du consommateur est mise \u00e0 prix \u2013 mais \u00e0 quel prix exactement&nbsp;? C\u2019est ce que Filet Pur tente de d\u00e9couvrir dans une \u00e9dition pascale extra courte.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pris en otage<\/h2>\n\n\n\n<p>\u00c0 son assembl\u00e9e g\u00e9n\u00e9rale de la semaine derni\u00e8re,&nbsp;<strong>Ahold Delhaize<\/strong>&nbsp;a continu\u00e9 \u00e0 affirmer qu\u2019elle n\u2019attendait pas un impact important des droits de douane am\u00e9ricains, quel que soit le nombre de fois o\u00f9 ce pr\u00e9sident d\u00e9cid\u00e9ment bien capricieux changera d\u2019avis. Mais cette semaine, il est apparu clairement que le danger venait de l\u2019autre c\u00f4t\u00e9&nbsp;: les Russes \u2013 qui d\u2019autre \u2013&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/cyberattaque-majeure-chez-ahold-delhaize\/\" target=\"_blank\" rel=\"noreferrer noopener\">pourraient bient\u00f4t jeter les donn\u00e9es de millions de clients sur le&nbsp;<em>dark web<\/em>&nbsp;<\/a>&nbsp;si le retailer ne paie pas la ran\u00e7on demand\u00e9e. Des donn\u00e9es europ\u00e9ennes feraient partie du butin. Alors, tout le monde est otage&nbsp;? En tout \u00e9tat de cause, je n\u2019ai re\u00e7u aucune information. Et vous&nbsp;?<\/p>\n\n\n\n<p>L\u2019\u00e9v\u00e9nement constitue surtout une nouvelle preuve de la valeur de ces donn\u00e9es que les clients \u00e9changent si volontiers contre la moindre remise ou un petit point de fid\u00e9lit\u00e9 ici ou l\u00e0. Reste \u00e0 conna\u00eetre leur valeur exacte, en euros sonnants et tr\u00e9buchants. Notre t\u00eate est mise \u00e0 prix, mais \u00e0 quel prix&nbsp;? Pour une organisation allemande de d\u00e9fense des consommateurs, cette question est suffisamment int\u00e9ressante pour la porter devant les tribunaux et notamment poursuivre&nbsp;<strong>Lidl&nbsp;<\/strong>en justice, histoire de cr\u00e9er un pr\u00e9c\u00e9dent. Les retailers devraient mieux&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/une-organisation-de-consommateurs-poursuit-lapplication-plus-de-lidl\/\" target=\"_blank\" rel=\"noreferrer noopener\">informer leurs clients ce qu\u2019ils font exactement de ces donn\u00e9es<\/a> et des contreparties qu\u2019ils leur offrent. L\u2019affaire est loin d\u2019\u00eatre close.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sans papier<\/h2>\n\n\n\n<p>Que les supermarch\u00e9s gagnent de l\u2019argent en revendant les donn\u00e9es de leurs clients n\u2019a rien de neuf, et leur volont\u00e9 d\u2019encore intensifier leurs investissements dans des communications num\u00e9riques cibl\u00e9es rel\u00e8ve de l\u2019\u00e9vidence. Mais est-ce r\u00e9ellement une bonne id\u00e9e&nbsp;? Le communiqu\u00e9 de presse de Lidl annon\u00e7ant&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/lidl-cesse-denvoyer-des-folders-en-papier\/\" target=\"_blank\" rel=\"noreferrer noopener\">l\u2019abandon d\u00e9finitif de la diffusion de brochures dans notre pays<\/a> n\u2019\u00e9tait pas tout \u00e0 fait inattendu, il faut bien le dire. Dans les plus grandes villes, c\u2019\u00e9tait d\u00e9j\u00e0 un fait. On pourrait donc penser qu\u2019ils savent ce qu\u2019ils font&nbsp;: \u00e9conomiser de l\u2019argent, sauver la plan\u00e8te et communiquer plus efficacement. Pour tous ceux qui comptent \u2013 c\u2019est-\u00e0-dire surtout pour tous ceux qui poss\u00e8dent un smartphone.<\/p>\n\n\n\n<p>Voil\u00e0 la th\u00e9orie. Mais on le sait tous&nbsp;: en th\u00e9orie, th\u00e9orie et pratique sont la m\u00eame chose, mais dans la pratique, c\u2019est rarement le cas. Et ils devraient s\u2019en \u00eatre rendu compte \u00e0 Merelbeke, car leurs coll\u00e8gues n\u00e9erlandais en avaient largement d\u00e9j\u00e0 fait l&rsquo;am\u00e8re exp\u00e9rience \u00e0 Utrecht il y a deux ans. Un article universitaire a m\u00eame \u00e9t\u00e9 publi\u00e9 le mois dernier \u00e0 ce sujet qui explique clairement pourquoi le discounter a mis fin \u00e0 ce projet pilote de d\u00e9mat\u00e9rialisation au bout d\u2019un an. Sur le papier, l\u2019id\u00e9e semblait bonne&nbsp;; dans la dure r\u00e9alit\u00e9, c\u2019\u00e9tait un flop&nbsp;:&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/etude-le-depliant-numerique-pas-encore-une-alternative-a-part-entiere-a-la-version-papier\/\" target=\"_blank\" rel=\"noreferrer noopener\">ils ont perdu des clients et du chiffre d\u2019affaires<\/a>. Oui, le bon vieux prospectus est bien plus efficace que l\u2019application. Toujours.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Test<\/h2>\n\n\n\n<p>Mais le discounter maintient le cap. Les temps ont-ils chang\u00e9 si rapidement ces deux derni\u00e8res ann\u00e9es&nbsp;? Cela se pourrait. Ou s\u2019agit-il d\u2019un test pour les coll\u00e8gues europ\u00e9ens&nbsp;? Ce n\u2019est pas exclu non plus. On notera toutefois qu\u2019\u00e0 peu pr\u00e8s au m\u00eame moment,&nbsp;<strong>Aldi<\/strong>&nbsp;et&nbsp;<strong>Carrefour&nbsp;<\/strong>proc\u00e8dent \u00e0 une refonte compl\u00e8te de leurs prospectus papier et qu\u2019aucune autre cha\u00eene de supermarch\u00e9s ne semble actuellement avoir envie de suivre l\u2019exemple de Lidl. Bon, chez la plupart des autres, les marques paient les frais d\u2019impression et d\u2019exp\u00e9dition \u2013 et pas que. Cela met du beurre dans les \u00e9pinards. Leur r\u00f4le est beaucoup moins important chez Lidl.<\/p>\n\n\n\n<p>\u00c0 propos de la nouvelle strat\u00e9gie en mati\u00e8re de frais et politique de prospectus d\u2019Aldi, nous vous devons encore une interview int\u00e9ressante qui devrait \u00eatre publi\u00e9e dans le courant du mois. Mais ceux qui allument de temps en temps leur t\u00e9l\u00e9vision ont peut-\u00eatre d\u00e9j\u00e0 chant\u00e9 un peu faux avec l\u2019acteur d\u00e9guis\u00e9 en vendeur qui exhorte les t\u00e9l\u00e9spectateurs \u00e0 v\u00e9rifier l\u2019origine, la qualit\u00e9 et le prix des produits du discounter. Sur les sonorit\u00e9s contagieuses de <a href=\"https:\/\/youtu.be\/aqoDrWXnld0?si=ypABgm_Pi2fG9m-L\" target=\"_blank\" rel=\"noreferrer noopener\">Shake shake shake<\/a>, un tube d\u00e9licieux de l\u2019\u00e9ternellement jovial K.C. &amp; The Sunshine Band. Excellent choix de musique, Aldi&nbsp;! Non seulement parce que cette chanson swingue \u00e0 mort, mais aussi parce que ce hit ultime date de&#8230; 1976. Pas innocent&nbsp;: c\u2019est en effet l\u2019ann\u00e9e o\u00f9 Aldi est arriv\u00e9e en Belgique. Sacr\u00e9 Easter Egg&#8230; \u00c0 la semaine prochaine&nbsp;!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background wp-element-button\" href=\"https:\/\/www.retaildetail.be\/fr\/newsletter\/\">L&rsquo;actualit\u00e9 alimentaire dans votre bo\u00eete aux lettres \u00e9lectronique tous les vendredis ? Abonnez-vous gratuitement \u00e0 notre lettre d&rsquo;information ici !<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les informations faisant \u00e9tat de la mort du bon vieux prospectus sont largement exag\u00e9r\u00e9es. Et la t\u00eate du consommateur est mise \u00e0 prix \u2013 mais \u00e0 quel prix exactement\u00a0? C\u2019est ce que Filet Pur tente de d\u00e9couvrir dans une \u00e9dition pascale extra courte.<\/p>\n","protected":false},"author":3,"featured_media":117118,"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":[24],"tags":[],"people":[],"extra":[43],"company":[124,203,87,204],"topic":[205,386],"region":[],"class_list":["post-117149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-ahold-delhaize","company-aldi","company-carrefour","company-lidl","topic-filet-pur","topic-fmcg"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Filet Pur] Sur papier l\u2019id\u00e9e est bonne - RetailDetail BE<\/title>\n<meta name=\"description\" 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