{"id":11819,"date":"2016-01-21T10:33:32","date_gmt":"2016-01-21T10:33:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/colruyt-souligne-sa-politique-de-prix-a-travers-une-campagne-offensive-2\/"},"modified":"2016-01-21T10:33:32","modified_gmt":"2016-01-21T10:33:32","slug":"colruyt-souligne-sa-politique-de-prix-a-travers-une-campagne-offensive-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-souligne-sa-politique-de-prix-a-travers-une-campagne-offensive-2\/","title":{"rendered":"Colruyt souligne sa politique de prix \u00e0 travers une campagne offensive"},"content":{"rendered":"<p>Dans une campagne personnalis\u00e9e, <strong>Colruyt <\/strong>ne laisse aucun doute quant \u00e0 sa politique de prix sur le march\u00e9 belge. Les clients re\u00e7oivent des informations cibl\u00e9es concernant les diff\u00e9rences de prix dans leur r\u00e9gion.<\/p>\n<p><!--break--><\/p>\n<h2>Vraiment le moins cher<\/h2>\n<p>\u00ab Un tour de force \u00bb, c\u2019est ainsi que le directeur marketing Guy Elewaut qualifie la nouvelle campagne personnalis\u00e9e, lanc\u00e9e ce mois-ci par Colruyt. Les diff\u00e9rences de prix locales avec les concurrents y sont mises en avant de mani\u00e8re encore plus explicite.<\/p>\n<p>\nLe Barom\u00e8tre des prix de Colruyt joue le r\u00f4le principal dans cette campagne, en cours depuis le 6 janvier via les m\u00e9dias de Colruyt Meilleurs Prix : des affiches de 10m\u00b2 devant les magasins, des affiches et des \u00e9crans dans les magasins, des mailings personnalis\u00e9s adress\u00e9s aux clients et des annonces sur les d\u00e9pliants personnalis\u00e9s \u2018S\u00e9lection pour vous\u2019.<\/p>\n<p>\nA chaque fois le message est le suivant : \u00ab Le Colruyt de Boom (ou Nossegem, ou autre \u2026) est-il vraiment le moins cher ? Bien s\u00fbr ! D\u00e9couvrez la diff\u00e9rence de prix avec d\u2019autres magasins de votre r\u00e9gion. \u00bb Le tout accompagn\u00e9 d\u2019un graphique \u00e0 barres mettant en \u00e9vidence la diff\u00e9rence de prix avec un concurrent des environs. Sur le site web de Colruyt les consommateurs ont la possibilit\u00e9 de v\u00e9rifier les autres diff\u00e9rences de prix.<\/p>\n<h2>\nCommunication individuelle<\/h2>\n<p>Cette communication cibl\u00e9e a \u00e9t\u00e9 mise au point par <strong>Symeta<\/strong>, filiale de Colruyt, sp\u00e9cialis\u00e9e dans le direct mail personnalis\u00e9. Comment op\u00e8rent-ils ? Pour les principales cha\u00eenes de magasins Colruyt calcule les diff\u00e9rences de prix par rapport aux concurrents aux alentours. Ces diff\u00e9rences de prix r\u00e9gionales sont alors communiqu\u00e9es individuellement aux clients du magasin en question. Ils voient donc combien ils peuvent \u00e9conomiser en faisant leurs courses dans \u2018leur\u2019 Colruyt.<\/p>\n<p>\nSur les d\u00e9pliants et affiches que RetailDetail a pu voir, les pourcentages varient entre 7,51% et 11,90%. De s\u00e9rieuses diff\u00e9rences ! Ces diff\u00e9rences de prix ne sont-elles pas plus \u00e9lev\u00e9es que celles relev\u00e9es annuellement par <strong>Test-Achats <\/strong>?<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab Notre m\u00e9thode de comparaison des prix est la m\u00eame depuis des d\u00e9cennies \u00bb, affirme Guy Elewaut. \u00ab Il faut tenir compte du fait que nous travaillons avec des prix locaux. En fait il n\u2019y a qu\u2019un seul retailer pour qui les diff\u00e9rences de prix que nous relevons sont plus \u00e9lev\u00e9es que celles de Test-Achats : c\u2019est Albert Heijn. Une question de m\u00e9thodologie. Nous comparons toujours les marques nationales et les meilleurs prix \u2013 comme notre marque Everyday Selection ou les marques meilleurs prix d\u2019Aldi et Lidl. \u00bb<\/p>\n<p>\nLes labels priv\u00e9s courants n\u2019entrent donc pas en ligne de compte dans les comparaisons de Colruyt. Pour chaque comparaison de prix le retailer indique quand les prix ont \u00e9t\u00e9 relev\u00e9s, le nombre de produits compar\u00e9s et les cat\u00e9gories de produits compar\u00e9es.<\/p>\n<h2>\nAucun doute quant \u00e0 la politique de prix<\/h2>\n<p>Colruyt compare les prix avec ceux de cinq concurrents : <strong>Aldi<\/strong>, <strong>Lidl<\/strong>, <strong>Delhaize<\/strong>, <strong>Carrefour <\/strong>et <strong>Albert Heijn<\/strong>. \u00ab Nos principaux concurrents sur le plan national \u00bb, indique Guy Elewaut, bien que cela soit discutable pour Albert Heijn. Il fait partie du lot \u00ab pour des raisons strat\u00e9giques \u00bb. Mais donc pas de comparaison avec <strong>Cora<\/strong>, <strong>Makro<\/strong> ou <strong>Intermarch\u00e9 <\/strong>(dommage pour les Mousquetaires qui en ce moment sur leur site web clament : \u00ab Nos prix bas osent \u00eatre compar\u00e9s \u00bb. ..)<\/p>\n<p>\nLe Barom\u00e8tre des prix de Colruyt n\u2019est pas nouveau, mais la mani\u00e8re dont le retailer m\u00e8ne cette campagne offensive l\u2019est. Pourquoi cette agressivit\u00e9 accrue dans la communication ? \u00ab Nous sommes s\u00fbrs de nos informations et ne laissons aucun doute quant \u00e0 notre politique de prix. Nous le faisions d\u00e9j\u00e0 depuis un certain temps dans les journaux, mais \u00e0 pr\u00e9sent nous allons encore plus loin \u00bb, indique le groupe. \u00ab Nous soulignons encore davantage les diff\u00e9rences de prix existantes et pour ce faire nous misons sur nos solides capacit\u00e9s de personnalisation. Nous avons les outils pour et nous voulons les utiliser de fa\u00e7on optimale. \u00bb<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans une campagne personnalis\u00e9e, Colruyt ne laisse aucun doute quant \u00e0 sa politique de prix sur le march\u00e9 belge. Les clients re\u00e7oivent des informations cibl\u00e9es concernant les diff\u00e9rences de prix dans leur r\u00e9gion. Vraiment le moins cher \u00ab Un tour de force \u00bb, c\u2019est ainsi que le directeur marketing Guy Elewaut qualifie la nouvelle campagne [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[],"company":[],"topic":[],"region":[],"class_list":["post-11819","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Colruyt souligne sa politique de prix \u00e0 travers une campagne offensive - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-souligne-sa-politique-de-prix-a-travers-une-campagne-offensive-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Colruyt souligne sa politique de prix \u00e0 travers une campagne offensive - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Dans une campagne personnalis\u00e9e, Colruyt ne laisse aucun doute quant \u00e0 sa politique de prix sur le march\u00e9 belge. 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