{"id":120952,"date":"2025-06-20T15:27:38","date_gmt":"2025-06-20T13:27:38","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=120952"},"modified":"2025-06-24T11:06:18","modified_gmt":"2025-06-24T09:06:18","slug":"soyez-le-guide-de-votre-categorie-les-enseignements-du-category-management-congress","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/soyez-le-guide-de-votre-categorie-les-enseignements-du-category-management-congress\/","title":{"rendered":"\u00ab Soyez le guide de votre cat\u00e9gorie \u00bb : les enseignements du Category Management Congress"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-120926\" data-id=\"120926\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00002-768x1024.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00002-768x1024.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00002-225x300.jpeg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00002-1152x1536.jpeg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00002-1536x2048.jpeg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00002-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-120920\" data-id=\"120920\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00003-768x1024.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00003-768x1024.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00003-225x300.jpeg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00003-1152x1536.jpeg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00003-1536x2048.jpeg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00003-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-120924\" data-id=\"120924\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00004-768x1024.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00004-768x1024.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00004-225x300.jpeg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00004-1152x1536.jpeg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00004-1536x2048.jpeg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00004-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"775\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-120950\" data-id=\"120950\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/catman25-opener-1024x775.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/catman25-opener-1024x775.jpg 1024w, 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https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00010-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-120938\" data-id=\"120938\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00011-768x1024.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00011-768x1024.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00011-225x300.jpeg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00011-1152x1536.jpeg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00011-1536x2048.jpeg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00011-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-120940\" data-id=\"120940\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00012-768x1024.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00012-768x1024.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00012-225x300.jpeg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00012-1152x1536.jpeg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00012-1536x2048.jpeg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00012-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-120946\" data-id=\"120946\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-768x1024.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-768x1024.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-225x300.jpeg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-1152x1536.jpeg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-1536x2048.jpeg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00015-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-120944\" data-id=\"120944\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-768x1024.jpeg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-768x1024.jpeg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-225x300.jpeg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-1152x1536.jpeg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-1536x2048.jpeg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/06\/image00014-scaled.jpeg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Le triangle d&rsquo;or entre le d\u00e9taillant, le consommateur et le fournisseur : c&rsquo;est l\u00e0 que la magie op\u00e8re, a d\u00e9clar\u00e9 Luc Desmedt de LD&amp;Co, le pr\u00e9sident de la journ\u00e9e. Ces trois parties \u00e9taient repr\u00e9sent\u00e9es de mani\u00e8re \u00e9quilibr\u00e9e dans le programme vari\u00e9 du Category Management Congress qui s&rsquo;est tenu le 19 juin chez RetailDetail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La roue de la fortune<\/h2>\n\n\n\n<p>Les donn\u00e9es en elles-m\u00eames ne signifient rien : ce n&rsquo;est que lorsque vous les traduisez en id\u00e9es, en strat\u00e9gies et en actions que la roue de la fortune commence \u00e0 tourner, explique l&rsquo;expert en marketing Bert Peleman, auteur du livre r\u00e9cemment publi\u00e9 The Brand Butterfly. Vos 20 % de clients les plus importants sont partout, sur tous les march\u00e9s, et repr\u00e9sentent plus de 55 % de votre chiffre d&rsquo;affaires. Ils m\u00e9ritent donc qu&rsquo;on s&rsquo;int\u00e9resse \u00e0 eux. Il est int\u00e9ressant de noter que \u00ab&nbsp;plus une cliente ach\u00e8te de cat\u00e9gories, plus elle d\u00e9pense dans chacune d&rsquo;entre elles. C&rsquo;est l&rsquo;escalier qui m\u00e8ne au paradis de la valeur ajout\u00e9e&nbsp;\u00bb.<\/p>\n\n\n\n<p>Les acheteurs sont submerg\u00e9s par un exc\u00e8s de promotions et d&rsquo;actions. Comment pouvez-vous encore vous d\u00e9marquer, en tant que d\u00e9taillant ou marque ? \u00ab Les r\u00e8gles ont chang\u00e9 \u00bb, savent Gunther Devisch et Jolijn Tanghe de Promojagers : \u00ab Vous \u00eates d\u00e9j\u00e0 trop tard ! \u00bb De nombreuses recherches commencent d\u00e9sormais sur TikTok, l&rsquo;importance de l&rsquo;intelligence artificielle et des m\u00e9dias sociaux s&rsquo;accro\u00eet, la vid\u00e9o est la nouvelle normalit\u00e9. L&rsquo;humour, l&rsquo;authenticit\u00e9 et la coh\u00e9rence vous m\u00e8neront loin, comme le d\u00e9montrent des cas amusants pour <strong>Hubo<\/strong>, <strong>Extra Shop<\/strong> et <strong>Albert Heijn<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab La simplicit\u00e9 est toujours gagnante \u00bb<\/h2>\n\n\n\n<p>En magasin aussi, il y a trop de choix, les offres sont confuses : cela conduit \u00e0 des opportunit\u00e9s de vente manqu\u00e9es, observe Pascal Deckers de LD&amp;Co, qui s&rsquo;est \u00e9gar\u00e9 dans la cat\u00e9gorie des th\u00e9s. \u00ab&nbsp;La simplicit\u00e9 est toujours gagnante. Facilitez non seulement la vie de l&rsquo;acheteur, mais aussi celle du d\u00e9taillant. Soyez le guide de votre cat\u00e9gorie&nbsp;\u00bb, conseille-t-il. Et posez-vous la question : qu&rsquo;est-ce qui ne changera pas dans dix ans ? Il existe de nombreuses donn\u00e9es retail, mais les gestionnaires de cat\u00e9gories en font encore trop peu usage. Ne sous-estimez pas non plus l&rsquo;importance des \u00e9quipes sur le terrain : une ex\u00e9cution sans faille dans les magasins est essentielle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La durabilit\u00e9 comme levier<\/h2>\n\n\n\n<p>L&rsquo;environnement retail devient de plus en plus complexe, ce qui se manifeste aujourd&rsquo;hui, par exemple, par des conflits commerciaux entre les supermarch\u00e9s et les fournisseurs. \u00ab&nbsp;Mais il s&rsquo;agit d&rsquo;une situation perdante. Nous devons viser le gagnant-gagnant, m\u00eame s&rsquo;il devient plus difficile d&rsquo;\u00e9tablir de v\u00e9ritables partenariats&nbsp;\u00bb, explique Filip Vankelst, directeur des ventes de <strong>Nutrition &amp; Sant\u00e9<\/strong>. Pendant longtemps, la Belgique a \u00e9t\u00e9 un pays o\u00f9 les marges \u00e9taient \u00e9lev\u00e9es, car le leader du march\u00e9, <strong>Colruyt<\/strong>, n&rsquo;\u00e9tait jamais attaqu\u00e9 sur les prix. Cette \u00e9poque est r\u00e9volue : les d\u00e9taillants font pression sur leurs fournisseurs.<\/p>\n\n\n\n<p>\u00ab&nbsp;Comment trouver l&rsquo;\u00e9quilibre entre volume et rentabilit\u00e9 ? Gr\u00e2ce \u00e0 de v\u00e9ritables partenariats gagnant-gagnant&nbsp;\u00bb. Ceux-ci requi\u00e8rent une approche holistique. 90 % des relations sont \u00ab bloqu\u00e9es au milieu \u00bb. N&rsquo;oubliez pas non plus le facteur de durabilit\u00e9 : \u00ab&nbsp;De nombreuses entreprises ne s&rsquo;y int\u00e9ressent pas vraiment, elles le font parce qu&rsquo;elles y sont oblig\u00e9es. Nous sommes une entreprise \u00e0 mission, nous utilisons le d\u00e9veloppement durable comme un levier pour de meilleurs partenariats.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des choix fond\u00e9s sur des donn\u00e9es<\/h2>\n\n\n\n<p>C&rsquo;est alors qu&rsquo;un robot est entr\u00e9 en sc\u00e8ne. Un interm\u00e8de surprenant : le robot multifonctionnel ShelfiePro de DeDuCo aide \u00e0 v\u00e9rifier les planogrammes, \u00e0 scanner les \u00e9tag\u00e8res des magasins pour contr\u00f4ler les stocks, fait office de mascotte promotionnelle et peut r\u00e9pondre aux questions des clients, a d\u00e9montr\u00e9 Tom Dujardin. Il est d\u00e9j\u00e0 op\u00e9rationnel dans plusieurs magasins.<\/p>\n\n\n\n<p>Les pharmaciens sont aussi des d\u00e9taillants, m\u00eame s&rsquo;ils ne sont pas vraiment form\u00e9s pour cela. Ils sont de plus en plus concurrenc\u00e9s par des acteurs \u00e9trangers en ligne. Leur r\u00f4le \u00e9volue \u00e9galement : ils deviennent des coachs en mati\u00e8re de sant\u00e9. Marlies Vanthournout, pharmacienne reconvertie en gestionnaire de cat\u00e9gories, a illustr\u00e9 la mani\u00e8re dont la gestion des cat\u00e9gories chez <strong>BENU<\/strong> aide les pharmaciens \u00e0 faire des choix fond\u00e9s sur des donn\u00e9es concernant l&rsquo;assortiment, les marques priv\u00e9es, les promotions, les prix et l&rsquo;agencement du magasin.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une approche Benelux<\/h2>\n\n\n\n<p>\u00ab Zaandam est le p\u00e9trolier, Anvers le hors-bord \u00bb, d\u00e9clare Sven Vertommen, directeur commercial d&rsquo;Albert Heijn Belgique. Les Pays-Bas ouvrent souvent la voie ; la petite \u00e9quipe belge (environ 40 personnes) se charge de la traduction sur le march\u00e9 local. \u00ab Nous nous approvisionnons aux Pays-Bas pour ce qui peut l&rsquo;\u00eatre et en Belgique pour ce qui doit l&rsquo;\u00eatre \u00bb, explique-t-il. Il s&rsquo;attend \u00e0 ce que les fournisseurs adoptent une approche Benelux. Dans un assortiment serr\u00e9 de 18 000 r\u00e9f\u00e9rences, des choix difficiles s&rsquo;imposent : pour chaque nouvelle r\u00e9f\u00e9rence, une autre doit \u00eatre retir\u00e9e. Ce faisant, Albert Heijn pr\u00e9serve l&rsquo;\u00e9quilibre entre un assortiment surprenant et les achats quotidiens. \u00ab Contactez-nous \u00bb, s&rsquo;exclame-t-il. \u00ab&nbsp;Ou venez poser votre candidature, car nous sommes \u00e0 la recherche de talents commerciaux.&nbsp;\u00bb<\/p>\n\n\n\n<p>R\u00e9servez la date du prochain \u00e9v\u00e9nement RetailDetail : le Retail Marketing Day du 25 septembre. Au programme : une s\u00e9lection 100% discounter sous la devise \u00ab Low cost, high impact \u00bb, avec notamment <strong>Action<\/strong>, <strong>Primark<\/strong> et <strong>Takko Fashion<\/strong>. Commandez d\u00e8s maintenant votre billet d&rsquo;\u00e9t\u00e9 \u00e0 prix r\u00e9duit en cliquant sur le bouton ci-dessous.<\/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\/retail-events\/retail-marketing-day-2025-fr\/\">Je participerai au Retail Marketing Day le 25 septembre<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le triangle d&rsquo;or entre le d\u00e9taillant, le consommateur et le fournisseur : c&rsquo;est l\u00e0 que la magie op\u00e8re, a d\u00e9clar\u00e9 Luc Desmedt de LD&#038;Co, le pr\u00e9sident de la journ\u00e9e. Ces trois parties \u00e9taient repr\u00e9sent\u00e9es de mani\u00e8re \u00e9quilibr\u00e9e dans le programme vari\u00e9 du Category Management Congress qui s&rsquo;est tenu le 19 juin chez RetailDetail.<\/p>\n","protected":false},"author":3,"featured_media":120950,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[123,1547,1710,1516],"topic":[1335],"region":[],"class_list":["post-120952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","company-albert-heijn","company-benu","company-nutrition-sante","company-promojagers","topic-category-management-congress"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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