{"id":121157,"date":"2025-06-25T09:40:53","date_gmt":"2025-06-25T07:40:53","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=121157"},"modified":"2025-06-25T09:40:55","modified_gmt":"2025-06-25T07:40:55","slug":"le-retail-media-comment-delhaize-combine-insights-et-impact","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-retail-media-comment-delhaize-combine-insights-et-impact\/","title":{"rendered":"Les d\u00e9fis de la mesure dans le retail m\u00e9dia : comment Delhaize combine insights et impact"},"content":{"rendered":"\n

(publir\u00e9portage<\/em>) Le retail m\u00e9dia n\u2019est plus un simple \u00ab nice-to-have \u00bb, mais un pilier \u00e0 part enti\u00e8re dans le mix marketing des marques. Pourtant, la mesure reste un d\u00e9fi : les annonceurs et leurs agences m\u00e9dia attendent un retour sur investissement (ROI) clair, mais se heurtent \u00e0 un manque d\u2019uniformit\u00e9 et de standards, ainsi qu\u2019\u00e0 une complexit\u00e9 des mod\u00e8les d\u2019attribution. Media Marketing Delhaize<\/strong> (MMD<\/strong>) plaide donc pour des m\u00e9triques transparentes et des insights <\/em>accessibles.<\/p>\n\n\n\n

D\u2019un supermarch\u00e9 \u00e0 une plateforme m\u00e9dia<\/h2>\n\n\n\n

Depuis huit ans, MMD s\u2019est positionn\u00e9 comme une puissante agence en retail m\u00e9dia. Avec plus de 800 magasins en Belgique, l\u2019enseigne offre un reach 10 fois sup\u00e9rieur \u00e0 celui de l\u2019a\u00e9roport de Bruxelles ou de la plus grande gare du pays. Gr\u00e2ce aux \u00e9crans num\u00e9riques en magasin, aux supports de communication en rayon, aux e-mails personnalis\u00e9s, au site web et \u00e0 l\u2019application, Delhaize touche chaque jour des millions de consommateurs belges. \u00ab Nous combinons les points de contact physiques et digitaux, et nous accompagnons le consommateur tout au long de son parcours d\u2019achat \u00bb, d\u00e9clare Olivier Degrez, directeur de MMD.<\/p>\n\n\n\n

Le programme de fid\u00e9lit\u00e9 SuperPlus en est le pilier central. Ce programme, bas\u00e9 sur plus de 3 millions de profils de shoppers, fournit des donn\u00e9es transactionnelles que MMD convertit en campagnes personnalis\u00e9es et en insights pour les annonceurs. \u00ab A c\u00f4t\u00e9 de \u00e7a, gr\u00e2ce \u00e0 Enlight+, notre plateforme en libre-service de donn\u00e9es<\/a>, les marques ont acc\u00e8s aux donn\u00e9es transactionnelles, \u00e0 la fr\u00e9quence d\u2019achat et aux insights <\/em>consommateurs \u00bb, explique MMD, qui mise r\u00e9solument sur une valeur ajout\u00e9e mesurable.<\/p>\n\n\n\n

Transparence et standardisation comme fondement<\/h2>\n\n\n\n

Un point d\u2019attention important sur le march\u00e9 reste le manque de standardisation. L\u00e0 o\u00f9 les m\u00e9dias classiques comme la t\u00e9l\u00e9vision utilisent les GRP, le retail media est encore en phase de structuration. MMD anticipe de mani\u00e8re proactive cette \u00e9volution. \u00ab Nous travaillons activement \u00e0 aligner nos KPI sur les standards et m\u00e9thodologies de calcul propos\u00e9s par l\u2019IAB, y compris des indicateurs comme new to brand<\/em> ou new to category<\/em> \u00bb, pr\u00e9cise Olivier Degrez.<\/p>\n\n\n\n

Mais la d\u00e9marche ne s\u2019arr\u00eate pas l\u00e0 : dans une logique d\u2019am\u00e9lioration continue, MMD int\u00e8gre \u00e9galement d’autres indicateurs pertinents comme le \u00ab digital opportunity to see<\/em> \u00bb pour le digital signage ou le \u00ab category share index<\/em> \u00bb. Degrez : \u00ab Sans pr\u00e9tendre les qualifier d\u2019innovations, ils illustrent notre volont\u00e9 d\u2019aller au-del\u00e0 des standards \u00e9tablis pour affiner la mesure de la performance retail m\u00e9dia. \u00bb<\/p>\n\n\n\n

Les campagnes sont \u00e9valu\u00e9es sur base de KPI m\u00e9dias (comme reach<\/em>, taux de clics, viewability<\/em>, open rates<\/em>, \u2026) et de KPI de vente (chiffre d\u2019affaires, retour sur investissement publicitaire, \u00e9volution de la cat\u00e9gorie). En outre, fort de plusieurs ann\u00e9es d\u2019exp\u00e9rience et de milliers de campagnes men\u00e9es pour ses annonceurs, MMD dispose d\u2019un historique riche qui leur permettent de fournir des benchmarks <\/em>d\u00e9taill\u00e9s pour chaque m\u00e9trique m\u00e9dia, ainsi que par secteur d\u2019activit\u00e9. \u00ab Nous mesurons chaque canal, qu\u2019il s\u2019agisse d\u2019un stopper <\/em>en rayon, de courriel, de digital out-of-home ou de bannering<\/em>. \u00bb<\/p>\n\n\n\n

Bien plus que la conversion<\/h2>\n\n\n\n

Bien que le retail m\u00e9dia soit souvent per\u00e7u comme l\u2019ultime incitation \u00e0 l\u2019achat, les mesures d\u00e9montrent le contraire. Des recherches men\u00e9es avec Kantar\/MeMo2<\/strong> montrent que le retail m\u00e9dia renforce aussi la perception de marque, la notori\u00e9t\u00e9 et le reach <\/em>unique. \u00ab Le retail m\u00e9dia met les marques en contact avec des cibles qu\u2019elles ne parviennent plus \u00e0 atteindre via les m\u00e9dias traditionnels. Nous ajoutons une couche suppl\u00e9mentaire \u00e0 ce reach <\/em>\u00bb, explique Olivier Degrez.<\/p>\n\n\n\n

Ainsi, une \u00e9tude de cas avec la marque de bi\u00e8re Cristal <\/strong>a montr\u00e9 a montr\u00e9 un reach <\/em>incr\u00e9mental unique de 5% pour la couche retail m\u00e9dia que le reste des m\u00e9dias n\u2019a pas r\u00e9ussi \u00e0 d\u00e9livrer (t\u00e9l\u00e9vision, r\u00e9seaux sociaux, \u2026). L\u2019\u00e9tude a \u00e9galement soulign\u00e9 un \u00ab brand lift<\/em> de 74 % sur les KPIs li\u00e9es \u00e0 la marque \u00bb et une augmentation des ventes de 8,5 %, dont 65 % attribu\u00e9e aux activations MMD.<\/p>\n\n\n\n

La puissance de la fid\u00e9lit\u00e9 et de l\u2019efficacit\u00e9<\/h2>\n\n\n\n

Selon MMD, les marques sous-estiment souvent deux choses. D\u2019abord le potentiel de leur propre base de clients. \u00ab Attirer de nouveaux clients est important, mais activer les clients fid\u00e8les g\u00e9n\u00e8re souvent un rendement plus rapide \u00bb, explique-t-on. Gr\u00e2ce \u00e0 la richesse des donn\u00e9es issues du programme SuperPlus, les marques peuvent adapter leur strat\u00e9gie.<\/p>\n\n\n\n

Ensuite l\u2019impact d\u2019un email personnalis\u00e9 sur les ventes omnicanales. Une campagne e-mail personnalis\u00e9e vers la bonne cible g\u00e9n\u00e8re plus d\u2019achats en ligne, mais aussi une hausse significative des ventes en magasin physique. \u00ab Les tests par groupes t\u00e9moins ont confirm\u00e9 la diff\u00e9rence de comportement entre les consommateurs expos\u00e9s ou non \u00e0 nos m\u00e9dias. \u00bb<\/p>\n\n\n\n

De plus, le retail m\u00e9dia repr\u00e9sente une alternative comp\u00e9titive aux autres canaux m\u00e9diatiques. L\u2019\u00e9tude cross-m\u00e9dia de Kantar\/Memo2 pour Cristal a d\u00e9montr\u00e9 que le retail m\u00e9dia affichait un ROAS (Return on Advertising Spend) plus avantageux que la t\u00e9l\u00e9vision, les r\u00e9seaux sociaux et la recherche en ligne. \u00ab Nous ne sommes pas une entreprise m\u00e9dia classique, mais nous disposons d\u2019atouts uniques que les annonceurs ne trouvent pas ailleurs \u00bb, conclut Degrez.<\/p>\n\n\n\n

Souhaitez-vous en savoir plus ? D\u00e9couvrez l\u2019\u00e9tude de cas compl\u00e8te de Cristal sur mediamarketingdelhaize.be<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

(publir\u00e9portage) Le retail m\u00e9dia n\u2019est plus un simple \u00ab nice-to-have \u00bb. Pourtant, la mesure reste un d\u00e9fi. Media Marketing Delhaize (MMD) plaide donc pour des m\u00e9triques transparentes et des insights accessibles.<\/p>\n","protected":false},"author":5,"featured_media":121155,"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":[196],"topic":[488,318],"region":[226],"class_list":["post-121157","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-delhaize","topic-marketing","topic-publireportage","region-belgique"],"acf":[],"yoast_head":"\nLes d\u00e9fis de la mesure dans le retail m\u00e9dia : comment Delhaize combine insights et impact - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"(publir\u00e9portage) Le retail m\u00e9dia n\u2019est plus un simple \u00ab nice-to-have \u00bb. 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