{"id":122583,"date":"2025-07-14T14:23:12","date_gmt":"2025-07-14T12:23:12","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=122583"},"modified":"2025-07-14T14:23:14","modified_gmt":"2025-07-14T12:23:14","slug":"la-gamme-hema-chez-jumbo-nest-pas-un-succes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-gamme-hema-chez-jumbo-nest-pas-un-succes\/","title":{"rendered":"La gamme HEMA chez Jumbo n’est pas un succ\u00e8s"},"content":{"rendered":"\n

Les experts estiment que les ventes du rayon des produits HEMA<\/strong> dans les supermarch\u00e9s Jumbo<\/strong> sont \u00ab beaucoup trop faibles \u00bb. A l’inverse, aucun produit Jumbo n’appara\u00eet dans la cha\u00eene de grands magasins, bien que cela ait \u00e9t\u00e9 annonc\u00e9.<\/p>\n\n\n\n

5 euros de l’heure<\/h2>\n\n\n\n

Depuis plusieurs ann\u00e9es, les consommateurs trouvent un rayon de produits HEMA dans la plupart des magasins Jumbo : il s’agit aujourd’hui de 690 des quelque 725 supermarch\u00e9s Jumbo aux Pays-Bas et en Belgique. L’assortiment comprend des bo\u00eetes \u00e0 pain, de la vaisselle, des bougies, des collants, des ciseaux \u00e0 ongles, de la papeterie et des accessoires de f\u00eate. Ce partenariat est logique puisque la famille van Eerd, propri\u00e9taire de Jumbo, est \u00e9galement copropri\u00e9taire de HEMA depuis 2021. Mais le projet n’est pas un succ\u00e8s retentissant, comme le montrent les chiffres.<\/p>\n\n\n\n

En 2024, les consommateurs ont achet\u00e9 pour 14,3 millions d’euros de produits HEMA<\/a> chez Jumbo, soit un peu plus que les 14,1 millions d’euros de l’ann\u00e9e pr\u00e9c\u00e9dente, rapporte RTL. Cela repr\u00e9sente moins de 1 % du chiffre d’affaires total de la cha\u00eene de grands magasins, qui s’\u00e9levait \u00e0 plus de 1,4 milliard d’euros en 2024. Par supermarch\u00e9, le chiffre d’affaires s’\u00e9l\u00e8ve \u00e0 un peu moins de 60 euros par jour, soit moins de 5 euros par heure.<\/p>\n\n\n\n

N\u00e9anmoins satisfaits<\/h2>\n\n\n\n

Selon Erik Hemmes, expert en supermarch\u00e9s, ce chiffre est \u00ab tr\u00e8s bas \u00bb. En moyenne, un rayon HEMA dans un Jumbo fait environ quatre m\u00e8tres de large, ce qui signifie que les ventes s’\u00e9l\u00e8vent \u00e0 environ 100 euros par m\u00e8tre et par semaine, alors que la moyenne dans un supermarch\u00e9 devrait \u00eatre d’environ 580 euros. M\u00eame si l’on consid\u00e8re le rayon HEMA comme un service suppl\u00e9mentaire pour les clients, les ventes sont trop faibles.<\/p>\n\n\n\n

En outre, Jumbo et HEMA avaient \u00e9galement annonc\u00e9 une collaboration dans la direction oppos\u00e9e : la cha\u00eene de grands magasins commencerait \u00e0 vendre des produits frais Jumbo, tels que des repas et des sandwiches \u00e0 emporter<\/a>. Mais cela n’a pas abouti, peut-\u00eatre parce que l’offre de produits de commodit\u00e9 dans les villes est d\u00e9j\u00e0 tr\u00e8s importante.<\/p>\n\n\n\n

N\u00e9anmoins, Jumbo a d\u00e9clar\u00e9 dans un commentaire qu’elle \u00e9tait satisfaite de la coop\u00e9ration. HEMA et Jumbo apprennent l’un de l’autre en mati\u00e8re d’assortiment et de logistique. Les deux cha\u00eenes ach\u00e8tent \u00e9galement de la publicit\u00e9 ensemble.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les experts estiment que les ventes du rayon des produits HEMA dans les supermarch\u00e9s Jumbo sont \u00ab beaucoup trop faibles \u00bb. A l’inverse, aucun produit Jumbo n’appara\u00eet dans la cha\u00eene de grands magasins, bien que cela ait \u00e9t\u00e9 annonc\u00e9. <\/p>\n","protected":false},"author":3,"featured_media":122580,"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":[419,217],"topic":[1312],"region":[524],"class_list":["post-122583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-hema","company-jumbo","topic-partenariat","region-pays-bas"],"acf":[],"yoast_head":"\nLa gamme HEMA chez Jumbo n'est pas un succ\u00e8s - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les experts estiment que les ventes du rayon des produits HEMA dans les supermarch\u00e9s Jumbo sont \u00ab beaucoup trop faibles \u00bb.\" 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