{"id":12479,"date":"2016-03-07T15:33:00","date_gmt":"2016-03-07T15:33:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/les-tendances-dans-les-supermarches-pour-2016\/"},"modified":"2016-03-07T15:33:00","modified_gmt":"2016-03-07T15:33:00","slug":"les-tendances-dans-les-supermarches-pour-2016","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-tendances-dans-les-supermarches-pour-2016\/","title":{"rendered":"Les tendances dans les supermarch\u00e9s pour 2016"},"content":{"rendered":"

Quelles seront les principales tendances dans le secteur de l\u2019alimentation et des FMCG cette ann\u00e9e ? Toby Pickard, Senior Retail Analyst \u2013 Multichannel chez IGD<\/strong>, nous en donne un petit avant-go\u00fbt.<\/p>\n

\u00a0<\/p>\n

<\/p>\n

Focus sur la sant\u00e9<\/h2>\n

IGD, l\u2019institut de recherche britannique pour le secteur du retail alimentaire, pr\u00e9voit une attention grandissante accord\u00e9e \u00e0 la sant\u00e9. De plus en plus les gouvernements mettent l\u2019industrie sous pression, afin qu\u2019elle contribue aux objectifs de sant\u00e9 nationaux. Les entreprises y verront une opportunit\u00e9 importante dans le cadre de la lutte concurrentielle.<\/p>\n

\nCela stimulera l\u2019innovation. Dans les magasins le lay-out et les displays seront adapt\u00e9s pour inciter les clients \u00e0 faire des choix plus sains. Les retailers r\u00e9compenseront peut-\u00eatre les clients par des r\u00e9ductions de prix, des promotions et des primes. Chez Walgreens<\/strong> aux Etats-Unis par exemple les clients gagnent des points s\u2019ils optent pour des produits sains.<\/p>\n

\nEtant donn\u00e9 que les retailers adapteront leur offre pour permette des choix plus sains, il est donc crucial que les fournisseurs revoient la composition de leurs produits.<\/p>\n

\nL\u2019Orient donne le ton<\/h2>\n

Dans le retail habituellement le flux des meilleures pratiques va de l\u2019Ouest \u00e0 l\u2019Est. Or aujourd\u2019hui les \u00e9conomies de l\u2019Orient sont si dynamiques que cette tendance commence \u00e0 s\u2019inverser. Les retailers occidentaux devront intensifier leur rythme d\u2019innovation pour \u00e9viter de prendre du retard.<\/p>\n

\nA titre illustratif : Pepper, le robot humano\u00efde, \u00e9tait d\u00e9j\u00e0 utilis\u00e9 dans plus de 140 points de vente Softbank Mobile au Japon, avant que Carrefour<\/strong> ne l\u2019introduise en France.<\/p>\n

\nL\u2019Occident pourrait donc pour rattraper son retard reprendre certaines techniques asiatiques : des \u00e9v\u00e9nements sp\u00e9ciaux comme Single Day par exemple ou de nouveaux mod\u00e8les online.<\/p>\n

\nLa puissance de la voix<\/h2>\n

Maintenant que la commande vocale pour les smartphones\u00a0 est devenue courante, une nouvelle vague d\u2019innovations fera son apparition, ce qui entra\u00eenera une croissance exponentielle du \u2018big data\u2019. Nous pouvons commander des produits, organiser nos agendas et demander des informations via des appareils qui nous parlent.<\/p>\n

\nLes marques devront probablement payer des licences aux fournisseurs technologiques, afin d\u2019\u00eatre\u00a0 certaines de pouvoir continuer \u00e0 vendre leurs produits avec ces technologies. Elles seront en concurrence pour les droits exclusifs de vente et seront confront\u00e9es \u00e0 de nouveaux concurrents : les moteurs de recherche pourraient bien devenir les magasins du futur.<\/p>\n

\nSongez \u00e0 Amazon Echo, un appareil qui r\u00e9dige des listes de courses, \u00e9met des nouvelles, r\u00e9pond \u00e0 des demandes de recherches, propose de la musique en streaming, diffuse des livres audio et commande des produits chez Amazon <\/strong>sur base de votre historique de commandes.<\/p>\n

\nLe temps c\u2019est de l\u2019argent<\/h2>\n

Le gain de temps pour les clients constituera un atout important dans la concurrence entre les retailers. Ces derniers pourront gagner la fid\u00e9lit\u00e9 de leurs clients en leur proposant des solutions simples et pratiques. L\u2019am\u00e9nagement des magasins changera et de nouveaux distributeurs automatiques\u00a0 \u2013\u00a0 pour repas pr\u00e9par\u00e9s par exemple \u2013 feront leur apparition.<\/p>\n

\nUn exemple ? A Amsterdam Albert Heijn <\/strong>a lanc\u00e9 un magasin \u2018self-scanning\u2019 sans caisses, afin que les clients puissent faire leurs courses le plus rapidement possible.<\/p>\n

\nEmotions versus promotions<\/h2>\n

Comment sortir de lot dans un march\u00e9 en stagnation ? Les entreprises se d\u00e9tourneront de plus en plus du flux de promotions et rechercheront de nouvelles mani\u00e8re de fid\u00e9liser les clients en se basant sur la psychologie du consommateur. Les marques y auront recours\u00a0 afin de cr\u00e9er davantage d\u2019interactions personnalis\u00e9es. Elles consid\u00e9reront leurs clients comme des individus et non plus comme de simples consommateurs. Dans la communication entre les acheteurs, les marques et les retailers les m\u00e9dias sociaux joueront un r\u00f4le d\u00e9terminant.<\/p>\n

\nLa nouvelle strat\u00e9gie globale de Coca-Cola<\/strong>, sous le slogan \u2018Taste the feeling\u2019, en est en bon exemple. La campagne se base sur l\u2019id\u00e9e que le fait de boire un Coca-Cola \u2013 quel qu\u2019il soit \u2013 est un plaisir simple qui transforme les moments quotidiens en moments particuliers.<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Quelles seront les principales tendances dans le secteur de l\u2019alimentation et des FMCG cette ann\u00e9e ? Toby Pickard, Senior Retail Analyst \u2013 Multichannel chez IGD, nous en donne un petit avant-go\u00fbt. \u00a0 Focus sur la sant\u00e9 IGD, l\u2019institut de recherche britannique pour le secteur du retail alimentaire, pr\u00e9voit une attention grandissante accord\u00e9e \u00e0 la sant\u00e9. […]<\/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-12479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nLes tendances dans les supermarch\u00e9s pour 2016 - 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\/les-tendances-dans-les-supermarches-pour-2016\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les tendances dans les supermarch\u00e9s pour 2016 - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Quelles seront les principales tendances dans le secteur de l\u2019alimentation et des FMCG cette ann\u00e9e ? 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