{"id":125704,"date":"2025-08-20T10:31:16","date_gmt":"2025-08-20T08:31:16","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=125704"},"modified":"2025-08-20T10:31:17","modified_gmt":"2025-08-20T08:31:17","slug":"interview-pourquoi-action-na-pas-de-planogrammes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/interview-pourquoi-action-na-pas-de-planogrammes\/","title":{"rendered":"[Interview] Pourquoi Action n’a pas de planogrammes"},"content":{"rendered":"\n

Avec chaque jour de nouvelles surprises \u00e0 d\u00e9baller, la vie d’un directeur chez Action<\/strong> est tout sauf ennuyeuse. Le discounter souhaite toutefois tordre le cou \u00e0 certains pr\u00e9jug\u00e9s : \u00ab Sur nos parkings, on voit tous les types de voitures \u00bb.<\/p>\n\n\n\n

\u00ab Soyez comme Mondo Duplantis \u00bb<\/h2>\n\n\n\n

La croissance impressionnante d’Action en Europe suscite depuis des ann\u00e9es l’\u00e9tonnement et l’admiration des observateurs du secteur de la distribution. Le secret de la cha\u00eene de magasins discount non alimentaires peut se r\u00e9sumer \u00e0 une formule simple, explique Bart Raeymaekers, directeur r\u00e9gional, qui a suivi de pr\u00e8s la croissance de l’entreprise, pass\u00e9e de moins de 300 \u00e0 plus de 3 000 magasins : \u00ab Action = prix x surprise x personnes<\/em> \u00bb. Le tout agr\u00e9ment\u00e9 d’une touche de durabilit\u00e9. <\/p>\n\n\n\n

\u00ab Chaque euro que vous ne d\u00e9pensez pas en tant que d\u00e9taillant, vous n’avez pas \u00e0 le demander \u00e0 votre client. Recherchez donc l’efficacit\u00e9. Remettez-vous constamment en question et visez toujours mieux. Comme un athl\u00e8te : vous devez avoir le \u00e9tat d’esprit de quelqu’un comme le sauteur \u00e0 la perche Mondo Duplantis, qui vient encore une fois de battre son record du monde. Nous \u00e9laborons des processus solides, que nous d\u00e9ployons dans tous les pays et que nous am\u00e9liorons en permanence. Chez Action, le hasard n’existe pas. \u00bb<\/p>\n\n\n\n

Acheter malin<\/h2>\n\n\n\n

Un facteur de succ\u00e8s important est l’assortiment surprenant : chaque semaine, 150 nouveaux articles arrivent dans les rayons. Cela attire non seulement les clients, mais aussi les responsables de magasin, qui ne savent pas \u00e0 l’avance ce qui sera livr\u00e9. \u00ab Quand on est directeur de magasin chez Action, on peut d\u00e9baller tous les jours ! C’est g\u00e9nial, non ? Nous avons d’ailleurs une adresse e-mail interne o\u00f9 les collaborateurs peuvent envoyer des suggestions d’articles qu’ils aiment, afin d’inspirer nos acheteurs. \u00bb<\/p>\n\n\n\n

\u00ab Le profil de nos clients est \u00e9galement surprenant \u00bb, ajoute Raeymaekers. \u00ab On pense souvent que nos clients sont issus des classes sociales d\u00e9favoris\u00e9es et qu’ils ach\u00e8tent chez nous par n\u00e9cessit\u00e9. Ce n’est pas le cas. Un peu moins d’un tiers de nos clients appartiennent \u00e0 la classe sup\u00e9rieure, un peu moins d’un tiers \u00e0 la classe moyenne et seulement un peu plus d’un tiers \u00e0 la classe inf\u00e9rieure. On voit tous les types de voitures sur le parking d’un magasin Action. C’est tout simplement du smart buying<\/em>. \u00bb<\/p>\n\n\n\n

\u00ab Au moins un employ\u00e9 \u00e9voluant dans l’entreprise par magasin \u00bb<\/h2>\n\n\n\n

Vous pouvez avoir la meilleure formule commerciale, mais ce sont les gens qui font la diff\u00e9rence. \u00ab Les normes et les valeurs sont des crit\u00e8res de s\u00e9lection tr\u00e8s stricts lors du recrutement. Nous regardons d’abord qui vous \u00eates, puis ce que vous savez faire. Nous investissons \u00e9norm\u00e9ment dans la formation interne : notre objectif est d’avoir au moins un employ\u00e9 qui \u00e9volue en interne par magasin. Nos responsables de magasin ont de r\u00e9elles responsabilit\u00e9s : nous n’avons pas de plans de rayonnage, ils d\u00e9cident eux-m\u00eames des t\u00eates de gondole et des commandes. Nous n’avons qu’un seul KPI : le chiffre d’affaires total du magasin. \u00bb<\/p>\n\n\n\n

Le grand engagement des collaborateurs ressort clairement de l’enqu\u00eate de satisfaction biannuelle \u00ab The Voice of Action \u00bb, qui affiche un taux de participation sans pr\u00e9c\u00e9dent de plus de 90 %. La carri\u00e8re de Raeymaekers illustre parfaitement les opportunit\u00e9s offertes par le d\u00e9taillant : il a d\u00e9but\u00e9 en avril 2012 en tant que responsable r\u00e9gional chez Action, alors que la Belgique ne comptait que 35 magasins. Il a ensuite dirig\u00e9 la cha\u00eene en France et en Allemagne. Aujourd’hui, il est responsable de la Belgique, du Luxembourg, de l’Allemagne, du Portugal, de l’Espagne et de l’Italie en tant que l’un des trois regional country directors<\/em> de l’entreprise, Action ayant entre-temps divis\u00e9 l’Europe en trois parties.<\/p>\n\n\n\n

2 pour le prix d’1<\/h2>\n\n\n\n

Lors du Retail Marketing Day organis\u00e9 par RetailDetail le 25 septembre \u00e0 Anvers, Bart Raeymaekers d’Action viendra d\u00e9mystifier d’autres pr\u00e9jug\u00e9s sur les discounters. D’autres enseignes discount, telles que Takko Fashion<\/strong> et Primark<\/strong>, viendront \u00e9galement expliquer leur strat\u00e9gie. Vous pouvez r\u00e9server vos tickets via le lien ci-dessous. Jusqu’au 24 ao\u00fbt, vous b\u00e9n\u00e9ficiez de deux tickets pour le prix d’un !<\/p>\n\n\n\n

\n
Je viendrai au Retail Marketing Day le 25 septembre<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Avec chaque jour de nouvelles surprises \u00e0 d\u00e9baller, la vie d’un directeur chez Action est tout sauf ennuyeuse. Le discounter souhaite toutefois tordre le cou \u00e0 certains pr\u00e9jug\u00e9s : \u00ab Sur nos parkings, on voit tous les types de voitures \u00bb.<\/p>\n","protected":false},"author":3,"featured_media":125698,"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":[25],"tags":[],"people":[],"extra":[],"company":[417],"topic":[488,774],"region":[],"class_list":["post-125704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","company-action","topic-marketing","topic-retaildetail-day"],"acf":[],"yoast_head":"\n[Interview] Pourquoi Action n'a pas de planogrammes - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Avec chaque jour de nouvelles surprises \u00e0 d\u00e9baller, la vie d'un directeur chez Action est tout sauf ennuyeuse.\" 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