{"id":128359,"date":"2025-09-15T12:30:41","date_gmt":"2025-09-15T10:30:41","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=128359"},"modified":"2025-09-15T12:30:43","modified_gmt":"2025-09-15T10:30:43","slug":"la-transformation-du-retail-en-action-ce-que-carrefour-a-appris-sur-la-pression-promotionnelle","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-transformation-du-retail-en-action-ce-que-carrefour-a-appris-sur-la-pression-promotionnelle\/","title":{"rendered":"La transformation du retail en action : ce que Carrefour a appris sur la pression promotionnelle"},"content":{"rendered":"\n<p>Dans un march\u00e9 caract\u00e9ris\u00e9 par une pression promotionnelle croissante, il n&rsquo;est pas forc\u00e9ment judicieux de se lancer aveugl\u00e9ment dans une surench\u00e8re. <strong>Carrefour <\/strong>emprunte une nouvelle voie promotionnelle, accompagn\u00e9 par AddRetail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des choix courageux<\/h2>\n\n\n\n<p>Il est bien connu que le march\u00e9 belge de la distribution subit une pression promotionnelle croissante. Carrefour a d&rsquo;abord r\u00e9agi en multipliant les actions, en ajoutant des pages suppl\u00e9mentaires et en augmentant le nombre de prospectus. Cette acc\u00e9l\u00e9ration a mis les \u00e9quipes sous forte pression et a entra\u00een\u00e9 des erreurs dans la production des prospectus. C&rsquo;est pourquoi le distributeur a lanc\u00e9, en collaboration avec AddRetail, un processus de transformation ax\u00e9 sur l&rsquo;am\u00e9lioration structurelle des processus et de la collaboration. En rapprochant les achats, le d\u00e9veloppement des ventes et le marketing, les tensions ont \u00e9t\u00e9 apais\u00e9es, la collaboration renforc\u00e9e et les bases jet\u00e9es pour l&rsquo;automatisation et une prise de d\u00e9cision plus rapide.<\/p>\n\n\n\n<p>Les r\u00e9sultats sont d\u00e9sormais visibles : depuis mars, le prospectus est publi\u00e9 dans <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/un-folder-plus-compact-et-une-app-renouvelee-pour-carrefour\/\">un format plus compact, avec moins de pages mais des promotions plus importantes<\/a>, et il est envoy\u00e9 \u00e0 un plus grand nombre de clients. Parall\u00e8lement, le d\u00e9taillant investit dans une communication num\u00e9rique plus cibl\u00e9e. Lors du <a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retail-marketing-day-2025-fr\/\">Retail Marketing Day<\/a> de RetailDetail, qui se tiendra le 25 septembre \u00e0 Anvers, les deux entreprises expliqueront comment des choix audacieux et une innovation organisationnelle pr\u00e9parent un d\u00e9taillant \u00e0 l&rsquo;avenir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nouvelle orientation<\/h2>\n\n\n\n<p>Dave Froidcoeur prendra la parole au nom de Carrefour Belgique. Il travaille dans l&rsquo;entreprise depuis plus de 20 ans : il a commenc\u00e9 dans les magasins avant d&rsquo;\u00e9voluer vers le si\u00e8ge social, o\u00f9 il occupe aujourd&rsquo;hui le poste de directeur du marketing op\u00e9rationnel client. Avec son \u00e9quipe, il est notamment responsable de la cr\u00e9ation, de la production et de la distribution des d\u00e9pliants et des promotions de Carrefour, ce qui lui permet de combiner le marketing strat\u00e9gique avec une forte sensibilit\u00e9 \u00e0 la r\u00e9alit\u00e9 op\u00e9rationnelle du commerce de d\u00e9tail.<\/p>\n\n\n\n<p>Jeroen Huys s&rsquo;exprimera au nom d&rsquo;AddRetail. Il a acquis plus de 25 ans d&rsquo;exp\u00e9rience pratique dans des postes de direction au sein d&rsquo;environnements en pleine croissance. Aujourd&rsquo;hui, il accompagne les changements au sein des organisations en mettant l&rsquo;accent sur la connexion entre la strat\u00e9gie, les personnes, la culture et la collaboration, afin que les transitions soient soutenues et durables. Pour AddRetail, il a dirig\u00e9 la refonte de la collaboration autour des promotions chez Carrefour, en r\u00e9unissant les \u00e9quipes et les parties prenantes autour d&rsquo;une nouvelle orientation.<\/p>\n\n\n\n<p>Le Retail Marketing Day de RetailDetail aura lieu le 25 septembre \u00e0 Anvers. Les d\u00e9taillants <strong>Action<\/strong>, <strong>Primark <\/strong>et <strong>Takko Fashion<\/strong> y pr\u00e9senteront \u00e9galement leur strat\u00e9gie marketing. Vous pouvez r\u00e9server vos billets via le lien 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 viendrai au Retail Marketing Day le 25 septembre<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dans un march\u00e9 caract\u00e9ris\u00e9 par une pression promotionnelle croissante, il n&rsquo;est pas forc\u00e9ment judicieux de se lancer aveugl\u00e9ment dans une surench\u00e8re. Carrefour emprunte une nouvelle voie promotionnelle, accompagn\u00e9 par AddRetail. Des choix courageux Il est bien connu que le march\u00e9 belge de la distribution subit une pression promotionnelle croissante. Carrefour a d&rsquo;abord r\u00e9agi en multipliant [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":128357,"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":[87],"topic":[488,774],"region":[226],"class_list":["post-128359","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-carrefour","topic-marketing","topic-retaildetail-day","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La transformation du retail en action : ce que Carrefour a appris sur la pression promotionnelle - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Carrefour emprunte une nouvelle 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