{"id":12938,"date":"2016-04-13T13:19:03","date_gmt":"2016-04-13T13:19:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/picnic-va-t-il-evincer-le-supermarche\/"},"modified":"2016-04-13T13:19:03","modified_gmt":"2016-04-13T13:19:03","slug":"picnic-va-t-il-evincer-le-supermarche","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/picnic-va-t-il-evincer-le-supermarche\/","title":{"rendered":"Picnic va-t-il \u00e9vincer le supermarch\u00e9 ?"},"content":{"rendered":"<p>A en croire le co-fondateur Joris Beckers, le supermarch\u00e9 en ligne <strong>Picnic<\/strong> sera pour le food ce que Zalando est pour la mode. Beckers exposera sa vision sur la nouvelle fa\u00e7on de faire ses courses lors du RetailDetail Congress du 28 avril.<\/p>\n<p><!--break--><\/p>\n<h2>Livraison gratuite \u00e0 domicile<\/h2>\n<p>Le concept du supermarch\u00e9 en ligne Picnic a \u00e9t\u00e9 lanc\u00e9 en septembre 2015 \u00e0 Amersfoort aux Pays-Bas. Les consommateurs ont la possibilit\u00e9 de commander leurs courses via une appli, apr\u00e8s quoi les marchandises leur sont livr\u00e9es \u00e0 domicile par des minibus \u00e9lectriques. Picnic promet les prix les plus bas pour tous les produits, tant pour les marques A, que pour les MDD et le frais. \u00ab Chaque nuit nous v\u00e9rifions 50.000 prix \u00bb, nous dit-on.<\/p>\n<p>\nUn concept \u00e9tonnant, car la plupart des cha\u00eenes de supermarch\u00e9s optent pour un syst\u00e8me \u2018click &amp; collect\u2019, facturent des frais de service et ne donnent pas de garantie de prix. Quoi de plus normal sachant que l&rsquo;\u00e9laboration d&rsquo;un concept\u00a0d\u2019e-commerce est co\u00fbteuse et que les marges dans l\u2019alimentaire sont minimes. Mais on peut consid\u00e9rer les choses diff\u00e9remment : \u00ab La concurrence d\u00e9pend des 5% de clients pr\u00eats \u00e0 payer pour la livraison. Nous visons les autres 95% de clients. \u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Pas de gaspillage<\/h2>\n<p>Deux obstacles emp\u00eachent la perc\u00e9e des courses quotidiennes en ligne, expliquait Joris Beckers lors du lancement de Picnic dans le magazine sp\u00e9cialis\u00e9 Twinkle : \u00ab Premi\u00e8rement le prix, car les livraisons sont co\u00fbteuses, et deuxi\u00e8mement les d\u00e9lais d\u2019attente trop longs en raison des larges plages horaires. Nous avons donc d\u00e9cid\u00e9 de cr\u00e9er un concept qui rem\u00e9dierait \u00e0 ces deux probl\u00e8mes : une nouvelle cha\u00eene alimentaire, totalement r\u00e9frig\u00e9r\u00e9e. \u00bb<\/p>\n<p>\nEn quoi Picnic est-il diff\u00e9rent d\u2019autres solutions d\u2019e-commerce ? \u00ab Nous n\u2019avons pas de magasins co\u00fbteux, mais des petits v\u00e9hicules malins. \u00bb En effet Picnic a choisi d\u2019effectuer ses livraisons \u00e0 l\u2019aide de minibus \u00e9lectriques. Par ailleurs Picnic estime que les ventes en ligne permettent d\u2019\u00e9viter le gaspillage. L\u2019e-tailer n\u2019ach\u00e8te que ce qui a \u00e9t\u00e9 command\u00e9 et ne doit donc en principe rien jeter. Picnic fait ses achats via Boni, membre de l\u2019organisation d\u2019achat Superunie.<\/p>\n<h2>\nComme un laitier<\/h2>\n<p>Comment \u00e7a marche ? Les consommateurs peuvent passer commande jusqu\u2019\u00e0 23 heures. Durant la nuit les fournisseurs de produits frais livrent la marchandise dans le d\u00e9p\u00f4t central de Nijkerk. C\u2019est \u00e0 partir de ce centre que\u00a0 les commandes sont ensuite achemin\u00e9es vers des hubs locaux, o\u00f9 elles sont charg\u00e9es dans des minibus \u00e9lectriques, qui livrent les courses \u00e0 domicile trois fois par semaine \u00e0 heures fixes, selon des tourn\u00e9es fixes. \u00ab Un peu comme le laitier d\u2019autrefois \u00bb, explique Beckers.<\/p>\n<p>\nMais un laitier \u00e0 la pointe de la technologie, car les consommateurs peuvent suivre les minibus sur l\u2019\u00e9cran de leur smartphone et d\u00e9terminer avec pr\u00e9cision quand leur commande sera livr\u00e9e. Ils voient \u00e9galement le profil du livreur et savent donc qui se pr\u00e9sentera \u00e0 leur porte.<\/p>\n<p>\nPicnic a commenc\u00e9 modestement : pour l\u2019instant le supermarch\u00e9 en ligne est pr\u00e9sent dans les r\u00e9gions d\u2019Amersfoort, Leusden et Soest. Dans les mois \u00e0 venir le groupe compte s\u2019\u00e9tendre vers Almere, Apeldoorn et Utrecht. 10% des habitants d\u2019Amersfoort ont d\u00e9j\u00e0 fait leurs courses via Picnic et plus de la moiti\u00e9 d\u2019entre eux sont des clients hebdomadaires. Selon Distrifood, la part des produits frais dans le chiffre d\u2019affaires se situe aux alentours de 50%. R\u00e9cemment lors des Thuiswinkel Awards, Picnic a rafl\u00e9 le prix du meilleur webshop d\u00e9butant.<\/p>\n<h2>\nQuatre entrepreneurs ing\u00e9nieux<\/h2>\n<p>Picnic a \u00e9t\u00e9 fond\u00e9 par quatre entrepreneurs ing\u00e9nieux et chevronn\u00e9s. Joris Beckers et Frederik Nieuwenhuys viennent de chez Fredhopper, une entreprise sp\u00e9cialis\u00e9e dans le d\u00e9veloppement de logiciel de recherche et de navigation intuitives. Bas Verheijen \u00e9tait l\u2019ancien directeur marketing de C1000 et Michiel Muller est un \u2018serial entrepeneur\u2019 qui a \u00e9labor\u00e9 notamment le r\u00e9seau de stations-service automatiques Tango aux Pays-Bas, en Belgique et en Espagne. D\u00e9tail amusant : Michiel Muller est le fr\u00e8re de <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/frans-muller-%C2%AB-en-tant-que-retailer-il-faut-faire-des-choix-%C2%BB\" target=\"_blank\" rel=\"noopener\">Frans Muller, CEO de Delhaize<\/a>, qui prendra la parole lors du RetailDetail Congress.<\/p>\n<p>\nJoris Beckers est l\u2019un des orateurs du RetailDetail Congress, qui aura lieu jeudi 28 avril \u00e0 Willebroek. Vous souhaitez participer \u00e0 cet \u00e9v\u00e9nement ? <a href=\"https:\/\/www.retaildetail.be\/fr\/events\/RetailDetailCongress2016\" target=\"_blank\" rel=\"noopener\">Consultez notre site retaildetail.be\/events <\/a>pour r\u00e9server votre place et pour de plus amples informations.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A en croire le co-fondateur Joris Beckers, le supermarch\u00e9 en ligne Picnic sera pour le food ce que Zalando est pour la mode. Beckers exposera sa vision sur la nouvelle fa\u00e7on de faire ses courses lors du RetailDetail Congress du 28 avril. Livraison gratuite \u00e0 domicile Le concept du supermarch\u00e9 en ligne Picnic a \u00e9t\u00e9 [&hellip;]<\/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":[34],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-12938","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Picnic va-t-il \u00e9vincer le supermarch\u00e9 ? - 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\/m-tail\/picnic-va-t-il-evincer-le-supermarche\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Picnic va-t-il \u00e9vincer le supermarch\u00e9 ? - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"A en croire le co-fondateur Joris Beckers, le supermarch\u00e9 en ligne Picnic sera pour le food ce que Zalando est pour la mode. 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