{"id":129806,"date":"2025-09-29T13:48:51","date_gmt":"2025-09-29T11:48:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=129806"},"modified":"2025-09-29T13:48:53","modified_gmt":"2025-09-29T11:48:53","slug":"retail-marketing-day-2025-le-tabou-sur-les-discounters-est-leve","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/retail-marketing-day-2025-le-tabou-sur-les-discounters-est-leve\/","title":{"rendered":"Retail Marketing Day 2025 : \u00ab Le tabou sur les discounters est lev\u00e9 \u00bb"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\" style=\"--aspect-ratio:calc(1024 \/ 768)\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129800\" data-id=\"129800\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4577-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129802\" data-id=\"129802\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4580-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129798\" data-id=\"129798\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4585-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129794\" data-id=\"129794\" data-aspect-ratio=\"768 \/ 1024\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31-768x1024.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31-768x1024.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31-225x300.jpg 225w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31-1152x1536.jpg 1152w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/51ae57c7-7ed7-4a44-9dda-1f1146968b31.jpg 1200w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129804\" data-id=\"129804\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4591-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-129796\" data-id=\"129796\" data-aspect-ratio=\"1024 \/ 768\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2025\/09\/IMG_4595-2048x1536.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Les discounters semblent \u00eatre les seuls \u00e0 encore prosp\u00e9rer dans le secteur du commerce de d\u00e9tail. Lors du Retail Marketing Day, plusieurs discounters \u00e0 succ\u00e8s sont venus expliquer leur strat\u00e9gie. Une conclusion \u00e9vidente : la simplicit\u00e9 fonctionne.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Nous gardons le focus \u00bb<\/h2>\n\n\n\n<p>Si vous voulez parler du succ\u00e8s des discounters, vous ne pouvez pas ignorer le ph\u00e9nom\u00e8ne <strong>Action<\/strong>. Dans la pr\u00e9sentation du directeur r\u00e9gional Bart Raeymaekers, ce ne sont pas seulement les chiffres qui ont impressionn\u00e9 \u2013 tout le monde ne peut pas afficher une croissance annuelle moyenne de 22 % \u2013, mais aussi les processus qui se cachent derri\u00e8re : \u00ab Nous gardons le focus. Une seule marque, une seule exp\u00e9rience d&rsquo;achat, un seul mod\u00e8le op\u00e9rationnel. \u00bb Et cela dans 14 pays \u00e0 ce jour. Et aussi : \u00ab Nous sommes une organisation ax\u00e9e sur les achats. \u00bb Mais ce qui a le plus surpris les coll\u00e8gues d\u00e9taillants, c&rsquo;est que l&rsquo;assortiment en constante \u00e9volution \u2013 identique \u00e0 90 % dans chaque pays \u2013 est g\u00e9r\u00e9 par seulement 18 acheteurs au si\u00e8ge.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab L&rsquo;IA, votre nouvelle coll\u00e8gue \u00bb<\/h2>\n\n\n\n<p>Outre le discount, il existe dans le commerce de d\u00e9tail (et ailleurs) un autre mot \u00e0 la mode qui revient \u00e0 chaque \u00e9v\u00e9nement : l&rsquo;intelligence artificielle, et plus pr\u00e9cis\u00e9ment l&rsquo;IA <em>agente<\/em>. Non seulement l&rsquo;IA modifie le comportement de recherche, mais les chatbots peuvent \u00e9galement aider dans le processus de retour ou dans la vente crois\u00e9e, explique Yasin Hadnan de CM.com. Un petit sondage r\u00e9alis\u00e9 dans la salle montre que de nombreuses entreprises ne sont pas encore au courant, malgr\u00e9 le battage m\u00e9diatique, mais rester \u00e0 la tra\u00eene n&rsquo;est pas une option : \u00ab Commencez petit. Commencez par cr\u00e9er un chatbot simple. Utilisez les donn\u00e9es dont vous disposez. Les connaissances sont souvent r\u00e9parties dans toute l&rsquo;organisation. Cr\u00e9er un agent IA, c&rsquo;est comme recruter un nouveau coll\u00e8gue. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Un format de magasin plus petit \u00e0 venir \u00bb<\/h2>\n\n\n\n<p>La simplicit\u00e9 est \u00e9galement un facteur qui explique le succ\u00e8s de <strong>Primark<\/strong>, avec une gamme de basiques intemporels produits par des partenaires fixes avec des contrats \u00e0 long terme. Les d\u00e9taillants font de grands pas vers une industrie de la mode plus durable et plus sociale, a soulign\u00e9 Olivier Cr\u00e9pin, directeur des ventes. Le d\u00e9taillant irlandais compte actuellement huit grands magasins en Belgique, qui affichent des performances sup\u00e9rieures \u00e0 la moyenne du groupe. Peut-on en imaginer d&rsquo;autres ? \u00ab Au Portugal, nous testons actuellement un format de magasin plus compact, adapt\u00e9 aux villes de taille plus modeste. Je trouverais int\u00e9ressant de pouvoir l&rsquo;importer en Belgique. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Bien faire les choses simples \u00bb<\/h2>\n\n\n\n<p><strong>Takko Fashion<\/strong> est encore peu connu en Belgique, mais avec plus de 2 000 magasins dans 17 pays, ce n&rsquo;est pas un petit acteur europ\u00e9en. Erwin Rutten, directeur national pour le Benelux, a saisi cette occasion pour pr\u00e9senter le discounter de qualit\u00e9. \u00ab Si vous habitez l\u00e0 o\u00f9 nous sommes implant\u00e9s, vous nous connaissez, sinon non. \u00bb La lib\u00e9ration des locaux de <strong>Blokker<\/strong> a r\u00e9cemment donn\u00e9 un coup de pouce \u00e0 la cha\u00eene aux Pays-Bas, mais en Belgique aussi, l&rsquo;expansion avec un nouveau concept de magasin est \u00e0 l&rsquo;ordre du jour. \u00ab Nous voulons bien faire les choses simples. Nos magasins sont notre principal point de contact \u2013 notre meilleur magasin est celui de La Panne \u2013 mais l&rsquo;application Takko Friends arrivera \u00e9galement en Belgique. \u00bb Et que signifie ce nom \u00e9trange ? \u00ab Personne ne sait d&rsquo;o\u00f9 il vient. \u00bb Eh bien&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Le prospectus r\u00e9tr\u00e9cit, mais ne dispara\u00eet pas \u00bb<\/h2>\n\n\n\n<p><strong>Carrefour<\/strong> n&rsquo;est pas un discounter, mais travaille dur sur la perception des prix dans un march\u00e9 o\u00f9 l&rsquo;agressivit\u00e9 promotionnelle n&rsquo;a fait que s&rsquo;accro\u00eetre. \u00ab Nous devions r\u00e9agir \u00bb, explique Dave Froidcoeur, directeur op\u00e9rationnel du marketing client. Des campagnes sur le pouvoir d&rsquo;achat, des folders th\u00e9matiques et de grandes campagnes d&rsquo;activation telles que Scan Mania ont suivi. Mais le nombre de pages des prospectus a doubl\u00e9, ce qui a entra\u00een\u00e9 une augmentation du nombre d&rsquo;erreurs et beaucoup de frustration au sein de l&rsquo;organisation interne. En collaboration avec <strong>AddRetail<\/strong>, le d\u00e9taillant a lanc\u00e9 un projet de transformation, expliqu\u00e9 par le consultant Jeroen Huys. Le prospectus papier a \u00e9t\u00e9 r\u00e9duit \u00e0 12 pages pour les hypermarch\u00e9s et \u00e0 8 pages pour Market, les clients pouvant trouver d&rsquo;autres promotions en ligne et dans l&rsquo;application. Cela a permis de r\u00e9duire les erreurs de 36 % et d&rsquo;am\u00e9liorer la comp\u00e9titivit\u00e9 des prix, avec l&rsquo;introduction du sympathique \u00ab Croq\u2019-Prix \u00bb comme cerise sur le g\u00e2teau. Le prospectus ne dispara\u00eet pas compl\u00e8tement, comme en France, mais la personnalisation est l&rsquo;avenir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab La honte a disparu \u00bb<\/h2>\n\n\n\n<p>Conclusions ? \u00ab La honte de faire ses courses chez les discounters a disparu, en partie \u00e0 cause du contexte g\u00e9opolitique et \u00e9conomique actuel. Cette croissance n&rsquo;est pas nouvelle \u2013 <strong>Aldi<\/strong> est pr\u00e9sent ici depuis les ann\u00e9es 80 \u2013 mais le climat actuel est favorable \u00bb, a d\u00e9clar\u00e9 le pr\u00e9sident de la journ\u00e9e, Gino Van Ossel. \u00ab Et le c\u0153ur du mod\u00e8le discount, c&rsquo;est la simplicit\u00e9.&nbsp;\u00bb Tous les discounters ont une \u00e9norme envie d&rsquo;expansion, qui est directement li\u00e9e aux \u00e9conomies d&rsquo;\u00e9chelle. Cette croissance rapide offre de nombreuses possibilit\u00e9s de promotion interne. La diversit\u00e9 est une \u00e9vidence pour les discounters, tout comme la durabilit\u00e9 et le commerce \u00e9lectronique. Les discounters se positionnent de plus en plus comme des fournisseurs de qualit\u00e9. L&rsquo;IA agentique va jouer un r\u00f4le tr\u00e8s d\u00e9terminant dans le commerce de d\u00e9tail, mais son adoption se fera \u00e0 des rythmes diff\u00e9rents, comme dans le cas du marketing de contenu et de l&rsquo;\u00e9volution des comportements de recherche. Enfin, il s&rsquo;agit toujours de \u00ab value for money \u00bb : on passe du \u00ab plus il y en a, mieux c&rsquo;est \u00bb \u00e0 une communication efficace sur les prix, et c&rsquo;est un processus d&rsquo;apprentissage continu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Prochain rendez-vous : 20 novembre<\/h2>\n\n\n\n<p>Ne manquez pas le prochain \u00e9v\u00e9nement RetailDetail : la RetailDetail Night est en effet la f\u00eate de fin d&rsquo;ann\u00e9e du secteur du commerce de d\u00e9tail au Benelux. Venez r\u00e9seauter avec plus de 400 professionnels du commerce de d\u00e9tail le jeudi 20 novembre dans le cadre unique de la Handelsbeurs \u00e0 Anvers. Commandez \u00e0 temps un billet individuel ou une table personnalis\u00e9e (10 personnes) pour votre entreprise. Plus d&rsquo;informations via le bouton 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\/retaildetail-night-2025-fr\/\">Je suis impatient de d\u00e9couvrir le programme de la RetailDetail Night 2025<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les discounters semblent \u00eatre les seuls \u00e0 encore prosp\u00e9rer dans le secteur du commerce de d\u00e9tail. Lors du Retail Marketing Day, plusieurs discounters \u00e0 succ\u00e8s sont venus expliquer leur strat\u00e9gie. Une conclusion \u00e9vidente : la simplicit\u00e9 fonctionne. \u00ab Nous gardons le focus \u00bb Si vous voulez parler du succ\u00e8s des discounters, vous ne pouvez pas [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":129800,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[417,87,230,1214],"topic":[488,774],"region":[],"class_list":["post-129806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","company-action","company-carrefour","company-primark","company-takko-fashion","topic-marketing","topic-retaildetail-day"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail Marketing Day 2025 : \u00ab Le tabou sur les discounters est lev\u00e9 \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Lors du Retail Marketing Day, plusieurs discounters \u00e0 succ\u00e8s sont venus expliquer leur strat\u00e9gie. 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