{"id":130787,"date":"2025-10-08T09:22:52","date_gmt":"2025-10-08T07:22:52","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=130787"},"modified":"2025-10-08T09:22:54","modified_gmt":"2025-10-08T07:22:54","slug":"colruyt-veut-seduire-de-nouveaux-clients-en-revalorisant-sa-boulangerie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-veut-seduire-de-nouveaux-clients-en-revalorisant-sa-boulangerie\/","title":{"rendered":"Colruyt veut s\u00e9duire de nouveaux clients en revalorisant sa boulangerie"},"content":{"rendered":"\n<p><strong>Colruyt <\/strong>teste dans quatre supermarch\u00e9s un assortiment plus complet de pains cuits sur place. \u00c0 Halle, le d\u00e9taillant a m\u00eame install\u00e9 un tout nouveau concept d&rsquo;atelier de boulangerie. Les premiers r\u00e9sultats sont positifs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">30 nouvelles r\u00e9f\u00e9rences<\/h2>\n\n\n\n<p>Cette semaine, le magasin Colruyt de Halle s&rsquo;est dot\u00e9 d&rsquo;un atelier de boulangerie, qui attire tous les regards au centre du magasin. Trente nouvelles r\u00e9f\u00e9rences (baguettes, petits pains, viennoiseries et snacks sal\u00e9s) y sont cuites sur place. Avec l&rsquo;\u00e9largissement de son assortiment de pains, Colruyt souhaite tester quelle offre r\u00e9pond le mieux aux besoins des clients. Actuellement, quatre magasins Colruyt testent un assortiment de boulangerie : outre Halle, il s&rsquo;agit de Diest, Ninove et Nieuport.<\/p>\n\n\n\n<p>\u00ab \u00c0 Halle, nous allons encore plus loin \u00bb, explique Geert Elen, responsable de l&rsquo;innovation chez Colruyt Group. Les clients peuvent y voir les employ\u00e9s \u00e0 l&rsquo;\u0153uvre dans un v\u00e9ritable atelier de boulangerie. Les pains sont cuits juste avant l&rsquo;ouverture du magasin, afin d&rsquo;avoir une cro\u00fbte bien croustillante. Ils sont cuits \u00e0 nouveau au cours de la journ\u00e9e. Les autres produits de boulangerie sont \u00e9galement cuits plusieurs fois par jour afin d&rsquo;obtenir la meilleure qualit\u00e9 possible et de limiter au maximum le gaspillage alimentaire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jeunes familles<\/h2>\n\n\n\n<p>\u00ab Gr\u00e2ce aux tests r\u00e9alis\u00e9s avec le pain, nous voulons en apprendre davantage sur les besoins de nos clients. L&rsquo;offre peut donc encore changer au cours des prochains mois. Ce qui ne changera pas, ce sont nos prix les plus bas, qui s&rsquo;appliquent \u00e9galement \u00e0 la gamme de pains, comme pour tous nos autres produits. \u00bb<\/p>\n\n\n\n<p>Les premiers r\u00e9sultats sont encourageants. \u00c0 Ninove et \u00e0 Nieuport, o\u00f9 la gamme de pains a \u00e9t\u00e9 \u00e9largie avant l&rsquo;\u00e9t\u00e9, environ 20 % des clients ach\u00e8tent un produit de la nouvelle gamme. Les meilleures ventes sont les classiques : baguettes, pains au chocolat et pains longs. \u00ab Au cours des derniers mois, nous avons attir\u00e9 de nouveaux clients dans les magasins test et les jeunes familles aiment \u00e9galement mettre la nouvelle gamme dans leur caddie \u00bb, explique Elen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Augmenter la part de march\u00e9<\/h2>\n\n\n\n<p>Colruyt innove actuellement dans plusieurs rayons en \u00e9largissant ou en ajustant son assortiment. \u00c0 la caisse, les clients trouvent d\u00e9sormais des magazines et des fleurs, et dans les rayons cosm\u00e9tiques de Halle et Ninove, des marques de luxe telles que The Ordinary et Clinique (toutes deux du groupe <strong>Est\u00e9e Lauder<\/strong>) font leur apparition dans les rayons. Il s&rsquo;agit l\u00e0 aussi d&rsquo;un test. Avec cette offre suppl\u00e9mentaire, le leader du march\u00e9 souhaite augmenter son chiffre d&rsquo;affaires, ses marges et sa part de march\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Colruyt teste dans quatre supermarch\u00e9s un assortiment plus large de pains cuits sur place. \u00c0 Halle, le d\u00e9taillant a m\u00eame install\u00e9 un tout nouveau concept d&rsquo;atelier de boulangerie. Les premiers r\u00e9sultats sont positifs. <\/p>\n","protected":false},"author":3,"featured_media":130788,"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":[18,24],"tags":[],"people":[],"extra":[],"company":[201],"topic":[462],"region":[226],"class_list":{"0":"post-130787","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"company-colruyt","10":"topic-innovation","11":"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>Colruyt veut s\u00e9duire de nouveaux clients en revalorisant sa boulangerie - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Colruyt teste dans quatre supermarch\u00e9s un 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