{"id":133961,"date":"2025-11-06T15:02:34","date_gmt":"2025-11-06T14:02:34","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=133961"},"modified":"2025-11-06T15:02:36","modified_gmt":"2025-11-06T14:02:36","slug":"opinion-croissance-controle-et-limites-ahold-delhaize-doit-choisir-et-partager","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/opinion-croissance-controle-et-limites-ahold-delhaize-doit-choisir-et-partager\/","title":{"rendered":"[Opinion] Croissance, contr\u00f4le et limites : Ahold Delhaize doit choisir et partager"},"content":{"rendered":"\n<p>Les chiffres ne mentent pas : <strong>Ahold Delhaize<\/strong> est en pleine croissance. Mais derri\u00e8re ces r\u00e9sultats trimestriels impressionnants se cache une r\u00e9alit\u00e9 plus complexe. Une histoire de croissance qui atteint ses limites, de technologie qui exige un contr\u00f4le et de dilemmes li\u00e9s \u00e0 la franchise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le paradoxe du succ\u00e8s<\/h2>\n\n\n\n<p>Ahold Delhaize a fait <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-croissance-en-ligne-stimule-les-chiffres-dahold-delhaize\/\">mieux que pr\u00e9vu au dernier trimestre<\/a>. Le g\u00e9ant de la grande distribution progresse tant en ligne que dans ses magasins physiques, en Europe comme aux \u00c9tats-Unis. Le chiffre d&rsquo;affaires augmente, les marges se maintiennent et les marques propres gagnent du terrain.<\/p>\n\n\n\n<p>Alors que Lidl et Jumbo <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/carrefour-envisage-de-setendre-en-serbie\/\">cherchent leur voie<\/a>, Ahold Delhaize suit son propre plan : des marques fortes, une approche omnicanale, des investissements dans la technologie. Cela fonctionne. Mais cette m\u00eame strat\u00e9gie pose des dilemmes. Les co\u00fbts augmentent. Les magasins franchis\u00e9s doivent \u00eatre plus s\u00fbrs et plus efficaces, mais il faut en m\u00eame temps continuer \u00e0 stimuler l&rsquo;entrepreneuriat local.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le samedi d\u00e9tr\u00f4n\u00e9<\/h2>\n\n\n\n<p>Prenons l&rsquo;exemple de la Belgique. L&rsquo;ouverture des magasins le dimanche s&rsquo;av\u00e8re \u00eatre une id\u00e9e en or. Les clients veulent acheter leurs pistolets frais en m\u00eame temps que les d\u00e9jeuners scolaires pour la semaine, et profiter de moments de shopping tranquilles. La croissance du dimanche attire m\u00eame les clients des concurrents.<\/p>\n\n\n\n<p>Mais en y regardant de plus pr\u00e8s, on constate qu&rsquo;il ne s&rsquo;agit pas seulement d&rsquo;un gain commercial. Il s&rsquo;agit de nouveaux segments de client\u00e8le, d&rsquo;un comportement d&rsquo;achat diff\u00e9rent et d&rsquo;un rythme changeant. Le samedi n&rsquo;est plus sacr\u00e9. Le dimanche devient dominant. La question n&rsquo;est pas de savoir si cela aura une influence sur le mod\u00e8le classique des supermarch\u00e9s, mais \u00e0 quelle vitesse.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Technologie contre libert\u00e9<\/h2>\n\n\n\n<p>Ahold Delhaize est \u00e9galement en plein essor dans le domaine num\u00e9rique. Bol conna\u00eet une nouvelle croissance et a contribu\u00e9 \u00e0 une croissance en ligne de 9,7 % en Europe. Les achats en ligne ont m\u00eame connu une croissance \u00e0 deux chiffres, tant aux \u00c9tats-Unis qu&rsquo;en Europe. Aux Pays-Bas, AH.nl est d\u00e9j\u00e0 rentable. Mais la technologie n&rsquo;est pas seulement un acc\u00e9l\u00e9rateur de croissance, elle repr\u00e9sente \u00e9galement un risque. Surtout dans le cas des formules de franchise, o\u00f9 les syst\u00e8mes et les niveaux d&rsquo;expertise varient consid\u00e9rablement.<\/p>\n\n\n\n<p>La franchise repr\u00e9sente 40 % du chiffre d&rsquo;affaires europ\u00e9en. En Belgique, ce chiffre atteint m\u00eame pr\u00e8s de 100 %. Mais la croissance s&rsquo;accompagne de responsabilit\u00e9s. Les cyberrisques ne concernent pas seulement l&rsquo;entrepreneur, mais touchent directement la marque. Un seul incident peut nuire \u00e0 l&rsquo;ensemble de la cha\u00eene. Ahold Delhaize en est conscient et s&rsquo;oriente vers des formats de franchise \u00ab moins nombreux, mais mieux organis\u00e9s \u00bb. \u00c0 juste titre. Un meilleur contr\u00f4le n&rsquo;est plus un luxe, c&rsquo;est une n\u00e9cessit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Choisir, est-ce perdre ?<\/h2>\n\n\n\n<p>C&rsquo;est l\u00e0 le n\u0153ud du probl\u00e8me : Ahold Delhaize veut \u00eatre agile tout en gardant le contr\u00f4le. \u00catre local et diriger de mani\u00e8re centralis\u00e9e. Cro\u00eetre et contr\u00f4ler. C&rsquo;est un \u00e9quilibre difficile \u00e0 trouver, qui exige des choix difficiles. La technologie n&rsquo;est plus une question secondaire, mais la franchise n&rsquo;est pas non plus un mod\u00e8le sans engagement.<\/p>\n\n\n\n<p>Ainsi, un autre sujet de tension appara\u00eet dans les magasins : jusqu&rsquo;o\u00f9 aller avec les m\u00e9dias de vente au d\u00e9tail ? Autocollants, communication au sol, r\u00e9frig\u00e9rateurs de marque : cela rapporte, mais perturbe \u00e9galement la tranquillit\u00e9 du magasin. L&rsquo;exp\u00e9rience client ne doit pas \u00eatre d\u00e9truite par la mon\u00e9tisation.<\/p>\n\n\n\n<p>La croissance est une bonne chose, mais elle exige du leadership. Ahold Delhaize devra non seulement continuer \u00e0 innover, mais aussi oser faire des choix. Pour la structure. Pour la s\u00e9curit\u00e9. Pour la coh\u00e9rence de la marque. Et pour le client, le dimanche comme tous les autres jours de la semaine.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les chiffres ne mentent pas : Ahold Delhaize est en pleine croissance. Mais derri\u00e8re ces r\u00e9sultats trimestriels impressionnants se cache une r\u00e9alit\u00e9 plus complexe. Une histoire de croissance qui atteint ses limites, de technologie qui exige un contr\u00f4le et de dilemmes li\u00e9s \u00e0 la franchise.<\/p>\n","protected":false},"author":10,"featured_media":133962,"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":[43],"company":[124],"topic":[275],"region":[],"class_list":{"0":"post-133961","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-ahold-delhaize","11":"topic-analyse"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Opinion] Croissance, contr\u00f4le et limites : Ahold Delhaize doit choisir et partager - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Ahold Delhaize est en pleine croissance. 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