{"id":13768,"date":"2016-06-10T06:41:04","date_gmt":"2016-06-10T06:41:04","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/voici-comment-un-supermarche-sest-attaque-a-lobesite-2\/"},"modified":"2016-06-10T06:41:04","modified_gmt":"2016-06-10T06:41:04","slug":"voici-comment-un-supermarche-sest-attaque-a-lobesite-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/voici-comment-un-supermarche-sest-attaque-a-lobesite-2\/","title":{"rendered":"Voici comment un supermarch\u00e9 s\u2019est attaqu\u00e9 \u00e0 l'ob\u00e9sit\u00e9"},"content":{"rendered":"

H-E-B<\/strong> est l’exemple le plus significatif d’un supermarch\u00e9, leader local au Texas, qui a su renforcer le lien avec ses collaborateurs et ses clients gr\u00e2ce \u00e0 un puissant programme de sant\u00e9.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Chauvinisme et ob\u00e9sit\u00e9<\/h2>\n

L’enseigne est un ph\u00e9nom\u00e8ne dans le canal des supermarch\u00e9s am\u00e9ricains. \u00a0Fond\u00e9e en 1905, la petite \u00e9picerie est aujourd\u2019hui une cha\u00eene de quelque 340 magasins au Texas et au Mexique. Elle est devenue l\u2019une des plus importantes cha\u00eenes familiales de supermarch\u00e9s aux \u00c9tats-Unis.\u00a0<\/p>\n

\nLe distributeur mise pleinement sur l’ancrage local. Aucun supermarch\u00e9 n’est plus texan que H-E-B. Cette r\u00e9alit\u00e9 est un v\u00e9ritable atout dans l’\u00c9tat le plus chauvin des \u00c9tats-Unis. Pour donner une id\u00e9e, H-E-B vend des chips de tortilla avec la forme du Texas.\u00a0<\/p>\n

\nLe Texas est l’\u00c9tat le plus chauvin des \u00c9tats-Unis, mais aussi celui avec la population la plus ob\u00e8se. En tant que vendeur de produits alimentaires, H-E-B ne voulait pas ignorer ce probl\u00e8me, surtout parce qu’il concerne \u00e9galement ses propres collaborateurs.<\/p>\n

\nEn 2004 d\u00e9j\u00e0, le distributeur avait cr\u00e9\u00e9 des groupes de travail internes pour accompagner et encourager ses collaborateurs ob\u00e8ses \u00e0 adopter un mode de vie plus sain. Son projet a \u00e9t\u00e9 couronn\u00e9 de succ\u00e8s et l’id\u00e9e a germ\u00e9 de l’adapter aussi aux clients.\u00a0<\/p>\n

\u00a0<\/p>\n

Programme \u00e9ducatif<\/h2>\n

\nLa mission est d\u00e9licate car il ne faut pas para\u00eetre paternaliste aupr\u00e8s des clients qui aiment les grillades et une bonne bi\u00e8re… Vous courez m\u00eame le risque de perdre du chiffre d’affaires ou des clients. Mais, H-E-B a pressenti d’autres opportunit\u00e9s. Les consommateurs ne disposent pas toujours des bonnes informations. Ils pensent par exemple que les aliments sains sont plus chers, moins bons ou encore plus difficiles \u00e0 pr\u00e9parer.<\/p>\n

\nEn 2012, H-E-B a lanc\u00e9 le programme Healthy at H-E-B, qui vise entre autres \u00e0 baisser le prix des aliments sains et \u00e0 favoriser la disponibilit\u00e9 des ingr\u00e9dients indispensables pour suivre un r\u00e9gime sp\u00e9cifique (sans gluten, sans lactose…). Par ailleurs, il est essentiel d’informer et d’\u00e9duquer pour encourager une bonne hygi\u00e8ne de vie.\u00a0<\/p>\n

\u00a0<\/p>\n

\u00c9norme impact<\/h2>\n

\nQuelle a \u00e9t\u00e9 l’approche de H-E-B ? Destin\u00e9 au d\u00e9part aux collaborateurs, le manuel Healthy at H-E-B donne aux clients les informations essentielles pour consommer sainement et adopter un mode de vie sain. Des di\u00e9t\u00e9ticiens viennent r\u00e9guli\u00e8rement au magasin pour fournir des conseils sur les bonnes habitudes alimentaires. Des fiches sp\u00e9cifiques indiquent les produits sains dans les rayons. Le concept healthyAisles explique visuellement et simplement les informations nutritionnelles. Par ailleurs, le distributeur organise souvent des op\u00e9rations promotionnelles sur les produits alimentaires sains. \u00a0<\/p>\n

\nMais il ne s’arr\u00eate pas l\u00e0. Pour \u00eatre plus performant, le distributeur collabore chaque ann\u00e9e avec des associations locales pour organiser un H-E-B Community Challenge, une comp\u00e9tition qui \u00e9lit les communes texanes s’effor\u00e7ant le plus \u00e0 trouver des solutions pour une alimentation saine. Et le Slim Down Showdown Challenge aide les gens \u00e0 perdre du poids sainement. L’impact est inestimable : pr\u00e8s de deux millions de personnes ont d\u00e9j\u00e0 particip\u00e9 au programme.\u00a0<\/p>\n

\nC’est une belle initiative : H-E-B s’est appuy\u00e9 sur le probl\u00e8me de l’ob\u00e9sit\u00e9 pour resserrer les liens avec ses collaborateurs et ses clients, pour susciter une prise de conscience et pour g\u00e9n\u00e9rer du chiffre d’affaires. Cela s’appelle un triple win<\/em> aux \u00c9tats-Unis.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

H-E-B est l’exemple le plus significatif d’un supermarch\u00e9, leader local au Texas, qui a su renforcer le lien avec ses collaborateurs et ses clients gr\u00e2ce \u00e0 un puissant programme de sant\u00e9. \u00a0 Chauvinisme et ob\u00e9sit\u00e9 L’enseigne est un ph\u00e9nom\u00e8ne dans le canal des supermarch\u00e9s am\u00e9ricains. \u00a0Fond\u00e9e en 1905, la petite \u00e9picerie est aujourd\u2019hui une cha\u00eene […]<\/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":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-13768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nVoici comment un supermarch\u00e9 s\u2019est 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