{"id":14386,"date":"2016-08-04T14:50:51","date_gmt":"2016-08-04T14:50:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/pourquoi-les-supermarches-doivent-ils-miser-sur-le-commerce\/"},"modified":"2016-08-04T14:50:51","modified_gmt":"2016-08-04T14:50:51","slug":"pourquoi-les-supermarches-doivent-ils-miser-sur-le-commerce","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-les-supermarches-doivent-ils-miser-sur-le-commerce\/","title":{"rendered":"Pourquoi les supermarch\u00e9s doivent-ils miser sur l\u2019e-commerce ?"},"content":{"rendered":"<p>Bien que l\u2019e-commerce soit un march\u00e9 de niche dans le secteur food, son potentiel est pourtant important. De fait, les clients online\u00a0semblent \u00eatre aussi\u00a0de meilleurs clients offline : ils d\u00e9pensent davantage et son plus fid\u00e8les. <strong>Albert Heijn <\/strong>le sait mieux que quiconque.<\/p>\n<p><!--break--><\/p>\n<h2>Opportunit\u00e9s online<\/h2>\n<p>Les supermarch\u00e9s ne manquent pas d\u2019arguments pour expliquer leur r\u00e9ticence face \u00e0 l\u2019e-commerce.\u00a0 Le canal online repr\u00e9sente tout au plus 1,5% du chiffre d\u2019affaires alimentaire et personne n\u2019y gagne de l\u2019argent. Les co\u00fbts logistiques sont trop \u00e9lev\u00e9s et peu de clients sont pr\u00eats \u00e0 payer pour. Les consommateurs souhaitent voir, sentir et t\u00e2ter les produits alimentaires. De plus, avec des magasins \u00e0 chaque coin de rue, le besoin de webshops est limit\u00e9.<\/p>\n<p>\nD\u2019accord, mais consid\u00e9rons les choses sous un angle plus large. L\u2019online n\u2019est pas simplement un canal de vente \u00e0 part ou en plus. Il semble \u00e9galement pouvoir renforcer les ventes des magasins physiques.<\/p>\n<h2>\nSynergie entre offline et online<\/h2>\n<p>Une \u00e9tude de <strong>Kantar Worldpanel <\/strong><a href=\"http:\/\/www.kantarworldpanel.com\/global\/News\/Accelerating-the-Growth-of-Ecommerce-in-FMCG\" target=\"_blank\" rel=\"noopener\">(\u00ab Accelerating the growth of e-commerce in FMCG \u00bb) <\/a>en 2014 avait d\u00e9j\u00e0 soulign\u00e9 l\u2019importante synergie entre les canaux online et offline. En voici un exemple concret : les clients offline de<strong> Tesco <\/strong>d\u00e9pensent 29% de leur budget d\u2019achat chez Tesco, tandis que les clients qui font leurs courses chez Tesco tant online qu\u2019offline y d\u00e9pensent\u00a0 46% de leur budget.<\/p>\n<p>\nEt ceci n\u2019est pas uniquement la cons\u00e9quence de leurs d\u00e9penses suppl\u00e9mentaires en ligne, car m\u00eame dans les magasins physiques leurs d\u00e9penses sont nettement plus \u00e9lev\u00e9es que celles des purs clients offline. Kantar Worldpanel a observ\u00e9 des pourcentages similaires chez <strong>Asda<\/strong> et <strong>Sainsbury<\/strong>. En d\u2019autres termes : si vous parvenez \u00e0 fid\u00e9liser des clients online, vous en tirerez \u00e9galement profit offline. Sans risque de cannibalisation, qui plus est.<\/p>\n<p>\nDes chiffres r\u00e9cents de <strong>GfK<\/strong> r\u00e9v\u00e8lent une tendance similaire aux Pays-Bas, lit-on sur le site de Distrifood : Albert Heijn a su y renforcer la fid\u00e9lit\u00e9 des clients, gr\u00e2ce aux acheteurs omni-canal, qui repr\u00e9sentent 6,9% de la client\u00e8le et plus de 15% de chiffre d\u2019affaires. La part purement online chez Albert Heijn s\u2019\u00e9l\u00e8ve \u00e0 3%, bien plus que la moyenne du secteur. Aux Pays-Bas la croissance d\u2019Albert Heijn est attribuable uniquement au canal online.<\/p>\n<h2>\nAcheteurs de marques<\/h2>\n<p>Les clients omni-canal sont donc les clients r\u00eav\u00e9s pour les supermarch\u00e9s. Ils d\u00e9pensent nettement plus, tant en magasin qu\u2019en ligne, \u00e9t ils sont plus fid\u00e8les. Bref, le type de clients que l\u2019on aime accueillir et que l\u2019on veut garder. Aussi bien en tant que retailer, qu\u2019en tant que marque. Car les e-acheteurs sont des acheteurs de marques, affirme Kantar Worldpanel dans ce m\u00eame rapport. De plus 55% des clients online utilisent toujours la m\u00eame liste de courses, chez le m\u00eame retailer. D\u2019o\u00f9 l\u2019importance vitale de figurer en premier sur cette liste.<\/p>\n<p>\nVisiblement chez Albert Heijn ils savent comment y parvenir. Un savoir-faire qui d\u2019ici peu s\u2019exportera au-del\u00e0 de la fronti\u00e8re, chez Delhaize. Une perspective int\u00e9ressante \u2026<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bien que l\u2019e-commerce soit un march\u00e9 de niche dans le secteur food, son potentiel est pourtant important. De fait, les clients online\u00a0semblent \u00eatre aussi\u00a0de meilleurs clients offline : ils d\u00e9pensent davantage et son plus fid\u00e8les. Albert Heijn le sait mieux que quiconque. Opportunit\u00e9s online Les supermarch\u00e9s ne manquent pas d\u2019arguments pour expliquer leur r\u00e9ticence face [&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":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-14386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pourquoi les supermarch\u00e9s doivent-ils miser sur l\u2019e-commerce ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pour les supermarch\u00e9s une solide offre online semble \u00e9galement renforcer les ventes dans les magasins physiques, sans risque de cannibalistation entre online et offline. 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