{"id":148497,"date":"2026-05-21T12:29:33","date_gmt":"2026-05-21T10:29:33","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=148497"},"modified":"2026-05-21T12:29:35","modified_gmt":"2026-05-21T10:29:35","slug":"auchan-remplace-ses-prospectus-papier-par-lia","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/auchan-remplace-ses-prospectus-papier-par-lia\/","title":{"rendered":"Auchan remplace ses prospectus papier par l&rsquo;IA"},"content":{"rendered":"\n<p>Au d\u00e9but de cette ann\u00e9e, <strong>Auchan <\/strong>a cess\u00e9<strong> <\/strong>la distribution syst\u00e9matique de prospectus papier. Ces derniers ont \u00e9t\u00e9 remplac\u00e9s par des campagnes num\u00e9riques pilot\u00e9es par l&rsquo;IA, ce qui a permis de r\u00e9duire les co\u00fbts et d&rsquo;augmenter la fr\u00e9quentation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un meilleur retour sur investissement<\/h2>\n\n\n\n<p>Auchan avait d\u00e9j\u00e0 consid\u00e9rablement r\u00e9duit la distribution de prospectus papier au cours des deux derni\u00e8res ann\u00e9es, mais n&rsquo;\u00e9tait pas all\u00e9 aussi loin que ses concurrents <strong>E.Leclerc<\/strong> et <strong>Carrefour<\/strong>, qui ont respectivement cess\u00e9 compl\u00e8tement cette pratique fin 2023 et d\u00e9but 2025. Mais depuis janvier, le distributeur fran\u00e7ais ne distribue plus de prospectus papier, se limitant d\u00e9sormais \u00e0 des catalogues pour des occasions sp\u00e9ciales telles que le salon du vin ou l&rsquo;offre de jouets en fin d&rsquo;ann\u00e9e.<\/p>\n\n\n\n<p>Afin de maintenir la fr\u00e9quentation des magasins, l\u2019entreprise a d\u00e9velopp\u00e9, en collaboration avec des agences sp\u00e9cialis\u00e9es, diff\u00e9rentes initiatives dans le domaine des m\u00e9dias num\u00e9riques, o\u00f9 l\u2019IA g\u00e9n\u00e9rative optimise le mix m\u00e9dia pour chaque campagne et chaque magasin Auchan. Cela porte ses fruits : \u00ab En faisant \u00e9voluer notre mix m\u00e9dia, sans prospectus, nous sommes parvenus \u00e0 gagner 1 point \u00e0 1,8 point de fr\u00e9quentation. L\u2019IA g\u00e9n\u00e9rative a vraiment \u00e9t\u00e9 le bonus qui nous a permis <a href=\"https:\/\/www.lsa-conso.fr\/auchan-arrete-la-distribution-des-prospectus-et-mise-sur-l-ia-generative-pour-booster-le-trafic-de-ses-magasins-exclu,465857\">d&rsquo;aller chercher encore plus de ROI<\/a> \u00bb, explique Pierrick Viet, responsable du trafic et des m\u00e9dias de distribution chez Auchan Retail, au magazine sp\u00e9cialis\u00e9 LSA. Le taux de clics moyen a augment\u00e9 de 19 %, tandis que le co\u00fbt moyen par clic a baiss\u00e9 de 7 %.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Au d\u00e9but de cette ann\u00e9e, Auchan a cess\u00e9 la distribution syst\u00e9matique de prospectus papier. Ces derniers ont \u00e9t\u00e9 remplac\u00e9s par des campagnes num\u00e9riques pilot\u00e9es par l&rsquo;IA, ce qui a permis de r\u00e9duire les co\u00fbts et d&rsquo;augmenter la fr\u00e9quentation. <\/p>\n","protected":false},"author":3,"featured_media":148498,"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":[1467,1531],"people":[],"extra":[43],"company":[719],"topic":[488],"region":[342],"class_list":{"0":"post-148497","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-artificiele-intelligentie","10":"tag-intelligence-artificielle","11":"extra-plus","12":"company-auchan","13":"topic-marketing","14":"region-france"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Auchan remplace ses prospectus papier par l&#039;IA - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Au d\u00e9but de cette ann\u00e9e, Auchan a cess\u00e9 la distribution syst\u00e9matique de prospectus papier. 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