{"id":14872,"date":"2016-09-21T13:07:15","date_gmt":"2016-09-21T13:07:15","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/impact-etonnamment-limite-des-promotions-2\/"},"modified":"2016-09-21T13:07:15","modified_gmt":"2016-09-21T13:07:15","slug":"impact-etonnamment-limite-des-promotions-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/impact-etonnamment-limite-des-promotions-2\/","title":{"rendered":"Impact \u00e9tonnamment limit\u00e9 des promotions"},"content":{"rendered":"

Plus de la moiti\u00e9 des promotions des supermarch\u00e9s ne contribuent pas \u00e0 la croissance de la cat\u00e9gorie concern\u00e9e, r\u00e9v\u00e8le une \u00e9tude britannique. Les retailers adaptent donc leur strat\u00e9gie promotionnelle.<\/p>\n

<\/p>\n

Peu ou pas de croissance au sein de la cat\u00e9gorie<\/h2>\n

Le bureau d\u2019\u00e9tudes IRI <\/strong>a examin\u00e9 85.000 promotions de supermarch\u00e9s au Royaume-Uni. Plus de la moiti\u00e9 des promotions analys\u00e9es avaient un impact n\u00e9gatif sur la cat\u00e9gorie concern\u00e9e, \u00e9crit le magazine sp\u00e9cialis\u00e9 britannique The Grocer<\/a>. La croissance moyenne d\u2019une cat\u00e9gorie lors d\u2019une promotion \u00e9tait d\u2019\u00e0 peine 0,13%. Par ailleurs les promotions \u2018multibuy\u2019 (du type 2+1 ou 1+1), tr\u00e8s appr\u00e9ci\u00e9es des clients, semblaient avoir peu, voire m\u00eame aucun impact sur le chiffre d\u2019affaires au sein de la cat\u00e9gorie : la hausse \u00e9tait d\u2019un n\u00e9gligeable 0,02%.<\/p>\n

\nCes r\u00e9sultats sont en contradiction totale avec l\u2019id\u00e9e courante, selon laquelle les promotions aident les retailers \u00e0 faire cro\u00eetre une cat\u00e9gorie. Aujourd\u2019hui les retailers britanniques ont tendance \u00e0 renoncer aux promotions \u2018multibuy\u2019 (celles-ci ont diminu\u00e9 de 40% durant l\u2019ann\u00e9e \u00e9coul\u00e9e) et \u00e0 opter pour des r\u00e9ductions de prix claires et des \u2018prix ronds\u2019.<\/p>\n

\nDivergences en fonction du type de magasin<\/h2>\n

Par contre les promotions permettent aux fabricants de grignoter des parts de march\u00e9 \u00e0 leurs concurrents. Les r\u00e9ductions de prix contribuent \u00e9galement \u00e0 une l\u00e9g\u00e8re hausse des revenus pour les retailers (+0,2%) ;\u00a0 ce qui s\u2019explique en grande partie par les primes de r\u00e9f\u00e9rencement, d\u2019emplacements pr\u00e9f\u00e9rentiels et de mise en place de displays vers\u00e9es par les fabricants. En outre les promotions g\u00e9n\u00e8rent un trafic plus important et des d\u00e9penses moyennes plus \u00e9lev\u00e9es.<\/p>\n

\nA noter que l\u2019impact des promotions diff\u00e8re fortement en fonction du type d magasin. Les \u2018convenience stores\u2019 ressentent un effet positif lors de promotions, avec une croissance de 2,5% au sein de la cat\u00e9gorie concern\u00e9e. Les promotions \u2018multibuy\u2019 sont plus efficaces dans les supermarch\u00e9s haut de gamme, alors que les r\u00e9ductions de prix sont plus populaires dans les cha\u00eenes \u2018mass-market\u2019. Les promotions de produits sous label priv\u00e9 sont moins rentables que les promotions de marques A : elles font r\u00e9gresser le chiffre d\u2019affaires de la cat\u00e9gorie de 0 ,35%, affirme le bureau d\u2019\u00e9tudes. Au niveau des cat\u00e9gories les promotions fonctionnent le mieux pour les mouchoirs, le fromage, les kits repas et le surgel\u00e9.<\/p>\n

\nSelon Thomas Hall, analytics director chez IRI, au Royaume-Uni plus de la moiti\u00e9 des produits sont vendus en promotions. C\u2019est la part promotionnelle la plus \u00e9lev\u00e9e au monde.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Plus de la moiti\u00e9 des promotions des supermarch\u00e9s ne contribuent pas \u00e0 la croissance de la cat\u00e9gorie concern\u00e9e, r\u00e9v\u00e8le une \u00e9tude britannique. Les retailers adaptent donc leur strat\u00e9gie promotionnelle. Peu ou pas de croissance au sein de la cat\u00e9gorie Le bureau d\u2019\u00e9tudes IRI a examin\u00e9 85.000 promotions de supermarch\u00e9s au Royaume-Uni. Plus de la moiti\u00e9 […]<\/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-14872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nImpact \u00e9tonnamment limit\u00e9 des promotions - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Plus de la moiti\u00e9 des promotions des supermarch\u00e9s ne contribuent pas \u00e0 la croissance de la cat\u00e9gorie concern\u00e9e, r\u00e9v\u00e8le une \u00e9tude britannique.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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