{"id":151237,"date":"2026-07-06T16:07:53","date_gmt":"2026-07-06T14:07:53","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=151237"},"modified":"2026-07-06T16:07:55","modified_gmt":"2026-07-06T14:07:55","slug":"dix-ans-apres-la-fusion-ce-sont-les-marques-locales-fortes-qui-font-la-singularite-dahold-delhaize","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/dix-ans-apres-la-fusion-ce-sont-les-marques-locales-fortes-qui-font-la-singularite-dahold-delhaize\/","title":{"rendered":"Dix ans apr\u00e8s la fusion : \u00ab Les marques locales fortes font la singularit\u00e9 d’Ahold Delhaize \u00bb"},"content":{"rendered":"\n

Il y a pr\u00e8s de dix ans, la fusion entre la soci\u00e9t\u00e9 n\u00e9erlandaise Royal Ahold<\/strong> et le belge Delhaize Group<\/strong> a \u00e9t\u00e9 officialis\u00e9e. Le PDG Frans Muller consid\u00e8re que la force de pas moins de 17 marques locales constitue un facteur de succ\u00e8s majeur.<\/p>\n\n\n\n

L’ingr\u00e9dient secret<\/h2>\n\n\n\n

Un appel t\u00e9l\u00e9phonique pass\u00e9 au printemps 2015 par Frans Muller, alors PDG de Delhaize Group, \u00e0 Dick Boer, PDG d\u2019Ahold, a d\u00e9clench\u00e9 un processus qui a finalement abouti \u00e0 la finalisation de la fusion entre les deux entreprises, le 24 juillet 2016. Il s\u2019agissait alors de la plus grande fusion transfrontali\u00e8re jamais r\u00e9alis\u00e9e dans le secteur de la grande distribution alimentaire. Pr\u00e8s de dix ans plus tard, Muller, qui quittera ses fonctions de PDG dans le courant de l\u2019ann\u00e9e, revient sur le pass\u00e9 et se projette dans l\u2019avenir dans une interview publi\u00e9e sur le site web d\u2019Ahold Delhaize.<\/p>\n\n\n\n

Ahold Delhaize est une entreprise dot\u00e9e de formidables marques locales qui jouissent d\u2019un haut degr\u00e9 d\u2019autonomie, de responsabilit\u00e9 et d\u2019appropriation, et qui sont proches des communaut\u00e9s et des gens, explique-t-il. \u00ab Nos marques ont une connaissance approfondie des besoins des clients et des communaut\u00e9s locales. Je pense que c\u2019est l\u00e0 l\u2019ingr\u00e9dient secret de notre entreprise, et c\u2019est ce qui nous rend uniques parmi les d\u00e9taillants de notre envergure. \u00bb<\/p>\n\n\n\n

Le commerce de d\u00e9tail est une affaire locale<\/h2>\n\n\n\n

\u00ab On nous demande parfois s\u2019il est vraiment judicieux d\u2019exploiter nos 17 formidables marques locales. Les gens se demandent si ce n\u2019est pas moins efficace que de n\u2019avoir qu\u2019une seule enseigne. Mais je suis convaincu que le commerce de d\u00e9tail est une activit\u00e9 tr\u00e8s locale, et nos formidables marques locales nous permettent d\u2019\u00eatre \u00e9troitement li\u00e9s \u00e0 nos communaut\u00e9s et de comprendre nos clients, agriculteurs et fournisseurs locaux \u2013 un \u00e9l\u00e9ment tr\u00e8s important de notre strat\u00e9gie. \u00catre proche des communaut\u00e9s et \u00eatre ce partenaire de confiance pour les clients n\u2019a cess\u00e9 de gagner en importance au cours des dix derni\u00e8res ann\u00e9es. \u00bb<\/p>\n\n\n\n

La strat\u00e9gie omnicanale du groupe est \u00e9galement un facteur de r\u00e9ussite, estime le PDG. \u00ab M\u00eame si je pense que la part du commerce en ligne va augmenter, les gens continueront \u00e0 vouloir voir ce que nous proposons, faire leurs courses eux-m\u00eames et trouver de l\u2019inspiration, de nouvelles id\u00e9es et de nouvelles recettes. Notre r\u00e9seau pratique de pr\u00e8s de 10 000 magasins offre non seulement cette exp\u00e9rience d\u2019achat, mais remplit \u00e9galement un r\u00f4le important au sein de la communaut\u00e9 et de la soci\u00e9t\u00e9. \u00bb<\/p>\n\n\n\n

\u00ab Finies les offres non pertinentes \u00bb<\/h2>\n\n\n\n

Il s\u2019attend \u00e0 ce que le r\u00e9seau de magasins en Europe s\u2019oriente davantage vers des magasins plus petits et plus nombreux. L\u2019assortiment des \u00ab rayons centraux \u00bb va se r\u00e9duire, tandis que l\u2019offre de fruits, de l\u00e9gumes et de produits frais continuera de s\u2019\u00e9largir. \u00ab Nous aurons \u00e9galement une part plus importante de marques de distributeur, et il deviendra de plus en plus important de rechercher l\u2019efficacit\u00e9 dans la cha\u00eene d\u2019approvisionnement, ce qui rendra les produits alimentaires de haute qualit\u00e9 plus abordables pour les clients. \u00bb<\/p>\n\n\n\n

La personnalisation prendra \u00e9galement de l\u2019importance : \u00ab Nos clients s\u2019attendent \u00e0 ce que nous les comprenions parfaitement. Ils souhaitent \u00eatre abord\u00e9s de mani\u00e8re pertinente en mati\u00e8re d\u2019offres, d\u2019inspiration et de recettes. Cela ne fera que gagner en importance : \u00e0 l\u2019avenir, les consommateurs n\u2019accepteront plus d\u2019offres non pertinentes ou m\u00e9diocres. \u00bb<\/p>\n\n\n\n

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

Il y a pr\u00e8s de dix ans, la fusion entre la soci\u00e9t\u00e9 n\u00e9erlandaise Royal Ahold et le groupe belge Delhaize a \u00e9t\u00e9 officialis\u00e9e. Le PDG Frans Muller consid\u00e8re que la force de pas moins de 17 marques locales constitue un facteur cl\u00e9 de succ\u00e8s. <\/p>\n","protected":false},"author":3,"featured_media":151238,"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":[200],"extra":[],"company":[124],"topic":[],"region":[],"class_list":{"0":"post-151237","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"people-frans-muller","10":"company-ahold-delhaize"},"acf":[],"yoast_head":"\nDix ans apr\u00e8s la fusion : \u00ab Les marques locales fortes font la singularit\u00e9 d'Ahold Delhaize \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Il y a pr\u00e8s de dix ans, la fusion entre la soci\u00e9t\u00e9 n\u00e9erlandaise Royal Ahold et le belge Delhaize Group a \u00e9t\u00e9 officialis\u00e9e. 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