{"id":15432,"date":"2016-11-08T13:00:23","date_gmt":"2016-11-08T13:00:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/editorial-lheritage-de-red-market-2\/"},"modified":"2016-11-08T13:00:23","modified_gmt":"2016-11-08T13:00:23","slug":"editorial-lheritage-de-red-market-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/editorial-lheritage-de-red-market-2\/","title":{"rendered":"Editorial \u2013 L\u2019h\u00e9ritage de Red Market"},"content":{"rendered":"<p>La question n\u2019\u00e9tait pas tant de savoir si <strong>Delhaize<\/strong> allait mettre fin \u00e0 sa formule <strong>Red Market<\/strong>, mais plut\u00f4t quand ? Malgr\u00e9 des r\u00e9sultats d\u00e9ficitaires persistants, le bilan final n\u2019est pas n\u00e9gatif :\u00a0le laboratoire a bien\u00a0rempli son r\u00f4le.<\/p>\n<p><!--break--><\/p>\n<h2>Une formule rafra\u00eechissante<\/h2>\n<p>Ce que beaucoup avaient pr\u00e9dit depuis longtemps, est un fait aujourd\u2019hui :\u00a0 Le CEO de Delhaize, Denis Knoops, pourtant le p\u00e8re spirituel de Red Market, a d\u00e9cid\u00e9 d\u2019abandonner la formule. Etait-ce avec regret ?<\/p>\n<p>\nEn tout cas il serait r\u00e9ducteur de consid\u00e9rer le projet Red Market comme un \u00e9chec. Delhaize a toujours soulign\u00e9 qu\u2019il \u00e9tait question d\u2019un \u2018laboratoire\u2019. Lors de son lancement en 2009 il s\u2019agissait d\u2019une formule r\u00e9ellement rafra\u00eechissante. L\u2019enseigne discount s\u2019est inspir\u00e9e de <strong>Colruyt<\/strong>, <strong>Lidl <\/strong>ou encore de la formule low cost am\u00e9ricaine <strong>Bottom Dollar <\/strong>(qui entretemps a \u00e9t\u00e9 vendue \u00e0 <strong>Aldi <\/strong>par Delhaize) et a introduit ou perfectionn\u00e9 d\u2019int\u00e9ressants concepts : le self scanning int\u00e9gral, la file d\u2019attente unique aux caisses, les meubles de r\u00e9frig\u00e9ration ferm\u00e9s, le shelf ready parckaging, l\u2019offre pr\u00e9dominante de labels priv\u00e9s, les produits locaux, les ouvertures dominicales \u2026 Autant d\u2019\u00e9l\u00e9ments qui aujourd\u2019hui paraissent \u00e9vidents, mais qui \u00e0 l\u2019\u00e9poque \u00e9taient nouveaux.<\/p>\n<h2>\nMa\u00eetrise des co\u00fbts<\/h2>\n<p>Des courses bon march\u00e9 et rapides, telle \u00e9tait la promesse de Red Market. La cha\u00eene garantissait les prix les plus bas dans la r\u00e9gion. En 2009 Delhaize souffrait (encore davantage qu\u2019aujourd\u2019hui) d\u2019une image prix d\u00e9favorable. Chez Red Market, l\u2019enseigne au lion a pu tester les avantages et les inconv\u00e9nients d\u2019un positionnement \u2018everyday low price\u2019 et d\u2019une fixation de prix locale. L\u2019ouverture du premier magasin Red Market \u00e0 Gembloux a imm\u00e9diatement d\u00e9clench\u00e9 une guerre des prix locale. En outre, dans l\u2019analyse annuelle des prix de <strong>Test-Achats <\/strong>la formule a toujours talonn\u00e9 Colruyt et <strong>Albert Heijn<\/strong>, et ce encore <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-reste-le-meilleur-march%C3%A9-mais-l%E2%80%99%C3%A9cart-s%E2%80%99amenuise\" target=\"_blank\" rel=\"noopener\">jusqu\u2019au mois dernier<\/a>.<\/p>\n<p>\nPour r\u00e9duire les co\u00fbts la formule proposait un assortiment relativement r\u00e9duit (large, mais peu profond), en grande partie limit\u00e9 aux produits sous labels priv\u00e9s \u00e0 prix serr\u00e9s. L\u2019am\u00e9nagement fonctionnel du magasin, avec des produits pr\u00e9sent\u00e9s sur palettes, a \u00e9galement contribu\u00e9 \u00e0 la ma\u00eetrise des co\u00fbts,\u00a0 tout comme les mesures d\u2019\u00e9conomie d\u2019\u00e9nergie, notamment l\u2019utilisation de meubles de r\u00e9frig\u00e9ration ferm\u00e9s et la r\u00e9cup\u00e9ration de chaleur. En optant pour le self-scanning l\u2019enseigne a pu aussi r\u00e9duire les co\u00fbts de personnel.<\/p>\n<p>\nAujourd\u2019hui dans la plupart des supermarch\u00e9s le self-scanning est devenu monnaie courante. D\u2019autres innovations ont \u00e9galement \u00e9t\u00e9 introduites chez Delhaize apr\u00e8s avoir \u00e9t\u00e9 test\u00e9es chez Red Market. Mais pas toute. La file d\u2019attente unique aux caisses, par exemple, a \u00e9t\u00e9 test\u00e9e quelque temps plus tard chez Colruyt et <strong>Carrefour <\/strong>(et d\u00e9ploy\u00e9e dans diff\u00e9rents hypermarch\u00e9s chez ce dernier), alors que Delhaize ne semble pas vouloir adopter ce syst\u00e8me.<\/p>\n<h2>\nFocus sur Delhaize<\/h2>\n<p>Ces derni\u00e8res ann\u00e9es Delhaize n\u2019a gu\u00e8re investi en vue de renouveler la formule Red Market. Le laboratoire semblait avoir accompli sa mission : effectivement, le concept a aid\u00e9 Delhaize \u00e0 devenir plus efficace et plus combatif. L\u2019abandon de la formule n\u2019est autre que la chronique d\u2019une mort annonc\u00e9e. D\u2019autant plus que dans le contexte de la fusion entre Delhaize et <strong>Ahold<\/strong>,\u00a0 l\u2019id\u00e9e de\u00a0 maintenir une formule suppl\u00e9mentaire comptant \u00e0 peine treize magasins semble peu judicieuse. Investir dans la croissance de la cha\u00eene aurait n\u00e9cessit\u00e9 un gros budget, sans garantie de retour sur investissement, car malgr\u00e9 le succ\u00e8s de Red Market, l\u2019enseigne discount n\u2019a jamais \u00e9t\u00e9 rentable.<\/p>\n<p>\nAujourd\u2019hui Delhaize se doit d\u2019utiliser toutes ses ressources pour mener \u00e0 bien la synergie promise avec Albert Heijn, tant au-devant de la sc\u00e8ne que dans les coulisses. D\u00e9sormais le focus interne se situe enti\u00e8rement sur le d\u00e9veloppement des formules Delhaize. Avec l\u2019ajout de quelques \u00e9l\u00e9ments \u00e0 succ\u00e8s des magasins Albert Heijn, les formules Delhaize pourraient devenir une sorte de concept Delhaize 3.0 alliant exp\u00e9rience client et assortiment sup\u00e9rieur \u00e9t promotions et prix comp\u00e9titifs. Ou tel devrait \u00eatre l\u2019objectif, n\u2019est-ce pas ? Oui, les attentes sont \u00e9lev\u00e9es \u2026<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La question n\u2019\u00e9tait pas tant de savoir si Delhaize allait mettre fin \u00e0 sa formule Red Market, mais plut\u00f4t quand ? Malgr\u00e9 des r\u00e9sultats d\u00e9ficitaires persistants, le bilan final n\u2019est pas n\u00e9gatif :\u00a0le laboratoire a bien\u00a0rempli son r\u00f4le. Une formule rafra\u00eechissante Ce que beaucoup avaient pr\u00e9dit depuis longtemps, est un fait aujourd\u2019hui :\u00a0 Le CEO [&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-15432","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>Editorial \u2013 L\u2019h\u00e9ritage de Red Market - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La question n\u2019\u00e9tait pas tant de savoir si Delhaize allait mettre fin \u00e0 sa formule Red Market, mais plut\u00f4t quand ? 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