{"id":154814,"date":"2026-09-07T15:05:28","date_gmt":"2026-09-07T13:05:28","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=154814"},"modified":"2026-09-07T15:05:30","modified_gmt":"2026-09-07T13:05:30","slug":"limprime-nest-pas-mort-publibox-veut-aider-les-commercants-a-conquerir-toute-la-belgique","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/limprime-nest-pas-mort-publibox-veut-aider-les-commercants-a-conquerir-toute-la-belgique\/","title":{"rendered":"\u00ab L’imprim\u00e9 n’est pas mort \u00bb : PubliBox veut aider les commer\u00e7ants \u00e0 conqu\u00e9rir toute la Belgique"},"content":{"rendered":"\n

Alors que les d\u00e9taillants r\u00e9orientent leurs budgets marketing vers les canaux num\u00e9riques, PubliBox <\/strong>mise r\u00e9solument <\/strong>sur la bo\u00eete aux lettres. La plateforme de coupons \u00e9tend d\u00e9sormais sa couverture \u00e0 l’ensemble de la Belgique. Lors du Retail Marketing Day, Gregory Gysel, de Pro-Mailing<\/strong>, explique pourquoi, selon lui, l’imprim\u00e9 rec\u00e8le encore un potentiel, notamment lorsqu’il est associ\u00e9 au num\u00e9rique.<\/p>\n\n\n\n

Une visibilit\u00e9 plus durable<\/h2>\n\n\n\n

\u00ab Nous croyons tr\u00e8s fermement au pouvoir de la bo\u00eete aux lettres \u00bb, d\u00e9clare Gregory Gysel de Pro-Mailing, la soci\u00e9t\u00e9 \u00e0 l\u2019origine de PubliBox. Cela peut sembler presque anticonformiste dans un paysage du commerce de d\u00e9tail o\u00f9 les prospectus num\u00e9riques, les applications, les m\u00e9dias de distribution et les offres personnalis\u00e9es gagnent de plus en plus de terrain.<\/p>\n\n\n\n

Pourtant, Gysel voit encore un vaste champ d\u2019action pour le papier. Non pas comme une alternative au num\u00e9rique, mais comme un compl\u00e9ment. \u00ab Le num\u00e9rique, c\u2019est bien, les deux se renforcent mutuellement. \u00bb Selon lui, les supports imprim\u00e9s poss\u00e8dent en outre une caract\u00e9ristique que les publicit\u00e9s en ligne ont plus de mal \u00e0 imiter : ils restent litt\u00e9ralement plus longtemps sous les yeux. Un bon de r\u00e9duction ou un prospectus atterrit sur la table de la cuisine, sur le tableau d\u2019affichage ou sur le r\u00e9frig\u00e9rateur.<\/p>\n\n\n\n

Du commer\u00e7ant local \u00e0 la cha\u00eene de distribution<\/h2>\n\n\n\n

PubliBox existe depuis pr\u00e8s de trente ans. Le concept consiste \u00e0 regrouper les bons de r\u00e9duction de diff\u00e9rents commer\u00e7ants dans une seule bo\u00eete distribu\u00e9e en porte-\u00e0-porte. Historiquement, cela concernait principalement les ind\u00e9pendants locaux, mais cette composition \u00e9volue au gr\u00e9 des changements dans le paysage commercial. En effet, les cha\u00eenes souhaitent elles aussi ancrer leur marketing au niveau local.<\/p>\n\n\n\n

Les annonceurs d\u00e9terminent eux-m\u00eames dans quelles communes leur bon sera distribu\u00e9. Cela permet aux d\u00e9taillants d\u2019affiner g\u00e9ographiquement leurs campagnes et de mesurer a posteriori, par r\u00e9gion, le nombre de coupons r\u00e9cup\u00e9r\u00e9s. Les grands acteurs peuvent en outre utiliser leurs propres codes ou pages de destination pour suivre le taux de r\u00e9ponse.<\/p>\n\n\n\n

L\u2019imprim\u00e9 g\u00e9n\u00e8re du trafic num\u00e9rique<\/h2>\n\n\n\n

Parall\u00e8lement, le mod\u00e8le se num\u00e9rise. Un jeu-concours incite par exemple les consommateurs \u00e0 ouvrir effectivement la bo\u00eete, apr\u00e8s quoi ils peuvent participer en ligne. De plus, l\u2019entreprise a lanc\u00e9 l\u2019ann\u00e9e derni\u00e8re PubliDeals, une plateforme sur laquelle les consommateurs peuvent trouver des promotions tout au long de l\u2019ann\u00e9e.<\/p>\n\n\n\n

PubliBox souhaite ainsi \u00e9viter que le contact avec le consommateur ne se limite \u00e0 quelques campagnes physiques par an. Les r\u00e9ductions peuvent \u00eatre utilis\u00e9es aussi bien en ligne qu\u2019en magasin, et les d\u00e9taillants peuvent \u00e9galement utiliser la plateforme pour le marketing d\u2019affiliation.<\/p>\n\n\n\n

C\u2019est pr\u00e9cis\u00e9ment cette combinaison qui sera au c\u0153ur du message de Gysel lors du Retail Marketing Day. Il ne souhaite pas affirmer que chaque d\u00e9taillant doive \u00e0 nouveau imprimer des prospectus en masse, mais plut\u00f4t que, selon lui, le secteur abandonne trop rapidement l\u2019imprim\u00e9 : \u00ab Nous y croyons, surtout si l\u2019on peut le combiner avec le num\u00e9rique. \u00bb Une \u00e9tude de cas pr\u00e9sentera concr\u00e8tement, le 24 septembre, la place que la bo\u00eete aux lettres peut encore occuper dans une strat\u00e9gie omnicanale.<\/p>\n\n\n\n

\u00c9galement au programme du Retail Marketing Day : des t\u00e9moignages marketing impressionnants d\u2019AVA<\/strong>, d\u2019Albert Heijn<\/strong>, de Planet B<\/strong> et bien d\u2019autres. Rendez-vous le 24 septembre au pied de l\u2019Atomium, au Trademart de Bruxelles.<\/p>\n\n\n\n

\n
Oui, je serai pr\u00e9sent au Retail Marketing Day 2026<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Alors que les d\u00e9taillants r\u00e9orientent leurs budgets marketing vers les canaux num\u00e9riques, PubliBox mise r\u00e9solument sur la bo\u00eete aux lettres. La plateforme de coupons \u00e9tend d\u00e9sormais sa couverture \u00e0 l’ensemble de la Belgique. Lors du Retail Marketing Day, Gregory Gysel, de Pro-Mailing, explique pourquoi, selon lui, l’imprim\u00e9 rec\u00e8le encore un potentiel, notamment lorsqu’il est associ\u00e9 au num\u00e9rique.<\/p>\n","protected":false},"author":5,"featured_media":154815,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,25],"tags":[],"people":[],"extra":[],"company":[2113],"topic":[488,774],"region":[226],"class_list":["post-154814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","company-pro-mailing","topic-marketing","topic-retaildetail-day","region-belgique"],"acf":[],"yoast_head":"\n\u00ab L'imprim\u00e9 n'est pas mort \u00bb : PubliBox veut aider les commer\u00e7ants \u00e0 conqu\u00e9rir toute la Belgique - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/limprime-nest-pas-mort-publibox-veut-aider-les-commercants-a-conquerir-toute-la-belgique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab L'imprim\u00e9 n'est pas mort \u00bb : PubliBox veut aider les commer\u00e7ants \u00e0 conqu\u00e9rir toute la Belgique - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Alors que les d\u00e9taillants r\u00e9orientent leurs budgets marketing vers les canaux num\u00e9riques, PubliBox mise r\u00e9solument sur la bo\u00eete aux lettres. 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