{"id":157178,"date":"2026-10-16T15:41:21","date_gmt":"2026-10-16T13:41:21","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=157178"},"modified":"2026-10-16T16:14:53","modified_gmt":"2026-10-16T14:14:53","slug":"filet-pur-piratage-a-tous-les-etages","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-piratage-a-tous-les-etages\/","title":{"rendered":"[Filet Pur] Piratage \u00e0 tous les \u00e9tages"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Mieux \u00eatre prudent avec les clins d\u2019\u0153il de nos jours, surtout quand on cherche \u00e0 faire du beurre de cacahu\u00e8tes alors que son rival est dans la panade. Filet Pur se demande pourquoi le leader du march\u00e9 est si souvent \u00e0 la limite.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mauvais bouton<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Quelle gal\u00e8re&nbsp;! Mais on r\u00e9colte ce que l\u2019on s\u00e8me. On se pr\u00e9sente fi\u00e8rement comme \u00ab&nbsp;une entreprise technologique qui vend de l\u2019alimentation&nbsp;\u00bb, et voil\u00e0 que tout vous explose \u00e0 la figure. Les grosses t\u00eates de Zaandam n\u2019ont toujours pas compris ce qui leur \u00e9tait arriv\u00e9. Personne, d\u2019ailleurs. Car on ignore toujours la cause de <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/panne-informatique-chez-ahold-delhaize-rayons-vides-chez-albert-heijn-service-de-vente-en-ligne-limite-chez-delhaize\/\">la grande panne<\/a> qui a frapp\u00e9 <strong>Ahold Delhaize<\/strong>. Un piratage&nbsp;? D\u2019origine russe&nbsp;? Ou quelqu\u2019un a-t-il simplement appuy\u00e9 sur le mauvais bouton&nbsp;? Le retailer se tait dans toutes les langues et n\u2019a toujours pas d\u00e9pos\u00e9 plainte, ce qui laisse les observateurs perplexes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et quand, comme <strong>Albert Heijn<\/strong>, on a \u00e9t\u00e9 pionnier du <em>just-in-time<\/em> et des magasins sans stock, les rayons se vident avant m\u00eame qu\u2019on ait pu dire \u00ab\u00a0cyberincident\u00a0\u00bb. Chez <strong>Delhaize<\/strong>, on s\u2019est f\u00e9licit\u00e9 d\u2019avoir toujours une infrastructure informatique ant\u00e9diluvienne, ce qui l\u2019a en partie \u00e9pargn\u00e9e de la panne. Les syst\u00e8mes de commande ont certes \u00e9t\u00e9 touch\u00e9s, mais il est possible de les contourner avec des m\u00e9thodes d\u00e9licieusement d\u00e9su\u00e8tes. L\u2019application et la boutique en ligne ont continu\u00e9 \u00e0 fonctionner. \u00c0 toute chose malheur est bon.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Emballement<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Il est en tout cas difficile d\u2019y voir une pure co\u00efncidence avec <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-cyberattaque-contre-des-supermarches-francais-setend-a-dautres-systemes-de-refrigeration-des-dizaines-de-millions-de-dommages\/\">l\u2019emballement presque concomitant de centaines d\u2019installations frigorifiques<\/a> en France. J\u2019ai fait le compte pour vous&nbsp;: rien que cette ann\u00e9e, 32 articles portant le tag \u00ab&nbsp;cyberattaque&nbsp;\u00bb ont d\u00e9j\u00e0 \u00e9t\u00e9 publi\u00e9s sur retaildetail.be. Dans un monde ultraconnect\u00e9, un simple retard dans une mise \u00e0 jour de s\u00e9curit\u00e9 peut provoquer des dizaines de millions d\u2019euros de pr\u00e9judice. Chez <strong>Marks &amp; Spencer,<\/strong> qui a d\u00fb se passer d\u2019e-commerce pendant plus d\u2019un mois l\u2019an dernier, la facture a finalement d\u00e9pass\u00e9 150 millions d\u2019euros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et pendant ce temps, le manque \u00e0 gagner profite aux concurrents, car oui, il faut bien manger. Aux Pays-Bas, <strong>Jumbo<\/strong> et <strong>Picnic<\/strong> ont ouvertement exprim\u00e9 leur soutien et leur compassion envers leurs confr\u00e8res en difficult\u00e9&#8230; tout en accueillant une foule de nouveaux clients. Peut-\u00eatre ont-ils eux aussi affich\u00e9 un grand sourire quand ils ont jet\u00e9 un coup d\u2019\u0153il sur leurs chiffres, mais ils ont au moins eu la d\u00e9cence de le garder pour eux. Car ce pourrait \u00eatre votre tour demain.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mal pass\u00e9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En Belgique, les choses se sont pass\u00e9es autrement. Impossible de le manquer en ouvrant le journal mercredi matin&nbsp;: avec une publicit\u00e9 rebondissant sur l\u2019actualit\u00e9, <strong>Collect&amp;Go<\/strong> n\u2019a pas h\u00e9sit\u00e9 \u00e0 chercher \u00e0 <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/collectgo-surfe-sur-la-vague-de-lincident-cybernetique-chez-ahold-delhaize-avec-une-publicite\/\">faire son beurre des ennuis de B\u00e9bert, son aga\u00e7ant rival de toujours. Du beurre de cacahu\u00e8tes, en l\u2019occurrence<\/a>. Avec une (petite) remise pour les nouveaux clients. \u00ab&nbsp;Un clin d\u2019\u0153il&nbsp;\u00bb, selon le retailer, en r\u00e9f\u00e9rence au logo du service de courses en ligne. C\u2019est mal pass\u00e9, croyez-moi. D\u00e9j\u00e0 que l\u2019ambiance n\u2019\u00e9tait pas au beau fixe entre Hal et les autres&#8230;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chez Collect&amp;Go, on savait pertinemment qu\u2019on flirtait avec les limites, voire qu\u2019on les d\u00e9passait&nbsp;: son directeur, Pieterjan Nuitten, a reconnu dans une publication LinkedIn que les avis \u00e9taient partag\u00e9s en interne. Alors pourquoi l\u2019avoir fait&nbsp;? Qu\u2019esp\u00e9raient-ils y gagner, au juste&nbsp;? Et est-ce vraiment conforme aux valeurs de <strong>Colruyt<\/strong>&nbsp;? Avec mon mauvais esprit, je les soup\u00e7onnerais presque de vouloir se venger de ces N\u00e9erlandais qui, depuis quinze ans, mettent \u00e0 mal leur promesse du meilleur prix. Mais ce n\u2019est s\u00fbrement pas \u00e7a, hein ?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pas amus\u00e9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Il faut le dire&nbsp;: ces derniers temps, le leader du march\u00e9 joue souvent avec les limites. Je l\u2019ai appris r\u00e9cemment en interviewant le patron europ\u00e9en d\u2019<strong>Est\u00e9e Lauder<\/strong>. Rien \u00e0 voir avec l\u2019alimentation, jusqu\u2019\u00e0 ce qu\u2019il m\u2019expose sa strat\u00e9gie de distribution s\u00e9lective et que je lui demande ce que les pots et les tubes de Clinique et de The Ordinary faisaient dans les rayons de ces obscurs magasins aux meilleurs prix. Eh bien, sachez que ce que le discounter avait fait dans son dos ne l\u2019a pas du tout amus\u00e9&nbsp;: un exemple flagrant <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/les-marques-de-luxe-destee-lauder-ne-sont-plus-chez-colruyt-une-situation-anormale\/\">de ce qu\u2019on appelle parfois de la piraterie dans le secteur<\/a>. Sans autorisation. Et cela ne se reproduira plus, m\u2019a-t-il assur\u00e9. Oups.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Je me demande si les marques cor\u00e9ennes de cosm\u00e9tiques qui occupent aujourd\u2019hui ces rayons appr\u00e9cient l\u2019espace mal \u00e9clair\u00e9 qu\u2019on leur a attribu\u00e9. Elles sont sans doute habitu\u00e9es \u00e0 mieux chez <strong>Douglas<\/strong> et <strong>Sephora<\/strong>. Enfin, c\u2019est leur probl\u00e8me. Celui de Colruyt, me semble-t-il, c\u2019est surtout qu\u2019on ne distingue toujours pas de ligne claire dans la multitude de petites initiatives cens\u00e9es relancer le chiffre d\u2019affaires et les parts de march\u00e9. Mais c\u2019est peut-\u00eatre moi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Suggestion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Terminons par une petite f\u00eate. L\u2019hypermarch\u00e9 <strong>Carrefour<\/strong> d\u2019Auderghem a beau \u00eatre dans le rouge \u2013 comme presque tous les hypermarch\u00e9s du distributeur en Belgique et en France \u2013, il a tout de m\u00eame c\u00e9l\u00e9br\u00e9 <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-plus-ancien-hypermarche-deurope-fete-ses-65-ans\/\">un anniversaire particulier<\/a> la semaine derni\u00e8re. \u00c0 l\u2019\u00e9poque, ce magasin \u00e9tait le premier hyper d\u2019Europe continentale. Je ne me lasse pas de le r\u00e9p\u00e9ter, car je me fais toujours un plaisir de rappeler aux Fran\u00e7ais que ce ne sont PAS eux qui ont invent\u00e9 l\u2019hypermarch\u00e9. Mon c\u00f4t\u00e9 perfide, vous voyez.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais l\u2019essentiel, c\u2019est qu\u2019il a 65 ans. Un bel \u00e2ge&nbsp;: selon les nouvelles r\u00e8gles, il pourra prendre sa retraite l\u2019ann\u00e9e prochaine. Non non, je ne sugg\u00e8re rien&#8230; Vous me connaissez\u2026 \u00c0 la semaine prochaine&nbsp;!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background wp-element-button\" href=\"https:\/\/www.retaildetail.be\/fr\/newsletters\/\">L&rsquo;actualit\u00e9 alimentaire dans votre bo\u00eete aux lettres \u00e9lectronique tous les vendredis ? Abonnez-vous gratuitement \u00e0 notre lettre d&rsquo;information ici !<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Mieux \u00eatre prudent avec les clins d\u2019\u0153il de nos jours, surtout quand on cherche \u00e0 faire du beurre de cacahu\u00e8tes alors que son rival est dans la panade. Filet Pur se demande pourquoi le leader du march\u00e9 est si souvent \u00e0 la limite.<\/p>\n","protected":false},"author":3,"featured_media":157177,"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":[24],"tags":[],"people":[],"extra":[43],"company":[124,123,87,572,201,141,196,325,217,545],"topic":[205,386],"region":[],"class_list":["post-157178","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-ahold-delhaize","company-albert-heijn","company-carrefour","company-collectgo","company-colruyt","company-colruyt-group","company-delhaize","company-estee-lauder","company-jumbo","company-picnic","topic-filet-pur","topic-fmcg"],"acf":[],"yoast_head":"<!-- This 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