{"id":18490,"date":"2017-04-21T06:37:00","date_gmt":"2017-04-21T06:37:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/la-pression-promotionnelle-sur-le-marche-belge-nest-pas-excessive-2\/"},"modified":"2017-04-21T06:37:00","modified_gmt":"2017-04-21T06:37:00","slug":"la-pression-promotionnelle-sur-le-marche-belge-nest-pas-excessive-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-pression-promotionnelle-sur-le-marche-belge-nest-pas-excessive-2\/","title":{"rendered":"\u201cLa pression promotionnelle sur le march\u00e9 belge n\u2019est pas excessive\u201d"},"content":{"rendered":"

Sur le march\u00e9 des produits FMCG, beaucoup de moyens sont investis en pure perte en raison de l\u2019inefficacit\u00e9 des promotions. Mais bien\u00a0que le consommateur belge est \u2018accro\u2019 aux promotions, les statistiques de Nielsen<\/strong> d\u00e9montrent que la pression promotionnelle n\u2019est pas excessive. \u00a0\u00a0<\/p>\n

<\/p>\n

\nUne obsession\u00a0<\/h2>\n

\nLe march\u00e9 belge a connu une forte inflation de la pression promotionnelle dans les ann\u00e9es 2008-2009, soit apr\u00e8s la crise financi\u00e8re. Marques et retailers se devaient de trouver une r\u00e9ponse \u00e0 l\u2019extr\u00eame sensibilit\u00e9 aux prix du consommateur. Depuis, cette pression s\u2019est stabilis\u00e9e aux alentours de 22%.\u00a0<\/p>\n

\nEst-ce trop? Pas dans une perspective europ\u00e9enne puisque la moyenne est de 31%. Si les Pays-Bas, la France et l\u2019Allemagne se situent en-dessous des statistiques belges, d\u2019autres pays sont nettement au-dessus: 35% pour la Grande-Bretagne, 38% pour l\u2019Italie et m\u00eame 50% pour la Tch\u00e9quie.\u00a0<\/p>\n

\nMais les consommateurs belges sont litt\u00e9ralement obs\u00e9d\u00e9s par les promotions: 20% adaptent leur shopping trip en fonction des promotions et 39% les cherchent activement. Ces statistiques \u00e9manent d\u2019une enqu\u00eate de Shopper Trends, diligent\u00e9e par Nielsen. Y a-t-il r\u00e9ellement un probl\u00e8me?<\/p>\n

\nDes actions cr\u00e9atives\u00a0<\/h2>\n

\n\u201cLe fait est que, en Belgique, toutes les promotions n\u2019ont pas le m\u00eame efficacit\u00e9\u201d, explique Tom Penninckx, Client Business Partner chez Nielsen. L\u2019efficacit\u00e9 des promotions (ventes incr\u00e9mentales: volume ou valeur suppl\u00e9mentaire r\u00e9alis\u00e9 gr\u00e2ce \u00e0 une action promotionnelle) se monte \u00e0 29% dans notre pays alors que la moyenne europ\u00e9enne est de 47%. Il y a donc du pain sur la planche pour les marques et pour les retailers.\u00a0<\/p>\n

\nL\u2019explication est simple: en l\u2019esp\u00e8ce, on peut parler du \u2018facteur Colruyt<\/strong>\u2019. Le discounter r\u00e9agit en effet imm\u00e9diatement \u00e0 toute promotion lanc\u00e9e par n\u2019importe quel concurrent de sorte que le client Colruyt ne gagne rien \u00e0 changer son comportement d\u2019achat au gr\u00e9 des promotions. Les marques ont donc int\u00e9r\u00eat \u00e0 se montrer plus cr\u00e9atives en ne proposant pas syst\u00e9matiquement des promotions ax\u00e9es sur le prix.\u00a0<\/p>\n

\nPlus d\u2019agressivit\u00e9\u00a0<\/h2>\n

\n\u201cCes derni\u00e8res ann\u00e9es, on a vu appara\u00eetre une tendance \u00e0 l\u2019augmentation du montant des remises\u201d, poursuit Tom Penninckx. \u201cLes promotions sont plus agressives, les marques \u2018donnent\u2019 davantage, ce qui signifie que le consommateur est de plus en plus \u2018subsidi\u00e9\u2019. Etrangement, cela n\u2019a aucun impact sur l\u2019efficacit\u00e9 des promotions.\u201d<\/p>\n

\nL\u2019efficacit\u00e9 des promotions et la pression promotionnelle ne sont pas identiques selon les cat\u00e9gories. Celle des boissons par exemple fait l\u2019objet de bien plus de r\u00e9ductions que d\u2019autres. Mais les cat\u00e9gories des lessives et des d\u00e9tergents d\u00e9tiennent assur\u00e9ment le record: 50% des ventes sont des ventes promotionnelles! C\u2019est n\u00e9faste. Les fabricants pourront-ils faire machine arri\u00e8re? \u201cUn fabricant qui supprime progressivement les promotions le paiera sur le plan des volumes mais am\u00e9liorera ses marges\u2026 L\u2019exercice est donc difficile.\u201d\u00a0<\/p>\n

\nRester simple\u00a0<\/h2>\n

\nPeut-on am\u00e9liorer l\u2019efficacit\u00e9 des promotions? \u201cCertainement. La qualit\u00e9 de la promotion instore est un facteur d\u00e9terminant. Il faut veiller \u00e0 sa visibilit\u00e9 de sorte que, quel que soit son parcours dans le magasin, le consommateur soit oblig\u00e9 de \u00a0passer devant.\u201d On songe ici aux displays, seconds placements, t\u00eates de gondoles, etc\u2026\u00a0<\/p>\n

\n\u201cLes consommateurs ne souhaitent rien d\u2019autre que la simplicit\u00e9. Ils sont press\u00e9s, raison pour laquelle ils se rendent de pr\u00e9f\u00e9rence dans des supermarch\u00e9s de proximit\u00e9. Les promotions ne font que complexifier le shopping trip. Avec l\u2019introduction de la carte Xtra, Colruyt s\u2019est lanc\u00e9 dans une belle op\u00e9ration de s\u00e9duction. Je suis curieux de voir les r\u00e9sultats.\u201d \u00a0<\/p>\n

\u00a0<\/p>\n

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

Sur le march\u00e9 des produits FMCG, beaucoup de moyens sont investis en pure perte en raison de l\u2019inefficacit\u00e9 des promotions. Mais bien\u00a0que le consommateur belge est \u2018accro\u2019 aux promotions, les statistiques de Nielsen d\u00e9montrent que la pression promotionnelle n\u2019est pas excessive. \u00a0\u00a0 Une obsession\u00a0 Le march\u00e9 belge a connu une forte inflation de la pression […]<\/p>\n","protected":false},"author":1,"featured_media":18487,"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-18490","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\n\u201cLa pression promotionnelle sur le march\u00e9 belge n\u2019est pas excessive\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Dat er in FMCG veel geld verloren gaat aan inefficiënte promoties, lijdt geen twijfel. 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