{"id":21092,"date":"2017-08-29T13:08:03","date_gmt":"2017-08-29T13:08:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/analyse-le-prix-nest-quun-ticket-dentree-pour-amazon-et-whole-foods\/"},"modified":"2017-08-29T13:08:03","modified_gmt":"2017-08-29T13:08:03","slug":"analyse-le-prix-nest-quun-ticket-dentree-pour-amazon-et-whole-foods","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/analyse-le-prix-nest-quun-ticket-dentree-pour-amazon-et-whole-foods\/","title":{"rendered":"Analyse : le prix n\u2019est qu\u2019un ticket d\u2019entr\u00e9e pour Amazon et Whole Foods"},"content":{"rendered":"

Les diminutions de prix draconiennes auxquelles Amazon<\/strong> proc\u00e8de d\u2019embl\u00e9e chez Whole Foods<\/strong>, ne sont que la premi\u00e8re \u00e9tape d\u2019un projet de conqu\u00eate bien plus vaste. Tout est question d\u2019innovation.<\/p>\n

<\/p>\n

Effet domino<\/h2>\n

Les m\u00e9dias am\u00e9ricains sont intarissables sur le sujet : Amazon a tenu sa promesse<\/a>. Les r\u00e9ductions de prix pratiqu\u00e9es depuis hier par le g\u00e9ant online chez Whole Foods sont radicales. Pour bon nombre de produits la cha\u00eene semble m\u00eame meilleur march\u00e9 que le casseur de prix Walmart<\/strong> \u2013 pour le temps que cela durera, bien \u00e9videmment. Pourtant les retailers am\u00e9ricains du secteur food \u00e9taient d\u00e9j\u00e0 engag\u00e9s dans une guerre des prix, provoqu\u00e9e par l\u2019arriv\u00e9e de Lidl <\/strong>et par la r\u00e9action des concurrents Aldi<\/strong>, Kroger<\/strong>, Ahold Delhaize <\/strong>et Walmart. Et le duo Amazon \/ Whole foods ne fait qu\u2019attiser ce combat.<\/p>\n

\nAu d\u00e9part les observateurs avaient pourtant relativis\u00e9 les choses : Whole Fodds est (ou plut\u00f4t \u00e9tait) un retailer de luxe extr\u00eamement cher, s\u2019adressant \u00e0 un public assez \u00e9litaire de foodies et d\u2019adeptes du bio. Avec ses 460 magasins l\u2019enseigne est un acteur relativement modeste (\u00e0 titre comparatif, Ahold Delhaize en compte 2.000). Mais comme toujours les r\u00e9ductions de prix provoquent un effet domino : les concurrents sont oblig\u00e9s de suivre, ce qui leur co\u00fbte beaucoup d\u2019argent<\/a>. De ce fait les investisseurs perdent confiance dans les cha\u00eenes de supermarch\u00e9s traditionnelles et liquident leurs actions. Encore des milliards de perdus pour les enseignes, comme c\u2019est le cas pour Ahold Delhaize. Et tout cela dans un secteur o\u00f9 les marges sont minimes. Et c\u2019est l\u00e0 qu\u2019Amazon poss\u00e8de un atout que n\u2019ont pas les autres retailers : pour le g\u00e9ant am\u00e9ricain l\u2019argent n\u2019est pas un probl\u00e8me \u2026<\/p>\n

\nEtapes suivantes<\/h2>\n

Mais pour Amazon ces r\u00e9ductions de prix ne sont qu\u2019un ticket d\u2019entr\u00e9e pour acc\u00e9der au terrain de jeu du march\u00e9 FMCG. Apparemment le r\u00e9el impact d\u2019Amazon ira beaucoup plus loin qu\u2019une simple guerre des prix : l\u2019e-commer\u00e7ant va int\u00e9grer les supermarch\u00e9s dans son mod\u00e8le d\u2019entreprise et en redessiner le concept.<\/p>\n

\nLes premiers signes sont d\u00e9j\u00e0 perceptibles : d\u00e9sormais Whole Foods vend les appareils Echo et Dot d\u2019Amazon, Prime sera le programme de fid\u00e9lit\u00e9 pour les clients de Whole Foods, des lockers d\u2019Amazon seront install\u00e9s dans les magasins Whole Foods, les produits maison de Whole Foodes sont en vente via Amazon.com, AmazonFresh, Prime Pantry et Prime Now\u2026<\/p>\n

\nLes \u00e9tapes suivantes paraissent \u00e9videntes, selon les analystes : un nouveau management sera mis en place chez Whole Foods, charg\u00e9 d\u2019examiner minutieusement les op\u00e9rations de l\u2019enseigne, de revoir l\u2019assortiment et de r\u00e9nover les magasins. Des d\u00e9partements entiers seront supprim\u00e9s (la mode durable, par exemple) et des services\/cat\u00e9gories seront ajout\u00e9s (box repas, click & collect). Les magasins seront dot\u00e9s de kiosques d\u2019Amazon, o\u00f9 des collaborateurs vendront des abonnements Prime aux clients et les aideront \u00e0 installer les comptes, applications et gadgets d\u2019Amazon. Il est tr\u00e8s possible \u00e9galement que la formule de magasin bon march\u00e9 365 soit abandonn\u00e9e, parce que devenue superflue.<\/p>\n

\nNouveau concept<\/h2>\n

N\u2019oublions pas non plus qu\u2019Amazon est une entreprise de technologie. Sur base d\u2019une analyse de donn\u00e9es approfondie (puisque l\u2019e-tailer a d\u00e9sormais acc\u00e8s aux fichiers clients de Whole Foods) et gr\u00e2ce \u00e0 son exp\u00e9rience avec Amazon Fresh, l\u2019e-tailer a d\u00e9j\u00e0 une image tr\u00e8s pr\u00e9cise de la mani\u00e8re dont les consommateurs ach\u00e8tent des produits alimentaires. Ainsi Amazon a toutes les cartes en main en vue de tester un nouveau concept de magasin chez Whole Foods, qui r\u00e9pondra mieux au comportement d\u2019achat des\u00a0 millennials et de la g\u00e9n\u00e9ration Z.<\/p>\n

\nLes attentes sont \u00e9lev\u00e9es. Finalement le supermarch\u00e9 tel que nous le connaissons aujourd\u2019hui est quasiment identique aux premiers supermarch\u00e9s des ann\u00e9es 1950 et 1960, sauf qu\u2019aujourd\u2019hui ils sont plus grands en moyenne et disposent du syst\u00e8me de self-scanning. Mais pour le reste, le mod\u00e8le commercial est rest\u00e9 inchang\u00e9, y compris le routing, le m\u00e9canisme des promotions et le folder hebdomadaire. Bonjour l\u2019innovation !<\/p>\n

\nWake-up call<\/h2>\n

Admettons, pour l\u2019instant la plupart des observateurs ne sont pas encore vraiment impressionn\u00e9s par les initiatives d\u2019Amazon dans ses magasins physiques. Oui, les librairies tentent des choses int\u00e9ressantes au niveau du merchandising, du choix de l\u2019assortiment, de la communication de prix et de l\u2019int\u00e9gration omni-canal. Toutefois on ne peut pas encore parler de r\u00e9volution. De m\u00eame pour les \u2018convenience stores\u2019 sans caisses Amazon Go : une id\u00e9e g\u00e9niale, mais la r\u00e9alisation concr\u00e8te du projet se heurte encore \u00e0 certains probl\u00e8mes. Et les points de retrait PickUp d\u2019Amazon Fresh ne sont qu\u2019une copie am\u00e9lior\u00e9e des Drives fran\u00e7ais.<\/p>\n

\nQuoi qu\u2019il en soit, la rapidit\u00e9 avec laquelle proc\u00e8de Amazon et les grands moyens investis par l\u2019entreprise constituent un \u2018wake-up call\u2019 pour toutes les enseignes de supermarch\u00e9s traditionnelles. Les retailers doivent se montrer comp\u00e9titifs au niveau des prix et se distinguer : les compromis ti\u00e9dasses n\u2019ont plus leur place sur le march\u00e9. Comment Walmart et Google<\/strong> vont-ils r\u00e9agir ? Que va entreprendre Ahold Delhaize avec son supermarch\u00e9 online Peapod <\/strong>?Aldi et Lidl seront-ils contraints d\u2019intensifier leurs activit\u00e9s e-commerce ? L\u2019orage, en passant d’abord par le Royaume-Uni,\u00a0se propagera-t-il rapidement vers l\u2019Europe ? L\u2019enjeu est important \u2026 place your bets !<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Les diminutions de prix draconiennes auxquelles Amazon proc\u00e8de d\u2019embl\u00e9e chez Whole Foods, ne sont que la premi\u00e8re \u00e9tape d\u2019un projet de conqu\u00eate bien plus vaste. Tout est question d\u2019innovation. Effet domino Les m\u00e9dias am\u00e9ricains sont intarissables sur le sujet : Amazon a tenu sa promesse. Les r\u00e9ductions de prix pratiqu\u00e9es depuis hier par le g\u00e9ant […]<\/p>\n","protected":false},"author":1,"featured_media":21089,"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-21092","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nAnalyse : le prix n\u2019est qu\u2019un ticket d\u2019entr\u00e9e pour Amazon et Whole Foods - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les diminutions de prix draconiennes auxquelles Amazon proc\u00e8de d\u2019embl\u00e9e chez Whole Foods, ne sont que la premi\u00e8re \u00e9tape d\u2019un projet de conqu\u00eate bien plus vaste. 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