{"id":25012,"date":"2018-03-06T11:31:47","date_gmt":"2018-03-06T11:31:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/pourquoi-la-carte-de-fidelite-est-elle-depassee-2\/"},"modified":"2018-03-06T11:31:47","modified_gmt":"2018-03-06T11:31:47","slug":"pourquoi-la-carte-de-fidelite-est-elle-depassee-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/pourquoi-la-carte-de-fidelite-est-elle-depassee-2\/","title":{"rendered":"Pourquoi la carte de fid\u00e9lit\u00e9 est-elle d\u00e9pass\u00e9e ?"},"content":{"rendered":"<p>Le syst\u00e8me d\u2019\u00e9pargne de points de fid\u00e9lit\u00e9 pourrait bient\u00f4t faire partie du pass\u00e9 chez<strong> Delhaize<\/strong>. Rien d\u2019\u00e9tonnant \u00e0 cela. Les cartes clients sont d\u00e9pass\u00e9es: les retailers cherchent \u00e0 s\u00e9duire les shoppers par des r\u00e9ductions directes et autres avantages.<\/p>\n<p><!--break--><\/p>\n<h2>Fin de la carte client ?<\/h2>\n<p>D\u00e9but de cette ann\u00e9e l\u2019annonce\u00a0 faite par l\u2019enseigne de supermarch\u00e9s britannique <strong>Tesco<\/strong> concernant des changements au programme de fid\u00e9lit\u00e9 Clubcard (pourtant un syst\u00e8me avant-gardiste par le pass\u00e9) a suscit\u00e9 l\u2019inqui\u00e9tude des clients. Le retailer souhaite simplifier le programme et r\u00e9duire les avantages par la m\u00eame occasion. La Clubcard ne semble plus une priorit\u00e9.<\/p>\n<p>\nEn Belgique aussi une annonce de Delhaize a provoqu\u00e9 une (l\u00e9g\u00e8re) agitation : la nouvelle strat\u00e9gie commerciale que pr\u00e9pare l\u2019enseigne au lion en ce moment, impliquerait notamment, selon certaines infos dans les m\u00e9dias, que <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/la-carte-plus-de-delhaize-suit-l%E2%80%99exemple-de-la-carte-xtra-de-colruyt\" target=\"_blank\" rel=\"noopener\">la Carte Plus devienne une carte de r\u00e9duction au lieu d\u2019une carte de fid\u00e9lit\u00e9<\/a>. Tout comme la carte Xtra de <strong>Colruyt<\/strong>, par exemple. Pr\u00e9cisons toutefois que Delhaize n\u2019a pas confirm\u00e9 ces rumeurs, mais qu\u2019il s\u2019agirait l\u00e0 d\u2019une \u00e9tape logique.<\/p>\n<p>\nLes observateurs annoncent en effet <a href=\"http:\/\/www.bbc.com\/news\/business-42721318\" target=\"_blank\" rel=\"noopener\">la fin de la carte de fid\u00e9lit\u00e9<\/a>. Car si tous les retailers proposent \u00e0 peu pr\u00e8s le m\u00eame programme d\u2019\u00e9pargne de points, pourquoi le shopper pr\u00e9f\u00e9rerait-il un retailer plut\u00f4t qu\u2019un autre ? Pourquoi en 2018 devrait-on encore pr\u00e9senter une carte en plastique \u00e0 la caisse ? Les consommateurs n\u2019ont-ils pas en moyenne 3 \u00e0 4 cartes de ce type dans leur portefeuille ? Et comment se fait-il que des cha\u00eenes prosp\u00e8res comme<strong> Aldi <\/strong>et<strong> Lidl <\/strong>n\u2019aient pas besoin de cartes de fid\u00e9lit\u00e9 ? Comme dit le dicton : <em>\u00ab If you want loyalty, get a dog \u00bb.<\/em><\/p>\n<h2>\nAvantages directs<\/h2>\n<p>Il faut dire que le comportement d\u2019achat du shopper change, ainsi que ses attentes. La technologie (songez aux apps pour smartphones) permet aux retailers d\u2019accorder plus facilement des avantages directs \u00e0 leurs clients. Un exemple ? Aux Etats-Unis la filiale de Delhaize, <strong>Hannaford<\/strong>, a<a href=\"https:\/\/progressivegrocer.com\/my-hannaford-rewards-launches-chainwide\" target=\"_blank\" rel=\"noopener\"> lanc\u00e9 un nouveau programme de fid\u00e9lit\u00e9<\/a>, baptis\u00e9 <em>My Hannaford Rewards <\/em>: il s\u2019agit non pas d\u2019une carte en plastique, mais d\u2019une app ; et non pas d\u2019un programme d\u2019\u00e9pargne, mais d\u2019un concept permettant aux shoppers enregistr\u00e9s de b\u00e9n\u00e9ficier d\u2019une ristourne de 2% par trimestre sur une s\u00e9lection de marques maison et de produits frais. Ils re\u00e7oivent \u00e9galement des offres personnalis\u00e9es sur des produits de marque. \u00ab Un gamechanger \u00bb, selon Hannaford. Reste \u00e0 voir si Delhaize ira puiser son inspiration chez ses coll\u00e8gues am\u00e9ricains.<\/p>\n<p>\nUn autre facteur d\u00e9terminant est, bien \u00e9videmment, la concurrence d\u2019<strong>Amazon<\/strong>. Prime, au sens strict, n\u2019est pas un programme de fid\u00e9lit\u00e9, mais une affiliation comparable \u00e0 un service d\u2019abonnement. Pourtant son impact est \u00e9norme : le programme parvient \u00e0 fid\u00e9liser les clients avec des avantages, tels que la livraison gratuite et l\u2019acc\u00e8s \u00e0 bon nombre de contenus audio, vid\u00e9o et autres. 54% des m\u00e9nages am\u00e9ricains sont d\u00e9j\u00e0 membres. Le taux de satisfaction est grand : 95% des membres renouvellent leur affiliation. Les membres Prime d\u00e9pensent en moyenne 1.300 dollars par an chez Amazon, environ <a href=\"http:\/\/www.businessinsider.com\/is-amazon-prime-worth-it-2017-7?international=true&amp;r=US&amp;IR=T\" target=\"_blank\" rel=\"noopener\">le double par rapport aux non-membres<\/a> : ils ne d\u00e9pensent pas plus par achat, mais font leur shopping sur Amazon deux fois plus souvent. Et ils ach\u00e8tent donc nettement moins chez d\u2019autres retailers. Prime garde ses membres prisonniers en quelque sorte, au sein d\u2019un cocon dont ils ne parviennent quasiment plus \u00e0 sortir. Une nouvelle vision sur le concept de fid\u00e9lit\u00e9 \u2026<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le syst\u00e8me d\u2019\u00e9pargne de points de fid\u00e9lit\u00e9 pourrait bient\u00f4t faire partie du pass\u00e9 chez Delhaize. Rien d\u2019\u00e9tonnant \u00e0 cela. Les cartes clients sont d\u00e9pass\u00e9es: les retailers cherchent \u00e0 s\u00e9duire les shoppers par des r\u00e9ductions directes et autres avantages. Fin de la carte client ? D\u00e9but de cette ann\u00e9e l\u2019annonce\u00a0 faite par l\u2019enseigne de supermarch\u00e9s britannique [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":25009,"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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-25012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pourquoi la carte de fid\u00e9lit\u00e9 est-elle d\u00e9pass\u00e9e ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le syst\u00e8me d\u2019\u00e9pargne de points de fid\u00e9lit\u00e9 pourrait bient\u00f4t faire partie du pass\u00e9 chez Delhaize. 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