{"id":26373,"date":"2018-05-15T06:35:19","date_gmt":"2018-05-15T06:35:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/attirer-les-shoppers-et-les-convertir-en-acheteurs-2\/"},"modified":"2018-05-15T06:35:19","modified_gmt":"2018-05-15T06:35:19","slug":"attirer-les-shoppers-et-les-convertir-en-acheteurs-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/attirer-les-shoppers-et-les-convertir-en-acheteurs-2\/","title":{"rendered":"Attirer les shoppers et les convertir en acheteurs ?"},"content":{"rendered":"<p>Le moment de l\u2019achat est le moment de v\u00e9rit\u00e9 dans un parcours client toujours plus complexe. Les retailers et les fabricants ont tout int\u00e9r\u00eat \u00e0 \u00eatre pr\u00e9sents de mani\u00e8re optimale dans ce processus. Comment? R\u00e9ponse au <strong>Trade&amp;Shopper Marketing Congress<\/strong>.<\/p>\n<p><!--break--><\/p>\n<h2>Un paysage retail en pleine mutation<\/h2>\n<p><em>\u2018Winning at the moment of purchase\u2019<\/em>, tel est le titre du <a href=\"https:\/\/www.eventbrite.be\/e\/trade-shopper-marketing-congress-2018-registration-45332623096?aff=fullbannerwebsite\" target=\"_blank\" rel=\"noopener\">Trade &amp; Shopper Marketing Congress<\/a>, organis\u00e9 par RetailDetail et LD&amp;Co le 12 juin prochain. Un congr\u00e8s incontournable pour et par des\u00a0professionnels du\u00a0sell-out, quel que soit leur titre (category manager, trade of shopper marketeer, business development manager&#8230;) . \u00ab Nous nous penchons sur les pr\u00e9occupations du m\u00e9tier et proposons\u00a0 des t\u00e9moignages d\u2019experts et de professionnels exp\u00e9riment\u00e9s. De quoi donner aux participants des \u00e9l\u00e9ments de r\u00e9ponses et des pistes qui pourront les aider dans l\u2019exercice de leur profession \u00bb, explique Luc Desmedt, manager de LD&amp;Co.<\/p>\n<p>\nProfession qui devient d\u2019ailleurs de plus en plus difficile. \u00ab Vu la complexit\u00e9 du parcours client il n\u2019est pas \u00e9vident d\u2019\u00eatre pr\u00e9sent de mani\u00e8re pro\u00e9minente \u00e0 chaque touchpoint important. Le moment de l\u2019achat n\u2019en devient que plus crucial. De plus la collaboration avec les retailers n\u2019est plus aussi simple : le paysage du retail a profond\u00e9ment chang\u00e9, la concurrence mutuelle est f\u00e9roce et les attentes vis-\u00e0-vis des fournisseurs sont de plus en plus \u00e9lev\u00e9es. \u00bb<\/p>\n<h2>\nGrands d\u00e9fis<\/h2>\n<p>Mais m\u00eame en cette p\u00e9riode turbulente les r\u00e8gles de base du retail restent inchang\u00e9es : attirer des shoppers et essayer de les convertir en acheteurs, tant au niveau du magasin que par cat\u00e9gorie. Tel est l\u2019enjeu. D\u00e8s lors pour les fournisseurs une connaissance approfondie de leur cat\u00e9gorie, des retailers et des shoppers est indispensable. \u00ab De plus, il leur faut traduire cette connaissance de mani\u00e8re pragmatique en une strat\u00e9gie sell-out efficace qui tienne compte des possibilit\u00e9s et des limites pratiques des retailers. \u00bb<\/p>\n<p>\nAujourd\u2019hui la plupart des fournisseurs reconnaissent l\u2019importance du \u2018sell-out management\u2019 au sein de la strat\u00e9gie commerciale, mais bien souvent ils ne savent pas comment l\u2019impl\u00e9menter de mani\u00e8re optimale, estime Desmedt. \u00ab Le trade marketing est une branche relativement nouvelle et distincte, avec ses propres r\u00e8gles et des d\u00e9fis sp\u00e9cifiques au niveau organisationnelle, strat\u00e9gique et tactique. Quelle est la place du trade marketing dans l\u2019organisation ? Comment se d\u00e9roule l\u2019interaction avec le sales et marketing ? Quelles comp\u00e9tences ce d\u00e9partement comprend-il ? Y a-t-il suffisamment de place pour consid\u00e9rer le business du point de vue de la cat\u00e9gorie, et pas seulement du point de vue de la marque ? Quel r\u00f4le le trade marketing joue-t-il dans les contacts avec les retailers ? Quelles donn\u00e9es collecter et comment les analyser ? Comment optimaliser la gestion promotionnelle ? Quel est le planogramme id\u00e9al pour la cat\u00e9gorie ? \u00bb<\/p>\n<h2>\nGrands noms<\/h2>\n<p>Le Trade &amp; Shopper Marketing Congress est un forum unique : un lieu de partage de connaissances et d\u2019exp\u00e9riences qui peuvent aider \u00e0 relever ces grands d\u00e9fis et un lieu de rencontre avec des confr\u00e8res. Le programme aborde le th\u00e8me sous diff\u00e9rents angles et propose un mix d\u2019acteurs, grands et moins grands, dont <strong>Coca-Cola European Partners<\/strong>, <strong>McCain Foods Belgium<\/strong>, <strong>Mondel\u0113z International<\/strong>, <strong>Philips Lighting Benelux <\/strong>et <strong>Daltix<\/strong>, une start-up prometteuse, capable de g\u00e9n\u00e9rer de mani\u00e8re efficace et rapide des donn\u00e9es pr\u00e9cieuses.<\/p>\n<p>\nLe Trade &amp; Shopper Marketing Congress se tiendra le mardi 12 juin sur le site de Living Tomorrow \u00e0 Vilvorde. <a href=\"https:\/\/www.eventbrite.be\/e\/trade-shopper-marketing-congress-2018-registration-45332623096?aff=fullbannerwebsite\" target=\"_blank\" rel=\"noopener\">Pour plus d\u2019informations concernant ce congr\u00e8s et pour r\u00e9server vos tickets, cliquez ici<\/a>. Ne tardez pas \u00e0 vous inscrire, car les places sont compt\u00e9es !<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le moment de l\u2019achat est le moment de v\u00e9rit\u00e9 dans un parcours client toujours plus complexe. Les retailers et les fabricants ont tout int\u00e9r\u00eat \u00e0 \u00eatre pr\u00e9sents de mani\u00e8re optimale dans ce processus. Comment? R\u00e9ponse au Trade&amp;Shopper Marketing Congress. Un paysage retail en pleine mutation \u2018Winning at the moment of purchase\u2019, tel est le titre [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26370,"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-26373","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>Attirer les shoppers et les convertir en acheteurs ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le moment de l\u2019achat est le moment de v\u00e9rit\u00e9 dans un parcours client toujours plus complexe. 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