{"id":26434,"date":"2018-05-17T10:20:31","date_gmt":"2018-05-17T10:20:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/dans-la-categorie-des-snacks-la-consommation-est-elastique-yannick-engelen-mondelez-2\/"},"modified":"2018-05-17T10:20:31","modified_gmt":"2018-05-17T10:20:31","slug":"dans-la-categorie-des-snacks-la-consommation-est-elastique-yannick-engelen-mondelez-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/dans-la-categorie-des-snacks-la-consommation-est-elastique-yannick-engelen-mondelez-2\/","title":{"rendered":"\u00ab Dans la cat\u00e9gorie des snacks la consommation est \u00e9lastique \u00bb (Yannick Engelen, Mondelez)"},"content":{"rendered":"<p>Dans les cat\u00e9gories impulsives comme les snacks ce ne sont pas tant les promotions qui assurent une croissance durable, mais plut\u00f4t une approche trade marketing judicieuse o\u00f9 fabricants et retailers se fixent les bonnes priorit\u00e9s, estime <strong>Mondelez<\/strong>.<\/p>\n<p><!--break--><\/p>\n<h2>Agrandir le g\u00e2teau<\/h2>\n<p>\u00ab Les snacks sont une cat\u00e9gorie grandissante et nous nous attendons \u00e0 ce que cette croissance en Belgique s\u2019acc\u00e9l\u00e8re encore dans les ann\u00e9es \u00e0 venir \u00bb, explique Yannick Engelen, category business development manager. \u00ab Nous sommes actifs dans des cat\u00e9gories tr\u00e8s sensibles aux achats impulsifs, comme les biscuits, le chocolat ou encore le chewing-gum. Dans ces cat\u00e9gories la consommation est \u00e9lastique : voir c\u2019est acheter et acheter c\u2019est consommer. La grand d\u00e9fi consiste \u00e0 assurer la croissance de ces cat\u00e9gories pour nos clients. Nous voulons, avec nos partenaires du retail, agrandir le g\u00e2teau. C\u2019est une responsabilit\u00e9 que Mondelez, en tant que leader du march\u00e9, doit assumer \u00bb, estime le fabricant de marques telles que Milka, C\u00f4te d\u2019Or, LU, Oreo, Stimorol et Philadelphia.<\/p>\n<p>\nComment s\u2019y prendre pour que les cat\u00e9gories impulsives soient un succ\u00e8s en magasin ? Selon le fabricant, les promotions ne sont plus une moteur de croissance durable. \u00ab Les choses \u00e0 ce niveau-l\u00e0 ont beaucoup chang\u00e9 ces cinq derni\u00e8res ann\u00e9es. Pour nous la croissance durable vient plut\u00f4t d\u2019une approche trade marketing : ce d\u00e9partement s\u2019est d\u00e9velopp\u00e9 et gagne en importance dans nos processus d\u00e9cisionnel. Mondelez s\u2019efforce de suivre les tendances du comportement d\u2019achat via des \u00e9tudes qualitatives et quantitatives. Ensuite nous essayons de jouer sur ces tendances au moment de l\u2019achat. Comment g\u00e9rer a mieux les \u2018diff\u00e9rents touchpoints\u2019, la mise en place en magasin et en rayon ? La mise en \u0153uvre est extr\u00eamement importante dans les cat\u00e9gories impulsives. Nous misons \u00e9galement sur des strat\u00e9gies promotionnelles plus judicieuses. \u00bb<\/p>\n<h2>\nVolont\u00e9 de collaborer<\/h2>\n<p>Ce qui importe dans la collaboration entre les fabricants et les retailers est qu\u2019ils soient sur la m\u00eame longueur d\u2019onde et que les partenaires commerciaux se fixent les m\u00eames priorit\u00e9s pour la cat\u00e9gorie. \u00ab Si le retailer dans votre cat\u00e9gorie privil\u00e9gie la croissance, vous obtiendrez de tr\u00e8s bons r\u00e9sultats. L\u2019ouverture \u00e0 la collaboration est essentielle. \u00bb<\/p>\n<p>\nLa digitalisation a-t-elle un impact ? \u00ab Dans l\u2019e-commerce les cat\u00e9gories impulsives sont g\u00e9n\u00e9ralement peu d\u00e9velopp\u00e9es par rapport aux cat\u00e9gories plus planifi\u00e9es, mais cela devrait changer. Nous voulons d\u2019ores et d\u00e9j\u00e0 poser une bonne base, car dans les ann\u00e9es \u00e0 venir l\u2019online gagnera en importance. Mais comment traduire intelligemment ce caract\u00e8re impulsif dans un contexte online ? Voil\u00e0 un s\u00e9rieux d\u00e9fi en perspective. \u00bb<\/p>\n<p>\nEngelen nous en dira plus sur l\u2019approche trade marketing de Mondelez lors du <strong>Trade &amp; Shopper Marketing Congress<\/strong>, organis\u00e9 par RetailDetail et LD&amp;Co le 12 juin sur le site Living Tomorrow \u00e0 Vilvorde. Le th\u00e8me ? \u00ab Winning at the moment of purchase \u00bb. <a href=\"https:\/\/www.eventbrite.be\/e\/trade-shopper-marketing-congress-2018-registration-45332623096?aff=fullbannerwebsite\" target=\"_blank\" rel=\"noopener\">Cliquez ici pour plus d\u2019informations sur le programme<\/a>. Ne tardez pas \u00e0 r\u00e9server vos tickets, car les places sont limit\u00e9es.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans les cat\u00e9gories impulsives comme les snacks ce ne sont pas tant les promotions qui assurent une croissance durable, mais plut\u00f4t une approche trade marketing judicieuse o\u00f9 fabricants et retailers se fixent les bonnes priorit\u00e9s, estime Mondelez. Agrandir le g\u00e2teau \u00ab Les snacks sont une cat\u00e9gorie grandissante et nous nous attendons \u00e0 ce que cette [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26431,"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-26434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00ab Dans la cat\u00e9gorie des snacks la consommation est \u00e9lastique \u00bb (Yannick Engelen, Mondelez) - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Dans les cat\u00e9gories impulsives comme 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