{"id":26517,"date":"2018-05-23T08:19:37","date_gmt":"2018-05-23T08:19:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/les-donnees-redonnent-le-controle-aux-trade-marketeers-2\/"},"modified":"2018-05-23T08:19:37","modified_gmt":"2018-05-23T08:19:37","slug":"les-donnees-redonnent-le-controle-aux-trade-marketeers-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/les-donnees-redonnent-le-controle-aux-trade-marketeers-2\/","title":{"rendered":"\u00ab Les donn\u00e9es redonnent le contr\u00f4le aux trade marketeers \u00bb"},"content":{"rendered":"

Pour les fabricants de marques le monitoring des assortiments, des prix, des promotions dans leur cat\u00e9gorie chez les retailers n\u2019est pas une mince affaire. La start-up belge Daltix<\/strong> collecte automatiquement ces donn\u00e9es vitales dans des dashboards.<\/p>\n

<\/p>\n

Gr\u00e2ce \u00e0 l\u2019intelligence artificielle<\/h2>\n

Vu les r\u00e9ductions temporaires, les fixations de prix r\u00e9gionales, les m\u00e9canismes promotionnels divergents et les assortiments in\/out, la dynamique du retail devient de plus en plus complexe pour les fabricants de marques. Comment garder le contr\u00f4le dans ce march\u00e9 tumultueux ? La start-up belge Daltix a d\u00e9velopp\u00e9 des outils enti\u00e8rement automatiques permettant de collecter, enrichir et traduire\u00a0 des donn\u00e9es online en infos pr\u00e9cieuses pour les trade et shopper marketeers. Pour ce faire l\u2019entreprise a recours \u00e0 l\u2019intelligence artificielle et est en mesure de suivre en temps r\u00e9el les assortiments, les prix et les promotions par retailer, par marque, par cat\u00e9gorie, par UGS \u2026<\/p>\n

\nL\u2019outil tient compte des sp\u00e9cifications du produit, afin que les prix et promotions, tant pour les MDD que pour les marques A, puissent \u00eatre compar\u00e9s. \u00ab Le syst\u00e8me d\u00e9tecte des produits comparables, pour que nous puissions rep\u00e9rer des alternatives du point de vue du consommateur \u00bb, explique Jonas Deprez, co-fondateur et CEO de Daltix. Par ailleurs l\u2019entreprise offre des infos concernant les activit\u00e9s promotionnelles, qui permettent aux fabricants de suivre le nombre, le type et la profondeur des promos par retailer et par cat\u00e9gorie. \u00ab Ainsi nous redonnons le contr\u00f4le aux marketeers. R\u00e9cemment nous avons constat\u00e9 par exemple que Colruyt <\/strong>soudainement avait r\u00e9agi \u00e0 des promotions hollandaises sur les d\u00e9odorants d\u2019Unilever<\/strong>, qui via Albert Heijn <\/strong>avaient atteint le march\u00e9 flamand. Gr\u00e2ce \u00e0 nos dashboards, Unilever Belgique a imm\u00e9diatement \u00e9t\u00e9 au courant et a pu r\u00e9agir rapidement. \u00bb<\/p>\n

\nDashboards simples et compr\u00e9hensibles<\/h2>\n

R\u00e9cemment Daltix a d\u00e9j\u00e0 fourni quelques \u00e9chantillons de son expertise. Rappelons ici les articles que nous avons publi\u00e9s concernant les diff\u00e9rences de prix entre Albert Heijn <\/strong>Belgique et AH Pays-Bas, et concernant l\u2019\u00e9volution de l\u2019offre en ligne des cha\u00eenes DIY <\/a>et de pure players comme bol.com <\/strong>et Coolblue<\/strong>. Par ailleurs Daltix a d\u00e9montr\u00e9 comment Colruyt <\/strong>r\u00e9agissait aux promotions 1 + 1 gratuit <\/a>chez ses concurrents Albert Heijn et Delhaize<\/strong>. Derni\u00e8rement Daltix a \u00e9galement r\u00e9alis\u00e9 une analyse du march\u00e9 de la cr\u00e8me glac\u00e9e, \u00e0 la demande d\u2019Unilever <\/strong>: l\u2019entreprise a collect\u00e9 les valeurs nutritionnelles de quelque 80 UGS<\/a>. Sur base de ces donn\u00e9es Unilever a pu confirmer son all\u00e9gation comme quoi sa nouvelle marque de glace Breyers contenait aux moins 30% en moins de sucre, de calories et de graisses que des glaces comparables sur le march\u00e9 belge.<\/p>\n

\nLe dernier exploit en date de Daltix est un outil simple \u00e0 utiliser, destin\u00e9 aux key account managers, leur permettant de suivre facilement les \u00e9volutions de prix dans leurs cat\u00e9gories. Le dataminer est \u00e9galement capable de mesurer la pression promotionnelle par cat\u00e9gorie, au niveau de la fr\u00e9quence des promotions, leur profondeur, les m\u00e9canismes qui entrent en jeu \u2026 \u00ab Etant donn\u00e9 qu\u2019il s\u2019agit de dashboards pr\u00eats \u00e0 l\u2019emploi, cet outil est \u00e9galement accessible pour les petits fournisseurs. Le grand avantage r\u00e9side dans le fait que vous pouvez d\u2019un seul coup d\u2019\u0153il vous rendre compte de ce qui se passe, sans avoir \u00e0 vous plonger durant deux jours dans un \u00e9norme fichier Excel. \u00bb<\/p>\n

\nJonas Deprez viendra expliquer les avantages du datamining pour les trade marketeers lors du Trade & Shopper Marketing Congress<\/strong>, organis\u00e9 par RetailDetail et LD&Co le 12 juin sur le site Living Tomorrow \u00e0 Vilvorde. Le th\u00e8me ? \u00ab Winning at the moment of purchase \u00bb. Pour plus d\u2019informations sur le programme, cliquez-ici<\/a>. Ne tardez pas \u00e0 r\u00e9server vos tickets, car les places sont limit\u00e9es.
\n\u00a0<\/p>\n

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

Pour les fabricants de marques le monitoring des assortiments, des prix, des promotions dans leur cat\u00e9gorie chez les retailers n\u2019est pas une mince affaire. La start-up belge Daltix collecte automatiquement ces donn\u00e9es vitales dans des dashboards. Gr\u00e2ce \u00e0 l\u2019intelligence artificielle Vu les r\u00e9ductions temporaires, les fixations de prix r\u00e9gionales, les m\u00e9canismes promotionnels divergents et les […]<\/p>\n","protected":false},"author":1,"featured_media":26514,"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-26517","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"\n\u00ab Les donn\u00e9es redonnent le contr\u00f4le aux trade marketeers \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pour les fabricants de marques le monitoring des assortiments, des prix, des promotions dans leur cat\u00e9gorie chez les retailers n\u2019est pas une mince affaire. 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