{"id":26638,"date":"2018-05-29T11:57:10","date_gmt":"2018-05-29T11:57:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/comment-tirer-le-maximum-dune-etude-shopper-selon-mccain-2\/"},"modified":"2018-05-29T11:57:10","modified_gmt":"2018-05-29T11:57:10","slug":"comment-tirer-le-maximum-dune-etude-shopper-selon-mccain-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-tirer-le-maximum-dune-etude-shopper-selon-mccain-2\/","title":{"rendered":"Comment tirer le maximum d\u2019une \u00e9tude shopper, selon McCain"},"content":{"rendered":"<p>Une \u00e9tude shopper, m\u00eame avec des moyens modestes, peut s\u2019av\u00e9rer tr\u00e8s instructive pour les trade marketeers. Il importe de poser les bonnes questions et de faire des choix judicieux, explique Katrin Sano de <strong>McCain Foods<\/strong>.<\/p>\n<p><!--break--><\/p>\n<h2>Sous une perspective plus large<\/h2>\n<p>Depuis 2016 le sp\u00e9cialiste des produits surgel\u00e9s \u00e0 base de pommes de terre investit fortement dans le category management, afin d\u2019assurer la croissance de la cat\u00e9gorie et de se diff\u00e9rencier en tant que fournisseur. Katrin Sano est responsable du category management en Belgique. \u00ab G\u00e9n\u00e9ralement nous nous rendons chez le client en tant que tandem : le key account manager et moi-m\u00eame. \u00bb\u00a0 Pour bien conseiller les retailers une \u00e9tude est indispensable. M\u00eame avec des moyens modestes on peut\u00a0 aller tr\u00e8s loin, constate-t-elle, il suffit de poser les bonnes questions. \u00ab Aujourd\u2019hui nous achetons d\u2019autres donn\u00e9es qu\u2019il y a quatre ans. Autrefois le marketing \u00e9tait seul aux commandes, alors qu\u2019actuellement nous r\u00e9fl\u00e9chissons en tant qu\u2019\u00e9quipe aux informations qui nous sont n\u00e9cessaires.\u00a0 Quelles donn\u00e9es seront utiles au marketing et quelles informations pourront aider nos partenaires commerciaux ? Pour ce faire il est crucial d\u2019\u00eatre \u00e0 l\u2019\u00e9coute du march\u00e9 : nous apprenons beaucoup via nos coll\u00e8gues du foodservice qui suivent de pr\u00e8s les tendances et au travers de conversations avec les consommateurs et les propri\u00e9taires de magasins. \u00bb<\/p>\n<p>\nMcCain envisage les choses sous une perspective plus large : \u00ab Comment cr\u00e9er de la valeur et de la croissance ? Nous voulons inspirer le consommateur belge pour qu\u2019il mange plus souvent des produits surgel\u00e9s \u00e0 base de pommes de terre. \u00bb Selon une \u00e9tude shopper, dans la plupart des m\u00e9nages le weekend est en g\u00e9n\u00e9ral le moment classique des frites. Or McCain propose une multitude d\u2019autres produits offrant une solution rapide, app\u00e9tissante et saine pour accompagner un repas de semaine : songez \u00e0 la pur\u00e9e avec du poisson et des l\u00e9gumes. McCain mise donc sur des produits pour lesquels le consommateur ne devra pas n\u00e9cessairement allumer sa friteuse, mais qu\u2019il pourra cuire au four par exemple : une solution facile et saine. En outre le surgel\u00e9 est durable, parce que portionnable, ce qui permet d\u2019\u00e9viter le gaspillage alimentaire.<\/p>\n<h2>\nAchat planifi\u00e9<\/h2>\n<p>Pour McCain les d\u00e9fis ne manquent pas. Le rayon surgel\u00e9 se trouve g\u00e9n\u00e9ralement \u00e0 l\u2019arri\u00e8re du supermarch\u00e9. L\u2019achat est souvent planifi\u00e9 et figure donc sur la liste de course, mais le rayon n\u2019est pas toujours bien agenc\u00e9. Afin d\u2019inciter le consommateur \u00e0 varier les produits surgel\u00e9s, il est essentiel de mettre en avant un assortiment judicieux dans le meuble frigorifique. \u00ab Notre test r\u00e9v\u00e8le que la vente augmente si le rayon est activement entretenu. Notre mission consiste \u00e0 encourager les clients \u00e0 acheter davantage de produits surgel\u00e9s \u00e0 base de pommes de terre. Si nous parvenons \u00e0 convaincre les shoppers d\u2019acheter ne serait-ce qu\u2019un seul produit suppl\u00e9mentaire par an, la cat\u00e9gorie progresserait d\u00e9j\u00e0 de 4%. \u00bb<\/p>\n<p>\nLe 12 juin\u00a0 Katrin Sano vous en dira plus sur le r\u00f4le de l\u2019\u00e9tude shopper pour un category management efficace et vous expliquera comment McCain Foods parvient \u00e0 faire cro\u00eetre la cat\u00e9gorie des surgel\u00e9s. Venez assister \u00e0 sa conf\u00e9rence lors du <strong>Trade &amp; Shopper Marketing Congress <\/strong>de RetailDetail et LD&amp;Co, qui aura lieu sur le site de Living Tomorrow \u00e0 Vilvorde. Le th\u00e8me du congr\u00e8s : <em>\u00ab Winning at the Moment of Purchase \u00bb.<\/em> Vous souhaitez, vous aussi, \u00eatre gagnant au moment de v\u00e9rit\u00e9 ? <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 et pour r\u00e9server votre ticket au plus vite<\/a>. Un \u00e9v\u00e9nement de partage de connaissances et de r\u00e9seautage, destin\u00e9 aux trade et shopper marketeers, \u00e0 ne manquer sous aucun pr\u00e9texte.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une \u00e9tude shopper, m\u00eame avec des moyens modestes, peut s\u2019av\u00e9rer tr\u00e8s instructive pour les trade marketeers. Il importe de poser les bonnes questions et de faire des choix judicieux, explique Katrin Sano de McCain Foods. Sous une perspective plus large Depuis 2016 le sp\u00e9cialiste des produits surgel\u00e9s \u00e0 base de pommes de terre investit fortement [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26635,"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-26638","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>Comment tirer le maximum d\u2019une \u00e9tude shopper, selon McCain - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Une \u00e9tude shopper, m\u00eame avec des moyens modestes, peut s\u2019av\u00e9rer tr\u00e8s instructive pour les trade marketeers. 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Il importe de poser les bonnes questions et de faire des choix judicieux, explique Katrin Sano de McCain Foods.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-tirer-le-maximum-dune-etude-shopper-selon-mccain-2\/","og_locale":"fr_FR","og_type":"article","og_title":"Comment tirer le maximum d\u2019une \u00e9tude shopper, selon McCain - RetailDetail BE","og_description":"Une \u00e9tude shopper, m\u00eame avec des moyens modestes, peut s\u2019av\u00e9rer tr\u00e8s instructive pour les trade marketeers. 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