{"id":26682,"date":"2018-05-31T11:11:26","date_gmt":"2018-05-31T11:11:26","guid":{"rendered":"https:\/\/www.retaildetail.be\/bricolage-jardin\/comment-le-category-management-chez-gamma-vise-a-soulager-le-shopper-2\/"},"modified":"2018-05-31T11:11:26","modified_gmt":"2018-05-31T11:11:26","slug":"comment-le-category-management-chez-gamma-vise-a-soulager-le-shopper-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/comment-le-category-management-chez-gamma-vise-a-soulager-le-shopper-2\/","title":{"rendered":"Comment le category management chez Gamma vise \u00e0 soulager le shopper"},"content":{"rendered":"<p>\u00ab Le DIY est un march\u00e9 agressif, tr\u00e8s ax\u00e9 sur les promotions \u00bb, affirme Kristin Van Limbergen, responsable du category management chez <strong>Gamma Belgique<\/strong>. Un category management pouss\u00e9 peut-il offrir un avantage concurrentiel ?<\/p>\n<p><!--break--><\/p>\n<h2>\u00ab Le category management est une priorit\u00e9 absolue \u00bb<\/h2>\n<p>\u00ab Nous sommes une organisation retail, pas un producteur \u00bb, pr\u00e9cise Van Limbergen. \u00ab Notre carte client Gamma Plus nous fournit de nombreuses informations sur nos clients et leurs achats. Les tickets de caisse nous donnent des masses de donn\u00e9es \u00e0 analyser et la carte Gamma Plus nous permet de r\u00e9aliser des \u00e9tudes de march\u00e9. Le DIY est un secteur d\u2019une grande diversit\u00e9, allant de produits d\u00e9coratifs aux produits fonctionnels. Mais comme nous n\u2019avons pas les budgets n\u00e9cessaires pour effectuer des \u00e9tudes de march\u00e9 \u00e0 grande \u00e9chelle concernant certaines cat\u00e9gories, la carte client nous est d\u2019une grande utilit\u00e9. \u00bb<\/p>\n<p>\nVan Limbergen a le retail dans le sang. Elle travaille chez Gamma depuis 22 ans d\u00e9j\u00e0 et y est responsable du category management depuis 2011. \u00ab Le category management est une priorit\u00e9 absolue pour notre entreprise \u00bb, souligne-t-elle. \u00ab Nous posons des questions sp\u00e9cifiques au client concernant certains aspects d\u2019une cat\u00e9gorie, ce qui nous permet ensuite de r\u00e9fl\u00e9chir \u00e0 l\u2019arbre de d\u00e9cision du client. Ensuite nous am\u00e9nageons le rayon, en fonction de nos constations et de l\u2019analyse approfondie des donn\u00e9es. \u00bb<\/p>\n<p>\nCela se fait en concertation avec les producteurs, n\u2019est-ce pas ? \u00ab Pour nous le d\u00e9fi consiste \u00e0 rompre le focus de nos fournisseurs sur le produit, pour les orienter davantage vers le client et la cat\u00e9gorie. En combinaison avec la connaissance du produit des fournisseurs, nous visons un cadre global, afin d\u2019assurer la croissance de la cat\u00e9gorie dans son ensemble. \u00bb<\/p>\n<h2>\nFaciliter le processus d\u2019achat<\/h2>\n<p>Dans le secteur DIY, comme ailleurs, l\u2019approche omnicanal gagne en importance. Pour les recherches online en particulier, il importe de disposer de donn\u00e9es correctes et d\u2019introduire les bons attributs. \u00ab Il faut \u00e9norm\u00e9ment d\u2019\u00e9nergie pour arriver \u00e0 des donn\u00e9es correctes \u00bb, confirme Van Limbergen. \u00ab Intergamma est donc demandeur et pr\u00e9curseur en mati\u00e8re de standardisation de cette information. GS1 Belgilux joue un r\u00f4le d\u00e9terminant en ce sens. Les fournisseurs sont pr\u00eats \u00e0 introduire les donn\u00e9es \u00e0 la source, si leurs clients \u2013 c\u2019est-\u00e0-dire nous, les retailers \u2013 sont demandeurs. Et c\u2019est notre cas. \u00bb<\/p>\n<p>\nL\u2019objectif ultime de tous ces efforts et de ce category management pouss\u00e9 est de soulager le client final en facilitant son processus d\u2019achat. \u00ab Dans notre secteur nous avons un r\u00f4le de conseiller envers le client. En rayon cela se traduit sous forme de mat\u00e9riel POS, mais nous devons assumer cette t\u00e2che au sens large, afin que le client trouve facilement chaque article dont il a besoin pour bricoler. Nous voulons lui \u00f4ter ses doutes, l\u2019accompagner dans ses achats et acc\u00e9l\u00e9rer le processus d\u2019achat si possible. \u00bb<\/p>\n<p>\nSur le webshop, une navigation affin\u00e9e, des filtres pr\u00e9cis et un configurateur appropri\u00e9 ont le m\u00eame r\u00f4le\u00a0 que le mat\u00e9riel POS en magasin, m\u00eame pour stimuler les achats impulsifs. \u00ab Lorsque le client recherche un certain produit sur notre site web, nous pouvons lui sugg\u00e9rer des produits compl\u00e9mentaires en les citant explicitement, par exemple en mentionnant \u2018d\u2019autres clients pensent \u00e9galement \u00e0 \u2026\u2019. Contrairement \u00e0 ce que l\u2019on pourrait penser, les clients effectuent plus facilement des achats impulsifs online qu\u2019en magasin. \u00bb<\/p>\n<p>\nLe 12 juin Kristin Van Limbergen prendra la parole au Trade &amp; Shopper Marketing Congress de RetailDetail et LD&amp;Co, tout comme d\u2019autres coll\u00e8gues de Coca-Cola, McCain Foods, Mondelez International, Philips Lighting et Daltix. Un \u00e9v\u00e9nement d\u2019\u00e9change de connaissance et de r\u00e9seautage \u00e0 ne pas manquer. <a href=\"https:\/\/www.eventbrite.be\/e\/trade-shopper-marketing-congress-2018-registration-45332623096?ref=ecal\" target=\"_blank\" rel=\"noopener\">Pour plus d\u2019informations et pour vous\u00a0 inscrire, cliquez ici<\/a>.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab Le DIY est un march\u00e9 agressif, tr\u00e8s ax\u00e9 sur les promotions \u00bb, affirme Kristin Van Limbergen, responsable du category management chez Gamma Belgique. Un category management pouss\u00e9 peut-il offrir un avantage concurrentiel ? \u00ab Le category management est une priorit\u00e9 absolue \u00bb \u00ab Nous sommes une organisation retail, pas un producteur \u00bb, pr\u00e9cise Van [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26679,"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":[26],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-26682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bricolage-jardin"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment le category management chez Gamma vise \u00e0 soulager le shopper - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"\u00ab Le DIY est un march\u00e9 agressif, tr\u00e8s ax\u00e9 sur les promotions \u00bb, affirme Kristin Van Limbergen, responsable du category management chez Gamma Belgique. 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