{"id":28328,"date":"2018-09-12T15:59:49","date_gmt":"2018-09-12T15:59:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/un-supermarche-sans-marques-carrefour-fait-le-test\/"},"modified":"2018-09-12T15:59:49","modified_gmt":"2018-09-12T15:59:49","slug":"un-supermarche-sans-marques-carrefour-fait-le-test","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/un-supermarche-sans-marques-carrefour-fait-le-test\/","title":{"rendered":"Un supermarch\u00e9 sans marques? Carrefour fait le test."},"content":{"rendered":"<p>En France <strong>Carrefour<\/strong> a retir\u00e9 la majeure partie des marques nationales des rayons de quatre de ses magasins. Objectif ? Tester dans quelle mesure les consommateurs sont pr\u00eats \u00e0 acheter uniquement des marques maison.<\/p>\n<p><!--break--><\/p>\n<h2>\u00ab\u00a0Une exp\u00e9rimentation incroyable\u00a0\u00bb<\/h2>\n<p>Ce test s&rsquo;inscrit dans le cadre du vaste plan de transformation annonc\u00e9 par Alexandre Bompard en janvier dernier : le part des MDD dans le chiffre d&rsquo;affaires de Carrefour doit atteindre 33%. Pour r\u00e9aliser cet objectif, l&rsquo;offre de marques maison sera consid\u00e9rablement \u00e9largie. Le distributeur souhaite donc mesurer concr\u00e8tement dans quelle mesure le consommateur est pr\u00eat \u00e0 opter pour les marques maison et \u00e0 adapter son comportement d&rsquo;achat.<\/p>\n<p>\u00a0<\/p>\n<p>Le retailwatcher Olivier Dauvers a d\u00e9couvert le projet pilote en premier et a partag\u00e9 ses impressions sur son blog. <a href=\"https:\/\/www.olivierdauvers.fr\/2018\/09\/11\/lincroyable-test-de-carrefour-qui-se-passe-des-marques-nationales\/\" target=\"_blank\" rel=\"noopener\">Une exp\u00e9rimentation incroyable<\/a>, estime-t-il : m\u00eame si toutes les marques nationales n&rsquo;ont pas \u00e9t\u00e9 retir\u00e9es, pour bon nombre de cat\u00e9gories les marques maison repr\u00e9sentent 80% des &lsquo;facings&rsquo;. De grandes marques fran\u00e7aises, telles que Teisseire, Puget ou encore Francine sont introuvables. Le test a lieu dans quatre magasins : les supermarches Carrefour Market de Rubelles (Seine-et-Marne) et de Rouvroy (Pas-de-Calais) et les hypermarkches de Saran (Loiret) et de Ville-du-Bois (Essonne).<\/p>\n<h2>\nPositionnement prix<\/h2>\n<p>Les motifs de Carrefour sont \u00e9vidents : les marques maison peuvent contribuer \u00e0 l&rsquo;image d&rsquo;un retailer. Etant donn\u00e9 que les MDD sont meilleur march\u00e9 que les marques A, elles permettent un positionnement prix plus comp\u00e9titif et g\u00e9n\u00e8rent de meilleures marges. Gr\u00e2ce \u00e0 une offre MDD bien pens\u00e9e, le retailer pourra faire face aux fabricants de marques dominants. Une strat\u00e9gie int\u00e9ressanten donc, mais n\u00e9anmoins \u00e9tonnante, sachant que les retailers qui jusqu&rsquo;il y a peu vendaient uniquement des marques maison, commencent \u00e0 int\u00e9grer de plus en plus de marques dans leur assortiment &#8211; songez \u00e0 Aldi et Lidl.<\/p>\n<p>\u00a0<\/p>\n<p>Carrefour n&rsquo;est pas le premier acteur de la grande distribution \u00e0 tester le potentiel d&rsquo;une offre exclusivement sous marque propre. Delhaize l&rsquo;avait d\u00e9j\u00e0 fait dans certains magasins de son enseigne urbaine Delhaize City, format qui toutefois a \u00e9t\u00e9 abandonn\u00e9 en 2012. La formule low-cost Red Market, lanc\u00e9e en 2009, proposait elle aussi un assortiment compos\u00e9 essentiellement de marques maison, mais l\u00e0 aussi <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/editorial-%E2%80%93-l%E2%80%99h%C3%A9ritage-de-red-market\" target=\"_blank\" rel=\"noopener\">le concept n&rsquo;a pas fait long feu<\/a>.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En France Carrefour a retir\u00e9 la majeure partie des marques nationales des rayons de quatre de ses magasins. Objectif ? Tester dans quelle mesure les consommateurs sont pr\u00eats \u00e0 acheter uniquement des marques maison. \u00ab\u00a0Une exp\u00e9rimentation incroyable\u00a0\u00bb Ce test s&rsquo;inscrit dans le cadre du vaste plan de transformation annonc\u00e9 par Alexandre Bompard en janvier dernier [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":28325,"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-28328","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>Un supermarch\u00e9 sans marques? 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