{"id":28430,"date":"2018-09-19T15:33:13","date_gmt":"2018-09-19T15:33:13","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/voici-comment-delhaize-se-reinvente-a-nivelles-2\/"},"modified":"2018-09-19T15:33:13","modified_gmt":"2018-09-19T15:33:13","slug":"voici-comment-delhaize-se-reinvente-a-nivelles-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/voici-comment-delhaize-se-reinvente-a-nivelles-2\/","title":{"rendered":"Voici comment Delhaize se r\u00e9invente \u00e0 Nivelles"},"content":{"rendered":"

C’est un supermarch\u00e9, mais pas tel que nous le connaissons. Ce jeudi Delhaize<\/strong> rouvre un magasin \u00e0 Nivelles totalement conforme \u00e0 la nouvelle strat\u00e9gie annonc\u00e9e cette ann\u00e9e par le PDG Xavier Piesvaux.<\/p>\n

<\/p>\n

Deux ans de pr\u00e9paration<\/h2>\n

On ne peut qualifier ce point de vente de magasin pilote, puisque cette ann\u00e9e\u00a0 Delhaize ouvrira encore neuf autres magasins selon ce nouveau concept, auquel le retailer a travaill\u00e9 durant deux ans. L’an prochain 36 autres r\u00e9novations suivront. Le premier magasin n\u00e9erlandophone \u00e0 b\u00e9n\u00e9ficier de ce maker-over est celui de Reet. Deux magasins Proxy Delhaize – Gent Kouter et Sint-Amandsberg – ont d\u00e9j\u00e0 adopt\u00e9 certains \u00e9l\u00e9ments du concept. Le retailer investira 200 millions d’euros par an dans la transformation de ses magasins.<\/p>\n

\u00a0<\/p>\n

L’eye-catcher : le Fresh Atelier<\/h2>\n

La zone \u00e0 l’entr\u00e9e du magasin est enti\u00e8rement d\u00e9di\u00e9e au ‘food to go’. Ici pas de fruits et l\u00e9gumes, mais des lunchs et repas pr\u00eats \u00e0 consommer. L’atelier du frais y attire le regard avec ses jus, sandwichs, wraps, salades, potages et plats chauds, tous pr\u00e9par\u00e9s sur place, et ce gr\u00e2ce \u00e0 la collaboration avec Foodmaker<\/strong>, qui d\u00e9ploie avec succ\u00e8s ses bars \u00e0 salades dans un nombre grandissant de magasins Delhaize. Les jus et potages sont en partie pr\u00e9par\u00e9s avec des fruits et l\u00e9gumes invendus.<\/p>\n

\u00a0<\/p>\n

Au c\u0153ur du magasin : le triangle du frais<\/h2>\n

Le triangle du frais constitue le c\u0153ur du magasin. Ici pas d’all\u00e9es rectilignes, ni de sym\u00e9trie, mais une configuration de biais ou \u00e0 la transversale, avec des meubles bas agenc\u00e9s de mani\u00e8re claire. Une place de march\u00e9 avec l’accent sur l’inspiration, faisant la part belle aux fruits et l\u00e9gumes, poisson frais, sushis, plats pr\u00e9par\u00e9s, boucherie, v\u00e9g\u00e9tarisme … Une nouveaut\u00e9 au rayon boulangerie : des sacs \u00e0 pain r\u00e9utilisables – les clients impriment une \u00e9tiquette par type de pain.<\/p>\n

\u00a0<\/p>\n

Un parcours intuitif<\/h2>\n

Le parcours en magasin suit les besoins du client et a \u00e9t\u00e9 pens\u00e9 pour faciliter les courses. Ainsi, une fois pass\u00e9 le circuit court avec les solutions de repas rapides, le client arrive dans une all\u00e9e avec des produits plus volumineux, qu’il pourra charger dans le bas de son chariot : eau, lait, bacs de bi\u00e8re … , tandis qu’il trouvera les produits surgel\u00e9s et r\u00e9frig\u00e9r\u00e9s en fin de parcours. Gr\u00e2ce \u00e0 des rayons plus courts, la circulation en magasin est plus fluide. Les promotions chocs, situ\u00e9es dans une all\u00e9e centrale, b\u00e9n\u00e9ficient d’un espace plus large.<\/p>\n

\u00a0<\/p>\n

Comeback du service<\/h2>\n

Alors qu’il y a quelques ann\u00e9es l’enseigne visait avant tout un libre-service efficace, aujourd’hui le comptoir avec personnel fait son comeback : une vraie boucherie met en avant le service\u00a0 comme \u00e9l\u00e9ment distinctif. Ailleurs aussi les employ\u00e9s sont \u00e0 l’enti\u00e8re disposition de la client\u00e8le : \u00e0 l’atelier du frais, le stand \u00e0 sushis … Autre forme de service : le coin pour enfants et le corner caf\u00e9.<\/p>\n

\u00a0<\/p>\n

L’omnicanal<\/h2>\n

Des \u00e9crans tactiles ont \u00e9t\u00e9 install\u00e9s \u00e0 diff\u00e9rents endroits, permettant aux clients de commander d’autres r\u00e9f\u00e9rences ou des articles exclusifs qui ne sont pas disponibles dans le magasin. Notamment des vins exceptionnels, car une bouteille de pr\u00e8s de mille euros n’a pas sa place en rayon. Les d\u00e9partements bio, aliments pour animaux, b\u00e9b\u00e9s et hygi\u00e8ne personnelle sont \u00e9galement \u00e9quip\u00e9s de tels \u00e9crans.<\/p>\n

\nL’assortiment en vedette<\/h2>\n

Delhaize nous en met plein la vue : dans diff\u00e9rents rayons l’offre d\u00e9j\u00e0 tr\u00e8s riche a encore \u00e9t\u00e9 \u00e9largie. Le bio (avec ses 70 nouvelles r\u00e9f\u00e9rences) se voit attribuer un rayon s\u00e9par\u00e9 et central, avec comme nouveaut\u00e9 une zone r\u00e9serv\u00e9e au vrac. Les produits locaux sont mis \u00e0 l’honneur. Le rayon chocolat pr\u00e9sente une collaboration exclusvie avec le chocolatier Herman Van Dender. De plus, le nouveau concept accorde une grande attention au crossmerchandising et les d\u00e9gustations seront monnaie courante.<\/p>\n

\u00a0<\/p>\n

Un \u00e9quilibre d\u00e9licat …<\/h2>\n

Delhaize retrouve son ADN et cherche davantage \u00e0 se diff\u00e9rencier des discounters. Mais cela demande un exercice d’\u00e9quilibriste d\u00e9licat afin de trouver le juste milieu entre le shopping efficace et inspirant, entre une offre exclusive (plus on\u00e9reuse) et des promotions agressives. Pari gagn\u00e9 ou non ? Au client de trancher …<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

C’est un supermarch\u00e9, mais pas tel que nous le connaissons. Ce jeudi Delhaize rouvre un magasin \u00e0 Nivelles totalement conforme \u00e0 la nouvelle strat\u00e9gie annonc\u00e9e cette ann\u00e9e par le PDG Xavier Piesvaux. Deux ans de pr\u00e9paration On ne peut qualifier ce point de vente de magasin pilote, puisque cette ann\u00e9e\u00a0 Delhaize ouvrira encore neuf autres […]<\/p>\n","protected":false},"author":1,"featured_media":28427,"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-28430","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nVoici comment Delhaize se r\u00e9invente \u00e0 Nivelles - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"C'est un supermarch\u00e9, mais pas tel que nous le connaissons. 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