{"id":31123,"date":"2019-02-06T15:34:55","date_gmt":"2019-02-06T15:34:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/le-coup-marketing-dalbert-heijn-declenche-de-vives-reactions\/"},"modified":"2019-02-06T15:34:55","modified_gmt":"2019-02-06T15:34:55","slug":"le-coup-marketing-dalbert-heijn-declenche-de-vives-reactions","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-coup-marketing-dalbert-heijn-declenche-de-vives-reactions\/","title":{"rendered":"Le coup marketing d\u2019Albert Heijn d\u00e9clenche de vives r\u00e9actions"},"content":{"rendered":"<p>Des clients m\u00e9contents parce que les stocks s\u2019\u00e9puisent rapidement, des concurrents qui font appel \u00e0 l\u2019inspection \u00e9conomique et des fabricants de marques qui n\u2019en reviennent pas : le coup marketing d\u2019<strong>Albert Heijn <\/strong>n\u2019a pas laiss\u00e9 indiff\u00e9rent \u2026<\/p>\n<p><!--break--><\/p>\n<h2>\n\u00ab Pas un mod\u00e8le durable \u00bb<\/h2>\n<p>Dire que le folder hebdomadaire d\u2019Albert Heijn avec ses promotions \u20181+2 gratuits\u2019 a fait l\u2019effet d\u2019une bombe, est un euph\u00e9misme. <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/albert-heijn-pousse-les-promotions-encore-plus-loin-12-gratuits-%E2%80%A6\" target=\"_blank\" rel=\"noopener\">L\u2019article que RetailDetail a diffus\u00e9 \u00e0 ce sujet lundi dernier <\/a>est tout de suite devenu viral. Ensuite l\u2019action a \u00e9t\u00e9 abondamment comment\u00e9e dans les m\u00e9dias publics et cette publicit\u00e9 gratuite n\u2019est pas sans cons\u00e9quences : cette semaine les magasins belges d\u2019Albert Heijn accueillent bien plus de clients qu\u2019en temps normal et le stock de produits en promotion s\u2019\u00e9puise rapidement. Certaines r\u00e9f\u00e9rences sont r\u00e9approvisionn\u00e9es, alors que d\u2019autres non, au grand m\u00e9contentement des shoppers, comme en t\u00e9moignent des messages de clients frustr\u00e9s envoy\u00e9s \u00e0 la r\u00e9daction de RetailDetail.<\/p>\n<p>\nMais ce qui nous semble pertinent\u00a0avant tout, c\u2019est l\u2019inqui\u00e9tude des concurrents et des fournisseurs. Dans les m\u00e9dias, Chris Van Wettere, directeur chez Colruyt, fait part de son \u00e9tonnement concernant le folder : \u00ab A mon avis, ce n\u2019est pas un mod\u00e8le qu\u2019un supermarch\u00e9 peut appliquer durablement \u00bb, explique-t-il. Colruyt s\u2019est vu contraint d\u2019adapter ses prix, du moins localement, mais finalement la casse reste assez limit\u00e9e, puisque la plupart des produits concern\u00e9s ne font partie de l\u2019assortiment du discounter.<\/p>\n<h2>\n\u00ab Strat\u00e9gie destructrice \u00bb<\/h2>\n<p>Les fabricants, qui ont vu appara\u00eetre leur produit dans le folder, n\u2019avaient pas \u00e9t\u00e9 pr\u00e9venus de l\u2019action au pr\u00e9alable, nous dit-on, mais pour l\u2019instant personne n\u2019a souhait\u00e9 r\u00e9agir publiquement. Dans le journal Het Belang van Limburg, l\u2019entrepreneuse et d\u00e9put\u00e9e parlementaire flamande Grete Remen qualifie le coup marketing de \u00ab v\u00e9ritable dumping alimentaire, qui nuira au climat, \u00e0 l\u2019homme et l\u2019animal. \u00bb<\/p>\n<p>\nVive r\u00e9action \u00e9galement de la part de Buurtsuper.be, l\u2019association sectorielle des supermarch\u00e9s ind\u00e9pendants, qui demande \u00e0 l\u2019inspection \u00e9conomique d\u2019ouvrir une enqu\u00eate concernant l\u2019action. En Belgique vendre \u00e0 perte est en effet interdit. Il s\u2019agit d\u2019une strat\u00e9gie destructrice, estime le directeur Luc Ardies : \u00ab A l\u2019heure o\u00f9 le secteur alimentaire\u00a0 a besoin de moyens suppl\u00e9mentaires pour faire face aux nombreux d\u00e9fis du futur, ce type d\u2019action promotionnelle conduit l\u2019un des principaux secteurs belges tout droit \u00e0 sa perte \u00bb, souligne un porte-parole. \u00ab Que l\u2019inspection fasse son travail. \u00bb<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Des clients m\u00e9contents parce que les stocks s\u2019\u00e9puisent rapidement, des concurrents qui font appel \u00e0 l\u2019inspection \u00e9conomique et des fabricants de marques qui n\u2019en reviennent pas : le coup marketing d\u2019Albert Heijn n\u2019a pas laiss\u00e9 indiff\u00e9rent \u2026 \u00ab Pas un mod\u00e8le durable \u00bb Dire que le folder hebdomadaire d\u2019Albert Heijn avec ses promotions \u20181+2 gratuits\u2019 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":31120,"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-31123","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>Le coup marketing d\u2019Albert Heijn d\u00e9clenche de vives r\u00e9actions - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Des clients m\u00e9contents parce que les stocks s\u2019\u00e9puisent rapidement, des concurrents qui font appel \u00e0 l\u2019inspection \u00e9conomique et des fabricants de marques qui n\u2019en 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