{"id":31160,"date":"2019-02-08T11:04:24","date_gmt":"2019-02-08T11:04:24","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/filet-pur-stupide-stupide-stupide-2\/"},"modified":"2019-02-08T11:04:24","modified_gmt":"2019-02-08T11:04:24","slug":"filet-pur-stupide-stupide-stupide-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/filet-pur-stupide-stupide-stupide-2\/","title":{"rendered":"Filet Pur: Stupide, stupide, stupide !"},"content":{"rendered":"<p>Depuis les tranch\u00e9es RetailDetail Food vous informe des derniers conflits dans l\u2019univers des supermarch\u00e9s. Le journalisme dans le retail prend des allures de reportage de guerre, mais pas de panique : Filet Pur a enfil\u00e9 son gilet pare-balles !<\/p>\n<p><!--break--><\/p>\n<h2>\nSoyons fous<\/h2>\n<p>Le food retail est en guerre : cette fois c\u2019est du s\u00e9rieux. La premi\u00e8re salve a \u00e9t\u00e9 lanc\u00e9e dimanche soir et ce n\u2019\u00e9tait pas un coup de semonce. \u00ab Soyons fous de temps en temps \u00bb, ironisait un membre de la direction d\u2019<strong>Albert Heijn <\/strong>Belgique sur les r\u00e9seaux sociaux. Une pure provocation : <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\">distribuer gratuitement quasi tout son assortiment<\/a>, c\u2019est compl\u00e8tement fou ! Mais souvenez-vous Appie est venu en Belgique en promettant des \u2018prix hollandais\u2019 et il a donc tenu parole.<\/p>\n<p>\nA pr\u00e9sent c\u2019est un peu le monde \u00e0 l\u2019envers, car en surfant sur le site web hollandais du retailer, on s\u2019aper\u00e7oit \u00e0 quel point il manque d\u2019audace. Quel ennui ! Des ristournes d\u2019\u00e0 peine 10% et de temps en temps \u2018un\u00a02e \u00e0 moiti\u00e9 prix\u2019. Pauvres promotions. C\u2019est ce\u00a0qui s\u2019appelle se moquer du client. Pas \u00e9tonnant qu\u2019AH y perde des parts de march\u00e9. C\u2019est leur propre faute. Stupide, stupide, stupide!<\/p>\n<h2>\nLe mot magique<\/h2>\n<p>Non, estimons-nous heureux que la Belgique se lib\u00e8re des prix fixes.\u00a0 Bient\u00f4t les shoppers n\u2019auront plus aucune notion des prix, puisque tout leur est offert gratuitement, en \u00e9change de quelques donn\u00e9es sur une carte de fid\u00e9lit\u00e9. En tout cas chez Colruyt ils ont les mains pleines \u00e0 adapter les \u00e9tiquettes de prix, tout en trichant un peu quand m\u00eame : pour obtenir une bo\u00eete d\u2019Elvea Cubetti au prix r\u00e9duit de 63 cents, il vous faudra en acheter six. Mais bon, AH aussi a trich\u00e9, en proposant la cr\u00e8me douche Nivea \u00e0 prix \u00e9tonnamment \u00e9lev\u00e9. Eh oui, en temps de guerre la v\u00e9rit\u00e9 est toujours la premi\u00e8re victime.<\/p>\n<p>\nL&rsquo;Unizo veut leur envoyer\u00a0l\u2019inspection \u00e9conomique. Mais ces <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-coup-marketing-d%E2%80%99albert-heijn-d%C3%A9clenche-de-vives-r%C3%A9actions\" target=\"_blank\" rel=\"noopener\">accusations de vente \u00e0 perte <\/a>ne sont que broutilles \u00e9videmment. Un combat d\u2019arri\u00e8re-garde. Stupide, stupide, stupide ! Et que pensent les consommateurs de toute cette histoire ? Ils sont en col\u00e8re contre l\u2019Unizo : \u00ab Les gens n\u2019ont-ils m\u00eame plus le droit de\u00a0b\u00e9n\u00e9ficier de produits gratuits de temps en temps ? \u00bb, fustigeaient-ils sur Facebook, ponctuant leurs messages d\u2019emojis furieux. Le mot magique \u2018gratuit\u2019 ne rate jamais son effet. Difficile de trouver le juste \u00e9quilibre entre la durabilit\u00e9 et le portemonnaie \u2026.<\/p>\n<h2>\nSniper<\/h2>\n<p>Bon nombre de critiques n\u2019ont pas m\u00e2ch\u00e9 leurs mots : \u2018dumping\u2019, \u2018destructif\u2019, \u2018intenable\u2019 \u2026 Vraiment ? On verra bien. N\u2019avons-nous pas \u00e9voqu\u00e9 il y a quelques semaines <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/analyse-pourquoi-le-%E2%80%98une-deux%E2%80%99-entre-delhaize-et-albert-heijn-est-une-mauvaise-nouvelle\" target=\"_blank\" rel=\"noopener\">le \u2018une-deux\u2019 entre Albert Heijn et <strong>Delhaize<\/strong> <\/a>? Eh bien, c\u2019est parti. Bienvenue en 2019. La concurrence est prise en tenaille. Alors que Delhaize sournoisement d\u00e9tourne l\u2019attention par <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/l%E2%80%99action-pour-enfants-de-delhaize-%C3%A9touff%C3%A9e-par-le-plastique\" target=\"_blank\" rel=\"noopener\">une communication de crise concernant son action pour enfants<\/a>, Appie, en v\u00e9ritable sniper, a le champ libre pour mitrailler la politique du meilleur prix du leader du march\u00e9, semaine apr\u00e8s semaine. Finalement ce qui semblera intenable c\u2019est la garantie du meilleur prix, car elle a ses limites. Stupide, stupide, stupide ! Par contre chez <strong>Ahold Delhaize <\/strong>ils n\u2019ont pas de limites. Ni chez <strong>Amazon<\/strong> d\u2019ailleurs, vous verrez bien.<\/p>\n<p>\nMais soyons honn\u00eates: jusqu\u2019\u00e0 pr\u00e9sent il n\u2019y avait pas chez nous de r\u00e9elle concurrence au niveau des prix, tout simplement parce que tout le monde respectait la loi de Jef : seule une enseigne peut revendiquer le meilleur prix et cette enseigne s\u2019appelle Colruyt. Et voil\u00e0 que tout \u00e0 coup un concurrent s\u2019en lave les mains et c\u2019est la guerre. Alors que faire ? \u2018La mani\u00e8re la plus rapide de mettre fin \u00e0 une guerre, c\u2019est de la perdre\u2019, dit un vieux proverbe. Wow, j\u2019ai presque l\u2019impression d\u2019\u00eatre un reporter de guerre, comme Rudi Vranckx. O\u00f9 est mon gilet pare-balles? Eh\u00a0 oui, les tirs sont \u00e0 balles r\u00e9elles.<\/p>\n<h2>\nActivistes de gauche\u00a0<\/h2>\n<p>Mais pas de guerre sans dommages collat\u00e9raux. Avec cette salve ax\u00e9e sur Colruyt, in\u00e9vitablement\u00a0 quelques balles se sont perdues, notamment direction <strong>Carrefour<\/strong>. Voyez ce qui se passe en France : <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/carrefour-pr%C3%A9pare-un-plan-de-sauvetage-ultime-pour-ses-hypermarch%C3%A9s\" target=\"_blank\" rel=\"noopener\">un nouveau plan de sauvetage des hypermarch\u00e9s <\/a>taille dans le non-food et les jobs. Serait-ce mauvais signe ? Lorsqu\u2019il pleut \u00e0 Paris, il bruine \u00e0 Bruxelles, non ? Et lorsqu\u2019il pleut \u00e0 Villeneuve-d\u2019Ascq ? Alors Bruxelles n\u2019est plus tr\u00e8s loin. <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/un-magasin-auchan-sans-caisse-s%E2%80%99installe-%C3%A0-la-fronti%C3%A8re-belge\" target=\"_blank\" rel=\"noopener\">Ce magasin enti\u00e8rement automatis\u00e9 d\u2019<strong>Auchan<\/strong> pr\u00e8s de la fronti\u00e8re belge<\/a>, n\u2019est-ce pas un peu une d\u00e9claration de guerre ?<\/p>\n<p>\nMais terminons par une note positive. Geoffroy Gersdorff, Jef Colruyt et Xavier Piesvaux ont unanimement <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/sign-my-future-les-retailers-aussi-se-mobilisent-pour-le-climat\" target=\"_blank\" rel=\"noopener\">sign\u00e9 l\u2019appel de \u2018Sign for my Future\u2019 <\/a>pour une politique climatique plus ambitieuse. Probablement sous l\u2019impulsion d\u2019activistes d\u2019extr\u00eame gauche, mais bon. L\u2019un d\u2019eux retire les cotons-tiges en plastique de son assortiment, tandis que l\u2019autre propose des sachets en papier dans son rayon fruits et l\u00e9gumes, aux c\u00f4t\u00e9s de concombres emball\u00e9s dans un film plastique r\u00e9tractable, de tomates cerises dans des gobelets en plastique\u00a0et de poivrons dans des sachets en plastique, mais soit.<\/p>\n<h2>\n\u00ab Jef, apporte-moi une Cara \u00bb<\/h2>\n<p>Colruyt pour sa part va bannir les listes de courses en papier : d\u00e9sormais il vous suffit de <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-teste-les-courses-par-la-voix\" target=\"_blank\" rel=\"noopener\">dicter votre liste <\/a>et en prime vous recevrez des suggestions. Beau projet, mais les d\u00e9veloppeurs internes ont laiss\u00e9 passer quelques opportunit\u00e9s. Il vous faut par exemple dire \u2018OK Google\u2019 : question <em>personal branding<\/em>, on aurait pu faire mieux. Au lieu que cet assistant vocal r\u00e9ponde au nom de Jef. \u00ab Hey Jef, apporte-moi une pils Cara \u00bb De quoi booster le <em>customer engagement<\/em>, non ? Qui aura encore l\u2019id\u00e9e de d\u00e9serter pour rejoindre les rangs d\u2019Appie, gratuitement ou non ?<\/p>\n<p>\nMais bon, en attendant les prochains conflits \u2013 qui certainement ne tarderont pas \u2013 un peu de musique pourrait adoucir les m\u0153urs. \u00c7a vaut le coup d\u2019essayer, non ? Tous ensemble : <a href=\"https:\/\/www.youtube.com\/watch?v=dQHUAJTZqF0&amp;feature=youtu.be\" target=\"_blank\" rel=\"noopener\">War, huh, yeah! What is it good for? Absolutely nothing! Say it again! <\/a>A la semaine prochaine !<\/p>\n<p>\u00a0<\/p>\n<p><em>Vous souhaitez recevoir chaque vendredi un r\u00e9sum\u00e9 de l\u2019actualit\u00e9 FMCG dans votre bo\u00eete mail ? <a href=\"https:\/\/www.retaildetail.be\/fr\/newsletter\" target=\"_blank\" rel=\"noopener\">Inscrivez-vous ici pour la newsletter gratuite de RetailDetail Food.<\/a><\/em><br \/>\n\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Depuis les tranch\u00e9es RetailDetail Food vous informe des derniers conflits dans l\u2019univers des supermarch\u00e9s. Le journalisme dans le retail prend des allures de reportage de guerre, mais pas de panique : Filet Pur a enfil\u00e9 son gilet pare-balles ! Soyons fous Le food retail est en guerre : cette fois c\u2019est du s\u00e9rieux. La premi\u00e8re [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":31157,"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-31160","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>Filet Pur: Stupide, stupide, stupide ! - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Depuis les tranch\u00e9es RetailDetail Food vous informe des derniers conflits dans l\u2019univers des supermarch\u00e9s. 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