{"id":32202,"date":"2019-03-26T12:46:00","date_gmt":"2019-03-26T12:46:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/bricolage-jardin\/decouvrez-le-nouveau-concept-dexperience-daveve-2\/"},"modified":"2019-03-26T12:46:00","modified_gmt":"2019-03-26T12:46:00","slug":"decouvrez-le-nouveau-concept-dexperience-daveve-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/decouvrez-le-nouveau-concept-dexperience-daveve-2\/","title":{"rendered":"D\u00e9couvrez le nouveau concept d\u2019exp\u00e9rience d\u2019Aveve"},"content":{"rendered":"<p>Il faudra s\u2019y faire : la c\u00e9l\u00e8bre devise \u2018Tout pour le jardin, les animaux et la boulangerie maison\u2019 d\u2019<strong>Aveve<\/strong> sera remplac\u00e9e par \u2018AVEVE, le plaisir \u00e7a se cultive\u2019. De plus, le retailer lance un nouveau concept de magasin ax\u00e9 sur l\u2019inspiration et l\u2019\u2019envie\u2019.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Solutions et inspiration<\/h2>\n<p>Tant le magasin que l&rsquo;offre seront revaloris\u00e9s pour mieux servir les clients existants, mais \u00e9galement pour attirer un public plus large. \u00ab Nous avons r\u00e9alis\u00e9 une belle croissance ces derni\u00e8res ann\u00e9es, mais nous nourrissons toutefois de plus fortes ambitions \u00bb, d\u00e9clare Erik Haegeman, directeur retail chez <strong>Arvesta<\/strong>. \u00ab Ainsi, nous renfor\u00e7ons la marque Aveve sur le march\u00e9 en proposant une histoire plus \u00e9motionnelle, moins fonctionnelle. Nous nous \u00e9tions d\u00e9j\u00e0 distingu\u00e9s au niveau du service, et aujourd\u2019hui, nous prenons des mesures suppl\u00e9mentaires dans le domaine de l\u2019exp\u00e9rience et de l\u2019assortiment. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>Le nouveau concept de magasin s&rsquo;\u00e9loigne de la pens\u00e9e orient\u00e9e produit et joue la carte des solutions globales. Il en r\u00e9sulte un agencement de magasin comprenant quatre \u2018mondes\u2019 qui convergent vers une place d&rsquo;exp\u00e9rience centrale o\u00f9 les consommateurs peuvent trouver l&rsquo;inspiration pour chaque saison. La gamme workshops et d\u00e9monstrations a \u00e9t\u00e9 consid\u00e9rablement \u00e9tendue. Le r\u00e9sultat est d\u00e9j\u00e0 visible dans trois magasins test de diff\u00e9rents formats : Malines (2000 m\u00b2), Oostrozebeke (1000 m\u00b2) et Hannut (500 m\u00b2). Apr\u00e8s une \u00e9valuation qui aura lieu cet \u00e9t\u00e9, dix nouvelles r\u00e9novations suivront cet automne. Le d\u00e9ploiement complet suivra ensuite entre 2020 et 2023, avec une cinquantaine de transformations par an.<\/p>\n<p>\u00a0<\/p>\n<h2>Un rayonnement chaleureux<\/h2>\n<p>En termes de look &amp; feel, Aveve s&rsquo;\u00e9loigne des rayons classiques des supermarch\u00e9s pour se diriger vers un rayonnement chaleureux avec beaucoup de bois, de m\u00e9tal noir et d&rsquo;images d&rsquo;ambiance. Le design a \u00e9t\u00e9 d\u00e9velopp\u00e9 en collaboration avec l&rsquo;agence Mojo. D\u00e9sormais, les acheteurs entreront de pr\u00e9f\u00e9rence par le d\u00e9partement \u2018ext\u00e9rieur\u2019 qui d\u00e9gage de l\u2019\u2019envie\u2019 et engendre des achats d&rsquo;impulsion tant n\u00e9cessaires.<\/p>\n<p>\u00a0<\/p>\n<p>Le premier monde quand on entre dans le magasin est la &lsquo;grange&rsquo;, avec de la nourriture et des accessoires pour animaux de la ferme, mais \u00e9galement du mat\u00e9riel de jardin. Vient ensuite le \u2018jardin\u2019, avec des solutions pour une pelouse rayonnante et une nouvelle gamme \u2018urban gardening\u2019, parce que le jardinage n&rsquo;est pas uniquement destin\u00e9 aux personnes ayant un grand jardin. Le monde de la maison regroupe tout ce qui concerne la maison : les animaux domestiques, les plantes d&rsquo;int\u00e9rieur et les pots, m\u00eame un d\u00e9partement de plantes artificielles &#8211; un segment en forte croissance, nous dit-on. Enfin, il y a le march\u00e9 qui propose une vaste gamme de produits alimentaires. En plus de la c\u00e9l\u00e8bre cat\u00e9gorie p\u00e2tisserie, on y trouve \u00e9galement des fruits et des l\u00e9gumes provenant en direct d\u2019agriculteurs locaux. On y trouve \u00e9galement un d\u00e9partement \u2018produits du terroir&rsquo; avec des produits artisanaux : confitures, moutarde, jus de fruits, noix en vrac &#8230;.<\/p>\n<p>\u00a0<\/p>\n<p>Un plan marketing actualis\u00e9 accompagne le slogan et le concept de magasin : la brochure offre davantage d&rsquo;inspiration, un nouveau mix m\u00e9dia qui veut s\u00e9duire des groupes cibles plus jeunes via les m\u00e9dias sociaux, mais \u00e9galement via la radio et la t\u00e9l\u00e9vision. Pour Aveve, le magasin physique reste la pr\u00e9occupation premi\u00e8re. \u00ab Nous sommes \u00e0 la recherche d&rsquo;un mod\u00e8le durable pour un webshop sain au niveau financier \u00bb, d\u00e9clare Haegeman.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il faudra s\u2019y faire : la c\u00e9l\u00e8bre devise \u2018Tout pour le jardin, les animaux et la boulangerie maison\u2019 d\u2019Aveve sera remplac\u00e9e par \u2018AVEVE, le plaisir \u00e7a se cultive\u2019. De plus, le retailer lance un nouveau concept de magasin ax\u00e9 sur l\u2019inspiration et l\u2019\u2019envie\u2019. \u00a0 Solutions et inspiration Tant le magasin que l&rsquo;offre seront revaloris\u00e9s pour [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32199,"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-32202","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>D\u00e9couvrez le nouveau concept d\u2019exp\u00e9rience d\u2019Aveve - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Il faudra s\u2019y faire : la c\u00e9l\u00e8bre devise \u2018Tout pour le jardin, les animaux et la boulangerie maison\u2019 d\u2019Aveve sera remplac\u00e9e par \u2018AVEVE, le plaisir \u00e7a se cultive\u2019. 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