{"id":35816,"date":"2019-09-13T06:42:10","date_gmt":"2019-09-13T06:42:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/pourquoi-aldi-lance-une-action-depargne-2\/"},"modified":"2019-09-13T06:42:10","modified_gmt":"2019-09-13T06:42:10","slug":"pourquoi-aldi-lance-une-action-depargne-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-aldi-lance-une-action-depargne-2\/","title":{"rendered":"Pourquoi Aldi lance une action d\u2019\u00e9pargne"},"content":{"rendered":"<p>Lundi 16 septembre <strong>Aldi<\/strong> Belgique donnera le coup d\u2019envoi d\u2019une action d\u2019\u00e9pargne, la premi\u00e8re jamais organis\u00e9e par le hard discounter. \u00ab Nous cherchions une mani\u00e8re de remercier nos clients de leur fid\u00e9lit\u00e9 \u00bb, explique le groupe, mais pas que, bien \u00e9videmment \u2026<\/p>\n<p><!--break--><\/p>\n<h2>\nAlbum et app<\/h2>\n<p>Du 16 septembre au 26 octobre les clients d\u2019Aldi pourront durant six semaines collectionner des \u00e9mojis. Par tranche d\u2019achat de 15 euros le client recevra un \u00e9moji physique \u2013 une figurine munie d\u2019une ventouse. La collection comprend 24 \u00e9mojis diff\u00e9rents, \u00e0 conserver dans un album physique, en vente au prix de 1,99 euro. L\u2019album contient \u00e9galement deux jeux de soci\u00e9t\u00e9.<\/p>\n<p>\nEn outre Aldi lance une app gratuite permettant de collectionner des \u00e9mojis virtuels que les clients peuvent se procurer en scannant des autocollants au sol et des \u00e9tiquettes sp\u00e9ciales en magasin. Huit de ces \u00e9mojis digitaux s\u2019animent gr\u00e2ce \u00e0 la r\u00e9alit\u00e9 augment\u00e9e. L\u2019app comprend \u00e9galement deux jeux : l\u2019un d\u2019eux consiste avec un \u00e9moji virtuel \u00e0 tenter d\u2019\u00e9viter des produits qui d\u00e9filent sur le tapis roulant de la caisse, pour ainsi marquer un maximum de points.<\/p>\n<h2>\nChangement de cap strat\u00e9gique<\/h2>\n<p>Il s\u2019agit d\u2019une primeur : c\u2019est la toute premi\u00e8re fois que le retailer organise une telle action d\u2019\u00e9pargne. La directrice marketing Isabel Henderick explique le pourquoi de cette initiative : \u00ab Nous cherchions une mani\u00e8re de remercier nos clients pour leur fid\u00e9lit\u00e9 envers Aldi. Une action d\u2019\u00e9pargne avec des \u00e9mojis s\u2019inscrit parfaitement dans cette optique. Les \u00e9mojis sont tr\u00e8s populaires, tant aupr\u00e8s des jeunes que des moins jeunes. Ils vous font sourire et expriment parfois mieux que des mots ce que vous ressentez. \u00bb<\/p>\n<p>\nLe fait qu\u2019Aldi ait recours \u00e0 un outil marketing qui jusqu\u2019il y a peu \u00e9tait utilis\u00e9 uniquement par des supermarch\u00e9s \u2018mainstream\u2019, n\u2019a pas de quoi surprendre : cette d\u00e9marche s\u2019inscrit dans le cadre du changement de cap radical, mis en \u0153uvre par le discounter ces derni\u00e8res ann\u00e9es. L\u2019assortiment a \u00e9t\u00e9 \u00e9largi avec des produits frais, bios, fairtrade et des marques A. Les magasins ont \u00e9t\u00e9 r\u00e9nov\u00e9s en profondeur, la cha\u00eene a fait sa premi\u00e8re apparition \u00e0 la t\u00e9l\u00e9 et a lanc\u00e9 une incroyable offensive marketing.<\/p>\n<h2>\nFid\u00e9liser les clients occasionnels<\/h2>\n<p>Quelle est la motivation d\u2019Aldi derri\u00e8re tout cela ? Avec 450 magasins et un taux de p\u00e9n\u00e9tration de 80% en Belgique, la croissance repr\u00e9sente un grand d\u00e9fi pour la cha\u00eene. La possibilit\u00e9 d\u2019ouvrir de nouveaux magasins est limit\u00e9e et il devient difficile d\u2019attirer de nouveaux clients. D\u00e8s lors l\u2019enseigne tente avant tout de convaincre des clients occasionnels \u00e0 venir plus souvent chez Aldi. En ce sens une action d\u2019\u00e9pargne est un outil tr\u00e8s appropri\u00e9. Avec les \u00e9mojis, le retailer vise le groupe-cible tr\u00e8s int\u00e9ressant des m\u00e9nages avec enfants et donne par la m\u00eame occasion une image sympathique. En outre les actions marketing cr\u00e9atives permettent de d\u00e9tourner quelque peu l\u2019attention de la guerre des prix, n\u00e9faste pour les marges.<\/p>\n<p>\nEtant donn\u00e9 que le grand rival <strong>Lidl<\/strong> a lui aussi lanc\u00e9 des actions d\u2019\u00e9pargne, il ne reste sur le march\u00e9 belge qu\u2019une seule cha\u00eene de supermarch\u00e9s qui jusqu\u2019\u00e0 nouvel ordre n\u2019organise pas d\u2019actions d\u2019\u00e9pargne : <strong>Colruyt<\/strong>. Toute enseigne qui mise pleinement sur une structure organisationnelle l\u00e9g\u00e8re et des co\u00fbts bas pour garantir le meilleur prix, fait mieux d\u2019\u00e9viter la complexit\u00e9 qu\u2019impliquent in\u00e9vitablement de telles actions marketing.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lundi 16 septembre Aldi Belgique donnera le coup d\u2019envoi d\u2019une action d\u2019\u00e9pargne, la premi\u00e8re jamais organis\u00e9e par le hard discounter. \u00ab Nous cherchions une mani\u00e8re de remercier nos clients de leur fid\u00e9lit\u00e9 \u00bb, explique le groupe, mais pas que, bien \u00e9videmment \u2026 Album et app Du 16 septembre au 26 octobre les clients d\u2019Aldi pourront [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":35813,"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-35816","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>Pourquoi Aldi lance une action d\u2019\u00e9pargne - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Lundi 16 septembre Aldi Belgique donnera le coup d\u2019envoi d\u2019une action d\u2019\u00e9pargne, la premi\u00e8re jamais organis\u00e9e par le hard discounter. \u00ab Nous cherchions une mani\u00e8re de remercier nos 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