{"id":39431,"date":"2020-03-06T08:17:07","date_gmt":"2020-03-06T08:17:07","guid":{"rendered":"https:\/\/www.retaildetail.be\/bricolage-jardin\/brico-lance-un-programme-de-fidelite-numerique-2\/"},"modified":"2020-03-06T08:17:07","modified_gmt":"2020-03-06T08:17:07","slug":"brico-lance-un-programme-de-fidelite-numerique-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/brico-lance-un-programme-de-fidelite-numerique-2\/","title":{"rendered":"Brico lance un programme de fid\u00e9lit\u00e9 num\u00e9rique"},"content":{"rendered":"<p><span style=\"background-color:white\">Fini d\u2019\u00e9pargner les points chez\u00a0<strong>Brico<\/strong>, Brico Planit et Brico City\u00a0: la cha\u00eene de\u00a0bricolage lance un nouveau programme de fid\u00e9lit\u00e9 personnalis\u00e9. La brochure traditionnelle \u00e9tant soumise \u00e0 une pression croissante, les d\u00e9taillants ressentent le besoin de d\u00e9velopper de nouvelles formes de communication avec leurs clients.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Offres personnalis\u00e9es<\/span><\/h2>\n<p><span style=\"background-color:white\">Les clients de la cha\u00eene de bricolage ont re\u00e7u cette semaine un e-mail leur annon\u00e7ant l\u2019arriv\u00e9e d\u2019un nouveau programme de fid\u00e9lit\u00e9\u00a0: d\u00e9sormais, plus besoin d\u2019\u00e9conomiser des points pour obtenir une r\u00e9duction. Tout cela sera remplac\u00e9 par un programme plus simple et plus personnalis\u00e9. Les points d\u00e9j\u00e0 \u00e9conomis\u00e9s seront convertis en r\u00e9ductions et les clients qui s\u2019inscrivent en ligne recevront des avantages exclusifs tels que des offres et des informations personnalis\u00e9es, un d\u00e9lai de retour de 90 jours, 2 heures de location gratuite d\u2019une camionnette, la location d\u2019outils sans caution et l\u2019acc\u00e8s \u00e0 leur historique d\u2019achats dans l\u2019application Brico.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00ab\u2009Jusqu\u2019\u00e0 pr\u00e9sent, nous avions une carte de fid\u00e9lit\u00e9 classique qui permettait aux clients d\u2019\u00e9pargner des points pour obtenir un bon de r\u00e9duction de cinq euros.\u2009\u00bb Un tel syst\u00e8me fonctionne peut-\u00eatre bien pour un supermarch\u00e9, o\u00f9 la fr\u00e9quence d\u2019achat est \u00e9lev\u00e9e, mais dans le secteur du bricolage, c\u2019est diff\u00e9rent\u00a0: les clients ne viennent pas aussi r\u00e9guli\u00e8rement\u2009\u00bb, explique le directeur des op\u00e9rations, Rudi Schautteet, \u00e0 RetailDetail. \u00ab\u2009De plus, lorsque nous avons lanc\u00e9 notre carte Brico il y a six ans, il n\u2019y avait pas encore le besoin d\u2019enregistrer les profils des clients. Il existe donc de nombreuses cartes de fid\u00e9lit\u00e9 pour lesquelles nous n\u2019avons que le nom du client et rien d\u2019autre. Mais une \u00e8re s\u2019ouvre, dans laquelle nous devrons communiquer diff\u00e9remment avec nos clients.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">\u00ab\u2009Les taxes sur les brochures deviennent intenables\u2009\u00bb<\/span><\/h2>\n<p><span style=\"background-color:white\">Selon le d\u00e9taillant, la brochure classique est vou\u00e9e \u00e0 dispara\u00eetre avec le temps\u00a0: l\u2019efficacit\u00e9 du support est soumise \u00e0 une forte pression. \u00ab\u2009\u00c0 Roulers, par exemple, o\u00f9 nous avons un magasin, environ 50\u00a0% des clients ont un autocollant \u00ab\u00a0non\u00a0\u00bb\u00a0\u00e0 la publicit\u00e9 sur leur bo\u00eete aux lettres. \u00c0 Bruxelles, on discute de l\u2019introduction d\u2019un autocollant \u00ab\u00a0oui\u00a0\u00bb \u00e0 la publicit\u00e9, \u00e0 l\u2019instar d\u2019Amsterdam. Les consommateurs doivent alors indiquer explicitement qu\u2019ils souhaitent recevoir de la publicit\u00e9. Et puis il a le probl\u00e8me au niveau des taxes\u00a0: les autorit\u00e9s locales les consid\u00e8rent comme une source de revenus int\u00e9ressante, mais nous arrivons \u00e0 un point o\u00f9 les taxes co\u00fbtent plus cher que la brochure elle-m\u00eame. Cela devient intenable.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">C\u2019est pr\u00e9cis\u00e9ment pour anticiper cette r\u00e9alit\u00e9 in\u00e9vitable que Brico prend maintenant un tournant et met fin au syst\u00e8me de points traditionnel. La carte continuera d\u2019exister, bien que l\u2019application Brico jouera un r\u00f4le plus important. Les clients sont invit\u00e9s \u00e0 enregistrer leur carte en ligne et \u00e0 retirer leurs bons de r\u00e9ductions en magasin. Le nouveau programme s\u2019applique \u00e0 tous les magasins Brico, Brico Planit et Brico City, y compris aux commandes en ligne effectu\u00e9es gr\u00e2ce \u00e0 Reserve &amp; Go.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fini d\u2019\u00e9pargner les points chez\u00a0Brico, Brico Planit et Brico City\u00a0: la cha\u00eene de\u00a0bricolage lance un nouveau programme de fid\u00e9lit\u00e9 personnalis\u00e9. La brochure traditionnelle \u00e9tant soumise \u00e0 une pression croissante, les d\u00e9taillants ressentent le besoin de d\u00e9velopper de nouvelles formes de communication avec leurs clients. \u00a0 Offres personnalis\u00e9es Les clients de la cha\u00eene de bricolage ont [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":39428,"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-39431","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>Brico lance un programme de fid\u00e9lit\u00e9 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