{"id":41749,"date":"2020-06-26T09:54:09","date_gmt":"2020-06-26T09:54:09","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/lidl-une-marque-plus-forte-qualdi-2\/"},"modified":"2020-06-26T09:54:09","modified_gmt":"2020-06-26T09:54:09","slug":"lidl-une-marque-plus-forte-qualdi-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/lidl-une-marque-plus-forte-qualdi-2\/","title":{"rendered":"Lidl, une marque plus forte qu&#039;Aldi ?"},"content":{"rendered":"<p>En Belgique, <strong>Aldi<\/strong> a une part de march\u00e9 nettement plus \u00e9lev\u00e9e que son concurrent <strong>Lidl<\/strong>, qui est entr\u00e9 sur le march\u00e9 plus tard. Il ressort d\u2019une enqu\u00eate aupr\u00e8s des consommateurs que Lidl est devenue une marque plus forte depuis lors. Quelle en est l&rsquo;explication ?<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Une valeur de marque plus \u00e9lev\u00e9e<\/h2>\n<p>Dans la <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/colruyt-reste-la-marque-la-plus-forte-albert-heijn-et-jumbo-%C3%A0-l%E2%80%99aff%C3%BBt\" target=\"_blank\" rel=\"noopener\">r\u00e9cente enqu\u00eate sur la valeur de marque des supermarch\u00e9s<\/a> men\u00e9e par doubleyouresearch, Lidl et Aldi occupent respectivement la quatri\u00e8me et la cinqui\u00e8me place, derri\u00e8re <strong>Colruyt<\/strong>, <strong>Delhaize<\/strong> et <strong>Albert Heijn<\/strong>. Si les deux cha\u00eenes de discount obtiennent, sans grande surprise, un score \u00e9lev\u00e9 sur le crit\u00e8re rapport qualit\u00e9\/prix, elles peinent \u00e0 se d\u00e9marquer sur d\u2019autres crit\u00e8res, semble-t-il.<\/p>\n<p>\u00a0<\/p>\n<p>Lorsque l&rsquo;on compare les scores des enseignes rivales, on constate que Lidl obtient de meilleurs r\u00e9sultats sur tous les crit\u00e8res. Les diff\u00e9rences concernent essentiellement les produits frais, l&rsquo;assortiment (\u00ab\u00a0vous trouverez tout ce dont vous avez besoin\u00a0\u00bb) et le bon rapport qualit\u00e9-prix. Les consommateurs sont ainsi plus nombreux \u00e0 pouvoir s\u2019imaginer devenir clients de Lidl que d\u2019Aldi. Lidl affiche \u00e9galement un <em>Net Promoter Score(NPS) sensiblement plus \u00e9lev\u00e9 qu\u2019Aldi.<\/em><\/p>\n<p>\u00a0<\/p>\n<h2>Des similitudes frappantes<\/h2>\n<p>C&rsquo;est \u00e0 souligner, car Aldi enregistre de loin la plus forte p\u00e9n\u00e9tration de march\u00e9 : plus de gens font leurs achats chez Aldi que chez Lidl. Sa part de march\u00e9 est \u00e9galement consid\u00e9rablement plus \u00e9lev\u00e9e. Aldi a plus de magasins et est sur le march\u00e9 depuis beaucoup plus longtemps, c&rsquo;est donc une marque de confiance aux yeux des consommateurs belges. Depuis le d\u00e9but, Lidl s&rsquo;est positionn\u00e9 en rival de ce discounter pr\u00e9dominant.<\/p>\n<p>\u00a0<\/p>\n<p>En outre, lorsque l&rsquo;on examine les \u00e9volutions des deux cha\u00eenes ces derni\u00e8res ann\u00e9es, on constate des similitudes frappantes. Elles se sont toutes les deux r\u00e9invent\u00e9es pour passer de combattants des prix spartiates \u00e0 des discounters de qualit\u00e9 proposant une gamme de produits plus d\u00e9velopp\u00e9e pour un public plus large. Lidl et Aldi ont tous deux relook\u00e9 l&rsquo;image de leur magasin, enrichi leur assortiment avec des produits frais, ajout\u00e9 une boulangerie et int\u00e9gr\u00e9 des marques nationales. Lidl a \u00e9t\u00e9 le premier a lanc\u00e9 toutes ces initiatives. Est-ce l&rsquo;explication derri\u00e8re cette image de marque plus forte, ou y a-t-il autre chose ?<\/p>\n<p>\u00a0<\/p>\n<h2>Image n\u00e9gative du discounter<\/h2>\n<p>L&rsquo;une des raisons est qu&rsquo;Aldi, plus que Lidl, p\u00e2ti encore de la vieille image de mauvaise qualit\u00e9. \u00ab\u00a0Lidl est arriv\u00e9 plus tard sur le march\u00e9 et est donc moins affect\u00e9 par la mauvaise image du discounter du pass\u00e9. L\u2019enseigne n\u2019a rien eu \u00e0 compenser, elle a pu partir de z\u00e9ro et se d\u00e9velopper\u00a0\u00bb, estime Bart Warlop, de doubleyouresearch. \u00ab\u00a0De plus, Lidl n\u2019h\u00e9site pas \u00e0 aller plus loin \u00e0 presque tous les niveaux. Un int\u00e9rieur plus moderne, un rayon de produits frais qui vous attend d\u00e8s votre entr\u00e9e dans le magasin, des promotions claires et avantageuses, des promotions non alimentaires que vous pouvez commander en ligne&#8230; Le groupe va toujours un peu plus loin.\u00a0\u00bb<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Auparavant, Lidl se comportait un peu comme un cow-boy\u00a0\u00bb, r\u00e9pond le professeur de commerce de d\u00e9tail Gino Van Ossel. \u00ab\u00a0Vous vous souvenez peut-\u00eatre que la soci\u00e9t\u00e9 avait m\u00eame \u00e9t\u00e9 condamn\u00e9e pour publicit\u00e9 abusive. Lorsque Jesper Hojer est devenu responsable pays en 2011, il a radicalement chang\u00e9 de cap. Le changement le plus notoire a \u00e9t\u00e9 r\u00e9alis\u00e9 dans la communication externe : le nouveau porte-parole \u00e9tait toujours ouvert \u00e0 la presse, et le budget m\u00e9dia est mont\u00e9 en fl\u00e8che. Moins visible, mais tout aussi important, un changement de culture d&rsquo;entreprise et la relation avec le personnel. Les r\u00e9sultats de ces changements se ressentent dans les conclusions de cette enqu\u00eate.\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En Belgique, Aldi a une part de march\u00e9 nettement plus \u00e9lev\u00e9e que son concurrent Lidl, qui est entr\u00e9 sur le march\u00e9 plus tard. Il ressort d\u2019une enqu\u00eate aupr\u00e8s des consommateurs que Lidl est devenue une marque plus forte depuis lors. Quelle en est l&rsquo;explication ? \u00a0 Une valeur de marque plus \u00e9lev\u00e9e Dans la r\u00e9cente [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":41746,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-41749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lidl, une marque plus forte qu&#039;Aldi ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"En Belgique, Aldi a une part de march\u00e9 nettement plus \u00e9lev\u00e9e que Lidl, mais il ressort d\u2019une 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