{"id":44551,"date":"2020-11-05T13:11:31","date_gmt":"2020-11-05T13:11:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/le-shopper-marketing-essentiel-en-periode-de-coronavirus-2\/"},"modified":"2020-11-05T13:11:31","modified_gmt":"2020-11-05T13:11:31","slug":"le-shopper-marketing-essentiel-en-periode-de-coronavirus-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-shopper-marketing-essentiel-en-periode-de-coronavirus-2\/","title":{"rendered":"Le shopper marketing, \u00ab\u2009essentiel\u2009\u00bb en p\u00e9riode de coronavirus\u2009?"},"content":{"rendered":"<p><span style=\"background-color:white\">Quel est l\u2019impact de la COVID-19 sur la collaboration strat\u00e9gique entre les d\u00e9taillants et les fabricants\u2009? Ce sera l\u2019une des questions centrales du prochain congr\u00e8s Trade &amp; Shopper Marketing de RetailDetail, un \u00e9v\u00e9nement retransmis en direct le 3 d\u00e9cembre.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><!--break--><\/p>\n<h2><span style=\"background-color:white\">Questions imp\u00e9rieuses<\/span><\/h2>\n<p><span style=\"background-color:white\">Comment faire des consommateurs des acheteurs\u2009? Comment tirer profit des points de vente en ligne et hors ligne\u2009? Ces questions sont plus imp\u00e9ratives que jamais. La crise du coronavirus provoque en effet un changement de priorit\u00e9s chez tous les acteurs. Nous constatons un retour \u00e0 l\u2019essentiel dans le commerce de d\u00e9tail et les biens de grande consommation\u00a0: les consommateurs adoptent un autre comportement d\u2019achat, les fabricants de marques revoient leur gamme de produits et leur plan de promotion, les d\u00e9taillants se concentrent sur la fid\u00e9lisation et le commerce \u00e9lectronique.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le trade &amp; shopper marketing doit-il revenir \u00e0 l\u2019essentiel\u2009? \u00c0 l\u2019occasion du congr\u00e8s Trade &amp; Shopper Marketing de RetailDetail, nous explorerons ces th\u00e8mes plus en profondeur. En partant d\u2019une vision plus large des \u00e9volutions du commerce de d\u00e9tail et du consommateur, nous nous focaliserons sur l\u2019impact de la pand\u00e9mie de coronavirus.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Au programme\u00a0:<\/span><\/h2>\n<ul>\n<li>\n<p><span style=\"background-color:white\">Luc Desmedt, expert en trade &amp; shopper marketing de LD&amp;Co, parlera des \u00e9volutions sectorielles, sur la base de discussions avec des fabricants et des d\u00e9taillants<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"background-color:white\">Stefan Van Rompaey, r\u00e9dacteur en chef de RetailDetail, expliquera comment les \u00e9v\u00e9nements r\u00e9cents ont renforc\u00e9 ou au contraire invers\u00e9 certaines tendances. Quelles sont les initiatives que prennent les d\u00e9taillants et les fabricants de marques et quel sera leur impact \u00e0 long terme\u2009?<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"background-color:white\">Stijn Demeersseman, responsable de la cat\u00e9gorie Accessoires de soin chez\u00a0<strong>Amazon<\/strong>, \u00e9largira notre angle de vue avec une perspective internationale. Comment Amazon change les r\u00e8gles du jeu en mati\u00e8re de vente au d\u00e9tail\u2009? Qu\u2019est-ce que cela implique pour le secteur des produits de grande consommation\u2009?<\/span><\/p>\n<\/li>\n<li>\n<p><span style=\"background-color:white\">Luc Suykens, directeur du marketing de Harley Procter chez\u00a0<strong>Procter &amp; Gamble<\/strong>, se concentra sur les consommateurs gr\u00e2ce \u00e0 ses 32 ans d\u2019exp\u00e9rience \u00e0 l\u2019\u00e9cole de marketing des produits de grande consommation. Qu\u2019est-ce qui motive le consommateur aujourd\u2019hui\u2009? Quel est l\u2019impact du COVID-19 sur le comportement des consommateurs\u2009?<\/span><\/p>\n<\/li>\n<\/ul>\n<p><span style=\"background-color:white\"><em>(Nous d\u00e9voilerons prochainement le nom d\u2019un orateur suppl\u00e9mentaire)<\/em><\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Congr\u00e8s num\u00e9rique en p\u00e9riode de coronavirus<\/span><\/h2>\n<p><span style=\"background-color:white\">Chaque ann\u00e9e, LD&amp;Co et RetailDetail r\u00e9unissent une centaine de responsables cat\u00e9gorie, experts du commerce et sp\u00e9cialistes du shopper marketing \u00e0 l\u2019occasion d\u2019une conf\u00e9rence inspirante. Au printemps dernier, nous avons d\u00fb reporter cet \u00e9v\u00e9nement pour des raisons \u00e9videntes, mais il aura finalement lieu 100\u00a0% en ligne le jeudi 3 d\u00e9cembre, le matin. Un \u00e9v\u00e9nement \u00e0 prix attractif et \u00ab\u2009coronaproof\u2009\u00bb, \u00e0 suivre chez vous ou au bureau. <a href=\"https:\/\/www.eventbrite.be\/e\/retaildetail-trade-shopper-marketing-congress-2020-registration-127993982447\" target=\"_blank\" rel=\"noopener\">Cliquez ici pour plus d\u2019informations et pour r\u00e9server vos billets<\/a>. \u00c0 bient\u00f4t\u2009!\u00a0<\/span><\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quel est l\u2019impact de la COVID-19 sur la collaboration strat\u00e9gique entre les d\u00e9taillants et les fabricants\u2009? Ce sera l\u2019une des questions centrales du prochain congr\u00e8s Trade &amp; Shopper Marketing de RetailDetail, un \u00e9v\u00e9nement retransmis en direct le 3 d\u00e9cembre. \u00a0 Questions imp\u00e9rieuses Comment faire des consommateurs des acheteurs\u2009? Comment tirer profit des points de vente [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44548,"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-44551","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>Le shopper marketing, \u00ab\u2009essentiel\u2009\u00bb en p\u00e9riode de coronavirus\u2009? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Quel est l\u2019impact de la COVID-19 sur la collaboration strat\u00e9gique entre les d\u00e9taillants et les fabricants\u2009? 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