{"id":45530,"date":"2020-12-21T14:17:43","date_gmt":"2020-12-21T14:17:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/beaute-soins\/rituals-devient-une-entreprise-de-beaute-technologique\/"},"modified":"2020-12-21T14:17:43","modified_gmt":"2020-12-21T14:17:43","slug":"rituals-devient-une-entreprise-de-beaute-technologique","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/rituals-devient-une-entreprise-de-beaute-technologique\/","title":{"rendered":"\u00ab Rituals devient une entreprise de beaut\u00e9 technologique \u00bb"},"content":{"rendered":"

Rituals<\/strong>\u00a0a d\u00fb (temporairement) revoir radicalement ses plans d\u2019\u00e9volution \u00e0 cause de la crise du coronavirus.\u00a0La soci\u00e9t\u00e9 investit massivement dans la num\u00e9risation et la personnalisation et esp\u00e8re en tirer profit une fois la crise pass\u00e9e.<\/span><\/p>\n

<\/p>\n

\u00a0<\/p>\n

Anniversaire en toute sobri\u00e9t\u00e9<\/span><\/h2>\n

Rituals a \u00e9t\u00e9 fond\u00e9 il y a 20 ans par Raymond Cloosterman, aujourd’hui \u00e2g\u00e9 de 56 ans, qui s\u2019est d’abord form\u00e9 pendant 12 ans chez\u00a0Unilever<\/strong>. L’ann\u00e9e 2020 aurait donc d\u00fb \u00eatre plac\u00e9e sous le signe de la c\u00e9l\u00e9bration, mais le coronavirus en a d\u00e9cid\u00e9 autrement. \u00ab\u00a0Il est difficile de s\u2019imaginer\u00a0la violence de l’impact direct de la crise sanitaire<\/a> : tous les 800 magasins ont brutalement ferm\u00e9. 8.000 employ\u00e9s d\u00e9sesp\u00e9r\u00e9s se sont retrouv\u00e9s sur le banc de touche. Aucune rentr\u00e9e financi\u00e8re, avec chaque mois 25 millions d’euros de factures. Pour un entrepreneur, \u00e7a fait tr\u00e8s peur\u00a0\u00bb, d\u00e9clare Cloosterman \u00e0 De Tijd.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Lorsque la crise a \u00e9clat\u00e9, il a imm\u00e9diatement envisag\u00e9 le pire des sc\u00e9narios, avec des magasins ferm\u00e9s pendant plusieurs mois. Rituals aurait d\u00fb ouvrir une centaine de nouveaux magasins cette ann\u00e9e, mais ces plans ont imm\u00e9diatement \u00e9t\u00e9 mis au placard. D’autres projets d’investissement, d’un montant total de 90 millions d’euros, ont \u00e9galement \u00e9t\u00e9 suspendus avec effet imm\u00e9diat.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

E-commerce<\/span><\/h2>\n

\u00ab\u00a0Nous avons r\u00e9alis\u00e9 des \u00e9conomies consid\u00e9rables, mais nous avons \u00e9galement imagin\u00e9 de nouveaux mod\u00e8les commerciaux. Nous avons augment\u00e9 la capacit\u00e9 de notre centre de distribution robotis\u00e9 de 20.000 \u00e0 30.000 colis par jour. En une semaine, nous avons mis au point un logiciel qui envoie les commandes pass\u00e9es sur notre webshop directement \u00e0 nos magasins, afin qu’ils puissent \u00e9galement pr\u00e9parer des colis pour le e-commerce. Nous avons d\u00e9velopp\u00e9 un syst\u00e8me permettant aux consommateurs de passer des commandes alors qu’ils font la file devant le magasin.\u00a0\u00bb<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Rituals investit massivement dans la num\u00e9risation et la personnalisation pendant la crise, esp\u00e9rant renforcer sa position une fois le retour \u00e0 la normale. \u00ab\u00a0Avant le coronavirus, les cosm\u00e9tiques comptaient parmi les produits qui se vendaient le moins bien en ligne. 20% de nos ventes se font en ligne, ce qui est beaucoup sur notre march\u00e9. Nous sommes en passe de devenir une entreprise de beaut\u00e9 technologique.\u00a0\u00bb<\/span><\/p>\n

\u00a0<\/span><\/p>\n

House of Rituals<\/span><\/h2>\n

En octobre, le d\u00e9taillant a \u00e9galement ouvert son premier flagship store \u00e0 Amsterdam. \u00ab\u00a0House of Rituals\u00a0\u00bb est un\u00a0magasin centr\u00e9 sur l’exp\u00e9rience<\/a>\u00a0install\u00e9 sur quatre \u00e9tages, proposant des centaines de produits qui sont normalement uniquement disponibles en ligne. Il dispose \u00e9galement d\u2019un restaurant et propose des s\u00e9ances de yoga et des formations en m\u00e9ditation. Si le concept est un succ\u00e8s, plusieurs magasins similaires verront le jour en Belgique et \u00e0 l\u2019\u00e9tranger.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

\u00ab\u00a0Cette nouvelle exp\u00e9rience et ce sens de la personnalisation se refl\u00e8tent aussi en ligne. Bient\u00f4t, vous pourrez \u00e9galement composer des produits sur notre boutique en ligne, tels que des parfums et des shampoings personnalis\u00e9s, et les faire livrer \u00e0 votre domicile. Dans un deuxi\u00e8me temps, nous connecterons nos 800 magasins, afin que vous puissiez commander les produits depuis un \u00e9cran\u00a0\u00bb, explique Cloosterman.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Le lancement de House of Rituals n’a finalement \u00e9t\u00e9 que peu retard\u00e9 par le coronavirus. \u00ab\u00a0C\u2019est maintenant qu\u2019il faut investir. Si le vent tourne dans deux ans, vous r\u00e9colterez les fruits des changements op\u00e9r\u00e9s pendant la crise\u00a0\u00bb, conclut l’entrepreneur.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Rituals\u00a0a d\u00fb (temporairement) revoir radicalement ses plans d\u2019\u00e9volution \u00e0 cause de la crise du coronavirus.\u00a0La soci\u00e9t\u00e9 investit massivement dans la num\u00e9risation et la personnalisation et esp\u00e8re en tirer profit une fois la crise pass\u00e9e. \u00a0 Anniversaire en toute sobri\u00e9t\u00e9 Rituals a \u00e9t\u00e9 fond\u00e9 il y a 20 ans par Raymond Cloosterman, aujourd’hui \u00e2g\u00e9 de 56 […]<\/p>\n","protected":false},"author":1,"featured_media":45527,"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":[27],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-45530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins"],"acf":[],"yoast_head":"\n\u00ab Rituals 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