{"id":46668,"date":"2021-02-17T09:56:05","date_gmt":"2021-02-17T09:56:05","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/linterdiction-des-promotions-etait-totalement-inutile-walter-gelens-babm-2\/"},"modified":"2021-02-17T09:56:05","modified_gmt":"2021-02-17T09:56:05","slug":"linterdiction-des-promotions-etait-totalement-inutile-walter-gelens-babm-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/linterdiction-des-promotions-etait-totalement-inutile-walter-gelens-babm-2\/","title":{"rendered":"\u00ab L&#039;interdiction des promotions \u00e9tait totalement inutile \u00bb (Walter Gelens, BABM)"},"content":{"rendered":"<p><span style=\"background-color:white\">Walter Gelens, PDG de l&rsquo;association belge des fabricants de marques\u00a0<strong>BABM<\/strong>, revient sur la turbulente p\u00e9riode du coronavirus. Ensemble, les fabricants et les d\u00e9taillants sont toujours parvenus \u00e0 garantir une offre maximale.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Les consommateurs font confiance aux marques A<\/span><\/h2>\n<p><span style=\"background-color:white\">Comment les fabricants de marques ont-ils v\u00e9cu l\u2019ann\u00e9e du coronavirus 2020 ? Nous avons pos\u00e9 la question \u00e0 Walter Gelens, PDG de BABM, l&rsquo;association des marques repr\u00e9sentant les principaux fabricants de produits de grande consommation. Les conditions \u00e9taient bien entendu difficiles : lors du premier confinement, les probl\u00e8mes d&rsquo;approvisionnement se sont rapidement accumul\u00e9s.\u00a0<a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/mardi-les-promotions-retournent-dans-les-supermarch%C3%A9s-belges\">Cela a commenc\u00e9 par une interdiction des promotions pour \u00e9viter la th\u00e9saurisation.<\/a>\u00a0Les fabricants et les d\u00e9taillants n&rsquo;y \u00e9taient pas du tout pr\u00e9par\u00e9s, car de nombreux produits \u00e9taient d\u00e9j\u00e0 dans des emballages promotionnels, pr\u00eats pour la vente. \u00ab\u00a0\u00c0 l\u2019\u00e9poque, nous avons rapidement tir\u00e9 la sonnette d&rsquo;alarme : cette interdiction \u00e9tait totalement inutile. Elle a d\u2019ailleurs \u00e9t\u00e9 lev\u00e9e peu apr\u00e8s\u00a0\u00bb, explique le PDG.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le commerce de d\u00e9tail a donc du redoubler d\u2019efforts pour assurer l&rsquo;approvisionnement. Quel a \u00e9t\u00e9 l&rsquo;impact sur les grands fabricants marques ? Les entreprises qui fournissent beaucoup l\u2019horeca ont \u00e9t\u00e9 affect\u00e9es par la crise, car elles ont perdu une grande partie de leur chiffre d&rsquo;affaires. Les entreprises qui d\u00e9pendent moins de l&rsquo;horeca et qui fournissent davantage au commerce de d\u00e9tail ont pu profiter de l\u2019essor de la consommation \u00e0 domicile. \u00ab\u00a0La vente de produits de marque a \u00e9galement augment\u00e9. Dans un contexte aussi difficile, les consommateurs veulent se faire plaisir de temps en temps. En p\u00e9riode d&rsquo;incertitude, ils reviennent \u00e0 leurs valeurs fondamentales, aux marques de confiance A\u00a0\u00bb, explique Walter Gelens.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Localement et en ligne<\/span><\/h2>\n<p><span style=\"background-color:white\">Le PDG est certain que les membres de la BABM sont un valeur s\u00fbre pour notre \u00e9conomie. \u00ab\u00a0Nous nous attelons \u00e0 relancer notre \u00e9conomie. Avec nos partenaires, nous nous sommes assur\u00e9s d\u2019\u00eatre toujours en mesure d&rsquo;approvisionner les magasins et d\u2019\u00e9viter les p\u00e9nuries. Certaines cat\u00e9gories ont connu une croissance consid\u00e9rable, d&rsquo;autres moins.\u00a0\u00bb<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le comportement des consommateurs a chang\u00e9 pendant la p\u00e9riode de coronavirus.\u00a0Les gens font consciemment leurs achats localement et en ligne. C&rsquo;est <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/pr%C3%A9dictions-des-experts-du-commerce-de-d%C3%A9tail-pour-2021\">une tendance qui se g\u00e9n\u00e9ralise<\/a>.\u00a0Comme indiqu\u00e9 pr\u00e9c\u00e9demment, les consommateurs se tournent davantage vers les marques de confiance A et optent consciemment pour des produits de haute qualit\u00e9. C&rsquo;est \u00e0 la fois un d\u00e9fi et une opportunit\u00e9 pour les fabricants. En outre, les consommateurs vont moins souvent faire des achats, mais leur panier d\u2019achat augmente. C&rsquo;est ce qui ressort d&rsquo;une enqu\u00eate r\u00e9alis\u00e9e par IDEA Consult.<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Par ailleurs, le march\u00e9 du commerce \u00e9lectronique conna\u00eet une croissance rapide. Le PDG a \u00e9galement un avis tranch\u00e9 sur le sujet : \u00ab\u00a0Tout le monde a appris \u00e0 commander en ligne. Dans les ann\u00e9es \u00e0 venir, cela pourrait vraiment \u00e9voluer. Pendant le confinement, les entreprises n&rsquo;ont pas pu suivre \u00e0 cause de probl\u00e8mes logistiques, un point qui devra \u00eatre am\u00e9lior\u00e9 \u00e0 l&rsquo;avenir. D\u00e8s qu&rsquo;il y aura un acteur capable d\u2019assurer une gestion fluide et efficace, ce march\u00e9 sera lanc\u00e9. C\u2019est \u00e9galement ce qu&rsquo;on constate dans nos pays voisins.\u00a0\u00bb<br \/>\n\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Il y a tout juste cinq ans, Walter Gelens est devenu PDG de BABM. Depuis sa nomination, le nombre de membres a doubl\u00e9, passant de 44 \u00e0 88. L\u2019association r\u00e9unit tant de multinationales et que des PME. Apr\u00e8s l&rsquo;int\u00e9gration des groupes d&rsquo;int\u00e9r\u00eat BMA (Business Managers Association) et AFV (General Manufacturers Association), l&rsquo;organisation est incontestablement devenue\u00a0<a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/%20%22babm-now-the-point-of-contact-of-brand%20manufacturers%22\">le point de contact pour les fabricants de marques<\/a> en Belgique.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Walter Gelens, PDG de l&rsquo;association belge des fabricants de marques\u00a0BABM, revient sur la turbulente p\u00e9riode du coronavirus. Ensemble, les fabricants et les d\u00e9taillants sont toujours parvenus \u00e0 garantir une offre maximale. \u00a0 Les consommateurs font confiance aux marques A Comment les fabricants de marques ont-ils v\u00e9cu l\u2019ann\u00e9e du coronavirus 2020 ? Nous avons pos\u00e9 la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22125,"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-46668","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>\u00ab L&#039;interdiction des promotions \u00e9tait totalement inutile \u00bb (Walter Gelens, BABM) - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Walter Gelens, PDG de l&#039;association belge des fabricants de marques BABM, revient sur la turbulente p\u00e9riode du coronavirus. 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