{"id":47563,"date":"2021-03-26T10:38:39","date_gmt":"2021-03-26T10:38:39","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/tom-domen-ecover-le-client-est-de-plus-en-plus-ouvert-aux-emballages-rechargeables\/"},"modified":"2021-03-26T10:38:39","modified_gmt":"2021-03-26T10:38:39","slug":"tom-domen-ecover-le-client-est-de-plus-en-plus-ouvert-aux-emballages-rechargeables","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/tom-domen-ecover-le-client-est-de-plus-en-plus-ouvert-aux-emballages-rechargeables\/","title":{"rendered":"Tom Domen (Ecover) : \u00ab Le client est de plus en plus ouvert aux emballages rechargeables \u00bb"},"content":{"rendered":"<p><span style=\"background-color:white\">Une entreprise comme\u00a0<strong>Ecover<\/strong> n\u2019a plus grand-chose \u00e0 apprendre en mati\u00e8re de durabilit\u00e9. D\u00e8s sa cr\u00e9ation en 1980, elle s\u2019\u00e9tait fix\u00e9 pour objectif de produire des lessives et d\u00e9tergents durables et respectueux de l\u2019environnement. Mais Tom Domen, responsable mondial de l\u2019innovation \u00e0 long terme chez Ecover, ne veut pas se reposer sur ses lauriers. \u00ab\u00a0Il est toujours possible de faire mieux\u00a0\u00bb, sourit-il.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">L\u2019emballage avant tout<\/span><\/h2>\n<p><span style=\"background-color:white\">\u00ab\u00a0Nous aussi avons encore du pain sur la planche pour devenir encore plus durables\u00a0\u00bb, poursuit Tom Domen. Mais Ecover poss\u00e8de de nombreux atouts. Depuis sa cr\u00e9ation, l\u2019entreprise \u2013 propri\u00e9t\u00e9 du fonds d\u2019investissement Skagen depuis 1992 \u2013 n\u2019a cess\u00e9 de progresser pour \u00eatre aujourd\u2019hui le leader mondial sur le march\u00e9 des produits d\u2019entretien respectueux de l\u2019environnement.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Il y a exactement dix ans, Ecover \u00e9tait la premi\u00e8re entreprise \u00e0 proposer une bouteille enti\u00e8rement recyclable \u00e0 base de sucre de canne. Trois ans plus tard, l\u2019entreprise introduisait des emballages fabriqu\u00e9s en partie \u00e0 partir de d\u00e9chets plastiques recycl\u00e9s provenant de la mer. Aujourd\u2019hui, l\u2019emballage reste le fer de lance de la strat\u00e9gie de durabilit\u00e9 de Tom Domen. Ou plut\u00f4t la r\u00e9duction des emballages.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Ecover exp\u00e9rimente ainsi un syst\u00e8me de bouteilles rechargeables dans les supermarch\u00e9s. Dans notre pays, ils le font en partenariat avec Delhaize. \u00ab\u00a0La r\u00e9utilisation est notre priorit\u00e9 absolue\u00a0\u00bb, explique Tom Domen. \u00ab\u00a0Nous essayons de r\u00e9duire autant que possible notre consommation de plastique en limitant au maximum les bouteilles \u00e0 usage unique.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Facilit\u00e9 d\u2019utilisation<\/span><\/h2>\n<p><span style=\"background-color:white\">Bien s\u00fbr, un syst\u00e8me de vente en vrac dans les magasins et de clients qui apportent leurs propres bouteilles n\u2019a rien de neuf. Mais Tom Domen reconna\u00eet qu\u2019il a fallu l\u2019extraire de sa \u00ab\u00a0niche verte\u00a0\u00bb. \u00ab\u00a0Le principe existe depuis un certain temps dans les magasins de produits naturels, mais il se caract\u00e9risait souvent par des syst\u00e8mes de recharges manuelles peu pratiques, avec des produits qui d\u00e9bordaient ou se renversaient.\u00a0\u00bb\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">La solution Ecover\u00a0: un syst\u00e8me de recharge qui doit am\u00e9liorer consid\u00e9rablement la facilit\u00e9 d\u2019utilisation dans le magasin. Et le succ\u00e8s semble au rendez-vous. \u00ab\u00a0Chaque fois que nous testons notre syst\u00e8me dans un magasin, nous observons des r\u00e9actions tr\u00e8s positives chez les clients. Les consommateurs sont de plus en plus ouverts \u00e0 de telles solutions\u00a0\u00bb, affirme Tom Domen. Bien qu\u2019il reconnaisse qu\u2019il reste quelques d\u00e9fauts \u00e0 r\u00e9soudre. \u00ab\u00a0Il arrive encore que l\u2019on renverse un peu de liquide ou qu\u2019une des machines tombe en panne. Et le personnel qui doit r\u00e9guli\u00e8rement remplacer les emballages en vrac doit passer par un processus d\u2019apprentissage.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">La concurrence arrive<\/span><\/h2>\n<p><span style=\"background-color:white\">Tom Domen voit-il il Ecover ne plus vendre ses d\u00e9tergents que par le biais d\u2019un tel syst\u00e8me \u00e0 l\u2019avenir\u2009? \u00ab\u00a0Ce serait \u00e9videmment g\u00e9nial. Mais il est plus probable que nous nous dirigions vers un mod\u00e8le hybride. Nous pourrions par exemple imaginer une \u201cboucle\u201d, un circuit ferm\u00e9 qui permettrait aux clients de rapporter leurs bouteilles usag\u00e9es, comme pour la bi\u00e8re.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Tom Domen n\u2019est pas certain que ce mod\u00e8le puisse s\u2019imposer \u00e0 l\u2019ensemble du secteur. \u00ab\u00a0Mais il est un fait que les lignes bougent. Quand nous avons test\u00e9 ce syst\u00e8me pour la premi\u00e8re fois dans un supermarch\u00e9 d\u2019Oxford au Royaume-Uni, nous avons remarqu\u00e9 que des concurrents venaient \u00e9galement jeter un coup d\u2019\u0153il et prendre des photos de nos stations de recharge.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">RetailDetail Fashion Congress<\/span><\/h2>\n<p><span style=\"background-color:white\">RetailDetail organise son Sustainability Congress le 1er avril.\u00a0Il mettra en \u00e9vidence des retailers qui passent d\u2019une empreinte \u00e9cologique n\u00e9gative \u00e0 des \u00ab\u00a0poign\u00e9es de main positives\u00a0\u00bb\u00a0: des initiatives durables et extensibles qui nous rapprochent d\u2019une \u00e9conomie circulaire. Sous les auspices de Stefaan Vandist, Ine Stultjens<strong>(Auping<\/strong>), Caroline Gastaud<strong>(IKEA<\/strong>) et Lander Desmedt<strong>(HNST<\/strong>) d\u00e9voileront leurs projets dans ce domaine.\u00a0<a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retaildetail-sustainability-congress-2021\">Cliquez sur ce lien pour commander vos tickets pour le livestream<\/a>.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une entreprise comme\u00a0Ecover n\u2019a plus grand-chose \u00e0 apprendre en mati\u00e8re de durabilit\u00e9. D\u00e8s sa cr\u00e9ation en 1980, elle s\u2019\u00e9tait fix\u00e9 pour objectif de produire des lessives et d\u00e9tergents durables et respectueux de l\u2019environnement. Mais Tom Domen, responsable mondial de l\u2019innovation \u00e0 long terme chez Ecover, ne veut pas se reposer sur ses lauriers. \u00ab\u00a0Il est [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21521,"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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-47563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tom Domen (Ecover) : \u00ab Le client est de plus en plus ouvert aux emballages rechargeables \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Ecover n\u2019a plus grand-chose \u00e0 apprendre en mati\u00e8re de durabilit\u00e9. 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