{"id":51929,"date":"2021-10-27T07:14:25","date_gmt":"2021-10-27T07:14:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/decouvrez-le-potentiel-dun-groupe-cible-invisible\/"},"modified":"2021-10-27T07:14:25","modified_gmt":"2021-10-27T07:14:25","slug":"decouvrez-le-potentiel-dun-groupe-cible-invisible","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/decouvrez-le-potentiel-dun-groupe-cible-invisible\/","title":{"rendered":"D\u00e9couvrez le potentiel d\u2019un groupe cible invisible"},"content":{"rendered":"<p><span style=\"background-color:white\">Pourquoi les supermarch\u00e9s belges cachent-ils leurs rayons de produits ethniques, alors qu\u2019<strong>Albert Heijn<\/strong>\u00a0y voit un pilier de sa croissance\u2009? Rachid Lamrabat, sp\u00e9cialiste du marketing, tient un vibrant plaidoyer contre les st\u00e9r\u00e9otypes et pour la capacit\u00e9 de l\u2019alimentation \u00e0 cr\u00e9er des liens.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">\u00c9troitesse d\u2019esprit<\/span><\/h2>\n<p><span style=\"background-color:white\">Les consommateurs issus de l\u2019immigration ne trouvent que trop rarement ce qu\u2019ils recherchent au supermarch\u00e9\u00a0: ils ont constitu\u00e9 longtemps un groupe cible invisible pour de nombreux retailers et marques de produits alimentaires qui ont ainsi manqu\u00e9 d\u2019\u00e9normes opportunit\u00e9s. \u00ab\u00a0Le retail belge p\u00e8che par son \u00e9troitesse d\u2019esprit\u00a0\u00bb, affirme Rachid Lamrabat de l\u2019agence strat\u00e9gique d\u2019ethnomarketing et de communication Tiqah. \u00ab\u00a0Les supermarch\u00e9s cachent leurs produits du monde. C\u2019est un probl\u00e8me\u00a0: l\u2019alimentation permet au contraire de cr\u00e9er des liens entre diff\u00e9rents groupes cibles.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Il a \u00e9crit un livre \u00e0 ce sujet\u00a0:\u00a0<a href=\"https:\/\/www.lannoocampus.be\/nl\/common-food\"><em>Common food, The Connective Power of Food Retail<\/em><\/a> (Alimentation commune, la capacit\u00e9 de la grande distribution \u00e0 cr\u00e9er des liens) Vous pouvez le qualifier de manifeste. \u00ab\u00a0C\u2019est ma vision du monde alimentaire de demain. Nous devons apprendre \u00e0 vivre ensemble et donc \u00e0 acheter des choses ensemble, \u00e0 mettre des produits communs sur le march\u00e9 et dans les rayons. Nous devons apprendre \u00e0 nous int\u00e9resser aux valeurs que nous partageons.\u00a0\u00bb Il voit cependant bouger les choses bouger\u00a0: \u00ab\u00a0De nombreuses entreprises disposent d\u00e9sormais d\u2019une strat\u00e9gie de diversit\u00e9 et d\u2019inclusion. L\u2019\u00e9tape suivante consistera \u00e0 cr\u00e9er de la confiance.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Houmous authentique<\/span><\/h2>\n<p><span style=\"background-color:white\">\u00c0 l\u2019\u00e9tranger, Rachid Lamrabat trouve des enseignes d\u00e9sireuses d\u2019assumer leur r\u00f4le. \u00ab\u00a0En France,\u00a0<strong>Carrefour\u00a0<\/strong>et\u00a0<strong>Auchan<\/strong>\u00a0emploient des responsables des achats sp\u00e9cifiques pour les produits typiques. Ils doivent besoin de briser ces silos. Dans un\u00a0<strong>Rewe<\/strong>\u00a0en Allemagne aussi, je vois une volont\u00e9 de cr\u00e9er des liens. Prenez un houmous\u00a0: pourquoi en proposer trois versions diff\u00e9rentes\u2009? Il faut une recette authentique, pour tous les groupes cibles. Personne n\u2019aurait l\u2019id\u00e9e de proposer une version flamande et une version wallonne du vol-au-vent.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le dernier flux migratoire a cependant acc\u00e9l\u00e9r\u00e9 la prise de conscience, selon Rachid Lamrabat\u00a0: \u00ab\u00a0Les food-retailers ont le sentiment d\u2019avoir rat\u00e9 le coche lors de la premi\u00e8re vague de migration\u00a0: ces gens font d\u00e9sormais leurs courses dans leurs propres magasins. Aujourd\u2019hui, ils veulent enfin faire les choses correctement et sont pr\u00eats \u00e0 acqu\u00e9rir des connaissances ou \u00e0 recevoir le feed-back n\u00e9cessaires.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Albert Heijn se distingue<\/span><\/h2>\n<p><span style=\"background-color:white\">Et pourquoi ce retard en Belgique\u2009? \u00ab\u00a0Si je laissais parler mes \u00e9motions, je dirais que nous vivons depuis trop longtemps \u00e0 c\u00f4t\u00e9 les uns des autres en Belgique\u00a0: nous nous connaissons trop peu et il arrive m\u00eame que nous ayons peur les uns des autres. Ma raison y voit plut\u00f4t la cons\u00e9quence d\u2019un manque de connaissance. Mon assortiment est fix\u00e9 par Jeroen, responsable des achats et quinquag\u00e9naire de Brasschaat. Ce n\u2019est pas possible. Malgr\u00e9 toutes les donn\u00e9es disponibles, vous n\u2019allez jamais confier le rayon des tampons et des prot\u00e8ge-slips \u00e0 un homme. Une femme fera plus facilement les bons choix.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Selon Rachid Lamrabat, il ne fait cependant aucun doute que le potentiel existe. \u00ab\u00a0Savez-vous ce qui est fort\u2009? Les rayons ethniques des Albert Heijn flamands vendent presque trois fois plus que ceux des magasins n\u00e9erlandais. Pourquoi\u2009? C(est tr\u00e8s simple\u00a0: ils sont seuls dans cette niche et ils font bien les choses. Ils n\u2019ont pas non plus tendance \u00e0 escamoter ces rayons\u00a0: c\u2019est un v\u00e9ritable pilier de leur croissance, au m\u00eame titre que l\u2019alimentation v\u00e9g\u00e9tarienne par exemple.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Livre gratuit<\/span><\/h2>\n<p><span style=\"background-color:white\">Vous \u00eates \u00e9galement fascin\u00e9 par les possibilit\u00e9s de l\u2019ethnomarketing\u2009? Rachid Lamrabat pr\u00e9sentera des cas plus concrets lors de l\u2019avant-programme \u00ab\u00a0The Future of Food\u00a0\u00bb \u00e0 la RetailDetail Night, le 25 novembre \u00e0 Anvers. Le coauteur Jorg Snoeck y pr\u00e9sentera son nouveau\u00a0<a href=\"https:\/\/www.futureofshopping.be\/en\/\">le livre homonyme<\/a>\u00a0dont tous participants recevront un exemplaire\u2009! \u00a0<strong>Deliveroo<\/strong>,\u00a0<strong>Hopr\u00a0<\/strong>(le premier supermarch\u00e9 en ligne belge) et <strong>Casper<\/strong>, pionnier de la \u00ab\u00a0ghost kitchen\u00a0\u00bb, seront \u00e9galement pr\u00e9sents.\u00a0<a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retaildetail-night-2021\">Cliquez ici pour plus d\u2019informations et pour r\u00e9server vos billets<\/a>. Ne tardez pas\u00a0: ceux qui s\u2019inscrivent avant le 29 octobre b\u00e9n\u00e9ficieront d\u2019une r\u00e9duction.<\/span><\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pourquoi les supermarch\u00e9s belges cachent-ils leurs rayons de produits ethniques, alors qu\u2019Albert Heijn\u00a0y voit un pilier de sa croissance\u2009? Rachid Lamrabat, sp\u00e9cialiste du marketing, tient un vibrant plaidoyer contre les st\u00e9r\u00e9otypes et pour la capacit\u00e9 de l\u2019alimentation \u00e0 cr\u00e9er des liens. \u00a0 \u00c9troitesse d\u2019esprit Les consommateurs issus de l\u2019immigration ne trouvent que trop rarement ce [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":51926,"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-51929","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>D\u00e9couvrez le potentiel d\u2019un groupe cible invisible - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pourquoi les supermarch\u00e9s belges cachent-ils leurs rayons de produits ethniques, alors qu\u2019Albert Heijn y voit un pilier de sa croissance\u2009? 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