{"id":52226,"date":"2021-11-10T15:03:03","date_gmt":"2021-11-10T15:03:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/le-commerce-cerise-sur-la-praline-neuhaus\/"},"modified":"2021-11-10T15:03:03","modified_gmt":"2021-11-10T15:03:03","slug":"le-commerce-cerise-sur-la-praline-neuhaus","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-commerce-cerise-sur-la-praline-neuhaus\/","title":{"rendered":"L\u2019e-commerce, cerise sur la praline Neuhaus"},"content":{"rendered":"<p><span style=\"background-color:white\">La marque de pralines\u00a0<strong>Neuhaus<\/strong>\u00a0a vu ses ventes en ligne exploser pendant la crise sanitaire, sans que ses magasins physiques aient eu \u00e0 en souffrir\u00a0: \u00ab\u00a0La majorit\u00e9 des ventes en ligne s\u2019ajoutent aux ventes en magasins. Il n\u2019y a pas de cannibalisme. Et il subsiste des marges de croissance dans notre niche.\u00a0\u00bb<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Cinq ans<\/span><\/h2>\n<p><span style=\"background-color:white\">Comme pour de nombreuses autres entreprises, les dix-huit derniers mois ont \u00e9t\u00e9 intenses pour Neuhaus, explique Tim Kamanayo, directeur du marketing, et Kelly Notterdam, responsable de l\u2019e-commerce. \u00ab\u00a0Nous avions proc\u00e9d\u00e9 \u00e0 un\u00a0<em>rebranding<\/em>\u00a0de la marque en 2019\u00a0: Malgr\u00e9 sa notori\u00e9t\u00e9, Neuhaus avait perdu une partie de sa pertinence. Nous avons redonn\u00e9 de la substance \u00e0 la marque en travaillant sur tous les points de contact\u00a0: nouvel emballage, nouvelles pralines, nouveau concept de boutique, mais aussi un important volet num\u00e9rique. Ces investissements nous ont valu une croissance de 15% sur un march\u00e9 tr\u00e8s mature.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">L\u2019ann\u00e9e 2020 avait \u00e9galement tr\u00e8s bien commenc\u00e9, avec une croissance \u00e0 deux chiffres. Mais la pand\u00e9mie a \u00e9clat\u00e9&#8230; \u00ab\u00a0Nous avons rapidement d\u00fb changer notre fusil d\u2019\u00e9paule et tout miser sur l\u2019e-commerce. Et nous y sommes parvenus parce que nous \u00e9tions pr\u00eats\u00a0: nous avions une plateforme, une \u00e9quipe, l\u2019expertise&#8230; Le COVID nous a propuls\u00e9s cinq ans dans le futur.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">March\u00e9 inexplor\u00e9<\/span><\/h2>\n<p><span style=\"background-color:white\">Les ventes de produits alimentaires en ligne ont \u00e9norm\u00e9ment progress\u00e9 pendant les confinements, mais Neuhaus n\u2019est \u00e9videmment pas un supermarch\u00e9 ou HelloFresh. \u00ab\u00a0Nous vendons des pralines, c\u2019est une niche et un march\u00e9 inexplor\u00e9 pour l\u2019e-commerce. Nos concurrents, ce sont plut\u00f4t les fleurs et le vin offerts en cadeaux. Les consommateurs ont d\u00e9couvert qu\u2019ils pouvaient facilement envoyer un cadeau joliment emball\u00e9 et accompagn\u00e9 d\u2019une carte personnalis\u00e9e \u00e0 leurs amis ou \u00e0 leur famille. C\u2019\u00e9tait l\u2019un des rares plaisirs qu\u2019ils pouvaient encore offrir pendant les confinements.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Les pralines sont d\u00e9licates\u00a0: Neuhaus a beaucoup travaill\u00e9 sur l\u2019emballage et le contr\u00f4le de la temp\u00e9rature. \u00ab\u00a0Quand il fait trop chaud, nous r\u00e9frig\u00e9rons nos pralines avant de les envoyer. Les consommateurs ont besoin d\u2019\u00eatre rassur\u00e9s. Ils sont souvent agr\u00e9ablement surpris par la fa\u00e7on dont ils re\u00e7oivent le colis, et de nombreux clients qui ont eu une exp\u00e9rience positive lors de leur premi\u00e8re commande ont continu\u00e9 \u00e0 commander.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Le meilleur des deux mondes<\/span><\/h2>\n<p><span style=\"background-color:white\">Alors que la pand\u00e9mie touche \u00e0 sa fin, Neuhaus combine le meilleur des deux mondes\u00a0: \u00ab\u00a0Nos boutiques locales sont de nouveau en mode croissance par rapport \u00e0 2019 et notre activit\u00e9 en ligne a le vent en poupe. Il ne nous manque plus que les touristes internationaux, notamment chinois et am\u00e9ricains. Ils repr\u00e9sentaient environ 30% de notre activit\u00e9.\u00a0\u00bb La forte croissance de l\u2019e-commerce a en partie compens\u00e9 leur disparition.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Sans cannibalisme\u00a0: la majorit\u00e9 des ventes en ligne s\u2019ajoutent aux ventes en magasin. \u00ab\u00a0L\u2019un n\u2019emp\u00eache pas l\u2019autre. Vous pouvez vous faire plaisir et aller \u00e0 la boutique, mais vous pouvez aussi envoyer un petit cadeau \u00e0 votre grand-m\u00e8re. Et c\u2019est facile\u00a0: vous n\u2019avez pas besoin de vous d\u00e9placer. Cela favorise la fr\u00e9quence des achats.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Continuer \u00e0 investir<\/span><\/h2>\n<p><span style=\"background-color:white\">Neuhaus continue \u00e0 investir dans les activit\u00e9s en ligne. \u00ab\u00a0Nous n\u2019avons jamais r\u00e9duit notre budget publicitaire, car son <em>ROI<\/em>\u00a0\u00e9tait d\u00e9montrable. C\u00f4t\u00e9 syst\u00e8mes, nous sommes r\u00e9cemment pass\u00e9s \u00e0 Salesforce\u00a0: nous utilisons d\u00e9sormais les applications Commerce Cloud, Marketing Cloud et Service Cloud. Elles nous aideront \u00e0 d\u00e9velopper une vision \u00e0 360\u00b0 de nos consommateurs. Nous pourrons planifier des actions cibl\u00e9es, au bon moment avec le bon message et le bon produit. Il subsiste des marges de croissance pour nous, dans notre niche. Nous avons encore de nombreux projets.\u00a0\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Tim Kamanayo et Kelly Notterdam vous en diront plus sur ces projets dans le cadre de l\u2019avant-programme Gamechangers de la RetailDetail Night le 25 novembre \u00e0 Anvers. L\u2019\u00e9v\u00e9nement de fin d\u2019ann\u00e9e dans le secteur du retail propose une affiche aussi fournie que vari\u00e9e\u00a0: en cliquant sur ce lien <a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retaildetail-night-2021\">vous trouverez plus d\u2019informations sur le programme et vous pourrez commander des entr\u00e9es pour l\u2019\u00e9v\u00e9nement.<\/a>,<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque de pralines\u00a0Neuhaus\u00a0a vu ses ventes en ligne exploser pendant la crise sanitaire, sans que ses magasins physiques aient eu \u00e0 en souffrir\u00a0: \u00ab\u00a0La majorit\u00e9 des ventes en ligne s\u2019ajoutent aux ventes en magasins. Il n\u2019y a pas de cannibalisme. Et il subsiste des marges de croissance dans notre niche.\u00a0\u00bb \u00a0 Cinq ans Comme [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":52223,"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-52226","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>L\u2019e-commerce, cerise sur la praline Neuhaus - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La marque de pralines Neuhaus a vu ses ventes en ligne exploser pendant la crise sanitaire, sans que ses magasins physiques ait eu 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