{"id":53850,"date":"2022-02-01T08:54:51","date_gmt":"2022-02-01T08:54:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/tesco-met-un-terme-a-lexperience-jacks-pourquoi-le-discount-reste-un-metier-a-part\/"},"modified":"2022-02-01T08:54:51","modified_gmt":"2022-02-01T08:54:51","slug":"tesco-met-un-terme-a-lexperience-jacks-pourquoi-le-discount-reste-un-metier-a-part","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/tesco-met-un-terme-a-lexperience-jacks-pourquoi-le-discount-reste-un-metier-a-part\/","title":{"rendered":"Tesco met un terme \u00e0 l\u2019exp\u00e9rience Jack\u2019s : pourquoi le discount reste un m\u00e9tier \u00e0 part"},"content":{"rendered":"<p><strong>Tesco<\/strong>, le leader du march\u00e9 britannique, abandonne sa formule discount <strong>Jack\u2019s<\/strong>. Le discounter n\u2019a jamais pu r\u00e9pondre aux attentes face \u00e0 <strong>Aldi <\/strong>et <strong>Lidl<\/strong>, et n\u2019est pas le seul\u00a0: les exemples de r\u00e9ussite sont rares. \u00ab\u00a0Mais nous avons beaucoup appris\u00a0\u00bb, dit-on chez le retailer.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Le moins cher<\/h2>\n<p>Lutter contre le hard discount avec ses armes\u00a0: de nombreux retailers s\u2019y sont essay\u00e9s, peu ont r\u00e9ussi. Les attentes \u00e9taient pourtant \u00e9lev\u00e9es quand Tesco a <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/tesco-ouvre-ses-premiers-supermarch%C3%A9s-discount-jacks\">ouvert les deux premi\u00e8res succursales de sa formule discount Jack&rsquo;s<\/a> en septembre 2018. La nouvelle cha\u00eene se voulait moins ch\u00e8re que ses rivaux Aldi et Lidl, qui menacent les enseignes traditionnelles avec leur politique de bas prix et d\u2019expansion constante.<\/p>\n<p>\u00ab\u00a0Nous avons r\u00e9fl\u00e9chi \u00e0 ce que veulent les clients, et \u00e0 la mani\u00e8re de le leur apporter de la fa\u00e7on la plus efficace et au prix le plus bas possible. L\u2019objectif est d\u2019\u00eatre le moins cher pour les consommateurs\u00a0\u00bb, avait d\u00e9clar\u00e9 l\u2019ancien CEO Dave Lewis \u00e0 la BBC. La nouvelle cha\u00eene discount proposait un assortiment d\u2019environ 1 800 r\u00e9f\u00e9rences, dont 800 sous la marque maison de Jack.<\/p>\n<p>\u00a0<\/p>\n<h2>Efficacit\u00e9<\/h2>\n<p>Tesco envisageait une offensive \u00e9clair\u00a0: la cha\u00eene comptait ouvrir dix \u00e0 quinze Jack\u2019s en six mois. Quatre ans plus tard, on est loin du compte\u00a0: la cha\u00eene ne compte plus que 13 \u00e9tablissements, qui sont tous en train de fermer. Six d\u2019entre eux seront transform\u00e9s en Tesco, les autres magasins fermeront d\u00e9finitivement leurs portes. La marque maison restera disponible un certain temps pour les retailers ind\u00e9pendants qui s\u2019approvisionnent aupr\u00e8s de <strong>Booker<\/strong>, le grossiste de Tesco.<\/p>\n<p>Mais le leader du march\u00e9 britannique souligne que tout n\u2019est pas n\u00e9gatif. \u00ab\u00a0Nous avons \u00e9norm\u00e9ment appris avec Jack\u2019s. <a href=\"https:\/\/www.theguardian.com\/business\/2022\/jan\/31\/tesco-to-close-jacks-discount-chain\">L\u2019exp\u00e9rience a aid\u00e9 Tesco \u00e0 gagner en comp\u00e9titivit\u00e9 et en efficacit\u00e9<\/a> et \u00e0 renforcer notre proposition de valeur, notamment par le lancement de l\u2019Aldi Price Match\u00a0\u00bb, a-t-il d\u00e9clar\u00e9 \u00e0 The Guardian. Il fait ainsi r\u00e9f\u00e9rence \u00e0 la strat\u00e9gie tarifaire suivant laquelle Tesco <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/tesco-entame-une-guerre-des-prix-avec-aldi\">s\u2019aligne sur Aldi pour le prix de centaines de produits<\/a>.<\/p>\n<p>\u00a0<\/p>\n<h2>Une profession \u00e0 part enti\u00e8re<\/h2>\n<p>Tesco n\u2019est pas le premier ou le seul d\u00e9taillant alimentaire \u00e0 lancer sa propre formule discount. En Belgique par exemple, <strong>Delhaize<\/strong> a cherch\u00e9 \u00e0 concurrencer Aldi dans les ann\u00e9es 1970 avec sa formule discount <strong>Dial<\/strong>, qui n\u2019a finalement \u00e9t\u00e9 abandonn\u00e9e qu\u2019en 1997. <strong>GB<\/strong> (aujourd\u2019hui <strong>Carrefour<\/strong>) s\u2019y \u00e9tait \u00e9galement essay\u00e9 avec <strong>Goal<\/strong>.<\/p>\n<p>Plus r\u00e9cemment, nous avons vu na\u00eetre et s\u2019\u00e9chouer des partenariats ambitieux, mais infructueux entre <strong>Sainsbury\u2019s<\/strong> et <strong>Netto<\/strong> au Royaume-Uni, et entre Carrefour et <strong>Dia<\/strong> dans certains pays europ\u00e9ens. Le consensus dans le secteur veut que d\u00e9sormais le discount reste un m\u00e9tier \u00e0 part, qui n\u00e9cessite une organisation dynamique, mais l\u00e9g\u00e8re et un \u00e9tat d\u2019esprit compl\u00e8tement diff\u00e9rent de celui d\u2019une cha\u00eene de supermarch\u00e9 classique. Mais cela n\u2019emp\u00eache pas <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/supeco-la-formule-discount-espagnole-de-carrefour-d%C3%A9barque-en-france\">Carrefour de tenter \u00e0 nouveau sa chance<\/a> avec <strong>Supeco<\/strong>, un \u00ab\u00a0soft discounter\u00a0\u00bb qui compte aujourd\u2019hui une trentaine de magasins en France et est \u00e9galement pr\u00e9sent en Espagne, en Italie, en Roumanie, en Pologne, au Br\u00e9sil, au Maroc et au S\u00e9n\u00e9gal.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesco, le leader du march\u00e9 britannique, abandonne sa formule discount Jack\u2019s. Le discounter n\u2019a jamais pu r\u00e9pondre aux attentes face \u00e0 Aldi et Lidl, et n\u2019est pas le seul\u00a0: les exemples de r\u00e9ussite sont rares. \u00ab\u00a0Mais nous avons beaucoup appris\u00a0\u00bb, dit-on chez le retailer. \u00a0 Le moins cher Lutter contre le hard discount avec ses [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":53847,"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":[43],"company":[],"topic":[],"region":[],"class_list":["post-53850","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tesco met un terme \u00e0 l\u2019exp\u00e9rience Jack\u2019s : pourquoi le discount reste un m\u00e9tier \u00e0 part - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Tesco, le leader du march\u00e9 britannique, abandonne sa formule discount Jack\u2019s. 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