{"id":61147,"date":"2022-08-17T10:41:33","date_gmt":"2022-08-17T08:41:33","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=61147"},"modified":"2022-08-17T14:22:25","modified_gmt":"2022-08-17T12:22:25","slug":"aldi-diffuse-son-folder-numerique-sur-les-cartons-de-lait","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/aldi-diffuse-son-folder-numerique-sur-les-cartons-de-lait\/","title":{"rendered":"Aldi diffuse son folder num\u00e9rique sur les cartons de lait"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-61181\" data-id=\"61181\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-1-1024x682.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-1-1024x682.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-1-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-1-768x511.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-1-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-1.jpg 1428w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"665\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-61183\" data-id=\"61183\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-1-1024x665.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-1-1024x665.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-1-300x195.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-1-768x499.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-1-618x400.jpg 618w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-1.jpg 1442w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"672\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-61185\" data-id=\"61185\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-1-1024x672.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-1-1024x672.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-1-300x197.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-1-768x504.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-1-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-1.jpg 1441w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p><strong>Aldi <\/strong>est le premier d\u00e9taillant belge \u00e0 rendre son d\u00e9pliant num\u00e9rique plus accessible via des codes QR sur les cartons de lait. Les motifs ? Gestion des co\u00fbts et durabilit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Scanner la brique de lait<\/h2>\n\n\n\n<p>Bient\u00f4t, les clients d&rsquo;Aldi pourront scanner un code QR sur les cartons de lait, afin de lire facilement le folder num\u00e9rique du discounter. Aldi souhaite ainsi ma\u00eetriser les co\u00fbts croissants de production et de distribution du d\u00e9pliant et devenir plus durable. Le code appara\u00eet d&rsquo;abord sur trois emballages de lait : entier, demi-gras et \u00e9cr\u00e9m\u00e9. Apr\u00e8s tout, le lait a une grande port\u00e9e : 25 % du lait vendu en Belgique provient d&rsquo;Aldi.<\/p>\n\n\n\n<p>Le d\u00e9taillant pr\u00e9voit de soutenir fortement la nouvelle initiative par des campagnes de communication dans les mois \u00e0 venir. \u00ab&nbsp;Pour nous, il s&rsquo;agit d&rsquo;un projet test,&nbsp;\u00bb d\u00e9clare Isabel Henderick, directrice du marketing. \u00ab&nbsp;Cela n\u00e9cessite un changement de comportement de la part de nos clients. C&rsquo;est difficile \u00e0 pr\u00e9voir. Mais nous esp\u00e9rons que nous pourrons faire la transition. Nous ne supprimerons certainement pas le folder physique, mais nous esp\u00e9rons le r\u00e9duire progressivement au fil du temps.&nbsp;\u00bb Il s&rsquo;agira d&rsquo;un processus de longue haleine, car Aldi ne fixe pas d&rsquo;objectifs ni de d\u00e9lais concrets.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sur la table de chaque client<\/h2>\n\n\n\n<p>Aujourd&rsquo;hui, Aldi dispose d\u00e9j\u00e0 d&rsquo;un d\u00e9pliant num\u00e9rique, que l&rsquo;on peut trouver sur le site web, dans l&rsquo;appli et sur les plateformes de brochures en ligne. Elle a la m\u00eame apparence que le folder physique et contient quelques gadgets num\u00e9riques, comme des animations, des vid\u00e9os ou des liens vers des informations suppl\u00e9mentaires sur les produits, mais sa port\u00e9e est encore insuffisante : seuls 10 % des Belges lisent la brochure num\u00e9rique. \u00ab&nbsp;Nous voulons atteindre chaque client \u00e0 sa table de cuisine.&nbsp;\u00bb<\/p>\n\n\n\n<p>Le d\u00e9pliant est et reste l&rsquo;outil de communication le plus important pour Aldi, souligne Henderick. Il a un impact consid\u00e9rable sur les ventes et constitue \u00e9galement un important canal d&rsquo;information pour les clients. De plus, le prospectus Aldi est le plus dot\u00e9 et le plus populaire du pays. \u00ab&nbsp;Nous distribuons 4,4 millions de d\u00e9pliants chaque semaine, par le biais de la distribution en porte-\u00e0-porte et dans les magasins. Il a \u00e9t\u00e9 \u00e9lu meilleur folder de l&rsquo;ann\u00e9e trois ann\u00e9es de suite, avec le prix du jury professionnel en 2021 \u00e9galement.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">9 sur 10 consultent les d\u00e9pliants<\/h2>\n\n\n\n<p>Une enqu\u00eate iVox command\u00e9e par Aldi montre que neuf Belges sur dix parcourent les folders publicitaires. 72 % le font m\u00eame chaque semaine. Les principales raisons : comparer les prix, pr\u00e9parer le prochain voyage d&rsquo;achat, d\u00e9couvrir les promotions et les actions. Plus de la moiti\u00e9 des personnes interrog\u00e9es souhaiteraient consulter plus souvent le d\u00e9pliant num\u00e9rique s&rsquo;il \u00e9tait plus accessible, selon la m\u00eame enqu\u00eate. C&rsquo;est pourquoi Aldi a d\u00e9velopp\u00e9 cette nouvelle solution.<\/p>\n\n\n\n<p>\u00ab&nbsp; Le d\u00e9pliant prot\u00e8ge les clients contre la perte de leur pouvoir d&rsquo;achat,&nbsp;\u00bb explique Henderick. \u00ab&nbsp;Mais nous sommes confront\u00e9s \u00e0 des d\u00e9fis majeurs. Les prix de l&rsquo;\u00e9nergie et du papier continuent d&rsquo;augmenter. Les co\u00fbts de distribution sont \u00e9galement consid\u00e9rables. Et un ph\u00e9nom\u00e8ne typiquement belge est celui des taxes municipales.&nbsp;\u00bb Ce sont des co\u00fbts qu&rsquo;Aldi veut garder sous contr\u00f4le, tandis que la durabilit\u00e9 est \u00e9galement un d\u00e9fi. Bien qu&rsquo;il s&rsquo;agisse d&rsquo;un exercice d&rsquo;\u00e9quilibre difficile, le discounter utilise de moins en moins de papier au fil des ans.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aldi est le premier d\u00e9taillant belge \u00e0 rendre son d\u00e9pliant num\u00e9rique plus accessible via des codes QR sur les cartons de lait. Les motifs ? Gestion des co\u00fbts et durabilit\u00e9.<\/p>\n","protected":false},"author":3,"featured_media":61143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[203],"topic":[488],"region":[226],"class_list":["post-61147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-aldi","topic-marketing","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Aldi diffuse son folder num\u00e9rique sur les cartons de lait - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Aldi est le premier d\u00e9taillant belge \u00e0 rendre son d\u00e9pliant num\u00e9rique plus 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