{"id":62728,"date":"2022-09-15T09:29:53","date_gmt":"2022-09-15T07:29:53","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=62728"},"modified":"2022-09-15T09:47:47","modified_gmt":"2022-09-15T07:47:47","slug":"gino-van-ossel-personne-na-jamais-vecu-ca","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/gino-van-ossel-personne-na-jamais-vecu-ca\/","title":{"rendered":"Gino Van Ossel : \u00ab Personne n\u2019a jamais v\u00e9cu ceci \u00bb"},"content":{"rendered":"\n

Que peuvent faire les retailers alors que le prix et la peur hantent l\u2019esprit des consommateurs\u2009? \u00ab\u00a0En temps de crise, il faut savoir faire preuve de flexibilit\u00e9\u00a0\u00bb, estime Gino Van Ossel, sp\u00e9cialiste du marketing \u00e0 Vlerick. Mais s\u2019il voit les marques et les retailers appuyer sur pause, lui-m\u00eame n\u2019en a pas l\u2019intention au\u00a0RetailDetail Day<\/strong>.<\/p>\n\n\n\n

Les consommateurs d\u2019aujourd\u2019hui sont tr\u00e8s pr\u00e9occup\u00e9s par les prix. Sont-ils encore \u00e0 l\u2019\u00e9coute d\u2019autres messages marketing\u2009?<\/h3>\n\n\n\n

\u00ab On peut effectivement observer un gros effort de communication sur le prix. L\u2019id\u00e9e traditionnelle des marques est sous pression. On a appuy\u00e9 sur le bouton pause pour r\u00e9pondre d\u2019abord \u00e0 la pr\u00e9occupation num\u00e9ro un des consommateurs en cette p\u00e9riode d\u2019hyperinflation, et il s\u2019agit d\u2019une question tr\u00e8s pratique : o\u00f9 puis-je trouver un avantage maintenant\u2009?<\/p>\n\n\n\n

Cela ne signifie pas que les choix et les strat\u00e9gies \u00e0 long terme ne sont plus valables, mais actuellement, c\u2019est le court terme qui prime. Il suffit de penser \u00e0 l\u2019action Petits Lions de Delhaize<\/strong>, alors que Colruyt <\/strong>continue \u00e0 promouvoir l\u2019Eco-score parall\u00e8lement \u00e0 sa strat\u00e9gie de prix \u00e0 plus long terme. Un ancien doyen de la Vlerick Business School avait coutume de dire : en temps de crise, il faut savoir faire preuve de flexibilit\u00e9 dans sa strat\u00e9gie. C\u2019est le cas actuellement. \u00bb<\/p>\n\n\n\n

Comment les retailers et les marques peuvent-ils r\u00e9pondre \u00e0 cette incertitude\u2009?<\/h3>\n\n\n\n

\u00ab Personne n\u2019a jamais v\u00e9cu ce que nous vivons actuellement. Et pour cet automne, on peut malheureusement s\u2019attendre \u00e0 la m\u00eame chose, en pire. L\u2019hyperinflation n\u2019est pas termin\u00e9e et rien ne sugg\u00e8re une baisse des prix de l\u2019\u00e9nergie dans les mois \u00e0 venir. Il est \u00e9galement tr\u00e8s difficile de faire des comparaisons avec les ann\u00e9es pr\u00e9c\u00e9dentes, car nous sortons de la crise sanitaire, qui \u00e9tait d\u00e9j\u00e0 une p\u00e9riode unique en soi.<\/p>\n\n\n\n

Le nombre de consommateurs qui \u00e9prouvent des difficult\u00e9s \u00e0 boucler les fins du mois est en augmentation. Et je parle ici de m\u00e9nages de la classe moyenne qui ne manquaient de rien auparavant. Apr\u00e8s la crise sanitaire, il y a eu une br\u00e8ve embellie au printemps \u2013 les consommateurs sont partis en voyage, se sont rendus \u00e0 des festivals, etc. \u2013 mais elle risque \u00e0 pr\u00e9sent de s\u2019\u00e9teindre.<\/p>\n\n\n\n

Pour les retailers, il est important de r\u00e9fl\u00e9chir en profondeur \u00e0 leurs objectifs \u00e0 long terme et aux possibilit\u00e9s de marquer des points \u00e0 court terme, principalement en termes de prix et de perception. Mais c\u2019est plus ais\u00e9 pour certains secteurs que pour d\u2019autres. Dans l\u2019\u00e9lectro, par exemple, on peut pr\u00e9voir davantage d\u2019achats fonctionnels et de remplacement, ainsi qu\u2019un int\u00e9r\u00eat accru pour les r\u00e9parations, les articles d\u2019occasion et les produits moins haut de gamme. Veillez \u00e0 vous pr\u00e9parer en fonction.<\/p>\n\n\n\n

Il est \u00e9galement primordial de disposer de pr\u00e9visions et de sc\u00e9narios de qualit\u00e9 : il y a sans cesse de nouvelles surprises, comme la soudaine p\u00e9nurie de CO2, mais d\u2019autres probl\u00e8mes sont en passe d\u2019\u00eatre r\u00e9solus, avec notamment la baisse des prix des c\u00e9r\u00e9ales. En tout cas, c\u2019est le moment d\u2019\u00e9viter les risques li\u00e9s \u00e0 des stocks \u00e9lev\u00e9s. \u00bb<\/p>\n\n\n\n

Certains intervenants au RetailDatail Day, comme Lucien, IzyCoffee et Lab9, prennent pourtant le risque de miser sur une vaste expansion physique. Jouent-ils avec le feu\u2009?<\/h3>\n\n\n\n

\u00ab C\u2019est ce qui fait le sel du retail. Comme je l\u2019ai dit, les entreprises ne doivent pas perdre de vue le long terme dans la crise actuelle. M\u00eame dans une p\u00e9riode difficile, on continue \u00e0 investir. Ce n\u2019est pas un hasard si le RetailDetail Day aura pour th\u00e8me : comment faire d\u2019une apocalypse une opportunit\u00e9 au sein du retail\u2009?  On trouve de nombreux entrepreneurs en pleine croissance parmi les intervenants.<\/p>\n\n\n\n

Ils sont en train de lancer des concepts innovants ou de nouvelles initiatives, ou l\u2019ont fait juste avant ou pendant la crise sanitaire. Vous vous demandez comment ils ont os\u00e9 ? Ce sera la question centrale du RertailDetail Day. Dans quoi investissent-ils maintenant\u2009? Quelles opportunit\u00e9s voient-ils\u2009? Et comment s\u2019y prennent-ils\u2009? Ce sont des choses dont tout le monde peut s\u2019inspirer.\u00a0\u00bb<\/p>\n\n\n\n

\n
R\u00e9servez encore vite votre place pour le RetailDetail Day le 22\/09.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Que peuvent faire les retailers alors que le prix et la peur hantent l\u2019esprit des consommateurs\u2009? \u00ab\u00a0En temps de crise, il faut savoir faire preuve de flexibilit\u00e9\u00a0\u00bb, estime Gino Van Ossel.<\/p>\n","protected":false},"author":5,"featured_media":50830,"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":[846],"extra":[44],"company":[],"topic":[643,488,774],"region":[],"class_list":["post-62728","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","people-gino-van-ossel","extra-hot","topic-interview","topic-marketing","topic-retaildetail-day"],"acf":[],"yoast_head":"\nGino Van Ossel : \u00ab Personne n\u2019a jamais v\u00e9cu ceci \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Que peuvent faire les retailers alors que la peur hante l\u2019esprit des consommateurs\u2009? 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