{"id":67852,"date":"2022-11-29T14:12:50","date_gmt":"2022-11-29T13:12:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=67852"},"modified":"2022-11-29T14:12:54","modified_gmt":"2022-11-29T13:12:54","slug":"comment-ahold-delhaize-explore-de-nouvelles-sources-de-revenus","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-ahold-delhaize-explore-de-nouvelles-sources-de-revenus\/","title":{"rendered":"Comment Ahold Delhaize explore de nouvelles sources de revenus"},"content":{"rendered":"\n

Retail media, sant\u00e9, services financiers et food-service constituent d\u2019int\u00e9ressantes nouvelles sources de revenus pour les cha\u00eenes de supermarch\u00e9s. Ahold Delhaize<\/strong> y entrevoit des opportunit\u00e9s et des d\u00e9fis.<\/p>\n\n\n\n

Donn\u00e9es fournies par les cartes de fid\u00e9lit\u00e9<\/strong><\/h2>\n\n\n\n

\u00c0 l\u2019occasion de la publication des r\u00e9sultats trimestriels, la direction d\u2019Ahold Delhaize a re\u00e7u la presse sp\u00e9cialis\u00e9e du Benelux pour une discussion informelle. Jorg Snoeck (RetailDetail) \u00e9tait pr\u00e9sent. L\u2019un des th\u00e8mes abord\u00e9s : les nouvelles sources de revenus. En mati\u00e8re de retail media, le groupe s\u2019est d\u00e9sormais fix\u00e9 un objectif : un chiffre d\u2019affaires d\u2019un milliard d\u2019euros.<\/p>\n\n\n\n

\u00ab Nous sommes en bonne voie d\u2019y parvenir \u00bb, d\u00e9clare le CEO Frans Muller. \u00ab Nous avons pris une participation<\/a> dans Adhese, une entreprise gantoise, afin de renforcer nos comp\u00e9tences. Aujourd\u2019hui, 70% de nos donn\u00e9es proviennent de nos cartes de fid\u00e9lit\u00e9. Ces donn\u00e9es sont utilis\u00e9es de mani\u00e8re anonyme et agr\u00e9g\u00e9e dans le respect de toutes les lois et r\u00e9glementations, mais nous pouvons les faire analyser avec les marques pour en tirer de meilleurs enseignements et am\u00e9liorer les propositions faites aux clients. \u00bb<\/p>\n\n\n\n

Le paysage m\u00e9diatique \u00e9volue<\/strong><\/h2>\n\n\n\n

Aux Pays-Bas, Albert Heijn<\/strong> est d\u00e9j\u00e0 tr\u00e8s loin dans ce domaine, explique son CEO Marit van Egmond : \u00ab Nous avons cr\u00e9\u00e9 Albert Heijn Media Services il y a un certain temps. La division est en train de d\u00e9coller, mais il faut aussi disposer de la technologie. Je suis donc tr\u00e8s heureux de la participation minoritaire que nous avons prise dans Adhese. J\u2019ai h\u00e2te de voir les r\u00e9sultats de cette initiative, car nous allons encore mettre l\u2019accent sur la professionnalisation. Non seulement avec Albert Heijn, mais aussi avec Etos<\/strong> et bol.com<\/strong>. \u00bb<\/p>\n\n\n\n

\u00ab On voit que le paysage m\u00e9diatique est en train d\u2019\u00e9voluer, les annonceurs recherchent d\u2019autres canaux \u00bb, embraie le CEO europ\u00e9en Wouter Kolk. \u00ab Ils ont un regard tr\u00e8s critique sur le retour sur investissement. Nous offrons une audience tr\u00e8s large et la possibilit\u00e9 d\u2019observer imm\u00e9diatement le comportement de clic g\u00e9n\u00e9ral et le comportement d\u2019achat. C\u2019est ce qui fait l\u2019utilit\u00e9 de cette proposition. Les clients b\u00e9n\u00e9ficient d\u2019offres beaucoup plus pertinentes au lieu de recevoir les m\u00eames publicit\u00e9s pour tout le monde. On note \u00e9galement un int\u00e9r\u00eat de la part des annonceurs dont nous ne proposons pas les produits, mais que notre audience attire. Pensez aux marques de voitures, aux banques… C\u2019est l\u00e0 que r\u00e9sident des opportunit\u00e9s. \u00bb<\/p>\n\n\n\n

Alimentation et pr\u00e9vention<\/strong><\/h2>\n\n\n\n

Les soins de sant\u00e9 sont un autre point d\u2019attention pour le commerce de d\u00e9tail. \u00ab Walmart <\/strong>a d\u00e9j\u00e0 construit une vingtaine de Health Centers aux \u00c9tats-Unis, o\u00f9 l\u2019on pratique de petites interventions. C\u2019est assez impressionnant. Nous faisons d\u00e9j\u00e0 de la vaccination, mais eux vont bien plus loin. Mais la sant\u00e9 elle-m\u00eame nous tient \u00e9videmment \u00e0 c\u0153ur \u2013 parler de nutrition, de lutte contre l\u2019ob\u00e9sit\u00e9 et le diab\u00e8te et d\u2019une meilleure alimentation, ce sont des questions sur lesquelles nous travaillons tous les jours. C\u2019est le moyen pr\u00e9ventif le moins cher pour amener les consommateurs \u00e0 adopter un mode de vie plus sain \u00bb, explique Frans Muller.<\/p>\n\n\n\n

Marit van Egmond acquiesce : \u00ab Je pense qu\u2019il est important qu\u2019Albert Heijn puisse aider ses clients \u00e0 vivre lus sain dans une optique pr\u00e9ventive. C\u2019est ce que nous faisons avec notre assortiment, en mettant l\u2019accent sur les produits sains et frais. Voyez le nombre de colis d\u2019ingr\u00e9dients frais que nous vendons : nous avons maintenant plus de 70 r\u00e9f\u00e9rences, c\u2019est une croissance \u00e9norme. Ils permettent \u00e0 chacun de pr\u00e9parer des repas sains. \u00c0 l\u2019autre bout du spectre, nous avons notre plateforme lifestyle, l\u2019application My Lifestyle Coach, qui aide nos clients \u00e0 manger sain, mais aussi \u00e0 faire de l\u2019exercice, \u00e0 dormir et \u00e0 se d\u00e9tendre. En moyenne, nous avons d\u00e9j\u00e0 200 000 personnes qui participent \u00e0 nos challenges<\/em> chaque semaine. \u00bb<\/p>\n\n\n\n

Poulet r\u00f4ti et sushis<\/strong><\/h2>\n\n\n\n

Qu\u2019en est-il du food-service dans les supermarch\u00e9s\u2009? \u00ab Nous constatons \u00e9galement que c\u2019est un ph\u00e9nom\u00e8ne en pleine expansion \u00bb, r\u00e9pond Marit van Egmond. Elle fait r\u00e9f\u00e9rence \u00e0 l\u2019AH XL r\u00e9cemment r\u00e9nov\u00e9 de la Gelderlandplein \u00e0 Amsterdam. \u00ab Je pense que nous y avons constitu\u00e9 un bel assortiment. Bien s\u00fbr, nous avions d\u00e9j\u00e0 des sushis, notre Bakery Caf\u00e9 et notre cuisine, mais il reste de nombreuses possibilit\u00e9s d\u2019ajouter de nouveaux assortiments. Parfois \u00e0 moiti\u00e9 pr\u00e9par\u00e9s dans l\u2019atelier, parfois finis dans l\u2019atelier… On peut imaginer de nombreuses fa\u00e7ons de faire. Mais ce seront toujours des produits frais du jour. \u00bb<\/p>\n\n\n\n

\u00ab Nos marques font du food-service aux \u00c9tats-Unis \u00bb, ajoute Frans Muller. \u00ab Cette activit\u00e9 a explos\u00e9 ces trois derni\u00e8res ann\u00e9es, du poulet r\u00f4ti aux repas complets en passant par les salad bars<\/em>… Mais ce n\u2019est pas si facile \u00e0 exploiter. Les marges sont \u00e9lev\u00e9es, mais des co\u00fbts de personnel sont \u00e0 l\u2019avenant, car il s\u2019agit d\u2019une main-d\u2019\u0153uvre sp\u00e9cialis\u00e9e. Ce n\u2019est pas simplement remplir un rayon. Il n\u2019est donc pas si facile de rentabiliser une telle activit\u00e9. Mais les clients sont tr\u00e8s positifs, c\u2019est un beau compl\u00e9ment \u00e0 l\u2019assortiment existant. Parfois nous le faisons nous-m\u00eames, parfois nous travaillons dans le cadre de concessions, par exemple pour les sushis. \u00bb<\/p>\n\n\n\n

Enfin, Ahold Delhaize n\u2019a en revanche encore aucun projet concret en mati\u00e8re de services financiers. \u00ab Mais nous examinons toujours les possibilit\u00e9s. Plusieurs retailers europ\u00e9ens en proposent : Tesco, Sainsbury’s… Cette activit\u00e9 aussi rec\u00e8le du potentiel \u00e0 terme. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

Retail media, sant\u00e9, services financiers et food-service constituent d\u2019int\u00e9ressantes nouvelles sources de revenus pour les cha\u00eenes de supermarch\u00e9s. Ahold Delhaize y entrevoit des opportunit\u00e9s et des d\u00e9fis. Donn\u00e9es fournies par les cartes de fid\u00e9lit\u00e9 \u00c0 l\u2019occasion de la publication des r\u00e9sultats trimestriels, la direction d\u2019Ahold Delhaize a re\u00e7u la presse sp\u00e9cialis\u00e9e du Benelux pour une discussion informelle. […]<\/p>\n","protected":false},"author":10,"featured_media":67737,"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":[124,123,390],"topic":[643],"region":[],"class_list":["post-67852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-ahold-delhaize","company-albert-heijn","company-bol-com","topic-interview"],"acf":[],"yoast_head":"\nComment Ahold Delhaize explore de nouvelles sources de revenus - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-ahold-delhaize-explore-de-nouvelles-sources-de-revenus\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment Ahold Delhaize explore de nouvelles sources de revenus - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Retail media, sant\u00e9, services financiers et food-service constituent d\u2019int\u00e9ressantes nouvelles sources de revenus pour les cha\u00eenes de supermarch\u00e9s. Ahold Delhaize y entrevoit des opportunit\u00e9s et des d\u00e9fis. 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