{"id":68010,"date":"2022-11-30T11:15:55","date_gmt":"2022-11-30T10:15:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=68010"},"modified":"2022-11-30T11:15:58","modified_gmt":"2022-11-30T10:15:58","slug":"analyse-le-declin-de-makro-etait-previsible-dautres-detaillants-egalement-en-danger","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/analyse-le-declin-de-makro-etait-previsible-dautres-detaillants-egalement-en-danger\/","title":{"rendered":"Analyse – Le d\u00e9clin de Makro \u00e9tait pr\u00e9visible, d’autres d\u00e9taillants \u00e9galement en danger"},"content":{"rendered":"\n

La disparition de Makro<\/strong> n’\u00e9tait pas inattendue : la marque \u2018fatigu\u00e9e\u2019 \u00e9tait \u00e0 son apog\u00e9e en 2004 et a depuis perdu 60% de sa client\u00e8le fid\u00e8le. Mais d’autres d\u00e9taillants montrent \u00e9galement des sympt\u00f4mes similaires de maladie…<\/p>\n\n\n\n

Bien connu, plus pertinent<\/h2>\n\n\n\n

\u00ab Lorsque l’on compare Makro \u00e0 d’autres super et hypermarch\u00e9s, il appara\u00eet que les consommateurs consid\u00e8rent que la marque est \u2018fatigu\u00e9e\u2019. Makro est une marque \u00e9tablie qui peut encore compter sur une certaine appr\u00e9ciation, mais elle manque de caract\u00e8re distinctif \u00bb, d\u00e9clare Johan Hellemans de WPP Belgium. Il se base sur les donn\u00e9es du Brand Asset Valuator (BAV en abr\u00e9g\u00e9), l’instrument de mesure de WPP qui \u00e9value les marques sur quatre piliers : diff\u00e9renciation, pertinence, appr\u00e9ciation et connaissance.<\/p>\n\n\n\n

Les conclusions sont d\u00e9concertantes, mais gu\u00e8re surprenantes : \u00ab Makro est connu mais n’est plus pertinent. Ce que les consommateurs savent de la marque est vague et peu clair. La notori\u00e9t\u00e9 de la marque ne procure donc pas d’avantage concurrentiel. Pour trouver un nouvel \u00e9cho aupr\u00e8s des consommateurs, la marque doit clarifier son essence principale. Makro est tr\u00e8s vuln\u00e9rable aux (nouveaux) concurrents qui peuvent offrir la m\u00eame chose d’une mani\u00e8re plus distinctive. \u00bb<\/p>\n\n\n\n

Clients perdus<\/h2>\n\n\n\n

En 2004, Makro \u00e9tait \u00e0 son apog\u00e9e en tant que marque, semble-t-il. \u00c0 partir de 2012, la marque a perdu sa capacit\u00e9 \u00e0 se d\u00e9velopper, et \u00e0 partir de 2016, elle a perdu son statut. Pendant la pand\u00e9mie, la marque a perdu toute signification. Et puis les choses se d\u00e9gradent rapidement, dit Hellemans : le nombre de clients perdus est le double de la norme moyenne du march\u00e9. Trois fois moins de personnes se rendent r\u00e9guli\u00e8rement au magasin. Et m\u00eame pour les marques \u00e9tablies, les clients r\u00e9guliers sont essentiels pour une activit\u00e9 durable.<\/p>\n\n\n\n

Makro est 2,5 fois moins choisie comme marque favorite que la marque moyenne de sa cat\u00e9gorie. Seuls 21% des consommateurs expriment un certain amour pour Makro, contre 31% pour la moyenne du secteur des hypermarch\u00e9s, supermarch\u00e9s et magasins de proximit\u00e9. Ainsi, sur tous les crit\u00e8res, Makro obtient un score inf\u00e9rieur \u00e0 la moyenne du secteur, alors qu’en 2004, la marque a encore obtenu de meilleurs r\u00e9sultats que de nombreux concurrents. Entre 2004 et 2022, elle a perdu 60 % de sa client\u00e8le fid\u00e8le.<\/p>\n\n\n\n

Profils similaires<\/h2>\n\n\n\n

\u00ab Makro obtient un faible score sur des facteurs comme la popularit\u00e9, l’originalit\u00e9, la tendance, l’actualit\u00e9… La marque manque de panache. En dix ans, Makro est pass\u00e9e d’une marque populaire, moderne et fiable \u00e0 une marque inaccessible, distante et d\u00e9mod\u00e9e \u00bb, conclut M. Hellemans. Existe-t-il aujourd’hui sur le march\u00e9 des marques pr\u00e9sentant un profil d’image similaire ? \u00ab Il y en a certainement : Cora<\/strong> et Match<\/strong>, par exemple, mais nous trouvons aussi des marques per\u00e7ues de mani\u00e8re similaire dans d’autres secteurs, comme Lukoil<\/strong> et Scarlet<\/strong>. \u00bb La question de savoir s’ils rencontreront des probl\u00e8mes similaires d\u00e9pend de facteurs autres que la seule image de marque, mais ils sont pr\u00e9venus.<\/p>\n\n\n\n

Carrefour<\/strong> et Aldi <\/strong>pr\u00e9sentent \u00e9galement des similitudes – apr\u00e8s tout, il y a aussi un effet de cat\u00e9gorie – mais ils parviennent \u00e0 se diff\u00e9rencier dans d’autres domaines et peuvent s’appuyer sur une base de client\u00e8le solide, qui s’\u00e9tait \u00e9rod\u00e9e chez Makro. \u00ab\u00a0Sur le march\u00e9 actuel, l’essentiel est de rester au sommet pour que les concurrents ne vous volent pas le fromage entre vos pains. Nous conseillons donc aux clients de remettre plus rapidement en question leur positionnement et leur strat\u00e9gie et de proc\u00e9der \u00e0 des ajustements si n\u00e9cessaire.\u00a0\u00bb<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Voulez-vous \u00e9galement d\u00e9couvrir comment les acheteurs per\u00e7oivent votre marque ? Avec le BrandAsset Valuator, vous pouvez d\u00e9couvrir tout ce que vous devez savoir sur les marques, les consommateurs, les tendances du march\u00e9 et bien plus encore. En outre, le rapport complet vous indique la force r\u00e9elle de votre marque sur le march\u00e9, ou le travail qu’il reste \u00e0 faire.<\/em><\/p>\n\n\n\n

\n
Demandez votre rapport sur votre marque maintenant via le formulaire de contact<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

La disparition de Makro n’\u00e9tait pas inattendue : la marque \u2018fatigu\u00e9e\u2019 \u00e9tait \u00e0 son apog\u00e9e en 2004 et a depuis perdu 60% de sa client\u00e8le fid\u00e8le. Mais d’autres d\u00e9taillants montrent \u00e9galement des sympt\u00f4mes similaires de maladie… <\/p>\n","protected":false},"author":3,"featured_media":68006,"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":[402,863],"topic":[488],"region":[],"class_list":["post-68010","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-makro","company-wpp","topic-marketing"],"acf":[],"yoast_head":"\nAnalyse - Le d\u00e9clin de Makro \u00e9tait pr\u00e9visible, d'autres d\u00e9taillants \u00e9galement en danger - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La disparition de Makro n'\u00e9tait pas inattendue : la marque \u2018fatigu\u00e9e\u2019 \u00e9tait \u00e0 son apog\u00e9e en 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