{"id":70399,"date":"2023-01-12T14:14:26","date_gmt":"2023-01-12T13:14:26","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=70399"},"modified":"2023-01-12T14:14:28","modified_gmt":"2023-01-12T13:14:28","slug":"delhaize-enverra-moitie-moins-de-folders-papier","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/delhaize-enverra-moitie-moins-de-folders-papier\/","title":{"rendered":"Delhaize enverra moiti\u00e9 moins de folders papier"},"content":{"rendered":"\n<p>D\u00e9sormais, <strong>Delhaize<\/strong> n&rsquo;enverra plus que 1,6 million de folders promotionnels papier par semaine, au lieu des trois millions habituels. Il s&rsquo;agit non seulement d&rsquo;une \u00e9conomie durable de papier et d&rsquo;\u00e9missions de CO2, mais aussi d&rsquo;une bonne chose pour les chiffres de vente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u00e9lange de canaux<\/h2>\n\n\n\n<p>Chaque jeudi, 68% des m\u00e9nages belges re\u00e7oivent le d\u00e9pliant Delhaize dans leur bo\u00eete aux lettres. C&rsquo;est en train de changer : apr\u00e8s un projet test d&rsquo;un an dans diff\u00e9rentes r\u00e9gions et magasins, le d\u00e9taillant est convaincu qu&rsquo;un passage partiel \u00e0 une approche num\u00e9rique fonctionne. De nombreux clients pr\u00e9f\u00e8rent la communication num\u00e9rique, comme le montrent les donn\u00e9es des clients du programme de fid\u00e9lit\u00e9 Superplus. C&rsquo;est pourquoi Delhaize livrera bient\u00f4t 1,6 million de folders par semaine, au lieu de 3 millions.<\/p>\n\n\n\n<p>Cela permettra au d\u00e9taillant d&rsquo;\u00e9conomiser 1 672 tonnes de papier et 1 170 tonnes d&rsquo;\u00e9missions de CO2 par an. La phase de test montre \u00e9galement un impact positif sur les chiffres de vente. Cependant, le d\u00e9pliant papier ne dispara\u00eetra pas pour autant. Delhaize croit en un m\u00e9lange de canaux : le num\u00e9rique pour ceux qui le souhaitent, le papier pour ceux qui ne sont pas encore \u00e0 la hauteur de la num\u00e9risation. Des d\u00e9pliants promotionnels en papier restent \u00e9galement disponibles dans les magasins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tendance europ\u00e9enne<\/h2>\n\n\n\n<p>Delhaize est loin d&rsquo;\u00eatre le seul d\u00e9taillant \u00e0 optimiser la distribution de brochures. Il y a un an, <strong>Carrefour <\/strong>a cess\u00e9 de distribuer des prospectus publicitaires non adress\u00e9s <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/carrefour-supprime-les-catalogues-papier-a-paris-et-a-lyon\/\">\u00e0 Paris et \u00e0 Lyon<\/a>. En Belgique, le d\u00e9taillant alimentaire teste \u00e9galement l&rsquo;impact de la num\u00e9risation. La cha\u00eene d&rsquo;hypermarch\u00e9s <strong>Cora<\/strong> <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-prospectus-sont-ils-en-voie-de-disparition-lidl-cora-et-rewe-les-abandonnent\/\">l&rsquo;arr\u00eate en France ce mois-ci<\/a>. Dans la province n\u00e9erlandaise d&rsquo;Utrecht, <strong>Lidl <\/strong>ne sert plus de prospectus en papier depuis ce mois-ci. La cha\u00eene allemande <strong>Rewe<\/strong> cessera de le faire l&rsquo;\u00e9t\u00e9 prochain.<\/p>\n\n\n\n<p>La raison pour laquelle les d\u00e9taillants agissent de la sorte est \u00e9vidente : le co\u00fbt du papier est mont\u00e9 en fl\u00e8che. Les villes pr\u00e9l\u00e8vent \u00e9galement des taxes sur les publicit\u00e9s non adress\u00e9es. De plus en plus de personnes ont un autocollant \u00ab&nbsp;non&nbsp;\u00bb sur leur bo\u00eete aux lettres et pr\u00e9f\u00e8rent la communication num\u00e9rique. La durabilit\u00e9 est \u00e9galement un argument de poids.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9sormais, Delhaize n&rsquo;enverra plus que 1,6 million de folders promotionnels papier par semaine, au lieu des trois millions habituels. Il s&rsquo;agit non seulement d&rsquo;une \u00e9conomie durable de papier et d&rsquo;\u00e9missions de CO2, mais aussi d&rsquo;une bonne chose pour les chiffres de vente. <\/p>\n","protected":false},"author":3,"featured_media":70400,"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":[],"company":[196],"topic":[373,488],"region":[226],"class_list":["post-70399","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-delhaize","topic-durabilite","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>Delhaize enverra moiti\u00e9 moins de folders papier - RetailDetail BE<\/title>\n<meta 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