{"id":76381,"date":"2023-04-18T11:13:08","date_gmt":"2023-04-18T09:13:08","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=76381"},"modified":"2023-04-18T11:13:12","modified_gmt":"2023-04-18T09:13:12","slug":"comment-hema-sort-des-montagnes-russes-en-centenaire-en-bonne-sante","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/comment-hema-sort-des-montagnes-russes-en-centenaire-en-bonne-sante\/","title":{"rendered":"Comment Hema sort des montagnes russes en \u00ab centenaire en bonne sant\u00e9 \u00bb ?"},"content":{"rendered":"\n

\u00catre nonag\u00e9naire et encaisser les coups les plus durs de la vie, se relever et \u00eatre plus en forme que jamais… Ce n\u2019est pas donn\u00e9 \u00e0 tout le monde. C\u2019est pourtant ce qu’a accompli HEMA<\/strong>, comme nous l\u2019expliquera Carla Velghe, Country Director Be-Lux-At-De, lors du RetailDetail Congress<\/strong>.<\/p>\n\n\n\n

\u00c0 nouveau un avenir<\/strong><\/h2>\n\n\n\n

\u00ab Avouons-le, nous sommes pass\u00e9s par des montagnes russes. \u00bb Carla Velghe, Country Director Be-Lux-At-De, ne s\u2019en cache pas. HEMA a en effet travers\u00e9 des ann\u00e9es difficiles. La cha\u00eene est pass\u00e9e d’un propri\u00e9taire \u00e0 l’autre, a d\u00fb faire face \u00e0 une dette de 800 millions d’euros et a chang\u00e9 de direction. Tout cela en pleine pand\u00e9mie de coronavirus.<\/p>\n\n\n\n

\u00ab Tout semblait perdu. Pourtant, aujourd’hui, nous envisageons l\u2019avenir dans la peau d’une enseigne centenaire en bonne sant\u00e9. \u00bb La cha\u00eene hollandaise embl\u00e9matique pourrait en effet souffler ses 100 bougies en 2026. Mais comment rester suffisamment en forme pour encaisser les coups ? Jeudi 20\/04, Carla Velghe r\u00e9v\u00e8lera la cure de sant\u00e9 qui a permis \u00e0 Hema de maintenir le cap.<\/a><\/p>\n\n\n\n

Approche r\u00e9solument ax\u00e9e sur les produits<\/strong><\/h2>\n\n\n\n

Parce que la cha\u00eene conna\u00eet actuellement une seconde jeunesse. \u00ab Si nous nous en sortons haut la main, c\u2019est parce que nous nous concentrons \u00e0 nouveau sur l’essentiel : les produits. C’est ce qui nous distingue : des produits plus durables, qui durent plus longtemps et qui donnent le sourire. En particulier dans le contexte actuel de crise et d’incertitude, c’est ce que recherchent les consommateurs. \u00bb<\/p>\n\n\n\n

Ces produits \u00ab un peu diff\u00e9rents \u00bb, plus color\u00e9s, plus durables et plus intelligemment con\u00e7us, sont synonymes de \u00ab retour aux sources \u00bb pour HEMA. \u00ab Nous ne sommes absolument pas un discounter. Nous ne voulons pas \u00eatre les moins chers, mais les meilleurs \u00bb, explique Velghe. En Belgique, la formule est \u00e9galement tr\u00e8s m\u00e9diatis\u00e9e, mais le \u00ab pourquoi \u00bb reste au c\u0153ur du message. \u00ab Pourquoi est-ce que ce sont les meilleures chaussettes ? Ce n’est qu’ensuite qu’intervient le message promotionnel. \u00bb<\/p>\n\n\n\n

D\u00e9couverte en temps de crise sanitaire<\/strong><\/h2>\n\n\n\n

Le coronavirus a permis aux consommateurs de r\u00e9ellement apprendre \u00e0 conna\u00eetre HEMA, note Carla Velghe. Ils ont d\u00e9couvert le d\u00e9taillant comme un guichet unique, pr\u00e9sent \u00e0 chaque moment de la vie, de la grenouill\u00e8re \u00e0 la bouteille de vin. \u00ab On assiste \u00e0 un changement radical du comportement des clients. Beaucoup d\u2019entre eux ont d\u00e9sormais un budget plus serr\u00e9, et nous avons \u00e9galement commenc\u00e9 \u00e0 penser de mani\u00e8re r\u00e9ellement omnicanale. \u00bb<\/p>\n\n\n\n

En Belgique, par exemple, HEMA dispose depuis l’ann\u00e9e derni\u00e8re d’un programme de fid\u00e9lit\u00e9 qui relie les clients en ligne et hors ligne. Un tel programme de fid\u00e9lit\u00e9 existe depuis environ six ans aux Pays-Bas, mais ce n’est que r\u00e9cemment que le d\u00e9taillant a franchi le pas chez ses voisins du sud. Ce programme permet \u00e9galement de mieux conna\u00eetre les principaux clients et de communiquer de mani\u00e8re plus cibl\u00e9e.<\/p>\n\n\n\n

Dix nouveaux magasins en Belgique<\/strong><\/h2>\n\n\n\n

\u00ab Le d\u00e9fi est de proposer une exp\u00e9rience omnicanale globale de qualit\u00e9, jusqu’au point de vente. \u00bb Pour y parvenir, la cha\u00eene compte sur un tout nouveau concept de magasin. La semaine derni\u00e8re, HEMA a ouvert trois magasins enti\u00e8rement r\u00e9nov\u00e9s aux Pays-Bas, et un autre suivra en Belgique cette ann\u00e9e. \u00ab C’est r\u00e9ellement le magasin de l’avenir \u00bb, affirme la Country Director. \u00ab Avec un parcours client d\u00e9tendu et logique. M\u00eame le personnel suit l\u2019\u00e9volution. \u00bb<\/p>\n\n\n\n

Carla Velghe a aussi une autre mission sp\u00e9ciale pour le march\u00e9 belge : ouvrir 10 nouveaux magasins dans les plus brefs d\u00e9lais. Trois ouvertures de magasin sont d\u00e9j\u00e0 tr\u00e8s concr\u00e8tes, notamment \u00e0 Bruges et \u00e0 Bree. Contrairement \u00e0 bon nombre de d\u00e9taillants, HEMA ne s’\u00e9loigne pas des petites villes et des petits communes, o\u00f9 la formule remporte un franc succ\u00e8s. \u00ab Les consommateurs sont heureux de voir des magasins rester. Il y a encore des possibilit\u00e9s d\u2019expansion, cela ne fait aucun doute. C’est ainsi que nous restons un d\u00e9taillant sain et constant. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00catre nonag\u00e9naire et encaisser les coups les plus durs de la vie, se relever et \u00eatre plus en forme que jamais… Ce n\u2019est pas donn\u00e9 \u00e0 tout le monde. C\u2019est pourtant ce qu’a accompli HEMA, comme nous l\u2019expliquera Carla Velghe, Country Director Be-Lux-At-De, lors du RetailDetail Congress. \u00c0 nouveau un avenir \u00ab Avouons-le, nous sommes pass\u00e9s par des […]<\/p>\n","protected":false},"author":5,"featured_media":46330,"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":[1171],"extra":[],"company":[419],"topic":[643,195],"region":[],"class_list":["post-76381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","people-carla-velghe","company-hema","topic-interview","topic-retaildetail-congress"],"acf":[],"yoast_head":"\nComment Hema sort des montagnes russes en \u00ab centenaire en bonne sant\u00e9 \u00bb ? - 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\/general\/comment-hema-sort-des-montagnes-russes-en-centenaire-en-bonne-sante\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment Hema sort des montagnes russes en \u00ab centenaire en bonne sant\u00e9 \u00bb ? - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"\u00catre nonag\u00e9naire et encaisser les coups les plus durs de la vie, se relever et \u00eatre plus en forme que jamais… Ce n\u2019est pas donn\u00e9 \u00e0 tout le monde. 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