{"id":82329,"date":"2023-08-10T11:46:34","date_gmt":"2023-08-10T09:46:34","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=82329"},"modified":"2023-08-10T11:46:38","modified_gmt":"2023-08-10T09:46:38","slug":"exclusif-delhaize-lance-une-offensive-automnale-pour-reconquerir-les-clients-perdus","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/exclusif-delhaize-lance-une-offensive-automnale-pour-reconquerir-les-clients-perdus\/","title":{"rendered":"[Exclusif] Delhaize lance une offensive automnale pour reconqu\u00e9rir les clients perdus"},"content":{"rendered":"\n<p><strong>Delhaize<\/strong> passe \u00e0 l&rsquo;offensive : un vaste plan d&rsquo;activation doit permettre de faire retourner les clients perdus dans les magasins. Le d\u00e9taillant compte sur ses fournisseurs pour cela et signale \u00e9galement que les magasins affili\u00e9s enregistrent des ventes record.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Lignes de force commerciales<\/h2>\n\n\n\n<p>Malgr\u00e9 la situation difficile, les magasins affili\u00e9s existants de Delhaize ont continu\u00e9 \u00e0 r\u00e9aliser d&rsquo;excellentes performances ces derniers mois : ils ont m\u00eame enregistr\u00e9 des ventes record cette ann\u00e9e. C&rsquo;est ce qu&rsquo;a indiqu\u00e9 Alexandros Boussis, SVP Commerce &amp; Marketing, dans un message vid\u00e9o adress\u00e9 mercredi aux fournisseurs de la cha\u00eene. Il souligne que le mod\u00e8le commercial du d\u00e9taillant offre de nouvelles opportunit\u00e9s aux fournisseurs et assure que le transfert des succursales \u00e0 des op\u00e9rateurs ind\u00e9pendants n&rsquo;aura qu&rsquo;un impact minime sur l&rsquo;activit\u00e9.<\/p>\n\n\n\n<p>Il expose les grandes lignes de la strat\u00e9gie commerciale 2024-2026 : l&rsquo;accent est mis principalement sur le pouvoir d&rsquo;achat, mais aussi sur la diff\u00e9renciation de l&rsquo;assortiment (avec un accent sur la sant\u00e9 et la durabilit\u00e9), l&rsquo;ancrage local, le num\u00e9rique et le commerce en ligne. Delhaize est convaincu que la nouvelle proposition de valeur conduira \u00e0 une augmentation de la fid\u00e9lit\u00e9 des clients, de la part de march\u00e9 et de la croissance durable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Communication personnalis\u00e9e<\/h2>\n\n\n\n<p>Pour relancer l&rsquo;enseigne, Delhaize travaille sur deux leviers, indique le responsable : une communication personnalis\u00e9e et un grand plan d&rsquo;activation. \u00ab&nbsp;Depuis le mois de mai, nous avons acc\u00e9l\u00e9r\u00e9 notre communication personnalis\u00e9e, en communiquant individuellement avec les clients que nous avions perdus pendant les gr\u00e8ves. Gr\u00e2ce \u00e0 des outils num\u00e9riques et analytiques, nous identifions les clients que nous avons perdus partiellement ou totalement, et nous utilisons tous les moyens possibles pour les reconqu\u00e9rir. Les r\u00e9sultats sont prometteurs, surtout dans le nord du pays&nbsp;\u00bb.<\/p>\n\n\n\n<p>Dans la seconde moiti\u00e9 du mois d&rsquo;ao\u00fbt, Delhaize lancera un solide plan d&rsquo;activation. \u00ab&nbsp;L&rsquo;impact n\u00e9gatif le plus important est derri\u00e8re nous. Nous allons attirer les clients dans nos magasins&nbsp;\u00bb, explique M. Boussis. Il compte sur ses fournisseurs pour ce faire : \u00ab&nbsp;Red\u00e9marrons ensemble les moteurs commerciaux. Nous comptons sur vous pour nous proposer des offres solides.&nbsp;\u00bb Delhaize n&rsquo;a pas voulu divulguer plus de d\u00e9tails sur cette campagne pour l&rsquo;instant.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Exclusivit\u00e9s<\/h2>\n\n\n\n<p>Dans un courriel suppl\u00e9mentaire, Delhaize demande sp\u00e9cifiquement aux fabricants de marques de se concentrer sur la performance de leurs produits dans les magasins affili\u00e9s lors des n\u00e9gociations \u00e0 venir et de signaler les promotions qui ont le mieux fonctionn\u00e9 dans ces magasins. Le d\u00e9taillant compte sur des promotions et des lancements exclusifs ainsi que sur un soutien marketing solide pour renouer avec la croissance.<\/p>\n\n\n\n<p>D\u00e9but octobre, Delhaize invitera les fournisseurs \u00e0 une mise \u00e0 jour num\u00e9rique sur sa strat\u00e9gie 2024-2026, son plan de croissance, son approche commerciale et ses attentes en mati\u00e8re de n\u00e9gociations.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Delhaize passe \u00e0 l&rsquo;offensive : un vaste plan d&rsquo;activation doit permettre de faire retourner les clients perdus dans les magasins. Le d\u00e9taillant compte sur ses fournisseurs pour cela et signale \u00e9galement que les magasins affili\u00e9s enregistrent des ventes record. <\/p>\n","protected":false},"author":3,"featured_media":82327,"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":[488],"region":[226],"class_list":["post-82329","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-delhaize","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>[Exclusif] Delhaize lance une offensive automnale pour reconqu\u00e9rir les clients perdus - RetailDetail BE<\/title>\n<meta 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