{"id":83215,"date":"2023-08-31T09:43:34","date_gmt":"2023-08-31T07:43:34","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=83215"},"modified":"2023-08-31T09:44:15","modified_gmt":"2023-08-31T07:44:15","slug":"pourquoi-impermo-peaufine-son-approche-marketing","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/bricolage-jardin\/pourquoi-impermo-peaufine-son-approche-marketing\/","title":{"rendered":"Pourquoi Impermo peaufine son approche marketing"},"content":{"rendered":"\n

Pour Impermo<\/strong>, l’\u00e9poque des promotions en cascade est r\u00e9volue : \u00ab Cette histoire a \u00e9t\u00e9 racont\u00e9e. Nous voulons inspirer plut\u00f4t qu’endoctriner \u00bb, d\u00e9clare Diether Claeys, directeur commercial. Le sp\u00e9cialiste des rev\u00eatements de sol veut se r\u00e9inventer.<\/p>\n\n\n\n

Toujours pr\u00e9sents<\/h2>\n\n\n\n

\u00ab Carrellage, pierre naturelle, parquet \u00bb : tout le monde conna\u00eet la chanson avec laquelle Impermo a tr\u00e8s r\u00e9guli\u00e8rement annonc\u00e9 ses promotions \u00e0 la radio, \u00e0 la t\u00e9l\u00e9vision et en ligne au cours des cinq derni\u00e8res ann\u00e9es. \u00ab Nous voulons toujours \u00eatre dans l\u2019oreille du client, car il ne s’int\u00e9resse pas \u00e0 nous en permanence \u00bb, explique Diether Claeys, l’homme \u00e0 l’origine des campagnes reconnaissables du d\u00e9taillant. \u00ab Une fois tous les dix ans, les gens se disent : je veux m’occuper de ma cuisine ou de mon salon et je dois commencer par le sol. Ce n’est qu’\u00e0 ce moment-l\u00e0 qu’ils nous pr\u00eatent attention. Si nous n’\u00e9tions pr\u00e9sents que de temps en temps, cela ne fonctionnerait pas. Nous devons \u00eatre toujours pr\u00e9sents \u00bb.<\/p>\n\n\n\n

Et cela a fonctionn\u00e9 : \u00ab Nous sommes fiers de ce que nous avons accompli. Nous avons plus que doubl\u00e9 au cours de ces cinq ann\u00e9es, en termes de chiffre d’affaires et de nombre de magasins. Sur dix euros de d\u00e9penses de marketing pour les rev\u00eatements de sol, sept proviennent de nous. Nos concurrents sont pour la plupart des \u2018h\u00e9ros locaux\u2019 poss\u00e9dant un ou quelques magasins. \u00bb<\/p>\n\n\n\n

Un cr\u00e9ateur de tendances<\/h2>\n\n\n\n

Pourtant, Impermo constate aujourd’hui que l’effet des promotions n’est plus aussi fort qu’auparavant, d\u00e9clare M. Claeys. \u00ab Il y a une promotion tous les mois, les gens attendent la suivante, le sentiment d’urgence a disparu. \u00bb Il est donc temps de remettre en question et d’adapter l’approche marketing. <\/p>\n\n\n\n

Le directeur commercial n’est pas encore dispos\u00e9 \u00e0 r\u00e9v\u00e9ler beaucoup de d\u00e9tails sur la nouvelle orientation d’Impermo. N\u00e9anmoins, il en donne d\u00e9j\u00e0 quelques grandes lignes, dont un passage logique de l’above-the-line au num\u00e9rique. \u00ab Nous voulons \u00e9galement atteindre le client beaucoup plus t\u00f4t. Nous sommes des cr\u00e9ateurs de tendances, nous sommes les premiers \u00e0 qui l’on pense quand on veut un sol. Mais au lieu de parler uniquement de prix et de produits, peut-\u00eatre devrions-nous dire aux gens quelles sont les tendances ? Inspirer, et pas seulement endoctriner \u00bb.<\/p>\n\n\n\n

\u00c9couter le client<\/h2>\n\n\n\n

Dans de nombreuses entreprises, les ventes et le marketing sont des \u00eelots qui ne communiquent pas toujours bien entre eux. Ce n’est pas le cas chez Impermo : Diether Claeys cumule les deux responsabilit\u00e9s. Il n’est pas un sp\u00e9cialiste du marketing typique : la vente est son domaine de pr\u00e9dilection. \u00ab Je consacre 60 % de mon temps \u00e0 la vente et 40 % au marketing. Je subis moi-m\u00eame les cons\u00e9quences de mes actions. L’avantage, c’est que je re\u00e7ois imm\u00e9diatement les compliments ou le couvercle de mon \u00e9quipe de vente : ils me font savoir imm\u00e9diatement si quelque chose fonctionne ou ne fonctionne pas… \u00bb<\/p>\n\n\n\n

Il en va de m\u00eame pour les clients : \u00ab Les commentaires arrivent directement dans ma bo\u00eete aux lettres. C’est formidable : les clients nous disent parfaitement ce qu’il faut faire, sans qu’il soit n\u00e9cessaire de consulter un consultant on\u00e9reux. Nous avons r\u00e9cemment \u00e9tudi\u00e9 les raisons pour lesquelles les clients n’ach\u00e8tent pas chez nous : nous avons imm\u00e9diatement dress\u00e9 une liste de cinq mesures que nous avons mises en \u0153uvre. Le seul \u00e0 parler de vous en bien ou en mal est le client. Si vous ne l’\u00e9coutez pas, cela ne se termine pas bien \u00bb.<\/p>\n\n\n\n

Verrons-nous bient\u00f4t des vid\u00e9os d’Impermo sur TikTok ? La chanson famili\u00e8re dispara\u00eetra-t-elle ou non ? Diether Claeys l\u00e8vera peut-\u00eatre un coin du voile lors du Retail Marketing Day de RetailDetail, le 21 septembre \u00e0 Anvers. Des orateurs de Jacob’s Conceptstore, Lunch Garden, Kruidvat, Microsoft, Deloitte, Standaard Boekhandel et Club monteront \u00e9galement sur sc\u00e8ne \u00e0 cette occasion pour raconter des histoires fascinantes aux d\u00e9taillants en qu\u00eate d’inspiration marketing. R\u00e9servez rapidement votre billet en cliquant sur le lien ci-dessous.<\/p>\n\n\n\n

\n
Je r\u00e9serve mon billet pour le Retail Marketing Day<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Pour Impermo, l’\u00e9poque des promotions en cascade est r\u00e9volue : \u00ab Cette histoire a \u00e9t\u00e9 racont\u00e9e. Nous voulons inspirer plut\u00f4t qu’endoctriner \u00bb, d\u00e9clare Diether Claeys, directeur commercial. Le sp\u00e9cialiste des rev\u00eatements de sol veut se r\u00e9inventer. <\/p>\n","protected":false},"author":3,"featured_media":83213,"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":[26],"tags":[],"people":[],"extra":[],"company":[615],"topic":[488,774],"region":[],"class_list":["post-83215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bricolage-jardin","company-impermo","topic-marketing","topic-retaildetail-day"],"acf":[],"yoast_head":"\nPourquoi Impermo peaufine son approche marketing - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pour Impermo, l'\u00e9poque des promotions en cascade est r\u00e9volue : \u00ab Nous voulons inspirer plut\u00f4t qu'endoctriner \u00bb, d\u00e9clare Diether Claeys.\" \/>\n<meta name=\"robots\" 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