{"id":84778,"date":"2023-09-28T16:07:31","date_gmt":"2023-09-28T14:07:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=84778"},"modified":"2023-09-28T16:07:35","modified_gmt":"2023-09-28T14:07:35","slug":"pascal-deckers-ldco-donner-la-priorite-au-shopper-et-a-la-categorie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pascal-deckers-ldco-donner-la-priorite-au-shopper-et-a-la-categorie\/","title":{"rendered":"Pascal Deckers (LD&Co) : \u00ab\u00a0Donner la priorit\u00e9 au shopper et \u00e0 la cat\u00e9gorie\u00a0\u00bb"},"content":{"rendered":"\n

\u00c9liminer tous les obstacles qui pourraient emp\u00eacher un achat : c’est l’une des t\u00e2ches les plus importantes du category manager. Pour ce faire, il est essentiel de donner la priorit\u00e9 au shopper et \u00e0 la cat\u00e9gorie : \u00ab\u00a0Avec un argumentaire de vente pour votre marque, vous perdrez votre cr\u00e9dibilit\u00e9 \u00bb.<\/p>\n\n\n\n

Une grande passion<\/h2>\n\n\n\n

\u00ab Qu’est-ce qui fait de la gestion des cat\u00e9gories un domaine si fascinant ? Parce qu’il combine un certain nombre de choses de mani\u00e8re transversale : il y a le lien avec la r\u00e9flexion strat\u00e9gique du marketing et avec l’approche ax\u00e9e sur les r\u00e9sultats de la vente. C’est aussi une question de donn\u00e9es : les donn\u00e9es en elles-m\u00eames ne signifient rien, ce qui compte, c’est la connaissance que vous pouvez en tirer pour d\u00e9velopper la cat\u00e9gorie. \u00bb<\/p>\n\n\n\n

Pascal Deckers, qui a rejoint LD&Co apr\u00e8s une carri\u00e8re de plus de 20 ans chez Douwe Egberts<\/strong> et Lotus Bakeries<\/strong> pour soutenir les entreprises dans la gestion des cat\u00e9gories avec le fondateur Luc Desmedt, s’exprime \u00e0 ce sujet. \u00ab \u00c0 l’\u00e9poque, j’ai commenc\u00e9 comme stagiaire chez Douwe Egberts, dans la recherche marketing. Apr\u00e8s plusieurs fonctions dans le marketing et la vente, je me suis rendu compte que ma grande passion \u00e9tait la gestion des cat\u00e9gories. \u00bb Lors du Category Management Congress de RetailDetail et LD&Co<\/a>, le 19 octobre, Deckers viendra expliquer sa vision pratique du category management.<\/p>\n\n\n\n

Vision \u00e0 long terme<\/h2>\n\n\n\n

\u00ab Si l’on veut bien g\u00e9rer les cat\u00e9gories, il faut toujours mettre la cat\u00e9gorie et le consommateur au premier plan. C’est mon mantra. Parfois, cela devient un argument de vente d\u00e9guis\u00e9 pour vos propres r\u00e9f\u00e9rences et marques, en particulier lorsque la gestion des cat\u00e9gories est int\u00e9gr\u00e9e dans l’organisation des ventes. Mais dans ce cas, vous perdrez votre cr\u00e9dibilit\u00e9. Penser \u00e0 partir de la cat\u00e9gorie, c’est aussi mettre les lunettes du d\u00e9taillant. Et, aussi \u00e9trange que cela puisse para\u00eetre, commencer \u00e0 recommander des r\u00e9f\u00e9rences de son concurrent, ou accorder suffisamment d’attention \u00e0 son concurrent dans un plan de rayon – si cela peut aider la cat\u00e9gorie, bien s\u00fbr \u00bb.<\/p>\n\n\n\n

Travailler avec les d\u00e9taillants est fascinant parce que la vision \u00e0 long terme pr\u00e9vaut, ind\u00e9pendamment des n\u00e9gociations sur les prix et des discussions sur l’inflation. Les d\u00e9taillants sont des experts de la vente au d\u00e9tail et de la gestion des cat\u00e9gories, mais ils sont un peu moins forts que la plupart des fabricants pour ce qui est de la cr\u00e9ation de marques. Avec les fabricants, c’est l’inverse qui est vrai. \u00ab La cat\u00e9gorie est l’interface, le terrain d’entente, c’est l\u00e0 que l’histoire prend forme \u00bb, explique-t-il.<\/p>\n\n\n\n

Un terrain d’entente<\/h2>\n\n\n\n

La gestion des cat\u00e9gories est une profession \u00e0 part enti\u00e8re : Deckers la consid\u00e8re m\u00eame comme un m\u00e9tier. \u00ab Si vous voulez bien faire les choses, il s’agit d’\u00e9liminer tous les obstacles \u00e0 l’achat. Vous devez \u00e9liminer tous les obstacles qui peuvent emp\u00eacher un achat. Vous devez \u00eatre pr\u00e9sent avec votre produit, bien s\u00fbr, et au bon endroit. L’\u00e9tiquette de prix est essentielle : l’absence d’\u00e9tiquette de prix est souvent synonyme d’absence d’achat. \u00c9vitez les offres promotionnelles qui ne sont pas claires. Faites en sorte que ce soit le plus simple possible, sinon les acheteurs abandonnent \u00bb.<\/p>\n\n\n\n

C’est pourquoi il est important d’impliquer \u00e9galement la force de vente sur le terrain : elle se trouve chaque jour sur le point de vente, l\u00e0 o\u00f9 la magie op\u00e8re, avec l’acheteur. Ayez l’\u0153il pour  \u00ab l\u2019excellence du dernier kilom\u00e8tre \u00bb. Vous pouvez pr\u00e9senter de grands projets au si\u00e8ge, mais s’ils restent lettre morte, ils n’auront que peu d’impact. Enfin, la gestion des cat\u00e9gories est \u00e9galement un domaine en \u00e9volution. \u00ab Surtout avec les nouvelles technologies qui nous arrivent, comme l’IA. Comment l’IA peut-elle faire passer la gestion des cat\u00e9gories au niveau sup\u00e9rieur ? C’est une \u00e9volution que nous devons suivre de pr\u00e8s. \u00bb<\/p>\n\n\n\n

R\u00e9servez maintenant !<\/h2>\n\n\n\n

Comment transformer la gestion des cat\u00e9gories en un fer de lance strat\u00e9gique au sein des organisations commerciales ? Quels sont les r\u00e9sultats tangibles qui d\u00e9coulent d’une r\u00e9flexion sur la cat\u00e9gorie et le consommateur ? Comment obtenir un r\u00e9sultat gagnant-gagnant-gagnant pour le d\u00e9taillant, le fabricant et le consommateur ? C’est ce que Pascal Deckers pr\u00e9sentera lors du Category Management Congress de LD&Co et RetailDetail.<\/p>\n\n\n\n

Ce jour-l\u00e0, nous pr\u00e9senterons les r\u00e9sultats d’une \u00e9tude sur la gestion des cat\u00e9gories chez les d\u00e9taillants de produits non alimentaires. Le p\u00e8re fondateur du category management, Brian Harris, partagera \u00e9galement sa vision, ainsi que des intervenants de GfK, Coca-Cola et un panel avec des repr\u00e9sentants de Oh’Green, Multipharma et Gamma. Rendez-vous le 19 octobre ? Inscrivez-vous rapidement via le lien ci-dessous. Plus vous r\u00e9servez t\u00f4t, moins votre ticket est cher !<\/p>\n\n\n\n

\n
Oui, je r\u00e9serve mon billet pour le Category Management Congress<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u00c9liminer tous les obstacles qui pourraient emp\u00eacher un achat : c’est l’une des t\u00e2ches les plus importantes du category manager. Pour ce faire, il est essentiel de donner la priorit\u00e9 au shopper et \u00e0 la cat\u00e9gorie : \u00ab Avec un argumentaire de vente pour votre marque, vous perdrez votre cr\u00e9dibilit\u00e9 \u00bb.<\/p>\n","protected":false},"author":3,"featured_media":84775,"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":[],"topic":[1335],"region":[],"class_list":["post-84778","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","topic-category-management-congress"],"acf":[],"yoast_head":"\nPascal Deckers (LD&Co) : \u00ab\u00a0Donner la priorit\u00e9 au shopper et \u00e0 la cat\u00e9gorie\u00a0\u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"\u00c9liminer tous les obstacles qui pourraient 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