{"id":85103,"date":"2023-10-04T12:26:29","date_gmt":"2023-10-04T10:26:29","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=85103"},"modified":"2023-10-04T12:26:32","modified_gmt":"2023-10-04T10:26:32","slug":"carrefour-scanne-pour-revenir-dans-la-course","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/carrefour-scanne-pour-revenir-dans-la-course\/","title":{"rendered":"Carrefour scanne pour revenir dans la course"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85095\" data-id=\"85095\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"758\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85099\" data-id=\"85099\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1-1024x758.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1-1024x758.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1-300x222.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1-768x569.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1.jpg 1267w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"749\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85101\" data-id=\"85101\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2-1024x749.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2-1024x749.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2-300x219.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2-768x562.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2.jpg 1281w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85097\" data-id=\"85097\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan.jpg 2016w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85093\" data-id=\"85093\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>La campagne \u00ab&nbsp;Scan Mania&nbsp;\u00bb du mois d&rsquo;octobre illustre la mani\u00e8re dont <strong>Carrefour<\/strong> Belgique se bat pour revenir dans la course. \u00ab&nbsp;Nos clients attendent de nous de grands \u00e9v\u00e9nements, ce que nous avions un peu perdu de vue ces derni\u00e8res ann\u00e9es.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dynamique commerciale<\/h2>\n\n\n\n<p>Vous ne pouvez pas le manquer : les magasins Carrefour en Belgique deviennent bleus et rouges ce mois-ci avec des affiches accrocheuses, des pr\u00e9sentoirs, des \u00e9talages et un personnel joyeux v\u00eatu de T-shirts bleus frappants. La grande campagne \u00ab&nbsp;Scan Mania&nbsp;\u00bb vient s&rsquo;ajouter aux actions pouvoir d\u2019achat et au succ\u00e8s du festival du vin. Le d\u00e9taillant a d\u00e9cid\u00e9 de donner un coup d&rsquo;acc\u00e9l\u00e9rateur \u00e0 son activit\u00e9 commerciale.<\/p>\n\n\n\n<p>\u00ab&nbsp;Le mois d&rsquo;octobre, mois anniversaire, \u00e9tait traditionnellement un mois d&rsquo;actions commerciales fortes pour Carrefour, mais \u00e0 ma grande surprise, le dernier grand \u00e9v\u00e9nement remontait \u00e0 2013&nbsp;\u00bb, explique Eddy Gendronneau, qui dirige le nouveau d\u00e9partement d\u00e9veloppement des ventes de Carrefour. Sa mission : donner un nouvel \u00e9lan commercial \u00e0 la Belgique. \u00ab&nbsp;Nous avions un probl\u00e8me de performance commerciale, de dynamisme par rapport \u00e0 nos concurrents. La Belgique est un march\u00e9 extr\u00eamement concurrentiel, plus encore que la France. Un vrai d\u00e9fi !&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trois ingr\u00e9dients<\/h2>\n\n\n\n<p>Dans ce contexte difficile, Carrefour veut \u00e0 nouveau se d\u00e9marquer par des activations de grande envergure. Les clients attendent simplement cette combinaison de promotions et de grands \u00e9v\u00e9nements chez Carrefour, explique Yannick De Bi\u00e8vre, qui a quitt\u00e9 MediaMarkt en novembre dernier et est d\u00e9sormais responsable du marketing, des services \u00e0 la client\u00e8le et de l&rsquo;analyse chez le d\u00e9taillant alimentaire. La campagne Scan Mania se d\u00e9roule tout au long du mois dans tous les formats de magasins et en ligne. Elle associe des offres commerciales fortes \u00e0 un \u00e9l\u00e9ment de jeu et \u00e0 une animation en magasin : trois ingr\u00e9dients qui constituent la recette du succ\u00e8s.<\/p>\n\n\n\n<p>\u00ab&nbsp;Nous avons cherch\u00e9 un nouveau m\u00e9canisme. Le scan est ce qui se passe dans un magasin, d&rsquo;o\u00f9 cet angle&nbsp;\u00bb. Les acheteurs re\u00e7oivent des bons avec des codes QR lorsqu&rsquo;ils ach\u00e8tent certains produits ou d\u00e9pensent un certain montant. En les scannant, ils ont une chance de gagner des prix, des points Bonus suppl\u00e9mentaires ou des offres des fournisseurs. Vous pouvez \u00e9galement d\u00e9couvrir des codes \u00e0 scanner dans les rayons ou sur les panneaux d&rsquo;affichage \u00e0 l&rsquo;ext\u00e9rieur des magasins. Chaque semaine, de nouvelles offres et de nouveaux gagnants retiennent l&rsquo;attention pendant un mois.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mobilisation interne<\/h2>\n\n\n\n<p>En tout cas, c&rsquo;est une action qui se d\u00e9marque et qui diff\u00e9rencie aussi Carrefour. \u00ab&nbsp;Nous ne sommes pas le leader du march\u00e9 en Belgique, mais nous voulons revenir dans la course. C&rsquo;est ce que les clients attendent de nous. Les donn\u00e9es de GfK et de Nielsen montrent qu&rsquo;il y a trois ans, environ 20 % des clients changeaient de magasin pour une promotion, contre 30 % aujourd&rsquo;hui. Mais Carrefour a \u00e9t\u00e9 moins performant dans ce domaine ces derniers temps, en particulier dans le nord o\u00f9 il y a des concurrents tr\u00e8s agressifs.&nbsp;\u00bb<\/p>\n\n\n\n<p>La mobilisation interne est \u00e9galement un aspect important : \u00ab&nbsp;C&rsquo;est formidable de voir les employ\u00e9s des magasins partager leur enthousiasme sur nos canaux internes, en publiant des photos des balisages. Toutes les \u00e9quipes des magasins ont re\u00e7u des T-shirts. C&rsquo;est amusant, tout le monde s&rsquo;amuse, ce qui est \u00e9galement important. Le commerce, c&rsquo;est joyeux. Nous voulons vraiment transmettre cette atmosph\u00e8re conviviale.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Promouvoir l&rsquo;application<\/h2>\n\n\n\n<p>La campagne vient \u00e0 peine de commencer, mais les premi\u00e8res r\u00e9actions sont extr\u00eamement positives. \u00ab&nbsp;Nous avons imm\u00e9diatement constat\u00e9 un bon buzz dans la presse et sur les m\u00e9dias sociaux. Nous remarquons que plus de vouchers sont distribu\u00e9s que pr\u00e9vu initialement, les clients jouent le jeu \u00e0 fond, ils sont satisfaits. Nous constatons \u00e9galement que la campagne fonctionne aussi bien dans le nord du pays que dans le sud. Nous avons d\u00e9lib\u00e9r\u00e9ment choisi une agence flamande&nbsp;\u00bb. Les jeux de mots fonctionnent \u00e9galement des deux c\u00f4t\u00e9s de la fronti\u00e8re linguistique : SCANdaleux, un voyage \u00e0 ToSCANe&#8230; Certains fabricants jouent le jeu : FrangiSCAN chez Lotus Bakeries, les pommes SCANzi&#8230;<\/p>\n\n\n\n<p>Quand le d\u00e9taillant consid\u00e9rera-t-il que l\u2019action est r\u00e9ussie ? Carrefour vise \u00e9videmment des ventes suppl\u00e9mentaires, mais \u00ab&nbsp;ce n&rsquo;est que le r\u00e9sultat de la satisfaction de nos clients&nbsp;\u00bb. Le NPS est une mesure importante. Le distributeur souhaite \u00e9galement l&rsquo;utiliser pour promouvoir son application : \u00ab&nbsp;Nous disposons du plus grand syst\u00e8me de fid\u00e9lisation en Belgique. La carte Bonus est l&rsquo;un de nos points forts. Nous mettons davantage l&rsquo;accent sur les offres personnalis\u00e9es.&nbsp;\u00bb Pour les clients moins num\u00e9riques, Carrefour a install\u00e9 des kiosques dans tous les magasins afin que tout le monde puisse jouer le jeu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mettre la barre plus haut<\/h2>\n\n\n\n<p>Scan Mania illustre la mani\u00e8re dont Carrefour veut se battre apr\u00e8s des ann\u00e9es difficiles. Il s&rsquo;agit d&rsquo;une lutte sur plusieurs fronts : \u00ab&nbsp;Outre les promotions, nous nous attaquons \u00e9galement au fond de rayon. Nos clients placent la barre tr\u00e8s haut, ils doivent pouvoir \u00e0 nouveau compter sur Carrefour. Les fruits et l\u00e9gumes, l&rsquo;un de nos bastions, sont en train d&rsquo;\u00eatre repris, tout comme la boulangerie et la p\u00e2tisserie. Nous travaillons sur le veggie et aussi sur le bio &#8211; cette cat\u00e9gorie a souffert de la crise mais nous voyons beaucoup de clients qui ont des questions sur la qualit\u00e9 et de la sant\u00e9&nbsp;\u00bb.<\/p>\n\n\n\n<p>Eddy Gendronneau, qui peut s&rsquo;appuyer sur 27 ans d&rsquo;exp\u00e9rience chez Carrefour, croit lui aussi au renouveau des hypermarch\u00e9s : \u00ab&nbsp;Ce format n&rsquo;est pas condamn\u00e9. M\u00eame si c&rsquo;est plus difficile ici qu&rsquo;en France : les clients passent devant une dizaine de magasins avant d&rsquo;arriver \u00e0 l&rsquo;hypermarch\u00e9. Comment leur donner envie de revenir ? Sans oublier nos autres enseignes : nous sommes le seul acteur en Belgique \u00e0 avoir trois types de magasins. C&rsquo;est unique.&nbsp;\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La campagne \u00ab Scan Mania \u00bb du mois d&rsquo;octobre illustre la mani\u00e8re dont Carrefour Belgique se bat pour revenir dans la course. \u00ab Nos clients attendent de nous de grands \u00e9v\u00e9nements, ce que nous avions un peu perdu de vue ces derni\u00e8res ann\u00e9es. \u00bb<\/p>\n","protected":false},"author":3,"featured_media":85095,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[87],"topic":[488],"region":[226],"class_list":["post-85103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-carrefour","topic-marketing","region-belgique"],"acf":[],"yoast_head":"<!-- This site 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