{"id":88807,"date":"2023-12-04T10:37:55","date_gmt":"2023-12-04T09:37:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=88807"},"modified":"2023-12-04T10:37:57","modified_gmt":"2023-12-04T09:37:57","slug":"comment-koen-nolmans-proprietaire-de-toychamp-veut-rendre-dreamland-a-nouveau-rentable","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/comment-koen-nolmans-proprietaire-de-toychamp-veut-rendre-dreamland-a-nouveau-rentable\/","title":{"rendered":"Comment Koen Nolmans, propri\u00e9taire de ToyChamp, veut rendre Dreamland \u00e0 nouveau rentable"},"content":{"rendered":"\n

Dreamland <\/strong>devrait redevenir rentable d’ici la fin de l’ann\u00e9e 2024. C’est ce qu’affirme Koen Nolmans, le propri\u00e9taire de ToyChamp <\/strong>qui a rachet\u00e9 75 % des parts de la cha\u00eene de magasins de jouets \u00e0 Colruyt Group. Il souhaite se concentrer davantage sur l’exp\u00e9rience, l’\u00e9chelle et les donn\u00e9es.<\/p>\n\n\n\n

Taux de conversion \u00e9lev\u00e9<\/h2>\n\n\n\n

Depuis plusieurs ann\u00e9es, Dreamland est confront\u00e9 \u00e0 des chiffres rouges. L’ann\u00e9e derni\u00e8re, la cha\u00eene, avec ses 47 magasins belges, a enregistr\u00e9 une perte de 21 millions d’euros pour un chiffre d’affaires de 298 millions d’euros. En avril dernier, Colruyt Group a donc vendu 75 % de ses parts<\/a> \u00e0 ToyChamp, la cha\u00eene de magasins de jouets rentable de la famille Nolmans, qui compte 24 magasins aux Pays-Bas et neuf en Belgique. Le PDG Koen Nolmans voit les choses en grand : d’ici la fin de l’ann\u00e9e prochaine, Dreamland sera \u00e0 nouveau rentable<\/a>, d\u00e9clare-t-il \u00e0 De Tijd.<\/p>\n\n\n\n

Les \u00e9conomies d’\u00e9chelle devraient y contribuer : Dreamland et ToyChamp ach\u00e8teront leurs gammes ensemble, ce qui permettra d’\u00e9conomiser sur les co\u00fbts d’achat et de marketing. En outre, M. Nolmans souhaite apporter plus d’exp\u00e9rience dans les magasins, avec des animations et des d\u00e9monstrations. Le dirigeant croit fermement au pouvoir des magasins physiques : \u00ab Nous ne vendons pas des produits, nous vendons de l’\u00e9motion. Les enfants sont impressionn\u00e9s lorsqu’ils se retrouvent soudain devant un gigantesque pr\u00e9sentoir de Lego dans nos magasins. \u00bb En cons\u00e9quence, ToyChamp atteint un taux de conversion de 50 \u00e0 60 %, alors que les boutiques en ligne peuvent se contenter de 2 %.<\/p>\n\n\n\n

Dans l’application Xtra<\/h2>\n\n\n\n

\u00ab Le magasin physique est en train de rena\u00eetre. La focalisation excessive sur la croissance en ligne a cess\u00e9 \u00bb, estime M. Nolmans. Bol, Amazon et Zalando sont aujourd’hui en difficult\u00e9. Selon lui, Dreamland a trop mis\u00e9 sur le commerce en ligne ces derni\u00e8res ann\u00e9es et les b\u00e9n\u00e9fices n’ont pas suivi. N\u00e9anmoins, ToyChamp investit \u00e9galement dans le commerce en ligne : le d\u00e9taillant fait du marketing en ligne, notamment \u00e0 l’aide de vid\u00e9os sur les m\u00e9dias sociaux. Mais avant tout, la boutique en ligne doit mettre la marque en avant et attirer les gens dans les magasins, car c’est l\u00e0 que le d\u00e9taillant gagne de l’argent.<\/p>\n\n\n\n

Pour Nolmans, la num\u00e9risation tourne autour des donn\u00e9es, et Dreamland dispose d’un atout important dans ce domaine, avec la plateforme num\u00e9rique Xtra de Colruyt Group. Ensemble, Dreamland et ToyChamp peuvent devenir plus visibles dans l’application Xtra et dans les magasins Colruyt. D’autres synergies sont \u00e0 venir, mais pour l’instant, les deux marques continueront \u00e0 coexister.<\/p>\n","protected":false},"excerpt":{"rendered":"

Dreamland devrait redevenir rentable d’ici la fin de l’ann\u00e9e 2024. C’est ce qu’affirme Koen Nolmans, le propri\u00e9taire de ToyChamp qui a rachet\u00e9 75 % des parts de la cha\u00eene de magasins de jouets \u00e0 Colruyt Group. Il souhaite se concentrer davantage sur l’exp\u00e9rience, l’\u00e9chelle et les donn\u00e9es. <\/p>\n","protected":false},"author":3,"featured_media":52590,"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":[28],"tags":[],"people":[],"extra":[],"company":[1031,1142],"topic":[],"region":[226],"class_list":["post-88807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","company-dreamland","company-toychamp","region-belgique"],"acf":[],"yoast_head":"\nComment Koen Nolmans, propri\u00e9taire de ToyChamp, veut rendre Dreamland \u00e0 nouveau rentable - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Dreamland devrait redevenir rentable fin 2024, affirme Koen Nolmans de ToyChamp qui a rachet\u00e9 75 % de la cha\u00eene \u00e0 Colruyt 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