{"id":93837,"date":"2024-02-29T12:12:19","date_gmt":"2024-02-29T11:12:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=93837"},"modified":"2024-02-29T12:12:21","modified_gmt":"2024-02-29T11:12:21","slug":"pourquoi-jumbo-ajuste-sa-strategie-de-prix","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-jumbo-ajuste-sa-strategie-de-prix\/","title":{"rendered":"Pourquoi Jumbo ajuste sa strat\u00e9gie de prix"},"content":{"rendered":"\n

Jumbo <\/strong>met fin aux diff\u00e9rences de prix r\u00e9gionales et abandonne partiellement sa politique de prix bas quotidiens pour se concentrer davantage sur les promotions. Gr\u00e2ce \u00e0 ces interventions, le d\u00e9taillant esp\u00e8re am\u00e9liorer sa position concurrentielle.<\/p>\n\n\n\n

Interventions<\/h2>\n\n\n\n

Le PDG Ton van Veen l’avait d\u00e9j\u00e0 annonc\u00e9 lors de la pr\u00e9sentation des r\u00e9sultats annuels (d\u00e9cevants) en janvier : Jumbo revient \u00e0 l’essentiel<\/a>, sous le titre \u00ab Jumbo tel que Jumbo est cens\u00e9 \u00eatre \u00bb. Apr\u00e8s tout, la cha\u00eene de supermarch\u00e9s est en difficult\u00e9 sur son march\u00e9 domestique n\u00e9erlandais – avec d\u00e9j\u00e0 deux ann\u00e9es cons\u00e9cutives de perte de parts de march\u00e9 – et investit des millions dans une expansion belge difficile.<\/p>\n\n\n\n

Entre-temps, plusieurs interventions sont connues. Le d\u00e9taillant accorde une plus grande attention aux co\u00fbts, prend des mesures cr\u00e9atives pour lutter contre le probl\u00e8me croissant du vol \u00e0 l’\u00e9talage<\/a>, met davantage l’accent sur la plate-forme publicitaire Jumbo Retail Media et, \u00e0 partir de maintenant, ach\u00e8te des produits europ\u00e9ens avec les alliances Epic Partners et Everest – ce qui a d\u00e9j\u00e0 entra\u00een\u00e9 des conflits visibles avec des fournisseurs de marques. La strat\u00e9gie de tarification est \u00e9galement, au moins partiellement, boulevers\u00e9e : deux r\u00e9ajustements concrets sont visibles.<\/p>\n\n\n\n

Bataille de perception<\/h2>\n\n\n\n

Jusqu’\u00e0 r\u00e9cemment, Jumbo travaillait avec cinq lignes de prix diff\u00e9rentes aux Pays-Bas, en fonction de la concurrence locale dans chaque r\u00e9gion. En cons\u00e9quence, les clients du nord et du sud-est du pays payaient parfois un peu plus cher que ceux de la Randstad, par exemple. Depuis novembre de l’ann\u00e9e derni\u00e8re, ces prix ont \u00e9t\u00e9 progressivement ramen\u00e9s \u00e0 un niveau unique, confirme le d\u00e9taillant \u00e0 Distrifood. De cette mani\u00e8re, les clients de tout le pays remarquent imm\u00e9diatement lorsque la cha\u00eene de supermarch\u00e9s baisse structurellement ses prix.<\/p>\n\n\n\n

Le fait que le nouveau d\u00e9pliant de cette semaine pour les Pays-Bas et la Belgique pr\u00e9sente d\u00e9j\u00e0 un grand nombre de promotions 1+1 et 2+1 n’est pas non plus une co\u00efncidence : au lieu de se contenter de souligner chaque jour un niveau de prix bas, Jumbo cherche d\u00e9sormais plus souvent \u00e0 attirer l’attention avec des offres accrocheuses. En effet, la cha\u00eene de supermarch\u00e9s a toujours d\u00e9fendu une strat\u00e9gie de prix bas quotidiens (le terme commercial anglais est Everyday Low Prices ou EDLP), dans le cadre des 7 certitudes. Cette strat\u00e9gie a permis au d\u00e9taillant de se d\u00e9marquer de ses concurrents qui se concentraient davantage sur une approche \u00ab high-low \u00bb avec des promotions hebdomadaires accrocheuses.<\/p>\n\n\n\n

Mais sur un march\u00e9 de plus en plus ax\u00e9 sur les promotions – sous l’impulsion de son rival Albert Heijn<\/strong>, entre autres – une telle strat\u00e9gie devient difficile \u00e0 maintenir : en tant que d\u00e9taillant, vous perdez la bataille pour attirer l’attention des consommateurs, qui deviennent plus sensibles aux incitations par les prix en p\u00e9riode d’inflation.<\/p>\n","protected":false},"excerpt":{"rendered":"

Jumbo met fin aux diff\u00e9rences de prix r\u00e9gionales et abandonne partiellement sa politique de prix bas quotidiens pour se concentrer davantage sur les promotions. Gr\u00e2ce \u00e0 ces interventions, le d\u00e9taillant esp\u00e8re am\u00e9liorer sa position concurrentielle.<\/p>\n","protected":false},"author":3,"featured_media":63666,"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":[217],"topic":[767],"region":[],"class_list":["post-93837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-jumbo","topic-concurrence-des-prix"],"acf":[],"yoast_head":"\nPourquoi Jumbo ajuste sa strat\u00e9gie de prix - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Jumbo met fin aux diff\u00e9rences de prix r\u00e9gionales et abandonne partiellement sa politique de prix bas quotidiens pour se concentrer sur les promotions\" \/>\n<meta name=\"robots\" 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