{"id":94344,"date":"2024-03-08T12:06:16","date_gmt":"2024-03-08T11:06:16","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=94344"},"modified":"2024-03-08T12:07:02","modified_gmt":"2024-03-08T11:07:02","slug":"interview-yannick-de-bievre-carrefour-nous-voulons-rendre-la-vie-plus-legere-pour-nos-clients","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/interview-yannick-de-bievre-carrefour-nous-voulons-rendre-la-vie-plus-legere-pour-nos-clients\/","title":{"rendered":"[Interview] Yannick de Bi\u00e8vre (Carrefour) : \u00ab\u00a0Nous voulons rendre la vie plus l\u00e9g\u00e8re pour nos clients\u00a0\u00bb"},"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=\"675\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94342\" data-id=\"94342\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-1024x675.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-1024x675.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-300x198.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-768x506.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour.jpg 1367w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Yannick de Bi\u00e8vre, Carrefour<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"664\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94340\" data-id=\"94340\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-1024x664.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-1024x664.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-300x194.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-768x498.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-618x400.jpg 618w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01.jpg 1392w\" 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=\"673\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94338\" data-id=\"94338\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-1024x673.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-1024x673.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-300x197.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-768x505.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02.jpg 1370w\" 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=\"670\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94336\" data-id=\"94336\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-1024x670.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-1024x670.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-300x196.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-768x502.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03.jpg 1387w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"617\" height=\"912\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94334\" data-id=\"94334\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa04.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa04.jpg 617w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa04-203x300.jpg 203w\" sizes=\"(max-width: 617px) 100vw, 617px\" \/><\/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>Une nouvelle campagne de marketing vise \u00e0 renforcer la charge \u00e9motionnelle de la marque <strong>Carrefour<\/strong> en Belgique : elle met en \u00e9vidence le soulagement des clients lorsqu&rsquo;ils d\u00e9couvrent la mani\u00e8re dont le distributeur prend soin d&rsquo;eux.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Renforcer l&rsquo;identit\u00e9<\/h2>\n\n\n\n<p>Depuis quelques jours, un nouveau spot t\u00e9l\u00e9vis\u00e9 de Carrefour est diffus\u00e9 sur les cha\u00eenes belges. Il marque le d\u00e9but d&rsquo;une nouvelle campagne de marketing qui vise \u00e0 renforcer l&rsquo;image de l&rsquo;enseigne sur le march\u00e9. \u00ab&nbsp;Dans notre plan strat\u00e9gique 2026, nous avons deux piliers principaux : d&rsquo;une part la rentabilit\u00e9, d&rsquo;autre part le renforcement de l&rsquo;attractivit\u00e9 et de l&rsquo;identit\u00e9 de Carrefour en Belgique&nbsp;\u00bb, a d\u00e9clar\u00e9 Yannick de Bi\u00e8vre, directeur du marketing, \u00e0 RetailDetail.<\/p>\n\n\n\n<p>\u00ab&nbsp;Les donn\u00e9es nous apprennent que l&rsquo;identit\u00e9 de Carrefour n&rsquo;est pas tr\u00e8s brillante sur le march\u00e9 belge. C&rsquo;est compr\u00e9hensible au vu de notre histoire, avec diff\u00e9rents formats qui communiquaient parfois \u00e0 partir d&rsquo;un seul nom et parfois s\u00e9par\u00e9ment. Nous avons connu pas mal de changements, alors que les formats de nos concurrents d\u00e9livraient le m\u00eame message de mani\u00e8re tr\u00e8s coh\u00e9rente.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un \u00e9cosyst\u00e8me unique<\/h2>\n\n\n\n<p>Quel est donc le positionnement revendiqu\u00e9 par Carrefour ? \u00ab&nbsp;Quand on parle \u00e0 nos clients, ce n&rsquo;est pas un mais des dizaines de points positifs qui reviennent. Il y a ceux qui viennent dans nos hypermarch\u00e9s parce qu&rsquo;ils y trouvent du poisson frais et savoureux, il y a ceux qui vont dans leur Express local parce qu&rsquo;il est ouvert le dimanche, d&rsquo;autres viennent dans nos supermarch\u00e9s parce qu&rsquo;ils vendent aussi bien des marques nationales que des marques de distributeurs et des produits bio. Il y a donc beaucoup de positivit\u00e9 dans la marque Carrefour, mais contrairement \u00e0 d&rsquo;autres, qui n&rsquo;ont qu&rsquo;un seul clou sur lequel taper, chez nous, il y a des choses diff\u00e9rentes&nbsp;\u00bb.<\/p>\n\n\n\n<p>On pourrait y voir une faiblesse, mais c&rsquo;est aussi une force, estime M. de Bi\u00e8vre : \u00ab&nbsp;Nous embrassons l&rsquo;\u00e9cosyst\u00e8me qui rend Carrefour unique sur le march\u00e9 belge : \u00e0 la fois des hypermarch\u00e9s, des supermarch\u00e9s et des magasins de proximit\u00e9, combin\u00e9s \u00e0 diff\u00e9rentes solutions de commerce \u00e9lectronique. Nous remarquons dans nos donn\u00e9es que nous avons de nombreux acheteurs omnicanaux au sein de notre propre r\u00e9seau : de plus en plus de clients qui font leurs achats standard au Market, vont \u00e0 l&rsquo;Express le dimanche, visitent un hypermarch\u00e9 une fois par mois, et entre-temps commandent quelque chose via l&rsquo;application ou la boutique en ligne. Les clients trouvent positif que nous puissions proposer ces diff\u00e9rents formats.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Soupir de soulagement<\/h2>\n\n\n\n<p>En d\u00e9finitive, Carrefour d\u00e9charge ses clients : \u00ab&nbsp;Dans une soci\u00e9t\u00e9 o\u00f9 la pression sur les gens s&rsquo;est accrue &#8211; pensez \u00e0 la pand\u00e9mie de corona, \u00e0 la crise \u00e9nerg\u00e9tique, \u00e0 l&rsquo;inflation&#8230; &#8211; nous voulons rendre la vie de nos clients plus l\u00e9g\u00e8re. En tant que client, vous ne voulez pas avoir \u00e0 vous demander : est-ce le bon prix pour ce produit ? Est-ce que ce sont les produits que je veux ? S&rsquo;agit-il des meilleures promotions du march\u00e9 ? C&rsquo;est notre travail, nous devons nous en occuper pour vous. Nous sommes partis de cette promesse \u00e9motionnelle&nbsp;\u00bb.<\/p>\n\n\n\n<p>Et Carrefour communique cela du point de vue d&rsquo;un challenger : \u00ab&nbsp;Nous ne sommes pas les plus grands, nous sommes le troisi\u00e8me acteur du march\u00e9. Avec un ton reconnaissable et humoristique, nous voulons nous d\u00e9marquer un peu. Nous avons traduit le message &lsquo;nous voulons rendre la vie plus l\u00e9g\u00e8re&rsquo; par le sentiment que ressent notre client lorsqu&rsquo;il vient faire ses courses chez nous : le &lsquo;haaaaa&rsquo;, le soupir de soulagement, les \u00e9paules qui tombent : je ne dois pas m&rsquo;inqui\u00e9ter, Carrefour s&rsquo;en occupe, \u00e7a fait du bien&nbsp;\u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dans les magasins<\/h2>\n\n\n\n<p>La premi\u00e8re vague de la campagne fait d\u00e9j\u00e0 ressortir des atouts concrets : l&rsquo;assortiment le plus large de Belgique, y compris en bio et veggie ; les promos ; le r\u00e9seau de plus de 500 magasins ouverts le dimanche ; la marque Carrefour dont les clients disent appr\u00e9cier \u00e0 la fois le prix et la qualit\u00e9. \u00ab&nbsp;Plus tard dans l&rsquo;ann\u00e9e, nous pourrons mettre l&rsquo;accent sur d&rsquo;autres points : le commerce \u00e9lectronique, par exemple, aide nos clients \u00e9galement.&nbsp;\u00bb<\/p>\n\n\n\n<p>Les premi\u00e8res r\u00e9actions apr\u00e8s le coup d&rsquo;envoi laissent pr\u00e9sager beaucoup de bonnes choses, estime Yannick de Bi\u00e8vre. \u00ab&nbsp;Une telle premi\u00e8re semaine est toujours excitante, mais les premiers signes sont positifs, avec de bonnes r\u00e9actions sur les m\u00e9dias sociaux, ce qui est un indicateur important. On sent que \u00e7a vit au sein de l&rsquo;entreprise : nos 11 000 employ\u00e9s sont enthousiastes, tout le monde le comprend en interne.&nbsp;\u00bb La campagne trouve un prolongement dans les magasins : \u00ab&nbsp;Nous avons demand\u00e9 \u00e0 tous nos magasins de d\u00e9finir tr\u00e8s localement cinq points sur lesquels ils travailleront : que pouvez-vous faire en tant que responsable de magasin, caissier ou responsable des fruits et l\u00e9gumes, pour d\u00e9clencher ce sentiment de \u2018haaaaa\u2019 chez les clients ?&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Moment cl\u00e9<\/h2>\n\n\n\n<p>Il s&rsquo;agit d&rsquo;une campagne \u00e0 360\u00b0, comme on l&rsquo;appelle en termes de marketing : elle passe \u00e0 la t\u00e9l\u00e9vision, \u00e0 la radio (apr\u00e8s tout, il faut entendre ce \u00ab&nbsp;haaaaa&nbsp;\u00bb), dans les cin\u00e9mas, sur de grands panneaux d&rsquo;affichage de 20 m\u00b2 et des affiches de 2 m\u00b2 sur les abribus, et bien s\u00fbr aussi en ligne, sur les m\u00e9dias sociaux, les plateformes vid\u00e9o, le site web de Carrefour, l&rsquo;application&#8230; Le nouvel angle durera certainement un an ou deux, pense le directeur du marketing : c&rsquo;est le temps qu&rsquo;il faudra pour que l&rsquo;homme de la rue associe le sentiment de \u00ab&nbsp;haaaaa&nbsp;\u00bb \u00e0 Carrefour.<\/p>\n\n\n\n<p>Le fait que la campagne soit lanc\u00e9e juste maintenant, \u00e0 une p\u00e9riode qui ne correspond pas aux moments traditionnels de la vente au d\u00e9tail, est un choix d\u00e9lib\u00e9r\u00e9. \u00ab&nbsp;Il s&rsquo;agit d&rsquo;une p\u00e9riode creuse qui nous permet de mieux nous d\u00e9marquer sur le march\u00e9&nbsp;\u00bb, explique-t-il. L&rsquo;investissement est substantiel, mais pas excessif : \u00ab&nbsp;Comparez-le \u00e0 une campagne de fin d&rsquo;ann\u00e9e ou \u00e0 une promotion comme Scanmania. Nous avons deux ou trois moments dans l&rsquo;ann\u00e9e o\u00f9 nous avons vraiment un impact fort et c&rsquo;est l&rsquo;un de ces moments cl\u00e9s&nbsp;\u00bb.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Tout pour votre haaaaa\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Nyd37XPE-WQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe> \n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Une nouvelle campagne de marketing vise \u00e0 renforcer la charge \u00e9motionnelle de la marque Carrefour en Belgique : elle met en \u00e9vidence le soulagement des clients lorsqu&rsquo;ils d\u00e9couvrent la mani\u00e8re dont le distributeur prend soin d&rsquo;eux. <\/p>\n","protected":false},"author":3,"featured_media":94342,"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":[643,488],"region":[90],"class_list":["post-94344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-carrefour","topic-interview","topic-marketing","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Interview] Yannick de Bi\u00e8vre (Carrefour) : \u00ab\u00a0Nous voulons rendre la vie plus l\u00e9g\u00e8re pour nos clients\u00a0\u00bb - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/interview-yannick-de-bievre-carrefour-nous-voulons-rendre-la-vie-plus-legere-pour-nos-clients\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[Interview] Yannick de Bi\u00e8vre (Carrefour) : \u00ab\u00a0Nous voulons rendre la vie plus l\u00e9g\u00e8re pour nos clients\u00a0\u00bb - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Une nouvelle campagne de marketing vise \u00e0 renforcer la charge \u00e9motionnelle de la marque Carrefour en Belgique : elle met en \u00e9vidence le soulagement des clients lorsqu&#039;ils d\u00e9couvrent la mani\u00e8re dont le distributeur prend soin d&#039;eux.\" \/>\n<meta property=\"og:url\" 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content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/interview-yannick-de-bievre-carrefour-nous-voulons-rendre-la-vie-plus-legere-pour-nos-clients\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/interview-yannick-de-bievre-carrefour-nous-voulons-rendre-la-vie-plus-legere-pour-nos-clients\\\/\"},\"author\":{\"name\":\"Stefan Van Rompaey\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/51aec6069c4416aa2f68b2e4ff3455df\"},\"headline\":\"[Interview] Yannick de Bi\u00e8vre (Carrefour) : \u00ab\u00a0Nous voulons rendre la vie plus l\u00e9g\u00e8re pour nos 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