{"id":96728,"date":"2024-04-10T10:06:43","date_gmt":"2024-04-10T08:06:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=96728"},"modified":"2024-04-10T10:06:44","modified_gmt":"2024-04-10T08:06:44","slug":"pourquoi-colruyt-succombe-a-son-tour-aux-promotions-11","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-colruyt-succombe-a-son-tour-aux-promotions-11\/","title":{"rendered":"Pourquoi Colruyt succombe \u00e0 son tour aux promotions 1+1"},"content":{"rendered":"\n

\u00c0 partir de cette semaine, les \u00ab\u00a0Top promos\u00a0\u00bb du type 2+1 ou 1+1 gratuit apparaissent pour la premi\u00e8re fois dans le folder de Colruyt<\/strong>. Auparavant, le d\u00e9taillant ne donnait que des r\u00e9ductions en pourcentage. Qu’est-ce qui a chang\u00e9 ?<\/p>\n\n\n\n

Le mot magique<\/h2>\n\n\n\n

Quelques promotions remarquables apparaissent dans le nouveau folder de Colruyt avec les actions du 10 au 23 avril : 2+1 gratuit sur les snacks Lorenz Monster Munch et sur Danone Hipro, 1+1 gratuit sur Desperados et Dash. Les promotions sont mises en \u00e9vidence dans un encadr\u00e9 orange intitul\u00e9 \u00ab Top promo \u00bb. C’est une premi\u00e8re. Dans les folders d’autres d\u00e9taillants, de telles promotions sont monnaie courante, surtout depuis l’arriv\u00e9e d’Albert Heijn<\/strong> en Belgique : ce d\u00e9taillant n\u00e9erlandais s’est av\u00e9r\u00e9 \u00eatre un v\u00e9ritable pr\u00e9curseur ici avec ses promotions cascades. Mais Colruyt s’en est tenu jusqu’\u00e0 pr\u00e9sent \u00e0 des r\u00e9ductions en pourcentage : -15%, -30% \u00e0 l’achat de deux paquets, -50% \u00e0 l’achat de trois paquets, etc.<\/p>\n\n\n\n

Alors pourquoi Colruyt ajoute-t-il maintenant le m\u00e9canisme 1+1 ? Le mot magique \u00ab gratuit \u00bb est l’explication : \u00ab Nous nous en sommes tenus \u00e0 ces pourcentages parce que nous sommes partis du principe que rien n’est vraiment gratuit. Vous b\u00e9n\u00e9ficiez d’une r\u00e9duction, mais vous payez quand m\u00eame quelque chose. Jusqu’\u00e0 pr\u00e9sent, nos propres \u00e9tudes montraient que les clients r\u00e9agissaient beaucoup plus au mot \u2018gratuit\u2019. Maintenant que les consommateurs sont devenus de plus en plus sensibles aux promotions ces derni\u00e8res ann\u00e9es et que ces promotions sont devenues monnaie courante, nous serions fous de ne pas commencer \u00e0 les utiliser nous-m\u00eames<\/a> \u00bb, explique Kathleen De Wolf, responsable Top promos chez Colruyt, dans Het Nieuwsblad.<\/p>\n\n\n\n

Pas sur les produits agricoles<\/h2>\n\n\n\n

\u00c0 proprement parler, on pourrait dire que cette nouvelle politique de promotion ne change pas grand-chose. C’est d’ailleurs ce que Colruyt explique sur son site web : \u00ab Les Top promos sont d\u00e9duites sous forme de pourcentage de remise sur le prix total des produits participants (par ex. 2 + 2 gratis = -50 % d\u00e9duits \u00e0 la caisse). \u00bb<\/p>\n\n\n\n

En effet, le d\u00e9taillant accorde \u00e9galement des remises avant les promotions \u00e0ll chez tous ses concurrents et y r\u00e9pond de toute fa\u00e7on. Mais l’utilisation du mot \u00ab gratuit \u00bb change la perception. Il est possible que les fabricants de marques soient d\u00e9sireux de saisir l’occasion de proposer ce type d’offres \u00e9galement avec le leader du march\u00e9, et que les consommateurs soient encore plus enthousiastes qu’auparavant pour ce type de promotions, ce qui pourrait augmenter la pression promotionnelle sur le march\u00e9 belge. Ce qui, paradoxalement, r\u00e9duira encore la transparence des prix sur le march\u00e9.<\/p>\n\n\n\n

Il est important de noter \u00e0 cet \u00e9gard que Colruyt n’organisera pas de Top promos sur les produits agricoles. Cette question est d’ailleurs sensible depuis les r\u00e9centes manifestations agricoles. Un groupe de travail au sein de la task force agroalimentaire se penche actuellement sur la loi sur les pratiques commerciales d\u00e9loyales : il est question d’interdire les promotions excessives.<\/p>\n\n\n\n

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\u00c0 partir de cette semaine, les \u00ab\u00a0Top promos\u00a0\u00bb du type 2+1 ou 1+1 gratuit apparaissent pour la premi\u00e8re fois dans le folder de Colruyt. Auparavant, le d\u00e9taillant ne donnait que des r\u00e9ductions en pourcentage. 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