{"id":11818,"date":"2016-01-21T10:33:32","date_gmt":"2016-01-21T10:33:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/colruyt-souligne-sa-politique-de-prix-a-travers-une-campagne-offensive\/"},"modified":"2016-01-21T10:33:32","modified_gmt":"2016-01-21T10:33:32","slug":"colruyt-souligne-sa-politique-de-prix-a-travers-une-campagne-offensive","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/colruyt-souligne-sa-politique-de-prix-a-travers-une-campagne-offensive\/","title":{"rendered":"Colruyt zet prijsverschillen scherper in de markt"},"content":{"rendered":"<p>In een gepersonaliseerde campagne laat <strong>Colruyt <\/strong>niet de minste twijfel over zijn prijspositie op de Belgische markt. Klanten ontvangen gerichte informatie over de prijsverschillen in hun regio.\u00a0<\/p>\n<p><!--break--><\/p>\n<h2>Echt de goedkoopste<\/h2>\n<p>\u201cEen hoogstandje\u201d, zo noemt marketingdirecteur Guy Elewaut de nieuwe, gepersonaliseerde campagne die Colruyt deze maand heeft uitgerold. De lokale prijsverschillen met de concurrenten worden nog scherper in de verf gezet.<\/p>\n<p>\nDe Prijsbarometer van Colruyt speelt de hoofdrol in de campagne, die loopt sinds 6 januari via de eigen media van Colruyt Laagste Prijzen: 10m\u00b2 affiches bij de winkels, affiches en schermen in de winkels, gepersonaliseerde mailings naar de klanten en meldingen op de gepersonaliseerde \u201cSelectie voor u\u201d folders.\u00a0<\/p>\n<p>\nDe boodschap luidt telkens: \u201cIs Colruyt Boom (of Nossegem, of vul maar in\u2026) echt de goedkoopste? Zeker. Kijk maar naar het prijsverschil met andere winkels in uw streek.\u201d Waarbij een staafdiagram het prijsverschil toont met een concurrent in de buurt. Op de Colruyt website kunnen consumenten ook de andere prijsverschillen raadplegen.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Individuele communicatie<\/h2>\n<p>Die gerichte communicatie is mogelijk dankzij de expertise van Colruyt-dochter <strong>Symeta<\/strong>, de specialist in gepersonaliseerde direct mail. Hoe het werkt? Voor de belangrijkste winkels berekent Colruyt de prijsverschillen met de concurrenten in de buurt. Die regionale prijsverschillen worden dan individueel gecommuniceerd naar de klanten van die winkel. Zij zien dus hoeveel ze besparen door in \u201chun\u201d Colruyt te winkelen.\u00a0<\/p>\n<p>\nIn de folders en op de affiches die RetailDetail te zien kreeg, varieerden de percentages tussen 7,51% en 11,90%. Stevige verschillen toch. Liggen die niet hoger dan de prijsverschillen die <strong>Test-Aankoop<\/strong> jaarlijks noteert?\u00a0<\/p>\n<p>\n\u201cOnze methode om prijzen op te meten is sinds decennia dezelfde\u201d, verklaart Guy Elewaut. \u201cJe moet er rekening mee houden dat we met lokale prijszetting werken. Er is eigenlijk maar \u00e9\u00e9n retailer waarvoor de prijsverschillen die wij meten hoger zijn dan die bij Test-Aankoop, en dat is <strong>Albert Heijn<\/strong>. Een kwestie van methodologie. We vergelijken telkens de nationale merken en de laagste prijzen \u2013 zoals ons merk Everyday Selection of de laagste prijsmerken bij <strong>Aldi<\/strong> en <strong>Lidl<\/strong>.\u201d \u00a0<\/p>\n<p>\nDe mainstream private labels neemt Colruyt dus niet mee in de vergelijking. Voor elke prijsvergelijking communiceert de retailer wanneer de prijzen werden opgenomen, om hoeveel producten het gaat en in welke productcategorie\u00ebn.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Geen twijfel over prijspositie<\/h2>\n<p>Colruyt vergelijkt de prijzen met die van vijf collega\u2019s: Aldi, Lidl, <strong>Delhaize,<\/strong> <strong>Carrefour<\/strong> en Albert Heijn. \u201cOnze belangrijkste concurrenten op nationaal vlak\u201d, geeft Guy Elewaut aan, al kan je over Albert Heijn discussi\u00ebren. Die zit er \u201com strategische redenen\u201d bij. Maar dus geen <strong>Cora<\/strong>, <strong>Makro<\/strong> of <strong>Intermarch\u00e9<\/strong> (jammer voor de Musketiers, want net nu communiceren ze op hun website: \u201cOnze prijzen durven de vergelijking aan\u201d\u2026).<\/p>\n<p>\nDe Prijsbarometer is niet nieuw, de manier waarop Colruyt nu een offensief voert, is dat wel. Vanwaar die toegenomen agressiviteit in de communicatie? \u00a0\u201cWe zijn heel zeker van onze informatie en laten geen twijfel over onze prijspositie. In de kranten doen we dat al een tijdje, hiermee gaan we een stap verder\u201d, zo luidt het. \u201cWe zetten de bestaande prijsverschillen nog duidelijker in de markt en we spelen daarbij onze sterke personaliseringscapaciteiten uit. We hebben de tools, we willen ze optimaal inzetten.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In een gepersonaliseerde campagne laat Colruyt niet de minste twijfel over zijn prijspositie op de Belgische markt. Klanten ontvangen gerichte informatie over de prijsverschillen in hun regio.\u00a0 Echt de goedkoopste \u201cEen hoogstandje\u201d, zo noemt marketingdirecteur Guy Elewaut de nieuwe, gepersonaliseerde campagne die Colruyt deze maand heeft uitgerold. De lokale prijsverschillen met de concurrenten worden nog [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-11818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Colruyt zet prijsverschillen scherper in de markt - 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\/nl\/news\/food\/colruyt-souligne-sa-politique-de-prix-a-travers-une-campagne-offensive\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Colruyt zet prijsverschillen scherper in de markt - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"In een gepersonaliseerde campagne laat Colruyt niet de minste twijfel over zijn prijspositie op de Belgische markt. Klanten ontvangen gerichte informatie over de prijsverschillen in hun regio.\u00a0 Echt de goedkoopste \u201cEen hoogstandje\u201d, zo noemt marketingdirecteur Guy Elewaut de nieuwe, gepersonaliseerde campagne die Colruyt deze maand heeft uitgerold. 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