{"id":15431,"date":"2016-11-08T13:00:23","date_gmt":"2016-11-08T13:00:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/editorial-lheritage-de-red-market\/"},"modified":"2016-11-08T13:00:23","modified_gmt":"2016-11-08T13:00:23","slug":"editorial-lheritage-de-red-market","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/editorial-lheritage-de-red-market\/","title":{"rendered":"Opinie \u2013 De erfenis van Red Market"},"content":{"rendered":"<p>Het was niet de vraag of, maar wel wanneer <strong>Delhaize<\/strong> de formule <strong>Red Market<\/strong> zou stopzetten. Ondanks aanhoudende verliescijfers is de eindbalans niet negatief: het laboratorium heeft immers zijn rol gespeeld.\u00a0<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Verfrissende formule<\/h2>\n<p>Wat velen allang hadden verwacht, is dus nu gebeurd: Delhaize-ceo Denis Knoops, destijds nochtans de geestelijke vader van Red Market, heeft besloten om de stekker uit de formule te trekken. Was het met pijn in het hart?\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>In elk geval zou het kort door de bocht zijn om het project Red Market als een mislukking te beschouwen. Delhaize benadrukte steeds dat het om een \u2018laboratorium\u2019 ging: bij de lancering in 2009 was het absoluut een verfrissende formule. Ze haalde inspiratie bij collega\u2019s als <strong>Colruyt<\/strong>, <strong>Lidl<\/strong> of de Amerikaanse lowcostformule <strong>Bottom Dollar<\/strong> (die intussen door Delhaize aan <strong>Aldi<\/strong> werd verkocht) en introduceerde of perfectioneerde verschillende interessante concepten: 100% selfscanning, de \u2018unieke wachtrij\u2019 aan de kassa, gesloten koelmeubels, shelf ready packaging, een dominant private label aanbod, lokale producten, zondagsopening&#8230; Elementen die vandaag vanzelfsprekend lijken, maar die toen behoorlijk nieuw waren.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Kosteffici\u00ebnt<\/h2>\n<p>Goedkoop en snel winkelen, zo luidde de belofte van Red Market. De keten garandeerde de laagste prijzen in de regio. Delhaize kampte in 2009 nog meer dan nu met een ongunstig prijsimago, maar bij Red Market kon de retailer experimenteren met de voors en tegens van een \u2018everyday low price\u2019 positionering en van lokale prijszetting. De opening van de eerste vestiging, in Gembloux, veroorzaakte meteen een plaatselijke prijzenslag. In de jaarlijkse prijsmetingen van <strong>Test-Aankoop<\/strong> zat de formule steevast Colruyt en <strong>Albert Heijn<\/strong> op de hielen, <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/colruyt-nog-steeds-de-goedkoopste-maar-verschil-wordt-kleiner\" target=\"_blank\" rel=\"noopener\">ook vorige maand nog<\/a>.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Kosten besparen kon de formule door een relatief beperkt assortiment te voeren (wel breed, maar ondiep) dat in grote mate beperkt bleef tot scherp geprijsde huismerkproducten. Ook de functionele winkelinrichting, met producten op paletten, droeg bij tot de kosteffici\u00ebntie, net als energiebesparende maatregelen zoals gesloten koelmeubels en warmterecuperatie. De keuze voor selfscanning liet toe om ook op personeelskosten te besparen.\u00a0<\/p>\n<p>\nIn steeds meer supermarkten is selfscanning nu de normaalste zaak. Ook andere elementen stroomden door naar de Delhaize-organisatie, maar niet allemaal: de \u2018unieke wachtrij\u2019 aan de kassa\u2019s bijvoorbeeld werd even later wel door Colruyt en <strong>Carrefour<\/strong> uitgetest (en bij die laatste <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/carrefour-rolt-%E2%80%9Cunieke-wachtrij%E2%80%9D-uit-hypermarkten\" target=\"_blank\" rel=\"noopener\">in verschillende hypermarkten uitgerold<\/a>) maar Delhaize lijkt er geen brood in te zien.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Focus op Delhaize<\/h2>\n<p>De afgelopen jaren leek Delhaize nauwelijks nog te investeren in een vernieuwing van de Red Market-formule. Wellicht had het laboratorium zijn opdracht al grotendeels volbracht: het project hielp Delhaize wel degelijk om effici\u00ebnter en slagvaardiger te worden. De stopzetting van het enseigne komt dan ook als de kroniek van een aangekondigde dood. Zeker in het licht van de fusie tussen Delhaize en <strong>Ahold<\/strong> zou het aanhouden van een bijkomende formule met amper dertien winkels geen goed idee zijn. Investeren in de groei van de keten zou handenvol geld kosten, zonder garantie op return \u2013 want Red Market was wel succesvol, <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/red-market-blijft-verliezen-opstapelen\" target=\"_blank\" rel=\"noopener\">maar nooit winstgevend<\/a>.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Delhaize heeft vandaag alle middelen nodig om de beloofde synergie met Albert Heijn waar te maken, zowel voor als achter de schermen. De interne focus kan voortaan volledig liggen op de verdere ontwikkeling van de Delhaizeformules. En daar zijn we heel benieuwd naar. Met de toevoeging van succesvolle elementen uit de Albert Heijnwinkels zouden die zich kunnen gaan ontpoppen tot een soort Delhaize 3.0-concept, dat beleving en een superieur assortiment koppelt aan competitieve prijzen en scherpe promoties. Of dat zou toch de bedoeling moeten zijn, nietwaar? Ja, de verwachtingen zijn hooggespannen\u2026\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Het was niet de vraag of, maar wel wanneer Delhaize de formule Red Market zou stopzetten. Ondanks aanhoudende verliescijfers is de eindbalans niet negatief: het laboratorium heeft immers zijn rol gespeeld.\u00a0 \u00a0 Verfrissende formule Wat velen allang hadden verwacht, is dus nu gebeurd: Delhaize-ceo Denis Knoops, destijds nochtans de geestelijke vader van Red Market, heeft [&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-15431","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>Opinie \u2013 De erfenis van Red Market - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Delhaize heeft beslist zijn formule Red Market stop te zetten. 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