{"id":18489,"date":"2017-04-21T06:37:00","date_gmt":"2017-04-21T06:37:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/la-pression-promotionnelle-sur-le-marche-belge-nest-pas-excessive\/"},"modified":"2017-04-21T06:37:00","modified_gmt":"2017-04-21T06:37:00","slug":"la-pression-promotionnelle-sur-le-marche-belge-nest-pas-excessive","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/la-pression-promotionnelle-sur-le-marche-belge-nest-pas-excessive\/","title":{"rendered":"\u201cPromotiedruk is in Belgi\u00eb niet te hoog\u201d"},"content":{"rendered":"<p>Dat er in FMCG veel geld verloren gaat aan ineffici\u00ebnte promoties, lijdt geen twijfel. Maar ook al is de Belg wat promotieverslaafd, toch kun je niet zeggen dat de promotiedruk in Belgi\u00eb buitensporig is, blijkt uit cijfers van <strong>Nielsen<\/strong>.<\/p>\n<p><!--break--><\/p>\n<h2>\nGeobsedeerd<\/h2>\n<p>\nDe promotiedruk kende in ons land een sterke stijging in de periode 2008-2009, na de financi\u00eble crisis. Merken en retailers speelden in op de toegenomen prijsgevoeligheid van de consument. Maar sindsdien is de promotiedruk eerder stabiel, rond de 22%.<\/p>\n<p>\nIs dat veel? In een Europese context alleszins niet. Het gemiddelde cijfer bedraagt 31%. In Nederland, Frankrijk en Duitsland ligt de druk weliswaar iets lager dan bij ons, maar in het VK spreken we over 35%, in Itali\u00eb over 38%, in Tsjechi\u00eb zelfs over 50%.\u00a0<\/p>\n<p>\nWel is het zo dat Belgische shoppers redelijk geobsedeerd zijn door promoties. 20% past z\u2019n shoppingtrip aan in functie van de geldende promoties, en 39% gaat in de winkel actief op zoek naar promoties. De cijfers komen uit de Shopper Trends studie van marktonderzoeksbureau Nielsen. Is er eigenlijk wel een probleem?\u00a0<br \/>\n\u00a0<\/p>\n<h2>Creatieve acties<\/h2>\n<p>\n\u201cHet punt is vooral, dat promoties in Belgi\u00eb helemaal niet zo effici\u00ebnt zijn\u201d, weet Tom Penninckx, Client Business Partner bij Nielsen. De promotie-effectiviteit (incrementele omzet gedeeld door de waarde van de promotie) bedraagt in ons land 29%, terwijl het Europese gemiddelde wel 47% bedraagt. Dat is dus een werkpunt voor merken en retailers.\u00a0<\/p>\n<p>\nDe verklaring is niet ver te zoeken: hier speelt onder andere de factor <strong>Colruyt<\/strong> mee. De discounter reageert immers op elke promotie bij elke concurrent, waardoor het voor de Colruytshopper niet loont om z\u2019n koopgedrag te veranderen in functie van promoties. Merken gaan daarom beter op zoek naar andere, creatievere promotie-acties, die niet enkel draaien om de prijs.<br \/>\n\u00a0<\/p>\n<h2>Agressiever<\/h2>\n<p>\n\u201cEen trend die we de voorbije jaren zien, is dat de toegestane korting stijgt. Promoties worden agressiever, de merken geven meer weg, de consument wordt meer gesubsidieerd. Gek genoeg heeft dat geen positieve impact op de effectiviteit van de promoties\u201d, aldus nog Tom Penninckx.\u00a0<\/p>\n<p>\nZowel de promotie-effici\u00ebntie als de promotiedruk verschillen sterk naargelang de categorie. Dranken zijn gebaat bij kortingen, andere categorie\u00ebn wat minder. In de categorie\u00ebn vaatwastabletten of wasmiddelen wordt haast 50% in promotie verkocht. Dat is nefast. Kunnen fabrikanten terug? \u201cWie zijn promoties afbouwt, wordt daarvoor afgestraft in volumes, maar verbetert wel z\u2019n marges. Een delicate oefening.\u201d<br \/>\n\u00a0<\/p>\n<h2>Hou het simpel<\/h2>\n<p>\nZijn er ingrepen die w\u00e9l de effectiviteit van promoties verhogen? \u201cJawel. De kwaliteit van de instore promotie is een bepalende factor. Zorg ervoor dat je promotie goed zichtbaar is in de winkel, dat de consument als het ware niet anders kan dan met haar winkelkarretje tegen je promotie aanlopen.\u201d Denk daarbij aan displays, gondelhoofden, tweede plaatsingen\u2026\u00a0<\/p>\n<p>\n\u201cDe consument wil het vooral simpel hebben. Je ziet dat mensen sneller willen shoppen, dat ze vaker kleinere buurtwinkels bezoeken. Promoties maken de shoppingtrip juist complexer. Met de introductie van de Xtra-kaart heeft Colruyt nu een mooie vereenvoudigingsoperatie aangekondigd. Ik ben erg benieuwd wat daarvan de impact zal zijn.\u201d\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/Promografiek1.PNG\" style=\"width: 800px;height: 423px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dat er in FMCG veel geld verloren gaat aan ineffici\u00ebnte promoties, lijdt geen twijfel. Maar ook al is de Belg wat promotieverslaafd, toch kun je niet zeggen dat de promotiedruk in Belgi\u00eb buitensporig is, blijkt uit cijfers van Nielsen. Geobsedeerd De promotiedruk kende in ons land een sterke stijging in de periode 2008-2009, na de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":18487,"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-18489","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>\u201cPromotiedruk is in Belgi\u00eb niet te hoog\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Dat er in FMCG veel geld verloren gaat aan ineffici&euml;nte promoties, lijdt geen twijfel. 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