{"id":85091,"date":"2023-10-04T12:23:06","date_gmt":"2023-10-04T10:23:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=85091"},"modified":"2023-10-05T10:33:11","modified_gmt":"2023-10-05T08:33:11","slug":"carrefour-scant-zich-terug-in-de-race","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/carrefour-scant-zich-terug-in-de-race\/","title":{"rendered":"Carrefour scant zich terug in de race"},"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=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85094\" data-id=\"85094\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Collegas-Sint-Denijs-Westrem.jpg 2048w\" 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=\"758\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85098\" data-id=\"85098\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1-1024x758.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1-1024x758.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1-300x222.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1-768x569.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-1.jpg 1267w\" 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=\"749\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85100\" data-id=\"85100\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2-1024x749.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2-1024x749.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2-300x219.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2-768x562.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/scan-mania-2.jpg 1281w\" 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=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85096\" data-id=\"85096\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/frangiscan.jpg 2016w\" 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=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-85092\" data-id=\"85092\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas-1536x1152.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2023\/10\/2023_AllesScan_Foto_Ananas.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/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>De actie \u201cAlles Scan\u201d tijdens de maand oktober illustreert hoe <strong>Carrefour<\/strong> Belgi\u00eb zich terug in de wedstrijd wil vechten. \u201cOnze klanten verwachten grote evenementen van ons, dat waren we de afgelopen jaren wat uit het oog verloren.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Commerci\u00eble dynamiek<\/h2>\n\n\n\n<p>Je kan er niet naast kijken: de winkels van Carrefour in Belgi\u00eb kleuren deze maand blauw en rood met opvallende affiches, displays, uitstallingen en vrolijke medewerkers in opvallende blauwe T-shirts. De grote actie \u201cAlles Scan \/ Scan Mania\u201d komt bovenop de Koopkrachtacties en een succesvol Wijnfestival. De retailer zwengelt de commerci\u00eble dynamiek fors aan.<\/p>\n\n\n\n<p>\u201cDe verjaardagsmaand oktober was voor Carrefour traditioneel een maand met sterke commerci\u00eble acties, maar tot mijn grote verbazing dateerde het laatste grote evenement hier al van 2013\u201d, zegt Eddy Gendronneau, die leiding geeft aan de nieuwe afdeling \u201c<em>sales development<\/em>\u201d bij Carrefour. Zijn opdracht: een nieuwe commerci\u00eble impuls geven aan Belgi\u00eb. \u201cWe hadden een probleem van commerci\u00eble prestaties, van dynamiek vergeleken met onze concurrenten. Belgi\u00eb is een extreem concurrenti\u00eble markt, nog veel meer dan Frankrijk. Een echte uitdaging!\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Drie ingredi\u00ebnten<\/h2>\n\n\n\n<p>In die moeilijke context wil Carrefour weer uitpakken met spraakmakende activaties. Klanten verwachten nu eenmaal die combinatie van promo\u2019s en grote evenementen bij Carrefour, weet ook Yannick De Bi\u00e8vre, die in november vorig jaar overkwam van MediaMarkt en nu verantwoordelijk is voor marketing, <em>customer services<\/em> en <em>analytics<\/em> bij de foodretailer. De actie Alles Scan loopt de hele maand in alle winkelformats en online. Ze combineert sterke commerci\u00eble aanbiedingen met een spelelement en animatie in de winkels: drie ingredi\u00ebnten voor een succesrecept.<\/p>\n\n\n\n<p>\u201cWe hebben een nieuw mechanisme gezocht. Scannen is wat er gebeurt in een winkel, vandaar deze invalshoek.\u201d Shoppers ontvangen vouchers met QR-codes als ze bepaalde producten kopen of een bepaald bedrag besteden. Door die te scannen maken ze kans op prijzen, extra Bonuspunten of deals van de leveranciers. Ook in de rayons of op billboards buiten de winkels kan je codes ontdekken om te scannen. Elke week zijn er nieuwe aanbiedingen en nieuwe winnaars om de aandacht een maand lang vast te houden.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Interne mobilisatie<\/h2>\n\n\n\n<p>Het is in elk geval een actie die opvalt en waarmee Carrefour zich ook differentieert. \u201cWe zijn geen marktleider in Belgi\u00eb, maar we willen terugkeren in de race. Dit is wat de klanten van ons verwachten. We zien uit de gegevens van GfK en Nielsen dat drie jaar geleden zo\u2019n 20% van de klanten van winkel veranderden voor een promotie, vandaag is dat 30%. Maar Carrefour presteerde op dat vlak de laatste tijd ondermaats, zeker in het noorden waar je superagressieve concurrenten hebt.\u201d<\/p>\n\n\n\n<p>Een belangrijk aspect is ook de interne mobilisatie: \u201cHet is geweldig om te zien hoe winkelmedewerkers op onze interne kanalen hun enthousiasme delen, foto\u2019s posten van de uitstallingen. Alle winkelteams kregen T-shirts. Het is fun, iedereen amuseert zich, dat is ook belangrijk. <em>Le commerce, c\u2019est joyeux<\/em>. Die sympathieke sfeer willen we echt uitdragen.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">App promoten<\/h2>\n\n\n\n<p>De actie ging nog maar pas van start, maar de eerste reacties zijn uitermate positief. \u201cWe zagen meteen een goede <em>buzz<\/em> in de pers en op sociale media. We merken dat er meer vouchers worden uitgereikt dan aanvankelijk voorzien, de klanten spelen het spel volop, ze zijn tevreden. We zien ook dat de actie even goed werkt in het noorden van het land als in het zuiden. We hebben bewust voor een Vlaams agentschap gekozen.\u201d Ook de woordspelingen werken aan beide zijden van de taalgrens: SCANdalig, een reis naar ToSCANe\u2026 Enkele fabrikanten spelen er leuk op in: FrangiSCAN bij Lotus Bakeries, SCANzi appels\u2026<\/p>\n\n\n\n<p>Wanneer zal de actie geslaagd zijn? Carrefour mikt uiteraard op extra omzet, maar \u201cdie is slechts het gevolg van de tevredenheid van onze klanten.\u201d De NPS is een belangrijke graadmeter. De retailer wil er ook zijn app mee promoten: \u201cWe hebben het grootste getrouwheidssysteem van Belgi\u00eb. De Bonuskaart is \u00e9\u00e9n van onze sterke punten. We zetten sterker in op gepersonaliseerde aanbiedingen.\u201d Voor minder digitale klanten heeft Carrefour zuilen in alle winkels geplaatst, zodat iedereen kan meespelen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De lat ligt hoog<\/h2>\n\n\n\n<p>Alles Scan illustreert hoe Carrefour wil terugvechten na moeilijke jaren. Het is een strijd op vele fronten: \u201cNaast de promo\u2019s pakken we ook het reguliere aanbod aan. Onze klanten leggen de lat hoog, ze moeten weer kunnen rekenen op Carrefour. Groenten en fruit, \u00e9\u00e9n van onze bastions, nemen we nu onder handen, net als de bakkerij en patisserie. We werken op veggie en ook op bio \u2013 die categorie heeft geleden onder de crisis maar we zien dat veel klanten zich vragen stellen over kwaliteit en gezondheid.\u201d<\/p>\n\n\n\n<p>Eddy Gendronneau, die kan terugvallen op 27 jaar ervaring bij Carrefour, gelooft ook in een revival voor de hypermarkten: \u201cDat format is niet gedoemd. Al is het hier wel moeilijker dan in Frankrijk: klanten passeren wel tien winkels voor ze aan de hypermarkt komen. Hoe kunnen we hen weer zin geven om langs te komen? Zonder onze andere enseignes te vergeten: we zijn de enige speler in Belgi\u00eb die drie winkeltypes heeft. Dat is uniek.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De actie \u201cAlles Scan\u201d tijdens de maand oktober illustreert hoe Carrefour Belgi\u00eb zich terug in de wedstrijd vecht. \u201cOnze klanten verwachten grote evenementen van ons, dat waren we de afgelopen jaren wat uit het oog verloren.\u201d<\/p>\n","protected":false},"author":3,"featured_media":85094,"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":[18],"tags":[],"people":[],"extra":[],"company":[87],"topic":[488],"region":[90],"class_list":["post-85091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-carrefour","topic-marketing","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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