{"id":94332,"date":"2024-03-08T12:03:40","date_gmt":"2024-03-08T11:03:40","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=94332"},"modified":"2024-03-08T12:45:53","modified_gmt":"2024-03-08T11:45:53","slug":"interview-yannick-de-bievre-carrefour-we-willen-het-leven-van-onze-klanten-verlichten","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/interview-yannick-de-bievre-carrefour-we-willen-het-leven-van-onze-klanten-verlichten\/","title":{"rendered":"[Interview] Yannick de Bi\u00e8vre (Carrefour): \u201cWe willen het leven van onze klanten verlichten\u201d"},"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=\"675\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94341\" data-id=\"94341\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-1024x675.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-1024x675.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-300x198.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-768x506.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Yannick-de-Bievre-Carrefour.jpg 1367w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Yannick de Bi\u00e8vre, Carrefour<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"664\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94339\" data-id=\"94339\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-1024x664.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-1024x664.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-300x194.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-768x498.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01-618x400.jpg 618w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa01.jpg 1392w\" 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=\"670\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94335\" data-id=\"94335\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-1024x670.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-1024x670.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-300x196.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-768x502.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa03.jpg 1387w\" 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=\"673\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94337\" data-id=\"94337\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-1024x673.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-1024x673.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-300x197.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-768x505.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa02.jpg 1370w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"617\" height=\"912\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-94333\" data-id=\"94333\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa04.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa04.jpg 617w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2024\/03\/Haaaaa04-203x300.jpg 203w\" sizes=\"(max-width: 617px) 100vw, 617px\" \/><\/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>Een nieuwe marketingcampagne moet het merk <strong>Carrefour<\/strong> in Belgi\u00eb een sterkere emotionele lading bezorgen. Ze pakt uit met klanten die een zucht van verlichting slaken, wanneer ze ervaren hoe de retailer hen ontzorgt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Identiteit versterken<\/h2>\n\n\n\n<p>Sinds enkele dagen loopt er een opvallende nieuwe televisiespot van Carrefour op de Belgische zenders. Het is de start van een nieuwe marketingcampagne die het retailmerk scherper in de markt wil zetten. \u201cIn ons strategisch plan&nbsp;2026 hebben we twee belangrijke pijlers: enerzijds aanknopen met rentabiliteit, anderzijds de aantrekkelijkheid en de identiteit van Carrefour in Belgi\u00eb versterken\u201d, vertelt marketingdirecteur Yannick de Bi\u00e8vre aan RetailDetail.<\/p>\n\n\n\n<p>\u201cData leren ons dat de identiteit van Carrefour niet superhelder is op de Belgische markt. Dat is te begrijpen vanuit onze historiek, met verschillende formaten die soms uit \u00e9\u00e9n naam en soms apart communiceerden. Er was bij ons redelijk veel verandering, terwijl onze concullega\u2019s zeer consistent dezelfde boodschap gebracht hebben.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Uniek ecosysteem<\/h2>\n\n\n\n<p>Welke positionering claimt Carrefour dan? \u201cAls we met onze klanten praten, dan komen niet \u00e9\u00e9n, maar tientallen positieve zaken naar boven. Er zijn mensen die naar onze hypermarkten komen omdat ze daar lekkere verse vis vinden, er zijn er die naar hun lokale Express gaan omdat die op zondag opent, anderen komen naar onze supermarkten omdat die zowel nationale merken als huismerken en bioproducten verkopen. Er zit dus veel positiefs in het merk Carrefour, maar anders dan bij anderen, die \u00e9\u00e9n spijker hebben om op te kloppen, komen er bij ons verschillende zaken naar boven.\u201d<\/p>\n\n\n\n<p>Dat zou je als een zwakte kunnen zien, maar het is ook een sterkte, vindt de Bi\u00e8vre: \u201cWe omarmen het ecosysteem dat Carrefour uniek maakt op de Belgische markt: \u00e9n hypermarkten \u00e9n supermarkten \u00e9n buurtwinkels, gecombineerd met verschillende e-commerceoplossingen. We merken in onze data dat we veel omnichannelshoppers hebben binnen ons eigen netwerk: meer en meer klanten die standaard hun aankopen doen bij Market, op zondag naar Express gaan, \u00e9\u00e9n keer in de maand een hypermarkt bezoeken, en ondertussen nog iets via de app of de webshop bestellen. Klanten vinden het positief dat wij die verschillende formaten kunnen aanbieden.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zucht van verlichting<\/h2>\n\n\n\n<p>Waar het op neerkomt, is dat Carrefour zijn klanten ontzorgt: \u201cIn een samenleving waarin de druk op mensen groter is geworden \u2013 denk aan de coronapandemie, de energiecrisis, de inflatie\u2026 \u2013 willen wij het leven van onze klanten lichter maken. Je wil als klant niet hoeven nadenken: is dit wel de juiste prijs voor dat product? Zijn dit de producten die ik wil? Zijn dit de beste promo\u2019s in de markt? Dat is onze job, wij moeten dat voor u regelen. Vanuit die emotionele belofte zijn we vertrokken.\u201d<\/p>\n\n\n\n<p>Carrefour communiceert dat vanuit het standpunt van een uitdager: \u201cWe zijn niet de grootste, we zijn de derde speler in de markt. Met een herkenbare, humoristische toon willen we er wat uitspringen. De boodschap \u2018We willen het leven lichter maken\u2019 hebben we vertaald in het gevoel dat onze klant krijgt als die bij ons komt winkelen: de \u2018haaaaa\u2019, de zucht van verlichting, de schouders die naar beneden vallen: ik hoef me niet druk te maken, het is geregeld door Carrefour, dat doet goed.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">In de winkels<\/h2>\n\n\n\n<p>De eerste golf van de campagne brengt al enkele concrete punten naar voor: het grootste assortiment in Belgi\u00eb, ook in bio en veggie; de promo\u2019s; het netwerk van meer dan 500&nbsp;winkels die open zijn op zondag; het Carrefour-merk waarvan klanten aangeven dat ze zowel de prijszetting als de kwaliteit waarderen. \u201cLater dit jaar kunnen we andere punten benadrukken: e-commerce ontzorgt bijvoorbeeld ook.\u201d<\/p>\n\n\n\n<p>De eerste reacties na de aftrap laten veel goeds vermoeden, zegt de Bi\u00e8vre. \u201cZo\u2019n eerste week is altijd spannend, maar de eerste tekenen zijn positief, met goede reacties op sociale media: dat is een belangrijke indicator. Je voelt hoe het leeft binnen het bedrijf: onze 11.000&nbsp;medewerkers zijn enthousiast, iedereen snapt het intern.\u201d De campagne krijgt een verlengstuk in de winkels: \u201cWe hebben aan al onze winkels gevraagd om heel lokaal vijf zaken te defini\u00ebren waar ze op gaan werken: wat kan je doen als winkeldirecteur, kassamedewerker of verantwoordelijke groenten en fruit, om dat gevoel van \u2018haaaaa\u2019 op te wekken bij de klanten?\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sleutelmoment<\/h2>\n\n\n\n<p>Dit is, zoals dat in marketingtermen heet, een 360\u00b0-campagne: ze loopt op tv, radio (die \u201chaaaaa\u201d moet je immers horen), in bioscopen, op 20&nbsp;m\u00b2 billboards en 2&nbsp;m\u00b2 affiches aan de bushokjes, en uiteraard ook online, op sociale media, videoplatformen, de Carrefour website, de app\u2026 De nieuwe invalshoek zal zeker een jaar of twee meegaan, denkt de marketingdirecteur: zoveel tijd is wel nodig vooraleer de gemiddelde mens op straat het gevoel van \u201chaaaaa\u201d gaat associ\u00ebren met Carrefour.<\/p>\n\n\n\n<p>Dat de campagne net nu van start gaat, in een periode die buiten de traditionele retailmomenten valt, is een bewuste keuze. \u201cDit is een luwere periode, die ons de kans geeft om beter op te vallen in de markt.\u201d De investering is fors maar niet buitensporig: \u201cVergelijk het met een sterke eindejaarscampagne of een actie als Scanmania. We hebben twee \u00e0 drie momenten in het jaar dat we echt stevig uitpakken en dit is \u00e9\u00e9n van die sleutelmomenten.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Alles voor jouw haaaaa\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/lFMVw-soMxs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Een nieuwe marketingcampagne moet het merk Carrefour in Belgi\u00eb een sterkere emotionele lading bezorgen: ze zet in de verf hoe klanten een zucht van verlichting slaken, wanneer ze ervaren hoe de retailer hen ontzorgt. <\/p>\n","protected":false},"author":3,"featured_media":94341,"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":[643,488],"region":[90],"class_list":["post-94332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-carrefour","topic-interview","topic-marketing","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Interview] Yannick de Bi\u00e8vre (Carrefour): \u201cWe willen het leven van onze klanten verlichten\u201d - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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