{"id":8477,"date":"2016-11-08T13:20:00","date_gmt":"2016-11-08T12:20:00","guid":{"rendered":"https:\/\/www.fbf-bff.be\/delhaize-red-markets-deviennent-ad-et-proxy-magasins-franchises\/"},"modified":"2016-11-08T13:20:00","modified_gmt":"2016-11-08T12:20:00","slug":"delhaize-red-markets-deviennent-ad-et-proxy-magasins-franchises","status":"publish","type":"post","link":"https:\/\/www.fbf-bff.be\/fr\/delhaize-red-markets-deviennent-ad-et-proxy-magasins-franchises\/","title":{"rendered":"Delhaize Red Market\u2019s deviendront prochainement AD et Proxy magasins franchis\u00e9s"},"content":{"rendered":"La direction de Red Market, la formule au shopping simplifi\u00e9 de Delhaize, annonce son intention de mettre fin \u00e0 celle-ci d\u2019ici le d\u00e9but du mois de d\u00e9cembre 2016. Ces magasins seront convertis aux enseignes en franchise AD et Proxy Delhaize.\r\n\r\nLa formule de magasins Red Market a \u00e9t\u00e9 officiellement lanc\u00e9e en 2009, avec l\u2019ouverture de son premier magasin \u00e0 Gembloux. La cha\u00eene compte actuellement 13 points de vente\u00a0: 3 en Flandre et 10 en Wallonie. En cr\u00e9ant cette formule de magasins, l\u2019objectif \u00e9tait de tester toutes sortes d\u2019innovations relatives \u00e0 la grande distribution, comme le self-scanning int\u00e9gral, le syst\u00e8me de file unique aux caisses, une organisation efficace et uniforme en magasin, le recours au shelf ready packaging, de nouvelles strat\u00e9gies commerciales et promotionnelles et des heures d\u2019ouverture plus larges. Nombre de ces concepts ont entre-temps \u00e9t\u00e9 introduits avec succ\u00e8s dans les magasins Delhaize.\r\n\r\n\u00ab\u00a0Toutefois, les investissements n\u00e9cessaires au succ\u00e8s du concept Red Market dans l\u2019ensemble du march\u00e9 belge seraient trop importants et risqu\u00e9s\u00a0\u00bb pr\u00e9cise Delhaize par voie de communiqu\u00e9. \u00ab\u00a0Il a donc \u00e9t\u00e9 formellement d\u00e9cid\u00e9 de consacrer tous les investissements au d\u00e9veloppement d\u2019une marque Delhaize forte\u00a0\u00bb. Les 13 emplacements concern\u00e9s pr\u00e9sentant un \u00e9norme potentiel commercial, ces magasins continueront d\u2019\u00eatre exploit\u00e9s dans un futur proche, sous les enseignes exploit\u00e9 en franchise AD et Proxy Delhaize. \u00ab\u00a0Neuf points de vente deviendront des AD Delhaize, et quatre des Proxy\u00a0\u00bb nous indique Roel Dekelver, porte-parole de Delhaize.\r\n\r\n<strong>Pas de perte d\u2019emplois<\/strong>\r\n\r\nLes collaborateurs de ces magasins changeront d\u2019employeur au moment de la reprise \u2013 ils conserveront donc leur emploi, mais aussi leurs conditions de travail et de r\u00e9mun\u00e9ration actuelles. Red Market emploie actuellement 254 collaborateurs.\r\n\r\n<strong>Tout sauf une surprise<\/strong>\r\n\r\nL&rsquo;annonce faite ce matin par Delhaize ne constitue pas vraiment une surprise: depuis longtemps d\u00e9j\u00e0, la question de l&rsquo;avenir de cette enseigne \u00e9tait soulev\u00e9e lors des points-presse du groupe. L&rsquo;absence de r\u00e9ponse cat\u00e9gorique faisait d\u00e9j\u00e0 pressentir que le futur de cette enseigne en Belgique \u00e9tait en sursis.\r\n\r\nSalu\u00e9 partout en Europe comme un concept particuli\u00e8rement novateur, Red Market avait impressionn\u00e9 avec sa formule 100% self-scanning, sa recherche d&rsquo;efficacit\u00e9 et simplicit\u00e9, sa capacit\u00e9 \u00e0 offrir au discount un aspect flatteur. V\u00e9ritable format de resegmentation, Red Market permettait \u00e0 Delhaize de se positionner sur le terrain du prix sans trahir l&rsquo;ADN de ses enseignes g\u00e9n\u00e9ralistes. Une mission bien accomplie, \u00e0 en juger par la performance r\u00e9guli\u00e8rement enregistr\u00e9e par Red Market dans les relev\u00e9s de Test-Achats. N\u00e9anmoins, Red Market ne pouvait ind\u00e9finiment conserver son \u00e9ternel statut d&rsquo;enseigne-laboratoire, et il est logique pour un groupe tel que Ahold-Dehaize de faire des choix strat\u00e9giques homog\u00e8nes en \u00e9vitant de se disperser, \u00e0 fortiori quand les magasins Albert Heijn de Flandre ont plut\u00f4t davantage g\u00ean\u00e9 les discounters que ne l&rsquo;a fait Red Market. On ne peut pas dire que Red Market soit un \u00e9chec: on peut plut\u00f4t consid\u00e9rer qu&rsquo;il n&rsquo;y avait pas de r\u00e9el int\u00e9r\u00eat \u00e0 disperser ses efforts sur un \u00e9ventail d&rsquo;enseignes trop large. L&rsquo;ironie est certes qu&rsquo;au moment o\u00f9 l&rsquo;exp\u00e9rience s&rsquo;arr\u00eate, Carrefour r\u00e9v\u00e8le avec easy son propre format de resegmentation&#8230;\r\n\r\nSource\u00a0: \u00a0<a href=\"http:\/\/www.gondola.be\/fr\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline\">Gondola<\/span><\/a>","protected":false},"excerpt":{"rendered":"<p>La direction de Red Market, la formule au shopping simplifi\u00e9 de Delhaize, annonce son intention de mettre fin \u00e0 celle-ci d\u2019ici le d\u00e9but du mois de d\u00e9cembre 2016. Ces magasins seront convertis aux enseignes en franchise AD et Proxy Delhaize.<\/p>\n<p>La formule de magasins Red Market a \u00e9t\u00e9 officiellement lanc\u00e9e en 2009, avec l\u2019ouverture de son premier magasin \u00e0 Gembloux.<\/p>\n","protected":false},"author":1,"featured_media":4053,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[37],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Delhaize Red Market\u2019s deviendront prochainement AD et Proxy magasins franchis\u00e9s - F\u00e9d\u00e9ration Belge de la Franchise<\/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.fbf-bff.be\/fr\/delhaize-red-markets-deviennent-ad-et-proxy-magasins-franchises\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Delhaize Red Market\u2019s deviendront prochainement AD et Proxy magasins franchis\u00e9s - F\u00e9d\u00e9ration Belge de la Franchise\" \/>\n<meta property=\"og:description\" content=\"La direction de Red Market, la formule au shopping simplifi\u00e9 de Delhaize, annonce son intention de mettre fin \u00e0 celle-ci d\u2019ici le d\u00e9but du mois de d\u00e9cembre 2016. Ces magasins seront convertis aux enseignes en franchise AD et Proxy Delhaize.  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