{"id":2000,"date":"2025-09-01T05:54:58","date_gmt":"2025-09-01T05:54:58","guid":{"rendered":"https:\/\/dividuals.be\/blog\/delitraiteur-simplanter-la-ou-ses-clients-vivent-vraiment\/"},"modified":"2025-09-01T06:00:53","modified_gmt":"2025-09-01T06:00:53","slug":"delitraiteur-simplanter-la-ou-ses-clients-vivent-vraiment","status":"publish","type":"post","link":"https:\/\/dividuals.be\/fr\/client-cases\/delitraiteur-simplanter-la-ou-ses-clients-vivent-vraiment\/","title":{"rendered":"Delitraiteur: s’implanter l\u00e0 o\u00f9 ses clients vivent vraiment"},"content":{"rendered":"\n

Dans un contexte \u00e9conomique tendu et un secteur alimentaire particuli\u00e8rement comp\u00e9titif, chaque ouverture de magasin est une d\u00e9cision strat\u00e9gique pour Delitraiteur. L\u2019enseigne, qui mise sur un positionnement m\u00ealant qualit\u00e9, proximit\u00e9 et praticit\u00e9, ne peut se permettre d\u2019improviser. Alexandre Terlinden, CEO de Delitraiteur, explique les enjeux de la d\u00e9marche. <\/p>\n\n

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Ouvrir un magasin, un enjeu majeur<\/h2>\n\n
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\u201c Le co\u00fbt d\u2019ouverture d\u2019un magasin est \u00e9lev\u00e9. On n\u2019a pas le droit \u00e0 l\u2019erreur. Ce qu\u2019il nous fallait, c\u2019\u00e9tait compl\u00e9ter une approche quantitative, \u00e0 savoir, une prise de part de march\u00e9 \u00e0 une approche qualitative, autrement dit, essayer de s\u2019implanter au plus pr\u00e8s de nos groupes cibles<\/strong> \u201d, explique Alexandre. Avec 41 magasins, Delitraiteur veut poursuivre son expansion, m\u00eame dans des zones o\u00f9 sa notori\u00e9t\u00e9 est moins \u00e9lev\u00e9e. <\/p>\n<\/div>\n<\/div>\n\n

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Comprendre ses clients par les donn\u00e9es<\/h2>\n\n

Pour cette expansion<\/a>, Delitraiteur a collabor\u00e9 avec SIRIUS Insight et s\u2019est appuy\u00e9 sur sa segmentation des consommateurs Dividuals<\/a>. Le but : aller au-del\u00e0 des parts de march\u00e9 classiques pour mieux comprendre profils, comportements et localisation des clients.<\/strong> Cette analyse a confirm\u00e9 des intuitions et corrig\u00e9 des id\u00e9es re\u00e7ues. \u201c On a objectiv\u00e9 nos ressentis, ce qui est pr\u00e9cieux \u201d, confie Alexandre. <\/p>\n\n

Deux profils se distinguent chez Delitraiteur : des m\u00e9nages \u00e0 revenus plus \u00e9lev\u00e9s y trouvant des produits pratiques et qualitatifs, et des actifs fr\u00e9quentant surtout pr\u00e8s de leur lieu de travail. Ces donn\u00e9es ont nourri une approche g\u00e9omarketing combinant sociod\u00e9mographie, d\u00e9placements, urbanit\u00e9, visibilit\u00e9 routi\u00e8re et pr\u00e9sence d\u2019emploi.<\/strong><\/p>\n\n

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\u201c Beaucoup d\u2019enseignes se concentrent encore uniquement sur des parts de march\u00e9. Pour nous, ce n\u2019est plus suffisant. Il faut conna\u00eetre ses clients, s\u2019assurer qu\u2019ils sont l\u00e0 o\u00f9 on veut s\u2019implanter, et construire notre d\u00e9veloppement autour d\u2019eux. <\/strong>Avec SIRIUS Insight, nous avons trouv\u00e9 un partenaire r\u00e9actif, capable de comprendre nos enjeux et d\u2019adapter son expertise \u00e0 notre vision. \u201d Alexandre Terlinden, CEO de Delitraiteur <\/p><\/blockquote><\/figure>\n\n

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Un plan d\u2019expansion sur mesure<\/h2>\n\n\n\n

Ce mod\u00e8le strat\u00e9gique allie exp\u00e9rience de marque et r\u00e9alit\u00e9s locales. Chaque rue a \u00e9t\u00e9 caract\u00e9ris\u00e9e selon des crit\u00e8res pr\u00e9cis : profils, flux, visibilit\u00e9, et ce, dans un outil accessible aux \u00e9quipes. <\/p>\n\n\n\n

\u201c Cela nous a permis d\u2019\u00e9carter des emplacements risqu\u00e9s, puis de valider l\u2019ouverture \u00e0 Bruxelles. Les r\u00e9sultats du nouveau magasin \u00e0 Bruxelles sont excellents. Aujourd\u2019hui, ce plan d\u2019expansion est notre boussole pour toute nouvelle implantation \u201d, raconte le CEO. Chaque opportunit\u00e9 fait \u00e9galement l\u2019objet d\u2019une \u00e9tude d\u00e9taill\u00e9e. <\/p>\n<\/div>\n<\/div>\n\n

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Des d\u00e9cisions pr\u00e9cises et rentables<\/h2>\n\n

L\u2019analyse Dividuals sert de socle aux d\u00e9cisions. <\/strong>En combinant les profils clients, d\u00e9placements, urbanit\u00e9 et visibilit\u00e9, chaque zone re\u00e7oit un score d\u2019attractivit\u00e9. Cette rigueur a permis d\u2019\u00e9viter plusieurs projets risqu\u00e9s et co\u00fbteux. \u201c Cette d\u00e9marche va nous aider \u00e0 construire un nouveau plan d\u2019expansion pour les prochaines ann\u00e9es et d\u00e9finir une strat\u00e9gie durable capable de s\u2019adapter aux besoins changeants des clients \u201d, pr\u00e9cise Alexandre. <\/p>\n","protected":false},"excerpt":{"rendered":"

Dans un contexte \u00e9conomique tendu et un secteur alimentaire…<\/p>\n","protected":false},"author":2,"featured_media":1991,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[42],"class_list":["post-2000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-client-cases","tag-expansion-fr"],"acf":[],"yoast_head":"\nDelitraiteur: s'implanter l\u00e0 o\u00f9 ses clients vivent vraiment - Dividuals\u00ae by SIRIUS Insight<\/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:\/\/dividuals.be\/fr\/client-cases\/delitraiteur-simplanter-la-ou-ses-clients-vivent-vraiment\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Delitraiteur: s'implanter l\u00e0 o\u00f9 ses clients vivent vraiment - 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