Je réagis à cette information qui me choque autant parce que je suis cliente (et pas pour une plaquette de beurre tous les 6 mois) et spécialisée dans le domaine de la communication.
Tout d’abord je me demande pourquoi Coop n’a pas davantage capitalisé en termes de communication sur son ralliement à la centrale de Leclerc, qui a eu pour conséquences essentielles de proposer des produits de la marque distributeur (Repères) et des produits bio, deux éléments qui auraient pu faire venir une nouvelle clientèle à l’aide d’une communication adéquate. Autre conséquence : le ticket moyen a aussi pas mal diminué depuis, un formidable argument de vente !
Ensuite, il n’est pas assez dit que les familles peuvent se fournir presqu’entièrement dans ces espaces bien achalandés sur une petite surface, et l’enseigne semble semble s’être reposée sur sa clientèle de mamies, ou pour des compléments de courses. Alors que les points de vente proposent aussi un espace boucherie bien utile dans des villages que les bouchers ont désertés.
Autre observation : pour avoir fréquenté plusieurs magasins au cours de mes pérégrinations, je constate que l’accueil, la mise en avant des produits par les vendeuses et responsables de magasins sont très variables d’un point de vente à l’autre. Plus ou moins impliquées, les personnes que j’ai vues bénéficient-elles d’un plan de formation, de motivation, de stimulation des forces de vente ? Un point de vente, c’est de l’humain avant tout : rares sont les vendeurs-nés, et le résultat financier en dépend directement.
Enfin, sur un plan macro-économique, il est difficile de comprendre pourquoi une enseigne impliquée régionalement, qui fait de la proximité et de la vraie relation au client son cheval de bataille depuis des décennies, délaisse ce qui fait sa force stratégique ? Les grands distributeurs en perte de vitesse s’intéressent désormais à cette proximité qu’ils ont perdue et la Coop s’en éloignerait, alors qu’elle est assise sur ce précieux capital ? Si quelqu’un peut m’expliquer…
Dernière minute le 25 août 2010
Un sociétaire du groupe COOP Alsace a ouvert un blog, il est destiné à l’expression des sociétaires et clients de la COOP, des citoyens qui estiment que la fermeture de ces magasins rompt le lien social dans les petits villages ainsi que dans les quartiers des villes. Adresse du blog : http://sauvons-les-coop-alsace.over-blog.com/
Dernière minute le 18 octobre
Finalement 13 COOP vont fermer, certaines tout simplement en raison d’une hausse de loyer… dommage que tous les indignés n’y soient pas allés faire leurs courses !
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