{"id":10704,"date":"2024-12-17T09:18:43","date_gmt":"2024-12-17T09:18:43","guid":{"rendered":"https:\/\/in-storemedia.com\/?p=10704"},"modified":"2025-02-04T09:31:18","modified_gmt":"2025-02-04T09:31:18","slug":"retail-media-au-portugal-insights-de-lose-2024","status":"publish","type":"post","link":"https:\/\/in-storemedia.com\/fr\/retail-media-au-portugal-insights-de-lose-2024\/","title":{"rendered":"Retail Media au Portugal : Insights de l\u2019OSE 2024"},"content":{"rendered":"<h5 style=\"text-align: center;\">L&#8217;\u00e9tude men\u00e9e par in-Store Media, en collaboration avec Nielsen, d\u00e9voile un paysage de consommation en pleine mutation au Portugal, marqu\u00e9 par une augmentation significative des d\u00e9penses aussi bien en magasins physiques (+4%) qu\u2019en ligne (+19%).<\/h5>\n<h2><strong>Le magasin physique reste incontournable, avec les hypermarch\u00e9s en t\u00eate de la croissance<\/strong><\/h2>\n<p>Le magasin physique demeure le canal d\u2019achat principal pour <strong>97% des consommateurs portugais<\/strong>, affirmant ainsi son r\u00f4le strat\u00e9gique dans la communication avec les shoppers.<\/p>\n<ul>\n<li><strong>Hypermarch\u00e9s<\/strong> : croissance de <strong>+1,6% en p\u00e9n\u00e9tration<\/strong> par rapport \u00e0 2023, gr\u00e2ce \u00e0 une offre vari\u00e9e et une exp\u00e9rience d\u2019achat compl\u00e8te.<\/li>\n<li><strong>Supermarch\u00e9s<\/strong> : une augmentation de <strong>+1,1% en valeur des ventes<\/strong>, confirmant une pr\u00e9f\u00e9rence pour des achats \u00e0 plus forte valeur ajout\u00e9e.<\/li>\n<li><strong>Hard Discounts<\/strong> : en recul avec <strong>-0,8% en p\u00e9n\u00e9tration<\/strong> et &#8211;<strong>0,5% en valeur<\/strong>, montrant une tendance des consommateurs \u00e0 privil\u00e9gier le rapport qualit\u00e9-prix plut\u00f4t que les prix bas.<\/li>\n<\/ul>\n<h2><strong>La croissance de l\u2019omnicanal : fr\u00e9quence et valeur des achats<\/strong><\/h2>\n<p>M\u00eame si les magasins physiques dominent, l\u2019\u00e9tude r\u00e9v\u00e8le des avanc\u00e9es remarquables dans le comportement <a href=\"https:\/\/in-storemedia.com\/glosario\/\" target=\"_blank\" rel=\"noopener\"><strong>omnicanal <\/strong><\/a>:<\/p>\n<ul>\n<li><strong>Fr\u00e9quence d\u2019achat<\/strong> en hausse, en ligne comme hors ligne.\n<ul>\n<li><strong>En ligne<\/strong> : environ 1 achat par mois, avec un panier moyen de <strong>51\u20ac<\/strong>, soit le double du montant d\u00e9pens\u00e9 en magasins physiques.<\/li>\n<li><strong>Hors ligne<\/strong> : plus de <strong>3 achats par semaine<\/strong>, avec un panier moyen de <strong>24\u20ac<\/strong>.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Cela d\u00e9montre des opportunit\u00e9s strat\u00e9giques tant dans l\u2019optimisation de l\u2019exp\u00e9rience physique que dans le renforcement des formats digitaux.<\/p>\n<h2><strong>Pr\u00e9f\u00e9rences d\u2019achat : fid\u00e9lit\u00e9 et sensibilit\u00e9 aux promotions<\/strong><\/h2>\n<p>L\u2019\u00e9tude met en \u00e9vidence des diff\u00e9rences essentielles selon les cat\u00e9gories :<\/p>\n<ul>\n<li><strong>Cat\u00e9gories \u00e0 forte fid\u00e9lit\u00e9<\/strong> (% d\u2019acheteurs qui ach\u00e8tent uniquement une marque) :\n<ul>\n<li><strong>Caf\u00e9<\/strong> (43%)<\/li>\n<li><strong>Alimentation animale <\/strong> (39%)<\/li>\n<li><strong>Bi\u00e8res <\/strong>(35%)<\/li>\n<\/ul>\n<\/li>\n<li><strong>Cat\u00e9gories sensibles aux promotions<\/strong> (% d\u2019acheteurs pr\u00eats \u00e0 changer de marque)\n<ul>\n<li><strong>Snacks et chips <\/strong> (71%)<\/li>\n<li><strong>Chocolats <\/strong>(70%)<\/li>\n<li><strong>Plats pr\u00e9par\u00e9s <\/strong>(69%)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>De plus, environ <strong>70% des consommateurs<\/strong> dans des cat\u00e9gories comme les <strong>chocolats, produits bio et snacks<\/strong> se disent pr\u00eats \u00e0 tester de nouvelles marques, soulignant ainsi le r\u00f4le de l\u2019innovation dans la conqu\u00eate client.<\/p>\n<h2><strong>Segmentation des shoppers: quatre profils d\u00e9finis<\/strong><\/h2>\n<p>L\u2019\u00e9tude identifie quatre profils de consommateurs :<\/p>\n<ol>\n<li><strong>Engaged Shoppers<\/strong> (18%): Jeunes de 18-35 ans, influenc\u00e9s par les r\u00e9seaux sociaux et ouverts \u00e0 l\u2019innovation.<\/li>\n<li><strong>Deal Seekers<\/strong> (28%) : Acheteurs sensibles aux promotions, principalement des femmes de 35-55 ans.<\/li>\n<li><strong>Attentive Shoppers<\/strong> (25%) : Consommateurs m\u00e9ticuleux, centr\u00e9s sur la qualit\u00e9 et la provenance des produits, sensibles aux promotions mais moins ouverts \u00e0 l\u2019innovation, majoritairement des femmes de 55-65 ans.<\/li>\n<li><strong>Constrained Shoppers<\/strong> (29%) : Acheteurs qui privil\u00e9gient les marques distributeurs et sont moins sensibles aux promotions et \u00e0 l\u2019innovation, majoritairement des hommes de 55-65 ans.<\/li>\n<\/ol>\n<p>La combinaison des canaux physiques et digitaux, associ\u00e9e \u00e0 des strat\u00e9gies personnalis\u00e9es adapt\u00e9es aux cat\u00e9gories et aux profils de shoppers, est essentielle pour les marques qui souhaitent \u00e9tablir une connexion efficace avec les acheteurs et maximiser leur retour sur investissement dans le Retail Media.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&#8217;\u00e9tude men\u00e9e par in-Store Media, en collaboration avec Nielsen, d\u00e9voile un paysage de consommation en pleine mutation au Portugal, marqu\u00e9 par une augmentation significative des d\u00e9penses aussi bien en magasins&#8230;<\/p>\n","protected":false},"author":3,"featured_media":10828,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[126,125,95],"class_list":{"0":"post-10704","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-tendances-et-insights","8":"tag-ose-fr","9":"tag-ose-portugal-fr","10":"tag-present"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quelles perspectives nous montre l\u2019OSE Portugal 2024 ? - in-Store Media<\/title>\n<meta name=\"description\" content=\"Nous partageons les informations les plus pertinentes de l&#039;OSE Portugal de 2024. 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