{"id":14132,"date":"2019-09-19T18:15:08","date_gmt":"2019-09-19T18:15:08","guid":{"rendered":"https:\/\/leger360.com\/les-resultats-de-letude-loyaut-2019-devoiles\/"},"modified":"2024-02-09T08:44:44","modified_gmt":"2024-02-09T08:44:44","slug":"les-resultats-de-letude-loyaut-2019-devoiles","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/les-resultats-de-letude-loyaut-2019-devoiles\/","title":{"rendered":"Les r\u00e9sultats de l\u2019\u00e9tude LoyauT 2019 d\u00e9voil\u00e9s"},"content":{"rendered":"<p><strong>Montr\u00e9al, le 17 septembre 2019<\/strong> \u2013 R3 Marketing et L\u00e9ger d\u00e9voilent les r\u00e9sultats de la 3<sup>e<\/sup> \u00e9dition de LoyauT, l\u2019\u00e9tude la plus compl\u00e8te sur les tendances et la performance des programmes de fid\u00e9lisation au Qu\u00e9bec et au Canada. Cette ann\u00e9e, l&rsquo;\u00e9tude se veut une <strong><u>\u00e9dition sp\u00e9ciale<\/u><\/strong> en analysant, entre autres, les nouveaux programmes de coalition priv\u00e9e PC Optimum et Triangle &#8211; une premi\u00e8re au pays!<\/p>\n<p><strong>La dominance des programmes de coalition priv\u00e9e<\/strong><\/p>\n<p>Apr\u00e8s la fusion des programmes PC (Provigo\/Loblaws) et Optimum (Shoppers\/Pharmaprix) et avec l\u2019ajout d&rsquo;Esso comme partenaire d\u2019accumulation, PC Optimum est devenu l&rsquo;un des deux programmes de coalition priv\u00e9e au Canada, aux c\u00f4t\u00e9s du programme Triangle de Canadien Tire. Bien que la performance de PC Optimum surpasse celle de Triangle (taux d&rsquo;abonnement et score LoyauT<sup>1<\/sup> plus \u00e9lev\u00e9s), elle s\u2019explique principalement par le fait que PC Optimum regroupe des entreprises \u00e0 plus haute fr\u00e9quence de visite, soit les pharmacies, les supermarch\u00e9s et les stations-service.<\/p>\n<p>Depuis la refonte de leur programme priv\u00e9 en programme de coalition priv\u00e9e, les deux programmes de fid\u00e9lit\u00e9 ont vu leur score s&rsquo;am\u00e9liorer: 7 points de plus chez PC Optimum depuis 2017 (du 9<sup>e<\/sup> rang au 2<sup>e<\/sup> rang) et 4 points pour Triangle depuis 2018 (du 28<sup>e<\/sup> au 16<sup>e<\/sup> rang). Il semble aussi s&rsquo;agir aussi d\u2019une bonne d\u00e9cision du c\u00f4t\u00e9 d&rsquo;Esso qui a d\u00e9laiss\u00e9 A\u00e9roplan, programme de coalition, au profit de PC Optimum et qui jouit, d\u00e9sormais, d\u2019une meilleure performance<sup>2<\/sup>.<\/p>\n<p>L&rsquo;\u00e9tude LoyauT 2019 d\u00e9montre que les programmes de coalition priv\u00e9e performent mieux que les autres types de programme, surtout ceux de coalition dont on constate le d\u00e9clin depuis les 3 derni\u00e8res ann\u00e9es. Les programmes de coalition comme Air Miles, CAA et A\u00e9roplan (volet d\u00e9tail) continuent de se retrouver en queue de peloton.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-20596 aligncenter\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/LoyauT.jpg\" alt=\"\" width=\"326\" height=\"191\" \/><\/p>\n<p>Cette performance des programmes de coalition priv\u00e9e se fait sentir m\u00eame du c\u00f4t\u00e9 des pharmacies et des supermarch\u00e9s. Avec un score LoyauT de 68, PC Optimum est en t\u00eate du palmar\u00e8s des meilleurs programmes de pharmacies canadiennes (tous types confondus) devant Rexall (64), Familiprix (57), Pharmasave (54) et Jean Coutu (53). M\u00eame sc\u00e9nario dans le secteur alimentaire o\u00f9 il devance metro&#038;moi (66), Metro Air Miles (en Ontario) (57), Longo&rsquo;s (57), Sobeys (56), IGA Air Miles (55) et Save-on-Foods (52).<\/p>\n<p><strong>L&rsquo;impact positif des programmes avec <em>membership<\/em><\/strong><\/p>\n<p><strong>\u00a0<\/strong>De plus en plus populaires, les programmes avec <em>membership <\/em>(aussi appel\u00e9s programme Premium avec frais), tels qu&rsquo;Amazon Prime, PC Adeptes (<em>Insiders<\/em>) et Costco, ont pour effet d\u2019am\u00e9liorer la performance d\u2019un programme de fid\u00e9lit\u00e9. On constate que les membres de PC Optimum qui ont aussi souscrit au programme PC Adeptes d\u00e9montrent un niveau d\u2019engagement plus \u00e9lev\u00e9 et d\u00e9pensent plus (<em>share-of-wallet<\/em>).<\/p>\n<p><strong>Attention aux g\u00e9ants am\u00e9ricains, Amazon Prime et Costco<\/strong><\/p>\n<p>De tous les programmes analys\u00e9s dans cette \u00e9dition, Amazon Prime est celui qui obtient le plus fort score en terme de g\u00e9n\u00e9rosit\u00e9 per\u00e7ue, et ce, m\u00eame si le programme ne propose aucune bonification ou r\u00e9compense (65% des Canadiens ont attribu\u00e9 \u00e0 Amazon Prime un score \u00e9lev\u00e9 [7 \u00e0 10] alors que 59% l&rsquo;ont accord\u00e9 \u00e0 PC Optimum).<\/p>\n<p>L\u2019analyse des d\u00e9penses des Canadiens nous r\u00e9v\u00e8le aussi qu\u2019Amazon Prime et Costco accaparent une part du portefeuille de plus en plus importante dans les secteurs des pharmacies et des supermarch\u00e9s. Il est int\u00e9ressant de noter qu&rsquo;Amazon Prime est moins populaire au Qu\u00e9bec qu&rsquo;au Canada. Alors que le programme poss\u00e8de 28% d&rsquo;abonn\u00e9s canadiens, il en compte 16% qu\u00e9b\u00e9cois. Costco, lui, a presque autant de membres canadiens que qu\u00e9b\u00e9cois (43% vs 44%).<\/p>\n<p><em><strong><sup>1<\/sup><\/strong>Le score LoyauT est calcul\u00e9 \u00e0 partir de 3 indices-cl\u00e9s: recommandation (6%), engagement (37%) et comportement (57%).<\/em><\/p>\n<p><em><sup>2<\/sup>Selon les intentions de fr\u00e9quentation mesur\u00e9es en 2018 ainsi que la proportion de membres qui accumulent des points chez Esso (2019).<\/em><\/p>\n<p><strong>\u00c0 PROPOS DE L\u00c9GER <\/strong><\/p>\n<p>L\u00e9ger est la plus grande firme de sondage, de recherche marketing et analytiques \u00e0 propri\u00e9t\u00e9 canadienne avec plus de 600 employ\u00e9s r\u00e9partis dans ses sept bureaux canadiens et am\u00e9ricains. L\u00e9ger travaille avec des clients prestigieux depuis 1986. Pour plus d\u2019informations:\u00a0<a href=\"https:\/\/leger360.com\/\">leger360.com<\/a><\/p>\n<p><strong>\u00c0 PROPOS DE R3 MARKETING <\/strong><\/p>\n<p>R3 Marketing est une firme-conseil sp\u00e9cialis\u00e9e en marketing relationnel et en fid\u00e9lisation cr\u00e9\u00e9e par Paul Lafortune et Hans Laroche qui cumulent plus de 50 ann\u00e9es d&rsquo;exp\u00e9rience dans le domaine. R3 Marketing se sp\u00e9cialise dans le d\u00e9veloppement, la refonte et l\u2019analyse de rentabilit\u00e9 de programmes de fid\u00e9lisation. Au cours des derni\u00e8res ann\u00e9es, R3 Marketing a accompagn\u00e9 de nombreuses entreprises canadiennes dont SAQ, Metro, Cora, McKesson, Uniprix, Reitmans, La Soci\u00e9t\u00e9 des Casinos, BMR ainsi que La Monnaie Royale Canadienne. Pour plus d&rsquo;informations:\u00a0<a href=\"https:\/\/www.r3marketing.ca\/\">r3marketing.ca<\/a><\/p>\n<p>\u00a0<\/p>\n<p style=\"text-align: center;\">-30-<\/p>\n<p>\u00a0<\/p>\n<p><strong>SOURCE<\/strong><\/p>\n<p>Hans Laroche, associ\u00e9 R3 Marketing<br \/>\n514 248-9686<br \/>\n<a href=\"mailto:hans@r3marketing.ca\">hans@r3marketing.ca<\/a><\/p>\n<p><strong>RENSEIGNEMENTS <\/strong><\/p>\n<p><strong>R3 Marketing<\/strong><\/p>\n<p>Mayli-Anne H\u00e9bert<\/p>\n<p>581 991-1576<\/p>\n<p><a href=\"mayli-anne@r3marketing.ca\">mayli-anne@r3marketing.ca<\/a><\/p>\n<p><strong>L\u00e9ger<\/strong><\/p>\n<p>Sarah Mottet<\/p>\n<p>514 982-2464 #3186<\/p>\n<p><a href=\"smottet@leger360.com\">smottet@leger360.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Montr\u00e9al, le 17 septembre 2019 \u2013 R3 Marketing et L\u00e9ger d\u00e9voilent les r\u00e9sultats de la 3e \u00e9dition de LoyauT, l\u2019\u00e9tude la plus compl\u00e8te sur les tendances et la performance des programmes de fid\u00e9lisation au Qu\u00e9bec et au Canada. Cette ann\u00e9e, l&rsquo;\u00e9tude se veut une \u00e9dition sp\u00e9ciale en analysant, entre autres, les nouveaux programmes de coalition [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14087,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[39],"class_list":["post-14132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","post_language_cat-fr-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.3 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Les r\u00e9sultats de l\u2019\u00e9tude LoyauT 2019 d\u00e9voil\u00e9s - Leger<\/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:\/\/leger360.com\/fr\/les-resultats-de-letude-loyaut-2019-devoiles\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les r\u00e9sultats de l\u2019\u00e9tude LoyauT 2019 d\u00e9voil\u00e9s\" \/>\n<meta property=\"og:description\" content=\"Montr\u00e9al, le 17 septembre 2019 \u2013 R3 Marketing et L\u00e9ger d\u00e9voilent les r\u00e9sultats de la 3e \u00e9dition de LoyauT, l\u2019\u00e9tude la plus compl\u00e8te sur les tendances et la performance des programmes de fid\u00e9lisation au Qu\u00e9bec et au Canada. Cette ann\u00e9e, l&rsquo;\u00e9tude se veut une \u00e9dition sp\u00e9ciale en analysant, entre autres, les nouveaux programmes de coalition [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/leger360.com\/fr\/les-resultats-de-letude-loyaut-2019-devoiles\/\" \/>\n<meta property=\"og:site_name\" content=\"Leger\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/leger360\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-19T18:15:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-09T08:44:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Loyault-2019.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jason Anthony\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@leger360\" \/>\n<meta name=\"twitter:site\" content=\"@leger360\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jason Anthony\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/leger360.com\\\/fr\\\/les-resultats-de-letude-loyaut-2019-devoiles\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/fr\\\/les-resultats-de-letude-loyaut-2019-devoiles\\\/\"},\"author\":{\"name\":\"Jason Anthony\",\"@id\":\"https:\\\/\\\/leger360.com\\\/fr\\\/#\\\/schema\\\/person\\\/34dfccb7aa46dcd4085221008ca51ac9\"},\"headline\":\"Les r\u00e9sultats de l\u2019\u00e9tude LoyauT 2019 d\u00e9voil\u00e9s\",\"datePublished\":\"2019-09-19T18:15:08+00:00\",\"dateModified\":\"2024-02-09T08:44:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/fr\\\/les-resultats-de-letude-loyaut-2019-devoiles\\\/\"},\"wordCount\":855,\"publisher\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/fr\\\/les-resultats-de-letude-loyaut-2019-devoiles\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/leger360.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/Loyault-2019.png\",\"articleSection\":[\"Market intelligence\"],\"inLanguage\":\"fr-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/leger360.com\\\/fr\\\/les-resultats-de-letude-loyaut-2019-devoiles\\\/\",\"url\":\"https:\\\/\\\/leger360.com\\\/fr\\\/les-resultats-de-letude-loyaut-2019-devoiles\\\/\",\"name\":\"Les r\u00e9sultats de l\u2019\u00e9tude LoyauT 2019 d\u00e9voil\u00e9s - 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