{"id":284704,"date":"2017-12-11T07:33:00","date_gmt":"2017-12-11T06:33:00","guid":{"rendered":"https:\/\/ac-franchise.be\/levolution-du-role-de-vendeur-en-magasin-face-a-le-commerce-3815"},"modified":"2017-12-11T07:33:00","modified_gmt":"2019-03-07T16:00:55","slug":"levolution-du-role-de-vendeur-en-magasin-face-a-le-commerce-3815","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/levolution-du-role-de-vendeur-en-magasin-face-a-le-commerce-3815","title":{"rendered":"L’\u00e9volution du r\u00f4le de vendeur en magasin face \u00e0 l’e-commerce"},"content":{"rendered":"
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Internet a chang\u00e9 le paysage du commerce depuis ces derni\u00e8res ann\u00e9es. La mont\u00e9e en puissance des sites marchands a transform\u00e9 le profil des consommateurs : ils sont surinform\u00e9s \u00e0 la fois sur les produits, les services et les prix. Comment les enseignes et notamment les franchises peuvent-elles r\u00e9sister et donner une valeur ajout\u00e9e \u00e0 leur vente<\/b> ? Le vendeur demeure la seule personne qui peut \u00e0 la fois conseiller et conforter l’achat aupr\u00e8s du client et leur r\u00f4le devient primordial.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le vendeur en magasin : lien essentiel entre le point de vente et le site Internet.<\/h3>\n
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La distribution multicanal s’est progressivement d\u00e9velopp\u00e9e. Elle offre, en particulier, l’opportunit\u00e9 \u00e0 une franchise, de multiplier les contacts avec ses clients et de renforcer les liens \u00e0 condition d’avoir des vendeurs performants. Pour cela, Au-del\u00e0 de la connaissance de leur rayon en magasin, le vendeur doit avoir acc\u00e8s \u00e0 toutes les offres du site Internet de leur enseigne. Internet ne doit pas \u00eatre consid\u00e9r\u00e9 comme un magasin concurrent mais une source d’informations suppl\u00e9mentaire pour le vendeur<\/strong>. De plus en plus de magasins permettent \u00e0 leurs vendeurs l’acc\u00e8s direct \u00e0 Internet via des outils modernes comme les applications mobiles pour s’informer et pouvoir r\u00e9pondre \u00e0 une question \u00e9ventuelle de client ainsi que sur la disponibilit\u00e9 des produits.
Cela devient un enjeu majeur, face \u00e0 ces clients, qui ach\u00e8tent aussi bien off-line que on-line et deviennent des experts de l’enseigne<\/strong>. Un d\u00e9calage entre l’expertise des clients et celle des vendeurs, risque d’entra\u00eener une perte de cr\u00e9dibilit\u00e9 de la force de vente, rendant leur assistance commerciale presqu’inutile face \u00e0 des clients, capables de comparer une offre magasin et Internet. Ils restent cependant nombreux \u00e0 s’informer sur le site et venir en magasin pour conforter leur choix.
La mission du vendeur sera de l’aider \u00e0 effectuer son choix, de compl\u00e9ter les informations, de lever les derni\u00e8res incertitudes li\u00e9es \u00e0 l’achat et de jouer le lien social avec l’enseigne et bien s\u00fbr le fid\u00e9liser.<\/strong><\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La densit\u00e9 des offres rend le choix plus difficile et le r\u00f4le du vendeur pr\u00e9pond\u00e9rant<\/h3>\n
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Surinform\u00e9s, les nouveaux consommateurs le sont et l’abondance d’offres rend leur d\u00e9cision d’achat de plus en plus difficile. C’est l\u00e0 que le vendeur en magasin intervient car il saura d\u00e9finir vraiment son besoin et ses envies. Au-del\u00e0 des informations purement techniques sur le produit qu’il devra maitriser (que ce soit pour un produit high Tech ou une cr\u00e8me de beaut\u00e9), son r\u00f4le sera de le guider gr\u00e2ce \u00e0 une approche personnalis\u00e9e. Internet est un canal d’informations objectives qui occulte totalement la personnalit\u00e9 de l’acheteur. Le vendeur, s’il est bien form\u00e9, saura d\u00e9tecter chez un client ce qu’il cherche vraiment et pourra r\u00e9pondre \u00e0 ses attentes<\/strong>. Du r\u00f4le de simple vendeur, il s’est mu\u00e9 en conseiller de vente.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Une approche tr\u00e8s diff\u00e9rente selon les secteurs d’activit\u00e9<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le segment high Tech a \u00e9t\u00e9 un des premiers \u00e0 former ses vendeurs face \u00e0 la concurrence d’internet. Les clients \u00e9tant devenus tr\u00e8s pointus sur les produits. Il y a les inconditionnels qui commandent exclusivement sur le site mais il y a ceux qui regardent d’abord sur le site mais ne commandent pas car ils ont besoin d’\u00eatre rassur\u00e9s et pr\u00e9f\u00e8re acheter en magasin (le service apr\u00e8s vente par exemple). C’est l\u00e0 que le conseiller de vente doit montrer ses connaissances et ses capacit\u00e9s \u00e0 cr\u00e9er une relation de confiance avec le client. M\u00eame chose pour les enseignes de Pr\u00eat \u00e0 porter<\/b> o\u00f9 la pr\u00e9sentation des produits sur les sites<\/b> n’est pas toujours tr\u00e8s glamour et ne donne pas le vrai rendu du produit. La conseill\u00e8re de vente saura conforter la cliente sur son choix ou l’orienter vers d’autres articles en magasin.
Pour les entreprises de services (travaux en b\u00e2timent ou services \u00e0 la personne) Internet n’est qu’un moyen de prospecter et de comparer les prestations. Dans ce domaine o\u00f9 la confiance est pr\u00e9pond\u00e9rante, un franchis\u00e9 connaissant parfaitement le site de son enseigne pourra d’autant plus convaincre un client potentiel qu’il lui apportera son propre savoir-faire.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Martine Malaterre, r\u00e9dactrice AC Franchise<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Internet a chang\u00e9 le paysage du commerce depuis ces derni\u00e8res ann\u00e9es. La mont\u00e9e en puissance des sites marchands a transform\u00e9 le profil des consommateurs : ils sont surinform\u00e9s \u00e0 la fois sur les produits, les services et les prix. Comment les enseignes et notamment les franchises peuvent-elles r\u00e9sister et donner une valeur ajout\u00e9e \u00e0 leur vente ?<\/p>\n","protected":false},"author":52,"featured_media":284705,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[135],"class_list":["post-284704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nL'\u00e9volution du r\u00f4le de vendeur en magasin face \u00e0 l'e-commerce<\/title>\n<meta name=\"description\" content=\"Internet a chang\u00e9 le paysage du commerce depuis ces derni\u00e8res ann\u00e9es. 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