{"id":286064,"date":"2017-04-17T22:49:00","date_gmt":"2017-04-17T21:49:00","guid":{"rendered":"https:\/\/ac-franchise.be\/interview-sur-les-ambitions-et-les-moyens-de-tom-co-en-france-5066"},"modified":"2019-09-19T09:47:31","modified_gmt":"2019-09-19T08:47:31","slug":"interview-sur-les-ambitions-et-les-moyens-de-tom-co-en-france-5066","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/interview-sur-les-ambitions-et-les-moyens-de-tom-co-en-france-5066","title":{"rendered":"Interview sur les ambitions et les moyens de Tom & Co en France"},"content":{"rendered":"
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Gregory Vroninks, responsable de la franchise Tom&Co<\/a> en France depuis 2011, nous confirme que l\u2019enseigne a de fortes ambitions dans l\u2019hexagone.<\/b><\/div>\n
Des ambitions qu\u2019elle traduit par les actions tant sur le plan logistique qu\u2019\u00e0 travers la communication ou encore l\u2019accompagnement de son r\u00e9seau existant.<\/div>\n
Propos recueillis par Jean Samper, fondateur d\u2019AC Franchise<\/i>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/div>\n
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JS : Quand \u00eates-vous entr\u00e9 chez Tom&Co et quel a \u00e9t\u00e9 votre parcours au sein de l\u2019entreprise ?<\/h3>\n
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Gregory Vroninks : \u00ab J\u2019ai rejoint Tom&Co en 2011. J\u2019ai travaill\u00e9 sur diff\u00e9rents projets dont l\u2019arriv\u00e9e de l\u2019enseigne en France. <\/p>\n

Pour ce faire nous avons install\u00e9 un premier magasin pilote, puis un deuxi\u00e8me et un troisi\u00e8me avant de lancer la franchise, en 2013. Je pilote le projet depuis. \u00bb<\/i> <\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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JS : Quelles diff\u00e9rences y a-t-il entre le march\u00e9 belge et le march\u00e9 Fran\u00e7ais ? <\/h3>\n
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Gregory Vroninks<\/b> : \u00ab M\u00eame si \u00a0les deux pays sont assez proches, nous avons tr\u00e8s vite remarqu\u00e9 des diff\u00e9rences. En France, nous vendons essentiellement des produits premium contrairement \u00a0\u00e0 la Belgique o\u00f9 nos magasins proposent aussi bien des produits \u00ab mainstream \u00bb que des produits premium.\u00a0<\/i> <\/div>\n

Le client fran\u00e7ais est exigeant, il souhaite \u00eatre bien inform\u00e9 et il faut donc \u00eatre au rendez-vous en termes d\u2019expertise. En France, nous avons de la chance d\u2019avoir un syst\u00e8me d\u2019\u00e9ducation d\u00e9di\u00e9 \u00e0 l\u2019animalerie qui produit des gens avec des dipl\u00f4mes et qui permet d\u2019exploiter les magasins.<\/b> En effet, la loi exige un dipl\u00f4me pour exploiter un magasin avec du\u00ab vivant \u00bb.<\/i><\/div>\n
Pour vendre des animaux vivants, il n\u2019est pas n\u00e9cessaire que le franchis\u00e9 soit lui-m\u00eame dipl\u00f4m\u00e9, mais il faut que l\u2019une des personnes de son \u00e9quipe le soit.\u00a0<\/i><\/div>\n

R\u00e9sultat, le niveau d\u2019expertise est extr\u00eamement \u00e9lev\u00e9 \u00a0et donne lieu \u00e0 une interaction diff\u00e9rente avec le client. Chez la franchise Tom&Co, nous sommes entour\u00e9s de bons collaborateurs, ce qui nous permet \u00a0de v\u00e9hiculer \u00a0cette image d\u2019expertise. Expertise que nous essayons d\u2019emmener sur le march\u00e9 belge. Les deux march\u00e9s sont en interaction. \u00bb<\/i><\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JS : Vous avez beaucoup de vid\u00e9os de conseil et d\u2019information visant \u00e0 aider les clients. Faites-vous la m\u00eame chose en Belgique ?<\/h3>\n
Gregory Vroninks <\/b>: \u00ab Oui, nous avons pu mettre en place ce syst\u00e8me d\u2019information en France et en Belgique gr\u00e2ce \u00e0 nos collaborateurs qualifi\u00e9s. Nous essayons de capitaliser sur nos comp\u00e9tences en France afin de palier au manque de dipl\u00f4mes dans notre domaine en Belgique. Nous avons d\u2019ailleurs recrut\u00e9 quelqu\u2019un pour s\u2019occuper de la formation sur les deux pays. \u00bb<\/i><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JS : Est-ce qu\u2019il y a d\u2019autres diff\u00e9rences entre les deux pays ? <\/h3>\n
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Gregory Vroninks<\/b> : \u00ab D\u2019abord la part de march\u00e9 du vivant est plus \u00e9lev\u00e9e en France qu\u2019en Belgique. Ensuite certaines \u00a0gammes fonctionnent mieux Belgique qu\u2019en France et inversement.\u00a0<\/i> <\/div>\n
Nous avons une gamme de marque propre \u00e9tendue et tr\u00e8s d\u00e9velopp\u00e9e. La franchise Tom&Co a \u00e9t\u00e9 cr\u00e9\u00e9e au sein du groupe alimentaire, c\u2019est donc dans notre ADN. Notre marque propre a d\u2019ailleurs \u00e9t\u00e9 tr\u00e8s bien accueillie en France <\/b>: notre pr\u00e9sence dans le pays est assez r\u00e9cente, mais le client fran\u00e7ais a cette habitude de faire confiance et d\u2019acheter les marques propres. \u00a0 \u00a0 \u00a0\u00a0<\/i> <\/div>\n
Nous avons d\u2019excellents produits dont nous sommes tr\u00e8s fiers et qui permettent de fid\u00e9liser les clients. \u00bb<\/i>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JS : Les exigences de la franchise Tom&Co, au niveau des magasins, sont-elles similaires dans les deux pays ? <\/h3>\n
Gregory Vroninks<\/b> : \u00ab Oui, nous avons les m\u00eames crit\u00e8res. Nous installons nos magasins dans des zones commerciales qui disposent d\u2019une bonne locomotive sur des surfaces allant de 400 et 700 m\u00b2. \u00bb<\/i><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JS : Quels sont les objectifs de d\u00e9veloppement de la franchise Tom&Co en France ?<\/h3>\n
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Gregory Vroninks<\/b> : \u00ab Nous avons trois succursales et 13 franchis\u00e9s en France avec une surface moyenne de 500 m\u00b2 et un objectif de chiffre d\u2019affaires allant de \u00a01,2 M \u00e0 \u00a01,5 millions d\u2019euros \u00a0TTC par magasin.\u00a0<\/i> <\/div>\n

Nous comptons \u00e9voluer vers 25 magasins au minimum d\u2019ici la fin de l\u2019ann\u00e9e et je pense que le meilleur barom\u00e8tre de satisfaction, est le franchis\u00e9. Nous avons d\u00e9j\u00e0 un premier \u00a0franchis\u00e9 qui a ouvert son deuxi\u00e8me point de vente et d\u2019autres qui comptent lui embo\u00eeter\u00a0le pas. D\u2019ici la fin de 2017, nous aurons deux \u00e0 trois multi-franchis\u00e9s au sein du r\u00e9seau ce qui t\u00e9moigne de la satisfaction de nos adh\u00e9rents.<\/b><\/i><\/div>\n

Nous sommes \u00e9galement satisfaits sur le plan commercial : nous parvenons \u00e0 satisfaire et \u00e0 fid\u00e9liser nos clients. Une r\u00e9cente \u00e9tude de satisfaction a d\u2019ailleurs r\u00e9v\u00e9l\u00e9 que 97% de nos clients sont satisfaits. Nous sommes sous la bonne voie. \u00bb<\/i><\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JS : Avez-vous mis en place une structure d\u00e9di\u00e9e \u00e0 votre r\u00e9seau en France ? <\/h3>\n
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Gregory Vroninks<\/b> : \u00ab Au tout d\u00e9but du projet, nous avons essentiellement travaill\u00e9 \u00e0 partir de la structure belge, mais nous mettons en place une nouvelle \u00e9quipe, d\u00e9di\u00e9e au march\u00e9 fran\u00e7ais, au fur et \u00e0 mesure de notre d\u00e9veloppement dans le pays.<\/i> <\/div>\n

Nous avons commenc\u00e9 par l\u2019\u00e9quipe de vente et d\u2019animation de r\u00e9seau qui est constitu\u00e9e de personnes issues de nos propres \u00e9quipes \u00a0et qui sont parfaitement form\u00e9es aux sp\u00e9cificit\u00e9s de la franchise Tom&Co.\u00a0<\/i><\/div>\n

Puis, depuis le d\u00e9but de l\u2019ann\u00e9e, nous nous sommes structur\u00e9s avec Philippe Godbert, qui occupait le poste de Directeur du d\u00e9veloppement Chaussea, pour la partie immobili\u00e8re et Caroline Guntzberger qui est notre Franchise Manager et \u00a0qui s\u2019occupe exclusivement du recrutement et de l\u2019accompagnement des franchis\u00e9s. \u00a0Nous avons \u00e9galement int\u00e9gr\u00e9 r\u00e9cemment Anna Pilot qui va s\u2019occuper des \u00a0achats ainsi que Fabien Leroux qui s\u2019occupera de l\u2019achat des reptiles et de l\u2019aquariophilie et s\u2019occupera aussi de la formation au sein du r\u00e9seau. \u00bb<\/i><\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JS : Quelles sortes d\u2019animaux les magasins Tom&Co vendent-ils ? <\/h3>\n
Gregory Vroninks <\/b>: \u00ab Nous ne vendons pas de chiens et de chats parce que le fait d\u2019\u00e9lever un chien ou un chat au sein d\u2019un magasin ne correspond pas \u00e0 nos valeurs. Ces animaux demandent une attention et un soin particuliers. Nous vendons les poissons, les reptiles, les rongeurs et les oiseaux. \u00bb
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JS : Quels sont les points forts de la franchise Tom&Co ? <\/h3>\n
Gregory Vroninks<\/b>\u00a0: \u00ab\u00a0Le concept Tom&Co est tr\u00e8s fort et tr\u00e8s agr\u00e9able avec des magasins modernes et un assortiment de 6500 produits dont 12% en marque propre ce qui permet de fid\u00e9liser le client en plus de d\u00e9gager une bonne marge de rentabilit\u00e9 aux franchis\u00e9s.<\/b><\/i><\/span> Puis, nous avons des \u00e9quipes tr\u00e8s comp\u00e9tentes et disponibles pour accompagner nos adh\u00e9rents. Pour finir, la franchise Tom&Co a une taille humaine<\/b> o\u00f9 la distance entre franchiseur et franchis\u00e9s est tr\u00e8s r\u00e9duite.\u00a0\u00bb<\/i><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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JS : Quels sont les axes d\u2019am\u00e9lioration sur lesquels travaille la franchise Tom&Co ? <\/h3>\n
Gregory Vroninks<\/b> : \u00ab Nous travaillons notamment sur les syst\u00e8mes d\u2019information qui ont besoin d\u2019un coup de jeune. Nous avons un grand programme de refonte de tout le syst\u00e8me avec un nouveau programme caisse qui sera mis en place \u00e0 partir de cette ann\u00e9e. \u00bb<\/i><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

La franchise Tom&Co a de fortes ambitions dans l\u2019hexagone. Des ambitions qu\u2019elle traduit par les actions tant sur le plan logistique qu\u2019\u00e0 travers la communication ou encore l\u2019accompagnement de son r\u00e9seau existant.<\/p>\n","protected":false},"author":7779,"featured_media":286065,"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":[586],"tags":[],"class_list":["post-286064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-reseaux","entry","has-media"],"acf":[],"yoast_head":"\nInterview sur les ambitions et les moyens de Tom & Co en France<\/title>\n<meta name=\"description\" content=\"La franchise Tom&Co a de fortes ambitions dans l\u2019hexagone. Des ambitions qu\u2019elle traduit par les actions tant sur le plan logistique qu\u2019\u00e0 travers la communication ou encore l\u2019accompagnement de son r\u00e9seau existant.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ac-franchise.be\/article\/interview-sur-les-ambitions-et-les-moyens-de-tom-co-en-france-5066\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview sur les ambitions et les moyens de Tom & Co en France\" \/>\n<meta property=\"og:description\" content=\"La franchise Tom&Co a de fortes ambitions dans l\u2019hexagone. 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