{"id":286358,"date":"2017-02-23T10:00:00","date_gmt":"2017-02-23T09:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/interview-de-thierry-tallet-directeur-general-de-la-franchise-ixina-7690"},"modified":"2017-02-23T10:00:00","modified_gmt":"2019-03-07T16:01:22","slug":"interview-de-thierry-tallet-directeur-general-de-la-franchise-ixina-7690","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/interview-de-thierry-tallet-directeur-general-de-la-franchise-ixina-7690","title":{"rendered":"Interview de Thierry Tallet, Directeur G\u00e9n\u00e9ral de la franchise Ixina"},"content":{"rendered":"
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La franchise Ixina<\/a> adopte une strat\u00e9gie omnicanale bas\u00e9e, entre autres, sur le e-commerce. Quels sont les objectifs de cette strat\u00e9gie ? Quel int\u00e9r\u00eat pour les franchis\u00e9s et pour les clients ? Thierry Tallet, Directeur G\u00e9n\u00e9ral de l\u2019enseigne<\/b> r\u00e9pond aux questions d\u2019AC Franchise.\u00a0<\/div>\n
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Thierry Tallet, Directeur G\u00e9n\u00e9ral de la franchise Ixina <\/div>\n<\/p><\/div>\n
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ACF : L\u2019objectif d\u2019Ixina est de cr\u00e9er une relation omnicanale avec les clients. Les volumes esp\u00e9r\u00e9s sont-ils importants ou est-ce plut\u00f4t pour l\u2019image et la notori\u00e9t\u00e9 ?<\/h3>\n
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Thierry Tallet <\/b>: \u00ab Notre volont\u00e9 de s\u2019inscrire dans une strat\u00e9gie omnicanale n\u2019est pas un effet d\u2019annonce : elle est bien r\u00e9elle, comme en atteste le lancement fin 2016 de la vente en ligne de produits compl\u00e9mentaires et les nombreux autres projets d\u00e9j\u00e0 lanc\u00e9s. Dans ce contexte, l\u2019e-commerce n\u2019est pas une fin en soi mais un moyen de notre strat\u00e9gie ; pour autant, nous sommes ambitieux quant aux ventes directes\u00a0en e-commerce. L\u2019impact indirect sur nos chiffres sera bien sup\u00e9rieur car nous savons qu\u2019un client engag\u00e9 dans une relation omnicanale peut avoir une valeur jusqu\u2019\u00e0 50% plus \u00e9lev\u00e9e qu\u2019un client monocanal (chiffres d\u2019autres secteurs plus avanc\u00e9s dans l\u2019omnicanalit\u00e9). \u00bb\u00a0<\/i> <\/div>\n
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ACF : Les magasins ont-ils un stock ? Se fait-on livrer chez soi ou au magasin ? Quel est le profit que vont en tirer les franchis\u00e9s en termes de fr\u00e9quentation, CA\u2026. <\/h3>\n
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Thierry Tallet<\/b> : \u00ab Ni Ixina ni les magasins n\u2019ont de stock, et cela n\u2019a pas vocation \u00e0 changer compte tenu de notre business model, sans que cela nuise \u00e0 l\u2019exp\u00e9rience client. En effet, pour les produits compl\u00e9mentaires lanc\u00e9s fin 2016, ce sont nos partenaires marchands qui g\u00e8rent la logistique, avec des livraisons \u00e0 domicile \u00e0 ce jour, et dans plus de 2000 points relais tr\u00e8s prochainement. Pour les cuisines, ce seront les magasins qui g\u00e8reront la logistique, de la m\u00eame fa\u00e7on qu\u2019ils le font d\u00e9j\u00e0 (commande de la cuisine \u00e0 la signature, puis organisation de la livraison\/pose \u00e0 domicile).<\/i> <\/div>\n

Plusieurs b\u00e9n\u00e9fices pour nos franchis\u00e9s : avec les produits compl\u00e9mentaires ils b\u00e9n\u00e9ficient, en amont de la vente de cuisine, de plus d\u2019armes pour s\u00e9duire le client et en aval d\u2019un formidable outil de fid\u00e9lisation ; pour les cuisines, ce sont des ventes additionnelles qui tomberont sans intervention de leur force de vente, qui pourra se concentrer sur les projets plus complexes o\u00f9 leur savoir-faire fait la diff\u00e9rence.\u00bb<\/i><\/div>\n
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ACF : Est-il aussi possible de concevoir sa cuisine en ligne ou d\u2019en pr\u00e9parer la conception pour faciliter sa visite au magasin et la relation avec le vendeur conseil ?<\/h3>\n
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Thierry Tallet <\/b>: \u00ab En mati\u00e8re de conception en ligne, FBD a toujours \u00e9t\u00e9 un pionnier puisqu\u2019il a \u00e9t\u00e9 le premier cuisiniste \u00e0 lancer un concepteur 3D grand public il y a plusieurs ann\u00e9es d\u00e9j\u00e0 ; aujourd\u2019hui, ce service est devenu une commodit\u00e9 que tout cuisiniste se doit de proposer\u2026 mais son int\u00e9gration dans le parcours client reste perfectible et c\u2019est pourquoi nous allons continuer d\u2019innover sur le sujet. En l\u2019occurrence, nous travaillons \u00e0 fluidifier les \u00e9changes d\u2019information entre l\u2019outil client en ligne et l\u2019outil concepteur en magasin, afin que le projet du client se construise dans la continuit\u00e9 ; par ailleurs, le lancement du e-commerce nous permet d\u2019envisager \u00e0 moyen terme une conception et un achat en ligne en quasi autonomie. \u00bb<\/i> <\/div>\n
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ACF : Quel est l\u2019accueil de cette nouveaut\u00e9 par les franchis\u00e9s ?<\/h3>\n
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Thierry Tallet <\/b>: \u00ab L\u2019accueil de cette nouveaut\u00e9 par les Franchis\u00e9s a \u00e9t\u00e9 tr\u00e8s bonne, pour deux raisons : nous avons la chance d\u2019avoir un r\u00e9seau dynamique et qui a pleinement conscience des changements \u00e0 l\u2019\u0153uvre dans le monde du retail ; par ailleurs, le projet, comme tous les autres projets structurant (CRM, etc\u2026), s\u2019est fait en \u00e9troite collaboration avec eux, avec notamment un groupe de travail d\u00e9di\u00e9 sur le sujet. Nos Franchis\u00e9s restent toutefois vigilants quant \u00e0 ces transformations qui impactent n\u00e9cessairement leurs magasins : c\u2019est notre r\u00f4le de les rassurer et de s\u2019assurer que l\u2019investissement dans un magasin physique reste plus que jamais un investissement rentable. L\u00e0 aussi, pas d\u2019effet d\u2019annonce : nous sommes r\u00e9ellement convaincus qu\u2019une bonne strat\u00e9gie omnicanale passe avant tout par\u2026 le magasin ! \u00bb<\/i> <\/div>\n
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La franchise Ixina adopte une strat\u00e9gie omnicanale bas\u00e9e, entre autres, sur le e-commerce. Quels sont les objectifs de cette strat\u00e9gie ? Quel int\u00e9r\u00eat pour les franchis\u00e9s et pour les clients ? Thierry Tallet, Directeur G\u00e9n\u00e9ral de l\u2019enseigne r\u00e9pond aux questions d\u2019AC Franchise.<\/p>\n","protected":false},"author":7779,"featured_media":286356,"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-286358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-reseaux","entry","has-media"],"acf":[],"yoast_head":"\nInterview de Thierry Tallet, Directeur G\u00e9n\u00e9ral de la franchise Ixina<\/title>\n<meta name=\"description\" content=\"La franchise Ixina adopte une strat\u00e9gie omnicanale bas\u00e9e, entre autres, sur le e-commerce. 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