{"id":286898,"date":"2016-12-04T06:44:00","date_gmt":"2016-12-04T05:44:00","guid":{"rendered":"https:\/\/ac-franchise.be\/definir-ma-zone-de-chalandise-3028"},"modified":"2016-12-04T06:44:00","modified_gmt":"2019-03-07T16:01:30","slug":"definir-ma-zone-de-chalandise-3028","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/definir-ma-zone-de-chalandise-3028","title":{"rendered":"D\u00e9finir ma zone de chalandise"},"content":{"rendered":"
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Vous devrez vous int\u00e9resser \u00e0 la zone g\u00e9ographique qui sera impact\u00e9e par l’ouverture de votre point de vente.
Certains crit\u00e8res sont \u00e0 v\u00e9rifier en fonction du style de client\u00e8le souhait\u00e9.<\/p>\n

Vous devez arpenter le territoire que vous envisagez de conqu\u00e9rir. Munissez- vous d’un plan de ville et tracez un cercle imaginaire autour de votre futur point de vente. Prenez de quoi noter les \u00e9l\u00e9ments importants lorsque vous d\u00e9couvrirez la r\u00e9alit\u00e9 du quartier. Voyez l’endroit comme si vous \u00e9tiez un client et que vous souhaitiez trouver un magasin comme le v\u00f4tre<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La cat\u00e9gorie de l’agglom\u00e9ration<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Certains \u00e9l\u00e9ments peuvent avoir une influence dans la d\u00e9limitation de la zone : immeubles insalubres, friches, ins\u00e9curit\u00e9, construction d’immeubles en cours d’ach\u00e8vement, etc.Il n’y a qu’en allant sur le terrain que l’on peut en avoir connaissance. Vous pouvez \u00eatre accompagn\u00e9 d’un expert qualifi\u00e9, venant d’une boutique de gestion, de la Chambre de commerce et d’industrie (CCI) ou de la Chambre de m\u00e9tiers et de l’artisanat (CMA). <\/b>Vous pourrez aussi trouver des informations compl\u00e9mentaires aupr\u00e8s du service en charge du d\u00e9veloppement \u00e9conomique de la commune ou de la communaut\u00e9 de communes.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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L’utilisation des infrastructures existantes<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Parmi les crit\u00e8res \u00e0 retenir \u00e9videmment la taille de l’agglom\u00e9ration est souvent importante, n\u00e9anmoins selon l’activit\u00e9, les experts consid\u00e8rent qu’il y a une zone primaire de chalandise<\/b>, celle o\u00f9 les clients potentiels ne mettent pas plus de trois minutes \u00e0 pieds ou en voiture pour venir \u00e0 la boutique et une deuxi\u00e8me zone, o\u00f9 le temps de parcours ne d\u00e9passe pas dix minutes. En fait, selon qu’il s’agit ou non d’un commerce de premi\u00e8re n\u00e9cessit\u00e9, le temps de d\u00e9placement jouera diff\u00e9remment.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La dur\u00e9e \u00e0 retenir pour calculer les zones de chalandises sera donc variable selon l’activit\u00e9 mais aussi les modes de vie. En ville une boulangerie doit \u00eatre \u00e0 3 minutes \u00e0 pieds effectivement, \u00e0 la campagne ce ne sont pas les m\u00eames conditions.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Habitudes de la client\u00e8le<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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A partir du cercle pr\u00e9c\u00e9demment trac\u00e9, vous allez adapter votre zone de chalandise en une sorte de polygone irr\u00e9gulier qui tiendra compte des grandes art\u00e8res, des voies pi\u00e9tonnes et autres \u00e9l\u00e9ments de circulation. En g\u00e9n\u00e9ral un client recherche la facilit\u00e9 pour se d\u00e9placer vers un point de vente, il emprunte le chemin le plus court, va vers un endroit o\u00f9 il y a la possibilit\u00e9 de se garer facilement voire m\u00eame de trouver un moyen de transport \u00e0 proximit\u00e9.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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On est sensible au fait de marcher du c\u00f4t\u00e9 ensoleill\u00e9 de la rue, ce qui peut \u00eatre plus agr\u00e9able, sauf en p\u00e9riode de canicule. Le client appr\u00e9cie \u00e9galement la commodit\u00e9 : acc\u00e8s \u00e0 un grand magasin o\u00f9 l’on a tout sous la main pour faire ses courses par exemple. Le flux naturel des passants <\/strong>s’\u00e9tablit dans un quartier en fonction de la configuration des lieux, des centres de vie pr\u00e9sents et des diff\u00e9rentes offres commerciales d\u00e9j\u00e0 install\u00e9es.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Signalisation et concurrence<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Voyez si dans cet espace il y a un endroit particuli\u00e8rement attractif ou anim\u00e9. Vous devrez envisager d’y installer une signalisation<\/strong> vers votre point de vente\u00a0: du style \u00ab\u00a0vente \u00e0 emporter \u00e0 2 minutes\u00a0\u00bb. Par ailleurs une avenue dangereuse \u00e0 traverser peut marquer la limite de votre zone de chalandise.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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En revanche si vous avez trouv\u00e9 un concurrent \u00e0 proximit\u00e9, cela peut \u00eatre plut\u00f4t favorable \u00e0 condition de vous diff\u00e9rencier, les clients aiment comparer ou varier leurs achats.<\/p>\n

Lisez aussi cet article :\u00a0<\/i>Bien identifier ses concurrents avant d’implanter une franchise<\/a>
Compl\u00e9ter aussi vos informations avec cet article :\u00a0<\/i>Zone de chalandise d’une franchise : pourquoi, comment<\/i><\/a> ?
<\/i><\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Dominique Deslandes<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Vous devrez vous int\u00e9resser \u00e0 la zone g\u00e9ographique qui sera impact\u00e9e par l’ouverture de votre point de vente. Certains crit\u00e8res sont \u00e0 v\u00e9rifier en fonction du style de client\u00e8le souhait\u00e9. Vous devez arpenter le territoire que vous envisagez de conqu\u00e9rir. Munissez- vous d’un plan de ville et tracez un cercle imaginaire autour de votre futur […]<\/p>\n","protected":false},"author":52,"featured_media":286899,"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":[134,137],"class_list":["post-286898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-emplacements-locaux","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nD\u00e9finir ma zone de chalandise<\/title>\n<meta name=\"description\" content=\"Vous devrez vous int\u00e9resser \u00e0 la zone g\u00e9ographique qui sera impact\u00e9e par l'ouverture de votre point de vente. 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