{"id":286973,"date":"2016-11-28T07:38:00","date_gmt":"2016-11-28T06:38:00","guid":{"rendered":"https:\/\/ac-franchise.be\/des-franchises-de-plus-en-plus-connectees-7920"},"modified":"2016-11-28T07:38:00","modified_gmt":"2019-03-07T16:01:31","slug":"des-franchises-de-plus-en-plus-connectees-7920","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/des-franchises-de-plus-en-plus-connectees-7920","title":{"rendered":"Des franchises de plus en plus connect\u00e9es"},"content":{"rendered":"
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Strat\u00e9gies multicanal ou cross-canal, Web-to-Store\u2026 sans nul doute, face \u00e0 des clients hyperconnect\u00e9s, les franchises fran\u00e7aises ont d\u00fb et su s\u2019adapter et ont pris tout doucement le virage du num\u00e9rique<\/b>.<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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\u00ab L\u2019e-commerce n\u2019a pas tu\u00e9 le commerce de proximit\u00e9 \u00bb<\/h3>\n
Les chiffres en disent long sur les nouvelles habitudes des Fran\u00e7ais en mati\u00e8re de consommation et la bonne sant\u00e9 du e-commerce. Ainsi, en 2014, 7 millions de transactions \u00e9taient effectu\u00e9es sur Internet dans l\u2019Hexagone, pour un chiffre d\u2019affaires de 57 milliards d\u2019euros. Un chiffre qui peut faire peur aux commerces de proximit\u00e9 m\u00eame si, l\u2019explique le magazine Challenges dans un article du 26 novembre 2015, \u00ab\u00a0 il faut raison garder\u00a0: l\u2019e-commerce ne p\u00e8se encore qu’ un dixi\u00e8me des 500 milliards du secteur\u00a0\u00bb. Et de pr\u00e9ciser que si, sans nul doute, \u00ab\u00a0Internet a r\u00e9volutionn\u00e9 les modes de consommation\u00a0\u00bb, il n\u2019est pas encore le moment de conclure \u00e0 la fin du commerce physique. Et de citer Thierry Cahierre, directeur g\u00e9n\u00e9ral de la fonci\u00e8re Redevco France\u00a0: \u00ab Non, l\u2019e-commerce n’ a pas tu\u00e9 le commerce de proximit\u00e9<\/b> \u00bb.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le tournant du num\u00e9rique<\/h3>\n
Ainsi, de plus en plus, les grandes enseignes \u2013 et les franchises en premi\u00e8re ligne \u2013 ont pris un nouveau tournant avec les nouvelles technologie<\/b>s. Elles ont ainsi d\u2019abord pari\u00e9 sur le multicanal en jouant sur les deux tableaux – un site Internet et des boutiques \u2013 puis ont adopt\u00e9 d\u2019autres strat\u00e9giques : de type cross-canal et d\u00e9sormais, explique Challenges, \u00ab l\u2019omnicanal qui veut faciliter le parcours d\u2019achat en intensifiant la relation client : le Web-to-Store (lire notre article Le web to store : un canal de vente incontournable pour les r\u00e9seaux de franchise<\/a>). Et de citer des marques comme Burberry, Darty, Mango ou Sephora qui sont pass\u00e9s justement au Web-to-Store\u2026 La parfumerie, par exemple, a \u00ab install\u00e9 tout r\u00e9cemment une boutique ultraconnect\u00e9e rue de Rivoli \u00bb \u00e0 Paris et \u00ab si l\u2019enseigne a fait le choix d\u2019une superficie et d\u2019un stock r\u00e9duits, les clients sont invit\u00e9s, lorsqu’ ils ne trouvent pas leur bonheur, \u00e0 se connecter aux bornes int\u00e9gr\u00e9es dans les rayons pour passer commandes se faire livrer en boutique \u00e0 domicile \u00bb.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Si cet article vous int\u00e9resse, la r\u00e9daction vous conseille aussi :
<\/span>La franchise se tourne vers le multicanal et le crosscanal<\/i><\/a>
Le cross-canal est-il l’avenir du commerce de demain ? <\/i><\/a><\/span>
Les d\u00e9fis du cross canal pour les r\u00e9seaux de franchise<\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Strat\u00e9gies multicanal ou cross-canal, Web-to-Store\u2026 sans nul doute, face \u00e0 des clients hyperconnect\u00e9s, les franchises fran\u00e7aises ont d\u00fb et su s\u2019adapter et ont pris tout doucement le virage du num\u00e9rique. \u00ab L\u2019e-commerce n\u2019a pas tu\u00e9 le commerce de proximit\u00e9 \u00bb Les chiffres en disent long sur les nouvelles habitudes des Fran\u00e7ais en mati\u00e8re de consommation […]<\/p>\n","protected":false},"author":40,"featured_media":286972,"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":[137,140],"class_list":["post-286973","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","tag-politique-concept-produit","entry","has-media"],"acf":[],"yoast_head":"\nDes 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