{"id":287425,"date":"2016-09-18T06:55:00","date_gmt":"2016-09-18T05:55:00","guid":{"rendered":"https:\/\/ac-franchise.be\/quelques-conseils-pour-evaluer-un-emplacement-et-sa-zone-de-chalandise-5616"},"modified":"2016-09-18T06:55:00","modified_gmt":"2019-03-07T16:01:37","slug":"quelques-conseils-pour-evaluer-un-emplacement-et-sa-zone-de-chalandise-5616","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/quelques-conseils-pour-evaluer-un-emplacement-et-sa-zone-de-chalandise-5616","title":{"rendered":"Quelques conseils pour \u00e9valuer un emplacement et sa zone de chalandise"},"content":{"rendered":"
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Arpentez les rues, muni d’un appareil photo et d’un bloc notes et observez tout, en d\u00e9tail…<\/p>\n

L’\u00e9tude de la zone de chalandise est indissociable de l’\u00e9tude de march\u00e9<\/b> pour la cr\u00e9ation de votre franchsie. Il faut bien prendre en compte tous les \u00e9l\u00e9ments qui pourront influencer l’acc\u00e8s \u00e0 votre emplacement commercial : infrastructures, facilit\u00e9 d’acc\u00e8s, concurrence, cat\u00e9gorie sociale de la client\u00e8le en p\u00e9riph\u00e9rie de votre local, etc.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Cat\u00e9gorie d’agglom\u00e9ration<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un premier crit\u00e8re est la taille de l’agglom\u00e9ration <\/strong>concern\u00e9e. Ce crit\u00e8re joue plus ou moins selon\u00a0 <\/span>la nature du commerce projet\u00e9. Ainsi,\u00a0 <\/span>que ce soit dans une ville de 40.000 habitants ou dans une ville de 100.000 habitants, la cr\u00e9ation d’une armurerie, commerce tr\u00e8s sp\u00e9cialis\u00e9, touchera\u00a0 <\/span>une\u00a0 <\/span>client\u00e8le potentielle \u00e9tendue \u00e0 toute la cit\u00e9. A l’inverse,\u00a0 <\/span>une sup\u00e9rette de 400 m\u00b2 touchera toute une ville de 4.000 habitants mais seulement un vaste quartier dans une ville de 40.000 habitants. <\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Zone d’implantation\u00a0<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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V\u00e9rifiez les caract\u00e9ristiques du lieu de l’implantation. On consid\u00e8re qu’il y a une zone primaire de chalandise,\u00a0\u00a0 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. On se d\u00e9place \u00e0 pied pour certains achats de proximit\u00e9 mais en voiture pour des achats plus impliquants.
Il faut adapter ces notions : dans une zone p\u00e9ri-urbaine constitu\u00e9e de grands ensembles sans commerces en rez-de-chauss\u00e9e avec de vastes espaces entre les immeubles, le temps de parcours est diff\u00e9rent que celui d’un\u00a0quartier compos\u00e9 de maisons de rue avec \u00e9coles, m\u00e9decins et commerces de proximit\u00e9.\u00a0De m\u00eame, selon qu’il s’agit ou non d’un commerce de premi\u00e8re n\u00e9cessit\u00e9, le temps de d\u00e9placement jouera diff\u00e9remment.\u00a0 Une fois que l’on a trac\u00e9, sur un plan, un cercle autour du local repr\u00e9sentant\u00a0 la distance de 3 minutes \u00e0 pieds ou en voiture pour y venir, il faut, en fonction des lieux (art\u00e8res, p\u00e2t\u00e9s de maison, flux des passants, etc.), d\u00e9former ce cercle pour en faire un polygone irr\u00e9gulier qui refl\u00e8tera la zone de chalandise potentielle.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Attractivit\u00e9 de l’emplacement<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Int\u00e9ressez-vous \u00e0 l’ existence d’un p\u00f4le d’attractivit\u00e9. Un lieu particuli\u00e8rement anim\u00e9, un centre historique ou une enseigne phare, peut influer sur le dessin de la zone de chalandise. La signalisation qu’il sera possible ou non d’installer est \u00e0 prendre en consid\u00e9ration. Mais sachez qu’une avenue dangereuse \u00e0 traverser entre une enseigne phare et la boutique convoit\u00e9e, avec un passage pour pi\u00e9tons \u00e9loign\u00e9 de plus de 15 m\u00e8tres, peut faire perdre totalement le b\u00e9n\u00e9fice de la pr\u00e9sence de cette enseigne.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Tenir compte de la concurrence<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Vous devez vous pencher \u00e9galement sur l’emplacement des concurrents. Ceux-ci ne sont pas n\u00e9cessairement nuisibles surtout\u00a0si l’on ne vend pas de la m\u00eame fa\u00e7on. De plus, la volont\u00e9 chez les clients potentiels de vouloir comparer les offres permet \u00e0 deux concurrents voisins d’augmenter leur attraction sur une zone de chalandise plus \u00e9tendue.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Utilisation des infrastructures existantes<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Vous devez aussi \u00eatre conscient des infrastructures existantes, favorables\u00a0 ou faisant\u00a0 obstacle, elles conditionnent la fr\u00e9quentation du lieu et la d\u00e9ambulation des passants… Cela permet de constater le flux naturel des chalands. Chacun dans ses d\u00e9placements cherche la facilit\u00e9 : chemin le plus court, possibilit\u00e9 de se garer facilement, de trouver un moyen de transport \u00e0 proximit\u00e9, mais aussi l’agr\u00e9ment : marcher du c\u00f4t\u00e9 de la rue ensoleill\u00e9, la commodit\u00e9 : acc\u00e8s \u00e0 un grand magasin, etc. Ce flux s’\u00e9tablit donc dans un quartier en fonction de la configuration des lieux, des centres de vie pr\u00e9sents et des diff\u00e9rentes offres commerciales. <\/p>\n

Sur la m\u00eame th\u00e9matique, la r\u00e9daction vous recommande les articles suivants :<\/i>
Futur franchis\u00e9 : sachez bien choisir votre emplacement<\/i><\/a> !<\/i>
Priorit\u00e9s des franchis\u00e9s : trouver le bon emplacement<\/i><\/a>.<\/i>
L’emplacement commercial, facteur cl\u00e9 de la r\u00e9ussite d’un franchis\u00e9<\/i><\/a>.<\/i><\/p>\n

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

Arpentez les rues, muni d’un appareil photo et d’un bloc notes et observez tout, en d\u00e9tail… L’\u00e9tude de la zone de chalandise est indissociable de l’\u00e9tude de march\u00e9 pour la cr\u00e9ation de votre franchsie. Il faut bien prendre en compte tous les \u00e9l\u00e9ments qui pourront influencer l’acc\u00e8s \u00e0 votre emplacement commercial : infrastructures, facilit\u00e9 d’acc\u00e8s, […]<\/p>\n","protected":false},"author":52,"featured_media":287426,"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-287425","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":"\nQuelques 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