{"id":287464,"date":"2016-09-14T08:24:00","date_gmt":"2016-09-14T07:24:00","guid":{"rendered":"https:\/\/ac-franchise.be\/zone-de-chalandise-dune-franchise-pourquoi-comment-2598"},"modified":"2016-09-14T08:24:00","modified_gmt":"2019-03-07T16:01:38","slug":"zone-de-chalandise-dune-franchise-pourquoi-comment-2598","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/zone-de-chalandise-dune-franchise-pourquoi-comment-2598","title":{"rendered":"Zone de chalandise d’une franchise : pourquoi, comment ?"},"content":{"rendered":"
La zone de chalandise d’une franchise est l’espace g\u00e9ographique habituel ou pr\u00e9visionnel (dans le cas d’une ouverture) entourant un point de vente dans lequel se trouve la client\u00e8le potentielle (r\u00e9sidents, professionnels ou client\u00e8le de passage).<\/p>\n
L’\u00e9tude de cette zone est donc un \u00e9l\u00e9ment indissociable<\/b>\u00a0de l’\u00e9tude de march\u00e9 pr\u00e9alable \u00e0 toute d\u00e9cision d’implantation d’une franchise. Elle permet notamment d’anticiper le potentiel de vente en fonction de la population pr\u00e9sente dans ce secteur et de la concurrence.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Si l’analyse de la zone de chalandise doit \u00eatre faite avant l’implantation d’un point de vente pour choisir l’emplacement id\u00e9al, elle permet \u00e9galement, apr\u00e8s inauguration, d’optimiser les m\u00e9thodes de marketing (distribution de pospectus, signal\u00e9tique, etc.)<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Cette zone de chalandise se d\u00e9coupe en trois sous-zones selon la distance du lieu d’implantation. Nous prenons ci-dessous le cas fr\u00e9quemment retenu pour de l’alimentation g\u00e9n\u00e9rale mais il est clair que les zones de magasins exceptionnels par leur taille, leur produit ou leur prix seront plus \u00e9tendues. Exemple : la zone primaire d’un Ikea est beaucoup plus \u00e9tendue<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n 1 – La zone primaire correspond \u00e0 5 \u00e0 A 10 minutes d’acc\u00e8s. (en voiture si les clients viennent normalement en voiture, \u00e0 pied s’ils viennent \u00e0 pied, etc…)<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n 2 – La zone secondaire <\/strong>correspond \u00e0 10 \u00e0 15 minutes d’acc\u00e8s.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Pour en savoir plus sur le sujet, la r\u00e9daction vous conseille :\u00a0<\/i> La zone de chalandise d’une franchise est l’espace g\u00e9ographique habituel ou pr\u00e9visionnel (dans le cas d’une ouverture) entourant un point de vente dans lequel se trouve la client\u00e8le potentielle (r\u00e9sidents, professionnels ou client\u00e8le de passage). L’\u00e9tude de cette zone est donc un \u00e9l\u00e9ment indissociable\u00a0de l’\u00e9tude de march\u00e9 pr\u00e9alable \u00e0 toute d\u00e9cision d’implantation d’une franchise. Elle […]<\/p>\n","protected":false},"author":52,"featured_media":287465,"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":[],"class_list":["post-287464","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","entry","has-media"],"acf":[],"yoast_head":"\nLa zone de chalandise indique le flux de vos futurs clients<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
L’\u00e9tude de march\u00e9 : un outil indissociable \u00e0 la cr\u00e9ation d’une franchise<\/i><\/a>
Quelques conseils pour \u00e9valuer un emplacement et sa zone de chalandise<\/i><\/a>
<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"