{"id":289553,"date":"2016-06-20T07:46:00","date_gmt":"2016-06-20T06:46:00","guid":{"rendered":"https:\/\/ac-franchise.be\/reseaux-de-magasins-et-internet-un-equilibre-a-trouver-9936"},"modified":"2016-06-20T07:46:00","modified_gmt":"2016-06-20T06:46:00","slug":"reseaux-de-magasins-et-internet-un-equilibre-a-trouver-9936","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/reseaux-de-magasins-et-internet-un-equilibre-a-trouver-9936","title":{"rendered":"R\u00e9seaux de magasins et Internet : un \u00e9quilibre \u00e0 trouver"},"content":{"rendered":"
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Il est aujourd\u2019hui inconcevable pour toute forme de commerce de se passer d\u2019internet. Dans le cas d\u2019un r\u00e9seau de franchise qui s\u2019est d\u00e9velopp\u00e9 en magasins physiques, comment le franchiseur peut-il se d\u00e9velopper sur la toile tout en pr\u00e9servant ses franchis\u00e9s<\/b> ; l\u2019approche ne peut \u00eatre unilat\u00e9rale mais doit reposer sur une compl\u00e9mentarit\u00e9 pour que chacun y trouve son compte. <\/p>\n

C\u2019est plus ais\u00e9 pour les r\u00e9seaux franchis\u00e9s de services<\/b> qui peuvent valoriser leurs offres mais qui en dernier lieu reposent sur le franchis\u00e9. Internet est un v\u00e9hicule de communication extraordinaire \u00e0 condition de savoir l\u2019utiliser \u00e0 bon escient <\/b>et pas forc\u00e9ment tous azimuts (vouloir \u00eatre partout ne donne pas toujours des r\u00e9sultats qui s\u2019ajoutent). <\/p>\n

Pour les r\u00e9seaux qui vendent des produits, comment ne pas devenir concurrent des magasins physiques <\/b>? Avant tout en associant les franchis\u00e9s dans le d\u00e9veloppement internet, le but \u00e9tant que chacun y trouve une source de profit additionnel.<\/b><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Savoir-faire et faire savoir : un site bien construit et les r\u00e9seaux sociaux bien utilis\u00e9s. <\/h3>\n
C\u00f4t\u00e9 business pur, il faut impliquer les franchis\u00e9s en cr\u00e9ant un site commun<\/b>. Il est aujourd\u2019hui \u00e9vident qu\u2019un produit non pr\u00e9sent en magasin peut \u00eatre achet\u00e9 sur internet et retir\u00e9 dans ce m\u00eame point de vente. Le Click and Collect permet \u00e0 l\u2019acheteur internaute de retirer son achat en magasin.
D\u2019un c\u00f4t\u00e9, c\u2019est dans le sens magasin\/internet dans l\u2019autre le contraire. Dans le premier cas, c\u2019est un client magasin, dans le deuxi\u00e8me un client internet sachant que c\u2019est parfois le m\u00eame ! donc \u00e0 fid\u00e9liser et lui donner envie de retourner \u00e0 la boutique. <\/p>\n

D\u00e9velopper les actions marketing qui pourront \u00e0 la fois booster les ventes internet et celles des magasins<\/b>. Toute action internet pilot\u00e9e par le franchiseur aura des retomb\u00e9es sur les magasins qu\u2019il faut donc toujours associer \u00e0 la strat\u00e9gie court terme. <\/span> La probl\u00e9matique est donc la suivante : Comment faire des actions compl\u00e9mentaires et comment associer les franchis\u00e9s \u00e0 des actions internet ?

Quant \u00e0 la toile et ses r\u00e9seaux sociaux incontournables, il faut savoir les utiliser \u00e0 bon escient.<\/b> Ces derniers peuvent d\u00e9truire la r\u00e9putation d\u2019une enseigne, aussi faut-il ne pas faire d\u2019amateurisme et faire appel \u00e0 un community manager qui sera le gardien de ce qui pourra se dire sur la toile. Mauvais produit, service laissant \u00e0 d\u00e9sirer, cela se sait et c\u2019est peut-\u00eatre local et anecdotique. Il ne faut jamais laisser une rumeur n\u00e9gative s\u2019installer sur les r\u00e9seaux sociaux et a contrario, il faut largement diffuser une remarque positive sur la marque. D\u2019o\u00f9 \u00eatre \u00e0 l\u2019\u00e9coute en permanence et cr\u00e9er une plate-forme de veille de l\u2019e-r\u00e9putation de l\u2019enseigne. Ce contr\u00f4le permet une r\u00e9action rapide en cas de d\u00e9rapage.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Commercialiser des produits sans concurrence d\u00e9loyale envers les franchis\u00e9<\/h3>\n
Un site e-commerce n\u2019est pas consid\u00e9r\u00e9 comme un magasin physique. C\u2019est la jurisprudence qui a tranch\u00e9 ce qui signifie qu\u2019un franchiseur peut vendre les m\u00eames produits au m\u00eame prix<\/b>. il peut aussi d\u00e9velopper une gamme qui n\u2019entre pas en concurrence directe avec les magasins : monter en gamme par exemple ou tester des produits \u00e0 risque pour pouvoir les vendre plus tard dans les boutiques. Faire des gammes de produits compl\u00e9mentaires sans grande valeur ajout\u00e9e pour les franchis\u00e9s (encombrant, SAV,,etc)\u2026
  
Le site vendeur ainsi g\u00e9r\u00e9 devient un revenu compl\u00e9mentaire pour le franchiseur<\/b> s\u2019il a d\u00e9cid\u00e9 de le faire en totale ind\u00e9pendance, mais il n\u2019est plus concevable aujourd\u2019hui pour un acheteur lambda de ne pas trouver le m\u00eame produit au m\u00eame prix d\u2019une m\u00eame marque sur les deux canaux de vente. C\u2019est pourquoi, les franchiseurs ont int\u00e9gr\u00e9 leurs franchis\u00e9s dans leur strat\u00e9gie et donner \u00e0 chacun la possibilit\u00e9 d\u2019augmenter le chiffre d\u2019affaires mais surtout le b\u00e9n\u00e9fice des deux parties. il est alors n\u00e9cessaire de mettre en place des process pour ce business internet : marge, m\u00e9thodologie, logistique\u2026 Ressources mat\u00e9rielles, humaines, logistiques, traitement des commandes re\u00e7ues…. Comment le franchis\u00e9 va pouvoir s\u2019adapter \u00e0 cette nouvelle charge ? M\u00eame s\u2019il est r\u00e9mun\u00e9r\u00e9 pour cela \u2013un pourcentage de la marge du produit par exemple- chaque r\u00e9seau a d\u00e9velopp\u00e9 sa m\u00e9thodologie (d\u2019o\u00f9 la n\u00e9cessit\u00e9 de revoir les contrats de franchise avec cette nouvelle fonction. Un cahier des charges (en plus de la bible) concr\u00e9tisera le mode op\u00e9ratoire et l\u2019intervention de chacun.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le franchis\u00e9 doit pouvoir continuer \u00e0 faire son m\u00e9tier de commer\u00e7ant et ne pas devenir la vitrine ou le show room de la marque<\/b>. Le magasin est un lieu de rencontre o\u00f9 le client trouvera le conseil.  En tout cas, l\u2019acheteur est multi-canal, c\u2019est devenu un postulat de d\u00e9part pour toute activit\u00e9 commerciale ou artisanale. <\/b><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Il est aujourd\u2019hui inconcevable pour toute forme de commerce de se passer d\u2019internet. Dans le cas d\u2019un r\u00e9seau de franchise qui s\u2019est d\u00e9velopp\u00e9 en magasins physiques, comment le franchiseur peut-il se d\u00e9velopper sur la toile tout en pr\u00e9servant ses franchis\u00e9s ; l\u2019approche ne peut \u00eatre unilat\u00e9rale mais doit reposer sur une compl\u00e9mentarit\u00e9 pour que chacun y […]<\/p>\n","protected":false},"author":42,"featured_media":289552,"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],"class_list":["post-289553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nR\u00e9seaux de magasins et Internet : un \u00e9quilibre \u00e0 trouver<\/title>\n<meta name=\"description\" content=\"Il est aujourd\u2019hui inconcevable pour toute forme de commerce de se passer d\u2019internet. 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