{"id":290411,"date":"2016-01-15T08:39:00","date_gmt":"2016-01-15T07:39:00","guid":{"rendered":"https:\/\/ac-franchise.be\/e-commerce-un-passage-oblige-pour-les-reseaux-de-franchise-6332"},"modified":"2016-01-15T08:39:00","modified_gmt":"2016-01-15T07:39:00","slug":"e-commerce-un-passage-oblige-pour-les-reseaux-de-franchise-6332","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/e-commerce-un-passage-oblige-pour-les-reseaux-de-franchise-6332","title":{"rendered":"E-commerce : un passage oblig\u00e9 pour les r\u00e9seaux de franchise"},"content":{"rendered":"
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Le 27 novembre 2014, \u00e0 l\u2019occasion des Entretiens de la franchise organis\u00e9s par la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise (FFF), les participants ont d\u00e9gag\u00e9 la n\u00e9cessit\u00e9 pour les r\u00e9seaux de franchise de se tourner l’e-commerce<\/b> et plus concr\u00e8tement de mettre en place des strat\u00e9gies de distribution omni-canal. Mais qui partage les recettes ?<\/p>\n

Voici un article tir\u00e9 d’un communiqu\u00e9 d’Epac International et sign\u00e9 d’Alexandra Valette, directrice adjointe<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Des retomb\u00e9es b\u00e9n\u00e9fiques pour tous les membres du r\u00e9seau<\/h3>\n
Selon les intervenants pr\u00e9sents aux Entretiens de la franchise, le recours aux strat\u00e9gies de distribution omni-canal est devenu incontournable pour les r\u00e9seaux de franchise<\/b>. Sans nul doute, la mise en place d’un site internet marchand par un franchiseur aura des retomb\u00e9es b\u00e9n\u00e9fiques pour l’ensemble des membres du r\u00e9seau. A l\u2019inverse, les boutiques renforcent la notori\u00e9t\u00e9 et la cr\u00e9dibilit\u00e9 de la marque et apportent davantage de visite sur le site web.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les tendances \u00ab Web-to-Store \u00bb et \u00ab Click & Collect \u00bb<\/h3>\n
Par ailleurs, il \u00e9t\u00e9 d\u00e9montr\u00e9 qu\u2019aujourd\u2019hui, dans ce qu\u2019on appelle une d\u00e9marche \u00ab Web-to-Store \u00bb, une grande partie des consommateurs effectuent leurs achats en boutique apr\u00e8s avoir consult\u00e9 les sites Internet<\/b>. Ce nouveau comportement est d\u2019ailleurs renforc\u00e9 dans les familles de produits o\u00f9 le client \u00e9prouve un int\u00e9r\u00eat \u00e0 voir physiquement le produit avant de l\u2019acheter et \u00e9ventuellement le tester. Il peut \u00e9galement souhaiter le conseil d\u2019un sp\u00e9cialiste qu\u2019il n\u2019aura pas sur la toile. Autre tendance qui vient renforcer cette n\u00e9cessit\u00e9 pour les r\u00e9seaux de franchise de passer par l\u2019e-commerce : le \u00ab Click & Collect \u00bb. Dans ce cas, le point de vente de proximit\u00e9 devient le lieu o\u00f9 l’on r\u00e9cup\u00e8re son achat en ligne.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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A qui reviennent les recettes<\/h3>\n
Dans ce contexte, de nombreux r\u00e9seaux de franchise ont pris ce tournant et coupl\u00e9 leur site internet institutionnel \u00e0 un site d’e-commerce<\/b>. Une situation qui n\u2019est pas sans poser des questions sur les recettes issues des ventes en ligne : \u00e0 qui reviennent les recettes issues d’une vente \u00e0 un client qui se trouve sur la zone g\u00e9ographique attribu\u00e9e \u00e0 un franchis\u00e9 ? <\/p>\n

Si la tentation est forte pour le franchiseur de s\u2019attribuer l\u2019ensemble des recettes, il est rappel\u00e9 par les experts que le partage des investissements et des profits est cependant le mod\u00e8le le plus profitable.
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Par ailleurs, l’enqu\u00eate 2014 r\u00e9alis\u00e9e par l’institut de sondage CSA pour la Banque Populaire et la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise en collaboration avec l’Express nous donne quelques \u00e9l\u00e9ments int\u00e9ressants : 87% des franchiseurs d\u00e9clarent avoir mis en place au moins un dispositif sur leur site internet pour inciter les consommateurs \u00e0 se rendre dans les points de vente du r\u00e9seau ;pour 75% des r\u00e9seaux, les ventes sont enregistr\u00e9es sur le site du franchiseur mais il existe diff\u00e9rents modes de r\u00e9partition des r\u00f4les entre franchiseur  et franchis\u00e9 (dans 42% des cas, le franchis\u00e9 conserve la relation commerciale avec les clients internautes de son territoire, dans 18% des cas, le franchiseur reste d\u00e9tenteur de la relation commerciale, mais verse une r\u00e9tribution au franchis\u00e9 concern\u00e9, dans seulement 4% des cas, la globalit\u00e9 de la transaction est g\u00e9r\u00e9e par le franchiseur et le franchis\u00e9 ne touche rien). <\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Si ce th\u00e8me vous int\u00e9resse, retrouvez notre article Franchise et e-commerce : un duo qui doit \u00eatre gagnant<\/a> <\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le 27 novembre 2014, \u00e0 l\u2019occasion des Entretiens de la franchise organis\u00e9s par la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise (FFF), les participants ont d\u00e9gag\u00e9 la n\u00e9cessit\u00e9 pour les r\u00e9seaux de franchise de se tourner l’e-commerce et plus concr\u00e8tement de mettre en place des strat\u00e9gies de distribution omni-canal. Mais qui partage les recettes ? Voici un article 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