{"id":291036,"date":"2015-07-18T08:47:00","date_gmt":"2015-07-18T07:47:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-clause-dexclusivite-dun-franchise-face-au-developpement-du-site-web-de-lenseigne-6839"},"modified":"2015-07-18T08:47:00","modified_gmt":"2015-07-18T07:47:00","slug":"la-clause-dexclusivite-dun-franchise-face-au-developpement-du-site-web-de-lenseigne-6839","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-clause-dexclusivite-dun-franchise-face-au-developpement-du-site-web-de-lenseigne-6839","title":{"rendered":"La clause d\u2019exclusivit\u00e9 d\u2019un franchis\u00e9 face au d\u00e9veloppement du site Web de l\u2019enseigne"},"content":{"rendered":"
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Que devient la clause d\u2019exclusivit\u00e9 du contrat de franchise quand la t\u00eate d\u2019un r\u00e9seau vend les m\u00eames produits que ses franchis\u00e9s sur internet ?<\/b>  La question se pose pour tous les r\u00e9seaux m\u00eame si la probl\u00e9matique n\u2019est pas la m\u00eame suivant les secteurs. Il y a ceux qui n\u2019ont rien de concret \u00e0 vendre mais font la promotion de leurs franchis\u00e9s en faisant celle de la marque : cela englobe toutes les franchises de services et de la restauration. <\/span>
Dans le cas de vente de produits, le probl\u00e8me n\u2019est plus du tout le m\u00eame. En ouvrant un site marchand, un franchiseur peut devenir concurrent de son franchis\u00e9. Il y a alors un probl\u00e8me juridique \u00e0 r\u00e9soudre entre la clause d\u2019exclusivit\u00e9 du franchis\u00e9 et la vente par internet des m\u00eames produits sur la zone de chalandise du franchis\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Rappel des clauses d\u2019exclusivit\u00e9<\/h3>\n
L\u2019exclusivit\u00e9 g\u00e9ographique de la franchise, celle de l\u2019enseigne, celle des produits sont 3 clauses importantes mais facultatives des contrats de franchise<\/a>.<\/b>
Dans le premier cas,<\/b> le franchis\u00e9 aura la garantie de ne pas avoir un autre franchis\u00e9 sur le territoire qui lui a \u00e9t\u00e9 assign\u00e9. Par contre la t\u00eate de r\u00e9seau peut se d\u00e9velopper via d\u2019autres formules sur la zone (concession, succursale, corner).
Dans le cas de l\u2019exclusivit\u00e9 de l\u2019enseigne<\/b>, le franchis\u00e9 sera le seul repr\u00e9sentant de la marque sur la zone d\u00e9termin\u00e9e
Dans le troisi\u00e8me cas la clause est sens\u00e9e garantir au franchis\u00e9 qu\u2019il sera le seul \u00e0 vendre les produits de l\u2019enseigne sur le territoire d\u00e9fini dans le contrat.<\/b> Le d\u00e9veloppement de site marchand d\u2019enseignes de franchise a amen\u00e9 certains franchis\u00e9s \u00e0 se retourner contre leur franchiseur pour concurrence d\u00e9loyale. Les clients pouvant trouver les m\u00eames produits parfois moins chers. <\/p>\n

Or depuis un arr\u00eat de la Cour de Cassation fran\u00e7aise du 10 septembre 2013, l\u2019ouverture d\u2019un site Web ne peut \u00eatre assimilable \u00e0 l\u2019implantation d\u2019un point de vente sur le territoire du franchis\u00e9. D\u2019o\u00f9 une ins\u00e9curit\u00e9 juridique qui oblige maintenant les t\u00eates de r\u00e9seau \u00e0 avoir une strat\u00e9gie globale digitale+ magasins physiques.<\/p>\n

Mais soyons clairs, un r\u00e9seau sans site web est condamn\u00e9 \u00e0 mourir et dans la plupart des m\u00e9tiers, ce site web doit \u00eatre marchand, on parle de multi-canal pour d\u00e9crire les r\u00e9seaux qui utilisent \u00e0 la fois le e-commerce et les magasins physiques, etc…<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Un enjeu juridique mais surtout \u00e9conmique majeur<\/h3>\n
Le E-commerce se d\u00e9veloppera de toutes fa\u00e7ons et prendra des parts de march\u00e9. Si votre r\u00e9seau ne le fait pas, ce sont vos concurrent qui le feront. <\/b>Alors les r\u00e9seaux de franchise mettent en place les moyens de g\u00e9rer la cohabitation entre le site marchand et les franchis\u00e9s tant sur le plan commercial et marketing pour que le web am\u00e8ne aussi des clients aux magasins en plus de participer \u00e0 la notori\u00e9t\u00e9. 
<\/span>
Renoncer \u00e0 Internet est \u00e9videmment une absurdit\u00e9 mais faire en sorte que les franchis\u00e9s ne soient pas exclus des retomb\u00e9es du web parait \u00e9vident. Pourquoi, d\u00e9j\u00e0 parce qu\u2019ils participent \u00e0 la notori\u00e9t\u00e9 de la marque de par leur pr\u00e9sence sur le territoire, qu\u2019ils peuvent servir d\u2019interm\u00e9diaires et offrir des services en plus, etc\u2026 Ils sont une valeur ajout\u00e9e !<\/p>\n

Des solutions sont donc mises en place pour que les franchis\u00e9s ne se sentent pas les laisser pour compte du syst\u00e8me avec des outils adapt\u00e9s qui permettent de faire cohabiter site marchand et magasins physiques.
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Que devient la clause d\u2019exclusivit\u00e9 du contrat de franchise quand la t\u00eate d\u2019un r\u00e9seau vend les m\u00eames produits que ses franchis\u00e9s sur internet ?  La question se pose pour tous les r\u00e9seaux m\u00eame si la probl\u00e9matique n\u2019est pas la m\u00eame suivant les secteurs. Il y a ceux qui n\u2019ont rien de concret \u00e0 vendre mais font […]<\/p>\n","protected":false},"author":42,"featured_media":287397,"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":[135,141],"class_list":["post-291036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","tag-reglementation-des-affaires","entry","has-media"],"acf":[],"yoast_head":"\nLa 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