{"id":291441,"date":"2014-12-31T09:25:00","date_gmt":"2014-12-31T08:25:00","guid":{"rendered":"https:\/\/ac-franchise.be\/quelles-nouveautes-dans-le-marche-de-la-plv-5394"},"modified":"2014-12-31T09:25:00","modified_gmt":"2014-12-31T08:25:00","slug":"quelles-nouveautes-dans-le-marche-de-la-plv-5394","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/quelles-nouveautes-dans-le-marche-de-la-plv-5394","title":{"rendered":"Quelles nouveaut\u00e9s dans le march\u00e9 de la PLV ?"},"content":{"rendered":"
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Le cabinet Xerfi publiait d\u00e9but d\u00e9cembre une \u00e9tude approfondie sur le march\u00e9 de la PLV en France<\/b>. Sous le titre \u00ab Le march\u00e9 de la publicit\u00e9 sur le lieu de vente (PLV) – Pr\u00e9visions du march\u00e9 \u00e0 l\u2019horizon 2018 – Enjeux et opportunit\u00e9s de la digitalisation des points de vente \u00bb, elle permettait de faire un tour d\u2019horizon des nouvelles strat\u00e9gies des annonceurs en mati\u00e8re de publicit\u00e9. De nouveaux mod\u00e8les se d\u00e9gagent comme notamment le recours \u00e0 la PLV digitale, comme compl\u00e9ment \u00e0 la PLV traditionnelle.<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les d\u00e9penses li\u00e9es \u00e0 la PLV en hausse<\/h3>\n
Alors que le march\u00e9 de la publicit\u00e9 subit la crise de plein fouet, la publicit\u00e9 sur le lieu de vente (PLV) se distingue, les annonceurs pr\u00e9f\u00e9rant privil\u00e9gier les supports hors m\u00e9dia pour promouvoir leurs produits et services<\/b>. Tel est en tout cas, les enseignements d\u2019une \u00e9tude publi\u00e9e d\u00e9but d\u00e9cembre par le Cabinet Xerfi. Les d\u00e9penses dans la PLV fr\u00f4leraient ainsi 1,15 milliard en 2014 (+1% par rapport \u00e0 2013) et 1,3 milliard \u00e0 l\u2019horizon 2018. Selon les experts de Xerfi, elles progresseraient m\u00eame de 2,5% par an entre 2016 et 2018 pour repr\u00e9senter 4,6 % du march\u00e9 publicitaire traditionnel. Selon Anne C\u00e9sard, en charge de l\u2019\u00e9tude, ce recours croissant \u00e0 la PLV serait notamment soutenu par la refonte des concepts de vente et \u00e0 de nouvelles propositions innovantes. Elle explique : \u00ab  Face \u00e0 la concurrence des pure players, les commer\u00e7ants choisissent de revaloriser leurs enseignes physiques. \u00bb Une nouvelle strat\u00e9gie qui permet aux enseignes de se d\u00e9marquer des entreprises d\u2019e-commerce et de proposer une v\u00e9ritable th\u00e9\u00e2tralisation de leurs points de vente. Au c\u0153ur des nouveaut\u00e9s : la mise en place de PLV digitale pour s\u00e9duire les clients. Au menu : l\u2019apparition de bornes tactiles et de tablettes dans les magasins.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les strat\u00e9gies des enseignes de cosm\u00e9tique comme mod\u00e8les<\/h3>\n
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 \u00ab Pour exploiter ce r\u00e9cent relais de croissance, nous explique Xerfi, les sp\u00e9cialistes de la publicit\u00e9 sur le lieu de vente s\u2019appuient sur les d\u00e9bouch\u00e9s historiques de la PLV, comme les parfums et cosm\u00e9tiques. \u00bb En effet, la promotion de produits dans ces univers sensoriels est souvent orient\u00e9e haut de gamme gr\u00e2ce \u00e0 l\u2019utilisation de nouveaux mat\u00e9riaux et techniques r\u00e9centes et tr\u00e8s innovantes. L\u2019auteur nous donne l\u2019exemple de Sephora qui teste r\u00e9guli\u00e8rement des dispositifs num\u00e9riques, comme le \u00ab tapis magique \u00bb (PLV interactive sur sol en temps r\u00e9el) ou encore le pr\u00e9sentoir \u00e0 affichage digital (PLV traditionnelle as sortie d\u2019un moniteur et des bandeaux magn\u00e9tiques permettant la mise \u00e0 jour des contenus). N\u00e9anmoins, si le recours \u00e0 la PLV num\u00e9rique a le vent en poupe, elle ne concerne pas l\u2019ensemble des acteurs de la distribution et vient compl\u00e9ter souvent une offre PLV traditionnelle<\/b>. L\u2019\u00e9tude nous le pr\u00e9cise : \u00ab Les deux dimensions de la PLV (digitale et traditionnelle) ne s\u2019opposent donc pas mais se compl\u00e8tent. \u00bb Il est en effet fr\u00e9quent de voir se c\u00f4toyer, dans la m\u00eame vitrine, \u00e9crans digitaux, bornes interactives et totems ou pr\u00e9sentoirs plus classiques. Un nouveau challenge donc pour les sp\u00e9cialistes de la PLV qui adaptent leurs offres et diversifient leur activit\u00e9. A titre d\u2019exemple, la soci\u00e9t\u00e9 Cam\u00e9l\u00e9on group a pr\u00e9sent\u00e9 sa vitrine \u00ab Click&See \u00bb int\u00e9grant l\u2019usage du smartphone lors du salon Marketing Point de Vente au printemps dernier. L\u2019apparition du num\u00e9rique permettrait \u00e0 ses acteurs \u00ab d\u2019\u00e9largir leur activit\u00e9 traditionnelle aux services comme la personnalisation d \u00e9l\u00e9ments de PLV et l\u2019installation mais aussi le conseil en syst\u00e8mes d\u2019information ou en communication digitale. \u00bb<\/span><\/span><\/p>\n

Retrouvez l’ensemble de nos articles relatifs au marketing des franchises<\/a><\/span><\/span><\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le cabinet Xerfi publiait d\u00e9but d\u00e9cembre une \u00e9tude approfondie sur le march\u00e9 de la PLV en France. Sous le titre \u00ab Le march\u00e9 de la publicit\u00e9 sur le lieu de vente (PLV) – Pr\u00e9visions du march\u00e9 \u00e0 l\u2019horizon 2018 – Enjeux et opportunit\u00e9s de la digitalisation des points de vente \u00bb, elle permettait de faire […]<\/p>\n","protected":false},"author":40,"featured_media":291028,"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-291441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nQuelles nouveaut\u00e9s dans le march\u00e9 de la PLV ?<\/title>\n<meta name=\"description\" content=\"Le cabinet Xerfi publiait d\u00e9but d\u00e9cembre une \u00e9tude approfondie sur le march\u00e9 de la PLV en France. 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