{"id":291824,"date":"2014-06-23T09:29:00","date_gmt":"2014-06-23T08:29:00","guid":{"rendered":"https:\/\/ac-franchise.be\/reponses-aux-objections-sur-le-projet-de-fidelisation-3408"},"modified":"2014-06-23T09:29:00","modified_gmt":"2014-06-23T08:29:00","slug":"reponses-aux-objections-sur-le-projet-de-fidelisation-3408","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/reponses-aux-objections-sur-le-projet-de-fidelisation-3408","title":{"rendered":"R\u00e9ponses aux objections des franchises sur la fid\u00e9lisation par carte ou virtuel"},"content":{"rendered":"
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Nous avons interview\u00e9 un fournisseur de syst\u00e8me de fid\u00e9lit\u00e9 virtuel. Nous lui avons demand\u00e9 quelles \u00e9taient ses r\u00e9ponses aux objections que certains r\u00e9seaux peuvent \u00e9mettre \u00e0 l’encontre des syst\u00e8mes de fid\u00e9lisation.<\/b><\/p>\n

\u00a0\u00bb Quand nous approchons une nouvelle enseigne et \u00e9voquons avec elle son projet de fid\u00e9lisation, nous observons en effet qu’un certain nombre d’objections r\u00e9currentes nous sont faites. Souvent ces objections s’appuient sur des id\u00e9es re\u00e7ues.  <\/p>\n

 – J’ai d\u00e9j\u00e0 une carte papier<\/b><\/p>\n

Si c’est le cas, alors vous passez beaucoup trop de temps \u00e0 calculer manuellement la remise fid\u00e9lit\u00e9 et vous n’avez pas de fichier. Quid de vos ventes priv\u00e9es, promotions et autres offres anniversaires ? En outre, le consommateur perd facilement le b\u00e9n\u00e9fice de ses achats \u00e0 la faveur d’une poche trou\u00e9e ou d’un passage en machine. Ce qui le prive aussi d’une bonne raison de revenir en magasin. Enfin, il est inenvisageable de mettre en \u0153uvre une fid\u00e9lit\u00e9 r\u00e9seau avec une carte papier.  <\/p>\n

– Le co\u00fbt d’un syst\u00e8me fid\u00e9lit\u00e9 est prohibitif <\/b><\/p>\n

Au risque d’enfoncer une porte ouverte, rappelons que la fid\u00e9lit\u00e9 est un dispositif qui, rapidement, rapporte beaucoup plus d’argent qu’il n’en co\u00fbte. Cela, les nombreuses enseignes d\u00e9j\u00e0 \u00e9quip\u00e9es l’ont bien compris. <\/p>\n

 – Je n’ai pas Internet<\/b> <\/p>\n

Acceptez-vous les cartes de cr\u00e9dit ? Dans ce cas votre TPE t\u00e9l\u00e9-collecte la nuit en g\u00e9n\u00e9rant un co\u00fbt t\u00e9l\u00e9phonique d’environ 50 \u20ac HT\/mois ou plus. En vous \u00e9quipant d’internet pour moins de 20 \u20ac HT\/mois et en passant au TPE ADSL, vous ferez l’\u00e9conomie de vos frais de t\u00e9l\u00e9-collecte. E<\/p>\n

– Je n’ai pas assez de marge pour accorder en plus une remise fid\u00e9lit\u00e9<\/b> <\/p>\n

La remise fid\u00e9lit\u00e9 effective est bien inf\u00e9rieure \u00e0 la remise th\u00e9orique. Prenons un exemple tr\u00e8s simple. Imaginons que mon point de vente accorde 50% en remise fid\u00e9lit\u00e9 utilisable d\u00e8s le deuxi\u00e8me achat. Monsieur Martin ach\u00e8te dans mon point de vente pour 100 \u20ac. Puis il revient pour son deuxi\u00e8me achat et consomme pour 50 \u20ac, soit le montant exact de sa remise fid\u00e9lit\u00e9. Monsieur Martin a achet\u00e9 pour 150 \u20ac en tout et a b\u00e9n\u00e9fici\u00e9 d’une remise de 50 \u20ac. Soit 33% de remise effective. CQFD. Par exp\u00e9rience, pour 5% de remise fid\u00e9lit\u00e9 et un bon d\u00e9livr\u00e9 au 5\u00e8me achat, la remise effective est de 0,5% apr\u00e8s un an, 1,5 % apr\u00e8s 2 ans, et plafonne \u00e0 2% m\u00eame apr\u00e8s plusieurs ann\u00e9es de fonctionnement.  <\/p>\n

 – Mon logiciel de caisse a d\u00e9j\u00e0 un module fid\u00e9lit\u00e9<\/b><\/p>\n

Les modules fid\u00e9lit\u00e9 inclus dans les logiciels de caisse assurent les fonctions de base dans le cadre d’une fid\u00e9lit\u00e9 locale. Ils sont le plus souvent peu performants, ne permettent pas d’animer un fichier consommateur et ne fonctionnent g\u00e9n\u00e9ralement pas en r\u00e9seau. De plus il y a rarement le m\u00eame logiciel de caisse chez tous les franchis\u00e9s. C’est pourquoi il est quasiment impossible de mettre en place une carte de fid\u00e9lit\u00e9 r\u00e9seau en s’appuyant sur la fid\u00e9lit\u00e9 int\u00e9gr\u00e9e \u00e0 un logiciel de caisse.   <\/p>\n

– Une fid\u00e9lit\u00e9 s\u00e9par\u00e9e de ma caisse implique une double saisie<\/p>\n

 <\/b>M\u00eame dans un hypermarch\u00e9 o\u00f9 le temps pass\u00e9 en caisse est critique, la gestion de la fid\u00e9lit\u00e9 induit toujours un laps de temps suppl\u00e9mentaire. La question est : le jeu en vaut-il la chandelle ? Dns certains syst\u00e8mes la saisie d’un achat fid\u00e9lit\u00e9 n\u00e9cessite moins de huit secondes. <\/p>\n

 – Mes franchis\u00e9s ne sont pas pr\u00eats \u00e0 accepter les remises en provenance d’un autre point de vente.<\/b> On r\u00e9pond \u00e0 cette probl\u00e9matique par un syst\u00e8me de compensation sans \u00e9quivalent qui permet de rembourser au magasin tout ou partie du bon qui n’a pas \u00e9t\u00e9 constitu\u00e9 chez lui !<\/p>\n

<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Nous avons interview\u00e9 un fournisseur de syst\u00e8me de fid\u00e9lit\u00e9 virtuel. Nous lui avons demand\u00e9 quelles \u00e9taient ses r\u00e9ponses aux objections que certains r\u00e9seaux peuvent \u00e9mettre \u00e0 l’encontre des syst\u00e8mes de fid\u00e9lisation. \u00a0\u00bb Quand nous approchons une nouvelle enseigne et \u00e9voquons avec elle son projet de fid\u00e9lisation, nous observons en effet qu’un certain nombre d’objections r\u00e9currentes nous […]<\/p>\n","protected":false},"author":48,"featured_media":289819,"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-291824","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\u00e9ponses aux objections des franchises sur la fid\u00e9lisation par carte ou virtuel<\/title>\n<meta name=\"description\" content=\"Nous avons interview\u00e9 un fournisseur de syst\u00e8me de fid\u00e9lit\u00e9 virtuel. 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