{"id":291874,"date":"2014-05-31T04:10:00","date_gmt":"2014-05-31T03:10:00","guid":{"rendered":"https:\/\/ac-franchise.be\/affiner-la-relation-client"},"modified":"2014-05-31T04:10:00","modified_gmt":"2014-05-31T03:10:00","slug":"affiner-la-relation-client","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/affiner-la-relation-client","title":{"rendered":"Affiner la relation client"},"content":{"rendered":"
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Un point de vente peut augmenter son trafic et son chiffre d’affaires gr\u00e2ce \u00e0 une meilleure connaissance de sa client\u00e8le. Les sp\u00e9cialistes du marketing direct ont cr\u00e9\u00e9 un sigle pour d\u00e9finir cette \u00e9tape de base<\/b> : l’analyse RFM (r\u00e9cence – fr\u00e9quence – montant).<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Cr\u00e9er un bon fichier client<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Lorsqu’un client entre dans le magasin, il est important de savoir depuis quand il n’est pas venu, quelle est la fr\u00e9quence de ses visites et le montant de ses achats. L’id\u00e9al est de constituer un fichier client de qualit\u00e9<\/a> en incitant ce client \u00e0 adh\u00e9rer \u00e0 la carte de fid\u00e9lit\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les paiements par carte bancaire permettent d\u00e9j\u00e0 d’obtenir certaines informations statistiques mais sans possibilit\u00e9 de les personnaliser finement. Dans le secteur des enseignes textile, dix-huit mois seraient n\u00e9cessaires pour constituer une premi\u00e8re base repr\u00e9sentative de la client\u00e8le. L’analyse RFM croise diff\u00e9rents crit\u00e8res et conduit \u00e0 mettre en \u00e9vidence les bons clients, qui repr\u00e9sentent 10 \u00e0 20 % de la client\u00e8le et r\u00e9alisent 40 \u00e0 60 % du chiffre d’affaires. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Apr\u00e8s la r\u00e9alisation d’une bonne segmentation de la client\u00e8le,<\/strong> il sera possible de proc\u00e9der \u00e0 des offres promotionnelles adapt\u00e9es : une r\u00e9duction pour l’achat de trois produits sera plus conforme aux petits budgets, tandis que les gros clients pourront se voir offrir un cadeau ou un service gratuit. On a d\u00e9montr\u00e9 qu’un point de vente perdait environ 25 % de ses clients chaque ann\u00e9e. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Dynamiser le point d’encaissement<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le point d’encaissement (Pos) \u00e9tant le passage oblig\u00e9<\/strong>, il y a lieu d’exploiter des outils de gestion informatique permettant d’am\u00e9liorer la fichier CRM (Customer Relationship Management). L’outil r\u00e9pond aux besoins de faire augmenter le panier moyen ou de constituer des r\u00e9seaux de parrainage, voire m\u00eame simplement de bouche \u00e0 oreille. Microsoft propose les solutions qui conviennent, mais les informaticiens peuvent aussi vous apporter les outils adapt\u00e9s \u00e0 vos besoins propres. Ainsi il est devenu possible de rep\u00e9rer un client qui n’est pas pass\u00e9 au magasin depuis plus de deux mois et de lui envoyer une offre<\/strong> lui donnant l’occasion de venir retirer un cadeau. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les strat\u00e9gies de fid\u00e9lisation sont de plus en plus fines <\/strong>car les moyens informatiques donnent une connaissance totale du client et de ses habitudes d’achat, c’est ce qu’on appelle la vision \u00e0 360\u00b0. Vous pouvez aujourd’hui non seulement conna\u00eetre l’\u00e2ge et la Cat\u00e9gorie Socio-Professionnelle (CSP) de vos clients mais aussi d\u00e9terminer leurs produits pr\u00e9f\u00e9r\u00e9s, le rythme des achats, le budget qu’ils consacrent \u00e0 tels ou tels produits… Cela permet au commer\u00e7ant d’\u00eatre beaucoup plus r\u00e9actif. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le point d’encaissement doit g\u00e9n\u00e9rer les offres adapt\u00e9es \u00e0 chaque client. Certains distributeurs consid\u00e8rent que cette gestion est trop co\u00fbteuse. Il est vrai que, selon le produit vendu, la m\u00e9thode peut se consid\u00e9rer de mani\u00e8re diff\u00e9rente. Ainsi celui qui a un taux de renouvellement faible peut aller moins loin dans le \u00a0\u00bb pilotage \u00a0\u00bb de sa client\u00e8le ; si le trafic est tr\u00e8s r\u00e9gulier, cela peut s’av\u00e9rer \u00e9galement moins utile. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Se pose ensuite la question de savoir si un franchis\u00e9 doit avoir son propre fichier isol\u00e9 du r\u00e9seau national, ou au contraire avoir acc\u00e8s aux connaissances du r\u00e9seau afin de rep\u00e9rer qu’un de ses clients s’approvisionne \u00e9galement dans un autre point de vente. La relation peut \u00eatre li\u00e9e \u00e0 la marque et non au commer\u00e7ant lui-m\u00eame. Le lien avec le site internet est \u00e9galement tr\u00e8s important.<\/p>\n

Lisez aussi cet article : <\/i>Le franchis\u00e9 est propri\u00e9taire de sa client\u00e8le<\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Un point de vente peut augmenter son trafic et son chiffre d’affaires gr\u00e2ce \u00e0 une meilleure connaissance de sa client\u00e8le. Les sp\u00e9cialistes du marketing direct ont cr\u00e9\u00e9 un sigle pour d\u00e9finir cette \u00e9tape de base : l’analyse RFM (r\u00e9cence – fr\u00e9quence – montant). Cr\u00e9er un bon fichier client Lorsqu’un client entre dans le magasin, il est 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