{"id":291957,"date":"2014-05-14T03:18:00","date_gmt":"2014-05-14T02:18:00","guid":{"rendered":"https:\/\/ac-franchise.be\/un-commerce-ou-et-pour-qui"},"modified":"2014-05-14T03:18:00","modified_gmt":"2014-05-14T02:18:00","slug":"un-commerce-ou-et-pour-qui","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/un-commerce-ou-et-pour-qui","title":{"rendered":"Un commerce o\u00f9 et pour qui ?"},"content":{"rendered":"
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Pour faire venir le client il est bon de respecter certains crit\u00e8res li\u00e9s \u00e0 la zone de chalandise, la cr\u00e9ation de flux et la sp\u00e9cialisation de votre offre. L’emplacement id\u00e9al n’est pas le m\u00eame pour un restaurant et une solderie. On n’attire pas les m\u00eames clients dans n’importe quel type de rue.<\/p>\n

Si vous avez rep\u00e9r\u00e9 un emplacement qui vous plait pour votre magasin<\/b>, il est bon de v\u00e9rifier s’il peut convenir et drainer la client\u00e8le que vous esp\u00e9rez. Dans un commerce on attend le client et cela entra\u00eene des conditions n\u00e9cessaires \u00e0 sa r\u00e9ussite. Pas d’exc\u00e8s d’optimisme svp !<\/p>\n

Prenez rapidement connaissance de l’emplacement vis\u00e9 en arpentant le quartier \u00e0 pied, en voiture, en bus<\/b>, en m\u00e9tro….\u00e0 di<\/b>ff\u00e9rentes heures<\/b>, en variant les jours<\/b> d’observation et constatant la circulation dont il b\u00e9n\u00e9ficie. Et faites ce que tout le mode oublie de faire, demandez aux passants d’o\u00f9 ils viennent pour d\u00e9limiter la zone de chalandise<\/b> du quartier. Attention, notez o\u00f9 ils habitent, d’o\u00f9 ils viennent ce jour l\u00e0 et quel magasin ils sont venus voir. Pourquoi ? Parce que le passant interrog\u00e9 peut habiter \u00e0 c\u00f4t\u00e9 mais ne venir qu’en rentrant du travail ou que pour chercher du pain ou que pour son esth\u00e9ticienne, etc…<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La zone de chalandise<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La zone de chalandise primaire <\/b>est celle o\u00f9 les acheteurs potentiels sont les plus proches. Pour les commerces dits de proximit\u00e9, ils ne doivent pas mettre plus de 5 minutes \u00e0 pied pour une supermarch\u00e9, on comptera peut-\u00eatre aussi 5 minutes mais en voiture. Chaque m\u00e9tier a ses r\u00e8gles.Il ne faut pas penser que la zone de chalandise d’une rue est exploit\u00e9e de la m\u00eame fa\u00e7on par tous les commerces qui s’y trouvent. Exemple, une sandwicherie dans la rue la plus commer\u00e7ante b\u00e9n\u00e9ficiera de la m\u00eame zone de chalandise mais aura une emprise suppl\u00e9mentaire sur les personnes qui travaillent dans une zone accessible en 5 minutes \u00e0 pied.
La zone de chalandise tertiaire<\/b> peut s’\u00e9tendre au-del\u00e0. Suivant les commerces on parlera de 10 \u00e0 20 minutes de trajet \u00e0 faire pour venir jusqu’au local envisag\u00e9.
Enfin la zo<\/b>ne de chalandise tertiaire<\/b> d\u00e9finit les limites pratiques maximales. Pour un Ik\u00e9a, cela peut \u00eatre une heure e trajet.
Ce sont \u00e9videmment des estimations moyennes qu’il y a lieu d’affiner en fonction des sp\u00e9cificit\u00e9s de votre offre et de l’environnement dans lequel votre magasin est install\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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\u00a0Le flux dont vous b\u00e9n\u00e9ficierez d\u00e9pend \u00e9galement de la sp\u00e9cialisation de votre commerce<\/strong>. Il faut distinguer les commerces de premi\u00e8re n\u00e9cessit\u00e9, les boutiques hyper-sp\u00e9cialis\u00e9es, les commerces en secteur tr\u00e8s marchand comme les centres de ville, les rues pi\u00e9tonnes, les centres commerciaux ou autres. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ainsi pour un commerce de premi\u00e8re n\u00e9cessit\u00e9<\/strong>, l’habitant du quartier est g\u00e9n\u00e9ralement pr\u00eat \u00e0 marcher 5 minutes en contournant plusieurs p\u00e2t\u00e9s de maisons pour aller acheter, par exemple,son journal ou\u00a0le pain. En revanche, s’il ne s’agit pas d’un commerce de premi\u00e8re n\u00e9cessit\u00e9, il faut \u00eatre conscient qu’il est excessivement difficile de d\u00e9tourner le flux naturel des passants et de modifier le comportement instinctif des consommateurs de la zone. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Evaluer le flux de la client\u00e8le<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Il est bon de s’assurer qu’il y a suffisamment d’acheteurs potentiels dans la zone de chalandise et de pr\u00e9voir de communiquer, soit par une signal\u00e9tique soit par une publicit\u00e9 locale adapt\u00e9e. Il faudra donc se donner les moyens pour que les clients prennent l’habitude de venir. Si vous optez pour une zone de forte concentration de commerces, ce type de communication ne sera effectivement pas toujours n\u00e9cessaire. En fait, vous devez consid\u00e9rer que le loyer et le budget de pub locale sont une seule et m\u00eame chose : le moyen de faire entrer le client dans votre magasin<\/b>. Ce n’est pas un hasard si les commerces de v\u00eatement des meilleures rues pi\u00e9tonnes ne mettent pas de tracts dans le boites aux lettres alors que d’autres commerces pour lesquels vous devez faire un effort de d\u00e9placement vous inondent de tracts. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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On sait aussi que l’arriv\u00e9e d’un concurrent dans une rue n’est pas forc\u00e9ment une mauvaise chose pour les boutiques d\u00e9j\u00e0 install\u00e9es : cela peut renforcer dans l’esprit des consommateurs l’id\u00e9e de venir justement dans cette rue parce qu’il y a plusieurs magasins vendant le type d’articles qu’ils recherchent <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La r\u00e9daction vous recommande ces articles :<\/i>
Quelques conseils pour \u00e9valuer un emplacement et sa zone de chalandise<\/i><\/a>
Que signifient les emplacements 1, 1bis ou 2<\/i><\/a> ?<\/i>
<\/span>Que faire quand la concurrence s’installe<\/i><\/a> ?<\/i> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Pour faire venir le client il est bon de respecter certains crit\u00e8res li\u00e9s \u00e0 la zone de chalandise, la cr\u00e9ation de flux et la sp\u00e9cialisation de votre offre. L’emplacement id\u00e9al n’est pas le m\u00eame pour un restaurant et une solderie. On n’attire pas les m\u00eames clients dans n’importe quel type de rue. Si vous avez rep\u00e9r\u00e9 […]<\/p>\n","protected":false},"author":52,"featured_media":291958,"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":[134],"class_list":["post-291957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-emplacements-locaux","entry","has-media"],"acf":[],"yoast_head":"\nUn 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