{"id":292103,"date":"2014-03-10T16:26:00","date_gmt":"2014-03-10T15:26:00","guid":{"rendered":"https:\/\/ac-franchise.be\/ou-en-est-le-drive-en-2014-bilan-et-perspectives"},"modified":"2014-03-10T16:26:00","modified_gmt":"2014-03-10T15:26:00","slug":"ou-en-est-le-drive-en-2014-bilan-et-perspectives","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/ou-en-est-le-drive-en-2014-bilan-et-perspectives","title":{"rendered":"O\u00f9 en est le drive en 2014 ? Bilan et perspectives"},"content":{"rendered":"
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Depuis trois ans, ce mod\u00e8le de distribution adoss\u00e9 \u00e0 la grande distribution a litt\u00e9ralement explos\u00e9. Selon LSA expert, les drives sont au nombre de 2807 sur le territoire fin 2013 et p\u00e8sent 4% de part de march\u00e9. Les pr\u00e9visions sont de doubler en 2015. Le nombre de m\u00e9nages utilisant cette formule est de 6,8 millions fin 2013. Ce march\u00e9 a connu une croissance fulgurante et arrive \u00e0 un point o\u00f9 il faut se poser les bonnes questions : expansion oui mais jusqu\u2019\u00e0 quand, rationalisation aussi car le seuil de rentabilit\u00e9 n\u2019est pas toujours au rendez-vous, recherche des bons emplacements, etc . M\u00eame s\u2019il reste incontournable pour les enseignes de proposer cette formule, l\u2019heure est \u00e0 la r\u00e9flexion sur la strat\u00e9gie.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les acteurs du march\u00e9 et l\u2019avenir du mod\u00e8le<\/h3>\n
M\u00eame si c\u2019est Auchan qui a ouvert le bal, Leclerc repr\u00e9sente \u00e0 lui seul aujourd\u2019hui la moiti\u00e9 du march\u00e9 et est num\u00e9ro 1 suivi d\u2019Auchan et de Chronodrive (filiale Auchan), <\/b>de Carrefour, d\u2019Intermarch\u00e9 et de Course U (source LSA). Il reste un outil de conqu\u00eate de client\u00e8le mais doit aujourd\u2019hui \u00eatre rationalis\u00e9 car le seuil de saturation a \u00e9t\u00e9 atteint dans certains secteurs g\u00e9ographiques<\/b>. Il est vrai que l\u2019implantation d\u2019un drive \u00e9tait facilit\u00e9 administrativement car il demandait uniquement un permis de construire contrairement \u00e0 une surface commerciale classique qui elle est soumise \u00e0 une autorisation des CDAC (Les commissions d\u00e9partementales d\u2019am\u00e9nagement commercial). La loi Duflot qui va les mettre maintenant \u00e0 \u00e9galit\u00e9 risque fort de donner un coup de frein \u00e0 cette expansion tous azimuts. Le march\u00e9 n\u2019est pas extensible \u00e0 l\u2019infini et les enseignes font aujourd\u2019hui le point <\/b>des drives rentables et ceux qui le sont moins ou pas du tout, d\u2019o\u00f9 la fermeture de certains points de retrait.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Picking en rayon ou m\u00e9canisation ? Quelle solution adopter ?<\/h3>\n
Le picking en rayon est moins performant que l\u2019automatisation. Cependant, la m\u00e9canisation test\u00e9e par Leclerc ne devient rentable que pour les drives r\u00e9alisant un chiffre d\u2019affaires de 6 millions d\u2019euros rapporte dans LSA, P. Payraudeau adh\u00e9rent Leclerc. La m\u00e9canisation permet de faire baisser la masse salariale de 10 \u00e0 8% du chiffre d\u2019affaires contre un investissement compris entre 3 et 4%. Autre vision chez Auchandrive et Chronodrive. Selon le patron de Chronodrive  dans une interview \u00e0 LSA \u00ab l\u2019investissement est tr\u00e8s lourd, c\u2019est un outil industriel, il faut dire adieu \u00e0 la souplesse commerciale. \u00bb Deux approches du d\u00e9veloppement sachant que seuls les gros pourraient se permettre des investissements rentables.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Et l\u2019avenir des drives sera \u2026 ?<\/h3>\n
En France, le march\u00e9 a atteint sinon un seuil de saturation du moins celui o\u00f9 il faut faire le point sur l\u2019expansion ou la rationalisation. Pour les grandes enseignes, c\u2019est l\u2019international qui est test\u00e9 actuellement sans le m\u00eame succ\u00e8s qu\u2019en France semble-t-il. De nouveaux business models sont test\u00e9s comme les casiers de retraits en magasin qui ont du succ\u00e8s au Royaume Uni et aux Etats-Unis. Chez Monoprix, c\u2019est le Click and Go (une formule de retrait en magasin sans les casiers) qui est test\u00e9 dans 60 magasins. Quant \u00e0 Amazon Fresh et son service de livraison \u00e0 domicile de produits frais test\u00e9 aux Etats-Unis dans de grandes villes, il reste une menace m\u00eame si la rentabilit\u00e9 de cette formule n\u2019a pas \u00e9t\u00e9 prouv\u00e9e. Amazon facture encore pr\u00e8s de 300 dollars par an \u00e0 ses clients pour avoir gratuitement la livraison gratuite (\u00e0 partir de 35 dollars d\u2019achat). Donc pas encore gratuite comme l\u2019est le drive. <\/span> Vu dans LSA<\/i> <\/i> <\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Depuis trois ans, ce mod\u00e8le de distribution adoss\u00e9 \u00e0 la grande distribution a litt\u00e9ralement explos\u00e9. Selon LSA expert, les drives sont au nombre de 2807 sur le territoire fin 2013 et p\u00e8sent 4% de part de march\u00e9. Les pr\u00e9visions sont de doubler en 2015. Le nombre de m\u00e9nages utilisant cette formule est de 6,8 millions fin […]<\/p>\n","protected":false},"author":42,"featured_media":289552,"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":[137,140],"class_list":["post-292103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","tag-politique-concept-produit","entry","has-media"],"acf":[],"yoast_head":"\nO\u00f9 en est le drive en 2014 ? 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