{"id":292922,"date":"2013-03-12T23:08:00","date_gmt":"2013-03-12T22:08:00","guid":{"rendered":"https:\/\/ac-franchise.be\/interview-de-thierry-tallet-directeur-general-032013-6898"},"modified":"2013-03-12T23:08:00","modified_gmt":"2013-03-12T22:08:00","slug":"interview-de-thierry-tallet-directeur-general-032013-6898","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/interview-de-thierry-tallet-directeur-general-032013-6898","title":{"rendered":"Interview de Thierry TALLET, Directeur G\u00e9n\u00e9ral (03\/2013)"},"content":{"rendered":"
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Quelles \u00e9volutions peut-on voir dans les magasins du r\u00e9seau Ixina ?<\/h3>\n
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Thierry TALLET : \u00ab\u00a0Depuis fin 2011, Ixina d\u00e9ploie un nouveau concept magasin. Des points de vente plus ouverts, d\u00e9cloisonn\u00e9s, et davantage orient\u00e9s vers le client. Nous avons choisi des couleurs et des mat\u00e9riaux plus chauds, plus contemporains. Dans les magasins, des grands \u00e9crans pr\u00e9sentent les diff\u00e9rentes configurations de cuisine possible, en compl\u00e9ment de la PLV toujours pr\u00e9sente. Nous avons aussi install\u00e9 des bornes tactiles grand format, \u00e0 disposition des clients, pour leur permettre de choisir leur mod\u00e8le, accessoire, coloris… Enfin, nous avons cr\u00e9\u00e9\u00a0la pi\u00e8ce 3D. Il s’agit d’une pi\u00e8ce ferm\u00e9e, \u00e0 l’int\u00e9rieur du magasin,\u00a0dans laquelle le vendeur, \u00e0 la fin de la vente, peut pr\u00e9senter au client sa cuisine en taille r\u00e9elle et en trois dimensions. C’est un outil formidable qui favorise l’achat.
Notre objectif est de passer 100% de nos magasins au nouveau concept d’ici 3 ans, nous avons r\u00e9alis\u00e9 le tiers \u00e0 d\u00e9but 2013.\u00a0\u00bb<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Comment se positionne l’enseigne Ixina sur le march\u00e9 ?<\/h3>\n
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Thierry TALLET : \u00ab\u00a0Notre coeur de march\u00e9 est \u00e9valu\u00e9 \u00e0 un panier moyen de 5 400\u20ac. Nous avons un positionnement rapport qualit\u00e9\/prix tr\u00e8s comp\u00e9titif, et mettons en avant la fabrication des produits par un des leaders en Europe. Les cuisines sont mont\u00e9es directement en usine, et arrivent chez le client, pr\u00eates \u00e0 \u00eatre install\u00e9es. \u00ab\u00a0<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Quels sont les axes de d\u00e9veloppement du r\u00e9seau Ixina ?<\/h3>\n
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Thierry TALLET : \u00ab\u00a0Le r\u00e9seau compte aujourd’hui 90 magasins en France, 45 en Belgique et 30 dans d’autres pays comme l’Italie, le Maroc, l’Alg\u00e9rie, le Maroc, la Tunisie, ou encore la Russie avec une ouverture cette ann\u00e9e.
En France, l’objectif est de doubler le parc de magasins d’ici 5 ans, soit entre 15 et 20 ouvertures par an.
Nous axons notre strat\u00e9gie de d\u00e9veloppement sur l’implantation de points de vente en p\u00e9riph\u00e9rie de ville majoritairement, sur des formats de 300 \u00e0 500m2. Nous offrons \u00e9galement aujourd’hui la possibilit\u00e9 d’ouvrir un point de vente sur des p\u00e9riph\u00e9ries de villes plus petites, avec des formats de 200 \u00e0 300m2. Cette possibilit\u00e9 permet aux franchis\u00e9s d’ouvrir avec moins d’apport, 80 000\u20ac environ.
Nous testons un nouveau format de magasin, \u00ab\u00a0Ixina City\u00a0\u00bb, des points de vente implant\u00e9s au coeur des grandes villes fran\u00e7aises, sur un format encore plus petit, entre 150 et 200m2. La premi\u00e8re ouverture de ce type est pr\u00e9vue \u00e0 Paris en septembre 2013.\u00a0\u00bb<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Quel type de franchis\u00e9 recherchez-vous, et comment int\u00e8gre-il le r\u00e9seau ?<\/h3>\n
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Thierry TALLET : \u00ab\u00a0Nous avons \u00e9labor\u00e9 une m\u00e9thode de vente formalis\u00e9e, sur le principe d’une politique de prix net. Par cons\u00e9quent, il n’est pas n\u00e9cessaire pour le franchis\u00e9 de conna\u00eetre le secteur de la cuisine \u00e9quip\u00e9e. D’ailleurs, 90% des franchis\u00e9s du r\u00e9seau Ixina ne sont pas des cuisinistes. Par contre, il est essentiel d’avoir le sens client, l’envie d’entreprendre, l’esprit de manager, et une \u00e9quipe de vente comp\u00e9tente. L’emplacement est tr\u00e8s important mais ce n’est pas le moteur de la r\u00e9ussite. Dans notre m\u00e9tier, l’achat est tr\u00e8s impliquant, le client a besoin d’\u00eatre rassur\u00e9, conseill\u00e9, accompagn\u00e9. L’\u00e9quipe de vente et le franchis\u00e9 suivent une formation de 5 semaines dans le centre de formation. C’est outil de r\u00e9ussite essentielle.\u00a0\u00bb<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Comment est-il accompagn\u00e9 par Ixina ?<\/h3>\n
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Thierry TALLET : \u00ab\u00a0Le nouveau franchis\u00e9 est accompagn\u00e9\u00a0\u00e0 toutes les \u00e9tapes de constitution de son dossier, notamment au niveau financier, pour l’\u00e9laboration du business plan. En 2012, aucun dossier pr\u00e9sent\u00e9 par un candidat n’a \u00e9t\u00e9 refus\u00e9 par la banque. Avant l’ouverture, le bureau d’\u00e9tude d’Ixina construit le magasin avec le franchis\u00e9, le service produit con\u00e7oit le show-room en fonction des crit\u00e8res du local, de la r\u00e9gion implant\u00e9e…
Le franchis\u00e9 est accompagn\u00e9 tout au long de son parcours chez Ixina, et son activit\u00e9 est ryhtm\u00e9e par plusieurs rencontres au court de l’ann\u00e9e : r\u00e9unions pl\u00e9ni\u00e8res, r\u00e9unions r\u00e9gionales, groupes de travail, conseil de franchis\u00e9s, et congr\u00e8s.\u00a0\u00bb<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Quelles \u00e9volutions peut-on voir dans les magasins du r\u00e9seau Ixina ? Thierry TALLET : \u00ab\u00a0Depuis fin 2011, Ixina d\u00e9ploie un nouveau concept magasin. Des points de vente plus ouverts, d\u00e9cloisonn\u00e9s, et davantage orient\u00e9s vers le client. Nous avons choisi des couleurs et des mat\u00e9riaux plus chauds, plus contemporains. Dans les magasins, des grands \u00e9crans pr\u00e9sentent […]<\/p>\n","protected":false},"author":50,"featured_media":292921,"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":[586],"tags":[],"class_list":["post-292922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews-des-reseaux","entry","has-media"],"acf":[],"yoast_head":"\nInterview de Thierry TALLET, Directeur G\u00e9n\u00e9ral (03\/2013)<\/title>\n<meta name=\"description\" content=\"Quelles \u00e9volutions peut-on voir dans les magasins du r\u00e9seau Ixina ? 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