{"id":293103,"date":"2013-01-02T01:00:00","date_gmt":"2013-01-02T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/optimiser-les-implantations-de-franchises-grace-au-geomarketing"},"modified":"2013-01-02T01:00:00","modified_gmt":"2013-01-02T00:00:00","slug":"optimiser-les-implantations-de-franchises-grace-au-geomarketing","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/optimiser-les-implantations-de-franchises-grace-au-geomarketing","title":{"rendered":"Optimiser les implantations de franchises gr\u00e2ce au g\u00e9omarketing"},"content":{"rendered":"
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Le g\u00e9omarketing est une branche du marketing. Il est devenu une discipline incontournable dans la r\u00e9flexion strat\u00e9gique et op\u00e9rationnelle d’un r\u00e9seau qui veut ouvrir une franchise.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le g\u00e9omarketing consiste \u00e0 analyser le comportement des individus \u00e9conomiques en tenant compte de donn\u00e9es g\u00e9ographiques. Le g\u00e9omarketing participe ainsi \u00e0 diverses applications, \u00e9tudes de zones de chalandise (zone d’attraction commerciale d’un point de vente), les \u00e9tudes de localisation commerciale, l’optimisation des moyens du marketing direct (publipostage, phoning,…), les optimisations de r\u00e9seaux, etc. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’emplacement : un crit\u00e8re pr\u00e9pond\u00e9rant dans l’implantation d’une franchise<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Quel que soit le type d’activit\u00e9 commerciale \u00e9tudi\u00e9e, le choix d’un bon emplacement est sans doute l’une des d\u00e9cisions les plus importantes qu’un franchis\u00e9 doit prendre. La zone d’implantation du point de vente est en effet un investissement sur le long terme et son choix aura des r\u00e9percussions sur le chiffre d’affaires, sur les parts de march\u00e9 et par cons\u00e9quent sur la rentabilit\u00e9 de l’activit\u00e9. D’o\u00f9 l’utilit\u00e9 du g\u00e9omarketing comme outil d’aide \u00e0 la d\u00e9cision.
L’ouverture d’une ou de plusieurs franchises peut se d\u00e9finir \u00e0 travers 4 crit\u00e8res. L’enseigne doit d’abord d\u00e9terminer sur quel march\u00e9 elle souhaite s’implanter au niveau national et international. Elle doit pr\u00e9voir le nombre de points de vente qu’elle compte ouvrir selon ses capacit\u00e9s financi\u00e8res et l’\u00e9volution du march\u00e9 (march\u00e9 en essor, en stagnation, \u00e9volutif). Seulement apr\u00e8s, il est possible d’examiner les localisations et retenir celle qui r\u00e9pond \u00e0 ses crit\u00e8res. Une d\u00e9marche de plus en plus pointue utilis\u00e9e par les distributeurs <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Lors de la 9\u00e8me \u00e9dition des Assises du g\u00e9omarketing qui s’est d\u00e9roul\u00e9e d\u00e9but avril \u00e0 Paris, de nouvelles pistes sont apparues aux vues des nouveaux comportements des consommateurs. Tout d’abord, selon une \u00e9tude Nielsen, le consommateur fran\u00e7ais est moins mobile et se d\u00e9place moins souvent. Ce besoin de proximit\u00e9 dans la d\u00e9marche d’achat se fait sentir depuis quelques ann\u00e9es d’o\u00f9 le succ\u00e8s des franchises d’alimentation de proximit\u00e9 par exemple. A c\u00f4t\u00e9, les formules d’achat en ligne avec enl\u00e8vement des marchandises via un Drive connaissent aussi un nouvel essor ce qui n’est pas antinomique mais correspond au besoin affirm\u00e9 du consommateur d’avoir une approche diff\u00e9rente selon ses besoins. Ceci entraine les distributeurs \u00e0 revoir leur r\u00e9seau et le maillage du territoire en fonction de ce nouvel \u00e9l\u00e9ment. C’est ainsi que l’enseigne de franchise alimentaire Syst\u00e8me U a utilis\u00e9 des solutions de g\u00e9omarketing afin de localiser des Drives au meilleur endroit (l\u00e0 o\u00f9 se trouve la client\u00e8le qui utilise le plus ce cr\u00e9neau de distribution).<\/p>\n

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Le cross canal remplace peu \u00e0 peu le multi canal : une nouvelle approche client<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Dans le multi canal, les diff\u00e9rents canaux sont cloisonn\u00e9s : peu de communication, de synergie ou d’interaction entre les canaux. Un client est soit estampill\u00e9 magasin ou Web ou catalogue, etc
Le cross canal au contraire : Les diff\u00e9rents canaux communiquent et \u00ab travaillent \u00bb au service les uns des autres et le client est au centre.
Aujourd’hui, on \u00e9voque d’avantage le Cross canal : l’utilisation par le consommateur de ces diff\u00e9rents canaux mais de mani\u00e8re compl\u00e9mentaire. Il doit pouvoir acheter en ligne et b\u00e9n\u00e9ficier des promotions des magasins et des points de fid\u00e9lit\u00e9s sur tous les canaux.
Le projet de distribution cross canal consiste \u00e0 remettre le client au centre de l’enseigne, quel que soit le r\u00e9seau qu’il utilise<\/strong>. Le but \u00e9tant de rendre compl\u00e9mentaire le commerce physique et l’e-commerce. Le client veut pouvoir avoir acc\u00e8s \u00e0 l’entreprise par n’importe quel canal depuis un lieu de son choix. Ordinateur, Smartphone ont chang\u00e9 la donne. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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De la recherche d’informations \u00e0 l’achat et le mode de livraison, le client est fid\u00e8le \u00e0 son enseigne mais c’est \u00e0 elle de le trouver l\u00e0 o\u00f9 il est pour lui offrir ses services. O\u00f9 ? Dans les points de vente \u00e9videmment. Les canaux de vente en ligne se d\u00e9veloppent mais le march\u00e9 physique garde ses atouts. Le consommateur peut d\u00e9sormais acheter via de nombreux canaux et il est donc primordial d’exploiter le r\u00e9seau de vente physique comme un v\u00e9ritable avantage. Sachant que les clients qui fr\u00e9quentent les canaux en ligne n’arr\u00eatent pas forc\u00e9ment de fr\u00e9quenter les magasins. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le g\u00e9omarketing permet de bien ma\u00eetriser le canal physique en l’analysant et en optimisant ses lieux de distribution.
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<\/span>La r\u00e9daction vous recommande les articles suivants :<\/i>
Un outil au service de l’optimisation de l’implantation de vos franchises : le g\u00e9omarketing<\/a><\/i>
Quel avenir pour le g\u00e9omarketing<\/a> ?<\/i><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le g\u00e9omarketing est une branche du marketing. Il est devenu une discipline incontournable dans la r\u00e9flexion strat\u00e9gique et op\u00e9rationnelle d’un r\u00e9seau qui veut ouvrir une franchise. Le g\u00e9omarketing consiste \u00e0 analyser le comportement des individus \u00e9conomiques en tenant compte de donn\u00e9es g\u00e9ographiques. Le g\u00e9omarketing participe ainsi \u00e0 diverses applications, \u00e9tudes de zones de chalandise (zone d’attraction […]<\/p>\n","protected":false},"author":1,"featured_media":293104,"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-293103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nOptimiser les implantations de franchises gr\u00e2ce au g\u00e9omarketing<\/title>\n<meta name=\"description\" content=\"Le g\u00e9omarketing est une branche du marketing. 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