{"id":294009,"date":"2011-06-18T02:00:00","date_gmt":"2011-06-18T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/un-outil-au-service-de-loptimisation-de-limplantation-de-vos-franchises-le-geomarketing"},"modified":"2011-06-18T02:00:00","modified_gmt":"2011-06-18T01:00:00","slug":"un-outil-au-service-de-loptimisation-de-limplantation-de-vos-franchises-le-geomarketing","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/un-outil-au-service-de-loptimisation-de-limplantation-de-vos-franchises-le-geomarketing","title":{"rendered":"Un outil au service de l’optimisation de l’implantation de vos franchises : le g\u00e9omarketing"},"content":{"rendered":"
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Le 17 mai dernier se sont tenues\u00a0\u00e0 Paris les 8e Assises du G\u00e9omarketing<\/strong>. A l’honneur cette ann\u00e9e, les nouvelles formes de fr\u00e9quentation commerciale avec quatre conf\u00e9rences sur la mobilit\u00e9 des consommateurs, les nouvelles formes de distribution et le cross-canal, l’efficacit\u00e9 de la sectorisations et r\u00e9seaux commerciaux et la communication de proximit\u00e9. L’occasion de revenir sur les enjeux du g\u00e9omarketing.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Optimiser son implantation, mieux cibler ses actions de marketing direct… le g\u00e9omarketing permet de mieux conna\u00eetre l’environnement dans lequel une franchise est situ\u00e9e et s’av\u00e8re aujourd’hui indissociable de la strat\u00e9gie commerciale d’une enseigne<\/a>. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Commencer par le g\u00e9ocodage<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En combinant cartographie, analyse, optimisation, simulation, le g\u00e9omarketing informe une entreprise sur le contexte local et contribue sans nul doute \u00e0 l’am\u00e9lioration des performances commerciales, marketing mais \u00e9galement logistiques. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Premi\u00e8re \u00e9tape,  le g\u00e9ocodage est l’op\u00e9ration de base \u00e0 effectuer en amont d’une analyse g\u00e9omarketing de zone de chalandise ou de de performances de march\u00e9. Il permet par exemple d’obtenir une cartographie du lieu de r\u00e9sidence des clients d’un point de vente (sa zone de chalandise) ou un itin\u00e9raire optimum pour une tourn\u00e9e commerciale. Concr\u00e8tement, il consiste \u00e0 affecter \u00e0 une adresse une coordonn\u00e9e g\u00e9ographique  (X, Y) \u00e0 un fichier d’adresses (individus, entreprises, points d’int\u00e9r\u00eat, etc.). Les coordonn\u00e9es g\u00e9ographiques permettent de positionner chaque adresse sur une carte num\u00e9rique via un Syst\u00e8me d’informations g\u00e9ographiques (SIG). <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Chaque magasin voit ainsi se d\u00e9terminer son profil par rapport \u00e0 celui de ses voisins : chiffre d’affaires, client\u00e8le, etc. Le logiciel analyse les donn\u00e9es \u00e0 l’\u00e9chelle souhait\u00e9e, communale, r\u00e9gionale ou nationale et permet ainsi \u00e0 l’enseigne de gagner en efficacit\u00e9 commerciale et en relation client.<\/p>\n

La r\u00e9daction vous conseille de lire ces articles : <\/i>
Comment les r\u00e9seaux optimisent leurs implantations <\/i><\/a>
Optimiser les implantations de franchises gr\u00e2ce au g\u00e9omarketing<\/i><\/a><\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le 17 mai dernier se sont tenues\u00a0\u00e0 Paris les 8e Assises du G\u00e9omarketing. A l’honneur cette ann\u00e9e, les nouvelles formes de fr\u00e9quentation commerciale avec quatre conf\u00e9rences sur la mobilit\u00e9 des consommateurs, les nouvelles formes de distribution et le cross-canal, l’efficacit\u00e9 de la sectorisations et r\u00e9seaux commerciaux et la communication de proximit\u00e9. L’occasion de revenir sur […]<\/p>\n","protected":false},"author":1,"featured_media":294010,"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-294009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nUn outil au service de l'optimisation de l'implantation de vos franchises : le g\u00e9omarketing<\/title>\n<meta name=\"description\" content=\"Le 17 mai dernier se sont tenues\u00a0\u00e0 Paris les 8e Assises du G\u00e9omarketing. 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