{"id":294786,"date":"2010-10-17T02:00:00","date_gmt":"2010-10-17T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/batir-un-pricing-optimal"},"modified":"2010-10-17T02:00:00","modified_gmt":"2010-10-17T01:00:00","slug":"batir-un-pricing-optimal","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/batir-un-pricing-optimal","title":{"rendered":"B\u00e2tir un pricing optimal"},"content":{"rendered":"
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Il s’agit, avec ce nouvel anglicisme,\u00a0d’\u00e9tablir une politique de prix afin de maintenir des r\u00e9sultats corrects en termes de chiffre d’affaires. En partant du client, on peut analyser les tickets de caisse et r\u00e9aliser une segmentation plus fine. Ensuite on applique les notions d’\u00e9lasticit\u00e9 et de sensibilit\u00e9 au prix Clarifions.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les anglo-saxons ont adopt\u00e9 ces nouvelles m\u00e9thodes depuis quelques ann\u00e9es, les fran\u00e7ais commencent aussi \u00e0 raisonner \u00e0 partir du client et analysent la concurrence locale. Il reste n\u00e9anmoins \u00e0 lever deux types de contraintes\u00a0: l’\u00e9quipement en outils informatiques permettant l’analyse, et le recrutement de comp\u00e9tences sp\u00e9cialis\u00e9es dans le \u00ab\u00a0pricing\u00a0\u00bb, plus scientifiques qu’auparavant. Ces \u00e9quipes sp\u00e9cialis\u00e9es doivent surtout permettre de mettre en place des solutions dont les effets ne s’annulent pas et d\u00e9bouchent sur de v\u00e9ritables augmentations de chiffre d’affaires<\/strong><\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Classiquement la m\u00e9thode qu’utilise une enseigne de distribution pour g\u00e9rer ses prix est l’utilisation de crit\u00e8res exhaustifs ou pond\u00e9r\u00e9s<\/strong><\/em>. Dans le syst\u00e8me exhaustif, par exemple, un tabasco achet\u00e9 une fois par an a le m\u00eame poids que les 4 yaourts nature achet\u00e9s r\u00e9guli\u00e8rement. Or il est clair que la m\u00e9morisation du prix des 4 yaourts est nettement sup\u00e9rieure \u00e0 celle du tabasco dans l’esprit du consommateur. Lorsqu’on applique une pond\u00e9ration, les produits analys\u00e9s par les panelistes doivent appartenir aux m\u00eames EAN (European Article Numbering). Or les marques de distributeurs poss\u00e8dent diff\u00e9rentes EAN <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Il convient donc d\u00e9sormais de partir du client, de son ticket de caisse, puis de prendre en compte les sp\u00e9cificit\u00e9s de chaque zone de chalandise afin d’adapter le prix \u00e0 la r\u00e9alit\u00e9 du terrain,\u00a0en fonction de\u00a0la concurrence<\/strong><\/em>. Des mod\u00e8les permettent d’identifier le magasin concurrent qui capte le trafic de votre magasin \u00e9ventuellement pour chaque zone et chaque cat\u00e9gorie de produits. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ensuite interviennent l’\u00e9lasticit\u00e9 et la sensibilit\u00e9 au prix. Les produits \u00e9lastiques peuvent \u00e9voluer \u00e0 la baisse et entra\u00eener une augmentation de volume, g\u00e9n\u00e9rant ainsi de la marge additionnelle<\/strong><\/em>. Quant aux produits non \u00e9lastiques, ils peuvent augmenter sans cons\u00e9quence sur le volume achet\u00e9. Mais certains articles sont plus sensibles et lorsqu’on atteint un seuil psychologique, l’\u00e9lasticit\u00e9 claque et l’image prix s’en trouve d\u00e9grad\u00e9e. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Il s’agit donc de rester vigilant pour d\u00e9terminer le prix permettant une augmentation, sans baisse de volume, mais n’atteignant pas l’image prix de l’enseigne ou du magasin<\/strong><\/em>. On doit r\u00e9ussir \u00e0 fid\u00e9liser le client et identifier le meilleur stimulus commercial dans chaque cat\u00e9gorie de produits. Ainsi il est clair que cela ne sert plus \u00e0 rien de baisser un prix en faisant une promotion et d’offrir simultan\u00e9ment un coupon de r\u00e9duction en fonction de la fid\u00e9lit\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Parfois il ne faut pas faire d’investissement commercial suppl\u00e9mentaire parce qu’il se r\u00e9v\u00e8le inutile voire destructeur en terme d’image prix. Des mod\u00e8les statistiques permettent d\u00e9sormais de d\u00e9tecter pour chaque type de produit le levier commercial le plus adapt\u00e9 et donc le plus efficace. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Vu dans Points de Vente <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Il s’agit, avec ce nouvel anglicisme,\u00a0d’\u00e9tablir une politique de prix afin de maintenir des r\u00e9sultats corrects en termes de chiffre d’affaires. En partant du client, on peut analyser les tickets de caisse et r\u00e9aliser une segmentation plus fine. Ensuite on applique les notions d’\u00e9lasticit\u00e9 et de sensibilit\u00e9 au prix Clarifions. Les anglo-saxons ont adopt\u00e9 ces […]<\/p>\n","protected":false},"author":1,"featured_media":294787,"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-294786","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nB\u00e2tir un pricing optimal<\/title>\n<meta name=\"description\" content=\"Il s'agit, avec ce nouvel anglicisme,\u00a0d'\u00e9tablir une politique de prix afin de maintenir des r\u00e9sultats corrects en termes de chiffre d'affaires. 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