{"id":295131,"date":"2010-08-22T02:00:00","date_gmt":"2010-08-22T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/trouver-sa-cible"},"modified":"2010-08-22T02:00:00","modified_gmt":"2010-08-22T01:00:00","slug":"trouver-sa-cible","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/trouver-sa-cible","title":{"rendered":"Trouver sa cible"},"content":{"rendered":"
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Les actions commerciales reposent sur des groupes de particuliers ou d’entreprises pr\u00e9d\u00e9termin\u00e9s. Quels sont les crit\u00e8res de segmentation les plus pertinents ?<\/span><\/p>\n

Segmenter revient \u00e0 regrouper des personnes ou des entreprises qui ont des besoins identiques. Chaque groupe -ou segment- doit \u00eatre tr\u00e8s homog\u00e8ne<\/em><\/strong>. Il s’agit d’adapter l’offre \u00e0 chacun des segments.\u00a0 <\/span><\/span><\/p>\n

Vous devez d’abord rassembler un certain nombre d’informations<\/em><\/strong>, les plus fiables possibles, concernant les clients potentiels. Une bonne donn\u00e9e commerciale est une information qui permet de prendre une d\u00e9cision commerciale. Ainsi une question quantitative est claire (Combien de packs achetez vous par mois ?), alors qu’une question d’opinion l’est moins (Aimez-vous la lecture ?). Si l’on se rapporte \u00e0 un fait cela peut clarifier l’opinion (Combien de temps consacrez-vous \u00e0 la lecture chaque semaine ?). <\/span><\/p>\n

On peut classer ses clients en fonction d’autres crit\u00e8res de segmentation. Le scoring fid\u00e9lit\u00e9<\/em><\/strong> par exemple : \u00e0 chiffre \u00e9gal mieux vaut un client achetant peu et souvent, qu’un client faisant un gros achat au plus chaque ann\u00e9e. On peut avoir recours \u00e0 la segmentation RFM : r\u00e9cence, fr\u00e9quence, montant <\/em><\/strong>qui permet de mesurer l’int\u00e9r\u00eat du client et son comportement d’achat. Les clients les plus fid\u00e8les ont les meilleurs scores tandis que les zappeurs ont des r\u00e9sultats moindres. <\/span><\/p>\n

Pour travailler la cible ensuite, vous devez \u00e9valuer son volume<\/em><\/strong>, il doit repr\u00e9senter un nombre de consommateurs suffisants pour que cela rentabilise une op\u00e9ration sp\u00e9cifique. Ce volume est d\u00e9termin\u00e9 aussi par le budget estim\u00e9 et la croissance attendue. <\/span><\/p>\n

Vous devez pouvoir mesurer facilement votre cible<\/em><\/strong>. Elle doit \u00eatre mesurable pour appara\u00eetre de mani\u00e8re sp\u00e9cifique par exemple sur votre business plan. Ainsi on a beaucoup de difficult\u00e9s \u00e0 d\u00e9nombrer les femmes internautes : les chiffres varient de 3 \u00e0 30 % ! M\u00eame remarque pour le bricolage f\u00e9minin. Ceci est incompatible avec toute pr\u00e9vision de chiffre d’affaires. <\/span><\/p>\n

Enfin la cible doit \u00eatre accessible <\/em><\/strong>facilement, au moindre co\u00fbt. Lancer une soci\u00e9t\u00e9 de services aux particuliers n\u00e9cessite moins d’investissement publicitaire qu’installer une nouvelle marque de bi\u00e8re. Certains segments sont totalement inaccessibles car ils requi\u00e8rent une licence de marque par exemple… <\/span><\/p>\n

Des\u00a0crit\u00e8res compl\u00e9mentaires peuvent intervenir : la nationalit\u00e9, la religion, l’\u00e2ge, les id\u00e9es politiques… Il est important de faire la distinction entre les crit\u00e8res de segmentation et la constitution du fichier direct<\/em><\/strong>. Ainsi le crit\u00e8re \u00a0\u00bb couleur de peau \u00a0\u00bb est n\u00e9cessaire en produits cosm\u00e9tiques mais il est interdit de construire un fichier nominatif avec une information de ce type. C’est ici qu’entrent en jeu les donn\u00e9es comportementales <\/em><\/strong>: vous pouvez tr\u00e8s bien vous adresser aux lecteurs de La Croix qui, a priori, sont catholiques. <\/span>Ensuite par rapport \u00e0 vos concurrents il vous faudra offrir une r\u00e9elle alternative. <\/span><\/p>\n

Pour les entreprises on prend souvent en compte le d\u00e9cideur et ses composantes intrapersonnelles<\/em><\/strong>. Concernant le chiffre d’affaires, la m\u00e9thode ABC<\/em><\/strong> permet d’affiner la segmentation en prenant une tranche A de gros clients, une tranche B de clients moyens et une tranche C de petits clients. A chaque tranche correspond une action sp\u00e9cifique.<\/p>\n

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Dominique Deslandes<\/p>\n

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Les actions commerciales reposent sur des groupes de particuliers ou d’entreprises pr\u00e9d\u00e9termin\u00e9s. Quels sont les crit\u00e8res de segmentation les plus pertinents ? Segmenter revient \u00e0 regrouper des personnes ou des entreprises qui ont des besoins identiques. Chaque groupe -ou segment- doit \u00eatre tr\u00e8s homog\u00e8ne. Il s’agit d’adapter l’offre \u00e0 chacun des segments.\u00a0 Vous devez d’abord […]<\/p>\n","protected":false},"author":1,"featured_media":295132,"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-295131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nTrouver sa cible<\/title>\n<meta name=\"description\" content=\"Les actions commerciales reposent sur des groupes de particuliers ou d'entreprises pr\u00e9d\u00e9termin\u00e9s. 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