{"id":296397,"date":"2009-04-03T02:00:00","date_gmt":"2009-04-03T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-e-commerce-un-nouveau-marche-incontournable"},"modified":"2009-04-03T02:00:00","modified_gmt":"2009-04-03T01:00:00","slug":"le-e-commerce-un-nouveau-marche-incontournable","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-e-commerce-un-nouveau-marche-incontournable","title":{"rendered":"Le e-commerce, un nouveau march\u00e9 incontournable"},"content":{"rendered":"
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Le e-commerce<\/strong>, d\u00e9j\u00e0 utilis\u00e9 par quasiment vingt millions de fran\u00e7ais ! Pourtant, les enseignes ont tard\u00e9 \u00e0 mettre en ligne des boutiques virtuelles<\/strong>. Difficile d’affronter les r\u00e9ticences des franchis\u00e9s face \u00e0 une concurrence per\u00e7ue comme d\u00e9loyale.\u00a0<\/p>\n

\u00a0Ainsi certaines enseignes ont franchi le pas du e-commerce ou s’appretent \u00e0 le faire. D’autres s’y refusent, la vente en ligne <\/strong>pouvant casser les contrats d’exclusivit\u00e9s territoriales <\/strong>qui peuvent \u00eatre pass\u00e9s avec les franchis\u00e9s. La crainte de voir des clients potentiels se diriger vers des concurrents faute de pr\u00e9sence sur le web a fini par convaincre un certain nombre de franchis\u00e9s.\u00a0<\/p>\n

\u00a0Des enseignes telles que Cache-Cache, Kooka\u00ef <\/strong>ou bien Comptoir des Cotonniers <\/strong>se sont lanc\u00e9s dans l’aventure du e-commerce il y a quelques mois. Il en va de m\u00eame pour Orchestra<\/strong>, Arthur <\/strong>ou encore Aigle <\/strong>qui a proc\u00e9d\u00e9 en deux temps : en 2006 un site proposant les produits techniques et plus r\u00e9cemment seulement la totalit\u00e9 des articles. De nouveaux sites marchands devraient voir le jour dans les mois \u00e0 venir comme ceux d’Antonelle <\/strong>ou de Phildar<\/strong>.\u00a0<\/p>\n

\u00a0Les marques qui ont franchi le pas consid\u00e8rent aujourd’hui le e-commerce comme un nouveau march\u00e9 in\u00e9vitable, marqu\u00e9 par l’hyperproximit\u00e9<\/strong>. Pr\u00e8s de 120 000 visiteurs uniques pour le mois de janvier sur le site de l’enseigne Aigle <\/strong>et une base de donn\u00e9es multipli\u00e9e par quatre en tout juste six mois. Le e-commerce y a permis le recrutement d’une nouvelle client\u00e8le, plus jeune ou \u00e9loign\u00e9e des points de vente. La boutique virtuelle d’Aigle <\/strong>se positionne d\u00e9j\u00e0 comme la 5\u00e8me boutique du r\u00e9seau, en terme de chiffre d’affaires.\u00a0\u00a0
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\u00a0La plupart des enseignes ont oeuvr\u00e9 pour une compl\u00e9mentarit\u00e9 des boutiques virtuelles et r\u00e9elles<\/strong>. Phildar <\/strong>opte ainsi pour des prix et un calendrier de promotions identiques \u00e0 ceux des points de vente. L’enseigne souligne l’int\u00e9r\u00eat des boutiques \u00e0 accepter un nouveau r\u00f4le de point de livraison.
\u00a0Une m\u00eame politique de retraits des achats web en magasin a \u00e9t\u00e9 adopt\u00e9 par Cache-Cache <\/strong>: cela permet favoriser le trafic en boutique et de promouvoir les contacts entre les franchis\u00e9s et ce\u00a0 nouveau type de client\u00e8le. Ainsi les deux types de r\u00e9seaux peuvent devenir compl\u00e9mentaires.\u00a0<\/p>\n

\u00a0Avec le recul, l’enseigne du Comptoir des Cotonniers<\/strong> prend d’ailleurs conscience du cercle vertueux <\/strong>qu’engendre\u00a0 le e-commerce : beaucoup de clients pr\u00e9-s\u00e9lectionnent leurs articles sur le site, avant de se rendre en boutique. C’est que, comme le remarque Pause Caf\u00e9,<\/strong> les internautes ont toujours besoin d’essayer leurs habits avant d’acheter. Cette enseigne pr\u00e9f\u00e8re cependant ne pas se lancer dans l’aventure du virtuel, pour ne pas faire concurrence \u00e0 ses points de vente traditionnels.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le e-commerce, d\u00e9j\u00e0 utilis\u00e9 par quasiment vingt millions de fran\u00e7ais ! Pourtant, les enseignes ont tard\u00e9 \u00e0 mettre en ligne des boutiques virtuelles. Difficile d’affronter les r\u00e9ticences des franchis\u00e9s face \u00e0 une concurrence per\u00e7ue comme d\u00e9loyale.\u00a0 \u00a0Ainsi certaines enseignes ont franchi le pas du e-commerce ou s’appretent \u00e0 le faire. D’autres s’y refusent, la vente […]<\/p>\n","protected":false},"author":48,"featured_media":290354,"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-296397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLe e-commerce, un nouveau march\u00e9 incontournable<\/title>\n<meta name=\"description\" content=\"Le e-commerce, d\u00e9j\u00e0 utilis\u00e9 par quasiment vingt millions de fran\u00e7ais ! 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