{"id":296519,"date":"2008-12-03T01:00:00","date_gmt":"2008-12-03T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-nouveaux-projets-des-2-enseignes-de-bricolage-castorama-et-brico-depot"},"modified":"2008-12-03T01:00:00","modified_gmt":"2008-12-03T00:00:00","slug":"les-nouveaux-projets-des-2-enseignes-de-bricolage-castorama-et-brico-depot","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-nouveaux-projets-des-2-enseignes-de-bricolage-castorama-et-brico-depot","title":{"rendered":"Les nouveaux projets des 2 enseignes de bricolage Castorama et Brico D\u00e9p\u00f4t"},"content":{"rendered":"
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Propri\u00e9taire des 2 r\u00e9seaux de distribution d’articles de bricolage Brico D\u00e9p\u00f4t et Castormama, le g\u00e9ant de la distribution Kingfisher France prend acte : <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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1\u00a0 –\u00a0 du recul des ventes d’articles de bricolage en g\u00e9n\u00e9ral <\/strong>(moins 0,5 % en cumul en septembre 2008)
2 – des r\u00e9sultats en n\u00e9gatif de sa filiale hard discount Brico D\u00e9p\u00f4t,
<\/strong>3-\u00a0 de la reprise de la croissance de Castorama\u00a0<\/strong>
Il a donc d\u00e9cid\u00e9 d’ajuster sa strat\u00e9gie pour r\u00e9pondre aux besoins de consommation et de la\u00a0mutualisation des besoins en interne. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Celle-ci se d\u00e9finit en 2 points principaux : renforcer l’identit\u00e9 commerciale de\u00a0chaque enseigne\u00a0et s’orienter vers une synergie des achats.<\/strong> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Castorama est une enseigne qui s’adresse au grand public et aux bricoleurs occasionnels qui veulent am\u00e9liorer leur habitat et sa d\u00e9coration
Brico D\u00e9p\u00f4t est une enseigne de hard discount de produits pour la construction et la r\u00e9novation de l’habitat et de l’immobilier pour les gros bricoleurs et les professionnels.
<\/u>En un mot, Castorama<\/strong> subit moins les fluctuations des ventes de l’immobiliers et renoue avec la croissance alors que Brico D\u00e9p\u00f4t <\/strong>pour la premi\u00e8re fois voit ses ventes accuser un recul de 4%. Le mod\u00e8le du magasin entrep\u00f4t est remis en cause alors qu’il ne subit que la conjoncture des mauvaises ventes de l’immobilier.
Kingfisher a donc d\u00e9cid\u00e9 de redonner \u00e0 chacune de ses enseignes ses objectifs<\/strong>.\u00a0Castorama avec le relooking de ses magasins selon le nouveau concept : moiti\u00e9 d\u00e9co, moiti\u00e9 technique.
Brico D\u00e9p\u00f4t qui recentrera son offre sur les gros volumes <\/strong>(il s’\u00e9tait un peu dispers\u00e9 et avait une gamme trop \u00e9tendue) verra diminuer le nombre de ses r\u00e9f\u00e9rences, tout cela pilot\u00e9 par un logiciel de gestion des produits qui optimisera le turn over.
La synergie <\/strong>: un avantage qui ne doit pas devenir une contrainte
L’approvisionnement des produits sera optimis\u00e9<\/strong>. En effet, chez certains fournisseurs communs aux 2 enseignes, les achats peuvent atteindre plus de 1 milliard d’euros. Kingfisher ne veut pas pour autant imposer une centralisation des achats. Chacun reste ind\u00e9pendant mais la compl\u00e9mentarit\u00e9 entre les enseignes permet d’obtenir de meilleures conditions d’achat.
Dans une p\u00e9riode un peu difficile pour la consommation en g\u00e9n\u00e9ral, lequel de ces 2 mod\u00e8les de distribution aura le dernier mot ?
<\/strong> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Propri\u00e9taire des 2 r\u00e9seaux de distribution d’articles de bricolage Brico D\u00e9p\u00f4t et Castormama, le g\u00e9ant de la distribution Kingfisher France prend acte : 1\u00a0 –\u00a0 du recul des ventes d’articles de bricolage en g\u00e9n\u00e9ral (moins 0,5 % en cumul en septembre 2008) 2 – des r\u00e9sultats en n\u00e9gatif de sa filiale hard discount Brico D\u00e9p\u00f4t,3-\u00a0 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"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-296519","post","type-post","status-publish","format-standard","hentry","category-actualites-de-la-franchise","tag-marketing","entry"],"acf":[],"yoast_head":"\nLes nouveaux projets des 2 enseignes de bricolage Castorama et Brico D\u00e9p\u00f4t<\/title>\n<meta name=\"description\" content=\"Propri\u00e9taire des 2 r\u00e9seaux de distribution d'articles de bricolage Brico D\u00e9p\u00f4t et Castormama, le g\u00e9ant de la distribution Kingfisher France prend acte :\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ac-franchise.be\/article\/les-nouveaux-projets-des-2-enseignes-de-bricolage-castorama-et-brico-depot\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les nouveaux projets des 2 enseignes de bricolage Castorama et Brico D\u00e9p\u00f4t\" \/>\n<meta property=\"og:description\" content=\"Propri\u00e9taire des 2 r\u00e9seaux de distribution d'articles de bricolage Brico D\u00e9p\u00f4t et Castormama, le g\u00e9ant de la 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