{"id":296607,"date":"2008-07-19T02:00:00","date_gmt":"2008-07-19T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-petrole-cher-allie-des-curs-de-ville-une-opportunite-pour-la-franchise"},"modified":"2008-07-19T02:00:00","modified_gmt":"2008-07-19T01:00:00","slug":"le-petrole-cher-allie-des-curs-de-ville-une-opportunite-pour-la-franchise","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-petrole-cher-allie-des-curs-de-ville-une-opportunite-pour-la-franchise","title":{"rendered":"Le p\u00e9trole cher alli\u00e9 des curs de ville, une opportunit\u00e9 pour la franchise ?"},"content":{"rendered":"
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Le p\u00e9trole cher qui\u00a0va remettre les centres-villes et centres-bourgs de France au coeur de nos choix comportementaux mais qu’allons-nous y trouver alors que nombre de commerces sont d\u00e9sormais en p\u00e9riph\u00e9rie ? <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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– Quelle sera la modification de l’offre ?
– Comment les franchiseurs et succursalistes fran\u00e7ais vont-ils oeuvrer ?
– Quels nouveaux concepts apparaitront en centre-ville pour concurrencer la p\u00e9riph\u00e9rie ?
– Les mairies vont-elles favoriser la redynamisation de certaines rues pour augmenter l’offre et concurrencer la p\u00e9riph\u00e9rie ?
– Comment la chasse aux voitures dans les villes et le co\u00fbt des d\u00e9placements en p\u00e9riph\u00e9rie et en hypermarch\u00e9s vont-ils nous influencer ?
– Comment analyser et mesurer les comportements des trois cat\u00e9gories g\u00e9ographiques de consommateurs ? Les urbains, les rurbains et les ruraux ?
– Les succursalistes et franchiseurs de France ont cr\u00e9\u00e9 de nombreux concepts assez pertinents et efficaces pour \u00eatre export\u00e9s, notamment les supermarch\u00e9s et hypermarch\u00e9s. Leur cr\u00e9ativit\u00e9 a ensuite \u00e9t\u00e9 limit\u00e9e par les lois Royer et Raffarin. La modification de ces lois va lib\u00e9raliser partiellement les cr\u00e9ations de moyennes surfaces en p\u00e9riph\u00e9rie mais aussi dans les bourgs et dans les quartiers secondaires des villes. Ces moyennes surfaces qui se cr\u00e9eront vont-elles asphyxier des hypers menac\u00e9s par le co\u00fbt du p\u00e9trole en incitant les ruraux \u00e0 ne plus se d\u00e9placer ?<\/p>\n

Nous ne r\u00e9pondons pas \u00e0 ces nouvelles questions. Nous nous penchons sur les cons\u00e9quences des efforts des ann\u00e9es pr\u00e9c\u00e9dentes et vous invitons \u00e0 nous faire part de vos doutes, questions, certitudes, analyses et pr\u00e9visions que nous publierons volontiers. <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Jean Samper <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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———————-
Article du 13\/11\/2007 que nous publions \u00e0 nouveau pour cause de p\u00e9trole cher. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La renaissance du cur de ville, une opportunit\u00e9 pour les franchis\u00e9s ? <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un peu d\u00e9laiss\u00e9 au profit de la p\u00e9riph\u00e9rie\u00a0dans\u00a0les ann\u00e9es 80 et 90, le centre-ville est redevenu l’objet d’efforts particulier de la part des municipalit\u00e9s (mais elles limitent aussi l’acc\u00e8s aux voitures) et des commer\u00e7ants eux-m\u00eames.
Nombre de villes fran\u00e7aises ont d\u00e9cid\u00e9 de revitaliser leur centre et d’en r\u00e9nover l’apparence ou le confort. Les commer\u00e7ants adh\u00e9rent \u00e0 ces politiques car cela leur permet de mieux se diff\u00e9rencier <\/em><\/strong>par des architectures adapt\u00e9es. Le commer\u00e7ant b\u00e9n\u00e9ficie aussi des \u00e9quipements culturels ou sportifs qui attirent les clients. De plus la proximit\u00e9 est une valeur porteuse selon certains sociologues. On assiste \u00e0 un regain d’attrait pour le petit commerce par r\u00e9action au gigantisme en vogue depuis une vingtaine d’ann\u00e9es. <\/p>\n

Les municipalit\u00e9s ont fait de r\u00e9els efforts pour am\u00e9nager des centres villes<\/em><\/strong>. Certains \u00e9lus n’h\u00e9sitent pas \u00e0 proposer des formules particuli\u00e8rement attractives pour les commer\u00e7ants. Ainsi la ville de Grasse a-t’elle r\u00e9alis\u00e9 une op\u00e9ration de p\u00e9pini\u00e8re commerciale pour louer des locaux r\u00e9nov\u00e9s \u00e0 des conditions avantageuses pour les commer\u00e7ants. Cela s’av\u00e8re \u00eatre un succ\u00e8s mais cette ville demeurait sale et malodorante lors de notre visite en 2007, un comble pour la capitale des parfums ! A Limoges, un manager de centre-ville a \u00e9t\u00e9 embauch\u00e9. Il a r\u00e9ussi \u00e0 attirer une locomotive : la Fnac, suivie de pr\u00e8s par H&M. Cet effet moteur a permis d’augmenter de 50 % le trafic entre 2004 et 2007, ce qui a \u00e9galement b\u00e9n\u00e9fici\u00e9 aux commerces alentours. <\/p>\n

Les enseignes nationales constituent d\u00e9sormais entre 30 et 40 % des points de vente de centre-ville<\/em><\/strong>. Apr\u00e8s avoir maill\u00e9 les grosses m\u00e9tropoles, elles s’int\u00e9ressent de plus en plus aux villes de 10 \u00e0 15 000 habitants, o\u00f9 elles s’implantent volontiers sous forme de franchise. Il faut cependant apporter un plus pour attirer le public. Certains misent sur le service. Ainsi Monoprix ou la Fnac font figure d’exemples en apportant des services, en facilitant la vie des clients par des horaires aux larges amplitudes. Monop’, la nouvelle enseigne de centre ville de Monoprix ouvre jusqu’\u00e0 minuit. Une initiative int\u00e9ressante puisque la moiti\u00e9 du chiffre d’affaires est r\u00e9alis\u00e9e apr\u00e8s 18 h. Les petits commer\u00e7ants ne manquent gu\u00e8re d’imagination. Ainsi \u00e0 Versailles, certains ont cr\u00e9\u00e9 Versailles Portage. Il s’agit d’une association qui livre les courses \u00e0 domicile ou sur le lieu de travail. <\/p>\n

Elle rend aussi des services <\/em><\/strong>comme aller chercher une personne \u00e2g\u00e9e pour lui permettre de faire elle-m\u00eame ses courses. Un coiffeur fait b\u00e9n\u00e9ficier ses clientes de la navette, ce service lui a permis d’augmenter la fr\u00e9quentation de son salon de 30 %. Enfin pour attirer le consommateur il est important de redonner de la vie au quartier de l’hypercentre. On assiste \u00e0 des expositions d’uvres d’art organis\u00e9es par les commer\u00e7ants ou, plus classiquement, \u00e0 des op\u00e9rations de fid\u00e9lisation concert\u00e9es, certains offrent les jetons de parking. N\u00e9anmoins il est souvent n\u00e9cessaire de faire appel aux fonds publics. <\/p>\n

Parall\u00e8lement les galeries commerciales continuent \u00e0 se multiplier en centre-ville<\/em><\/strong>. Ce sont des petits centres commerciaux de cur de ville, fondus dans l’architecture de la cit\u00e9. Pourtant les enseignes qui s’y installent peuvent constituer une concurrence frontale au commerce traditionnel qui a souvent du mal \u00e0 rivaliser sur le terrain des prix. Atuellement si les centres renaissent , il est probable qu’ils ne conna\u00eetront plus le succ\u00e8s d’autrefois. La p\u00e9riph\u00e9rie reste dynamique. Par ailleurs une autre forme de commerces se d\u00e9veloppe dans les zone de transit : gares, m\u00e9tros et a\u00e9roport… <\/p>\n

Dominique Deslandes le 13\/11\/2007 <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Liste de bonnes id\u00e9es pour ouvrir un\u00a0supermarch\u00e9 de proximit\u00e9 en franchise<\/span><\/strong><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les vid\u00e9os sur les supermarch\u00e9s de proximit\u00e9 en franchise<\/span><\/strong><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le p\u00e9trole cher qui\u00a0va remettre les centres-villes et centres-bourgs de France au coeur de nos choix comportementaux mais qu’allons-nous y trouver alors que nombre de commerces sont d\u00e9sormais en p\u00e9riph\u00e9rie ? – Quelle sera la modification de l’offre ? – Comment les franchiseurs et succursalistes fran\u00e7ais vont-ils oeuvrer ? – Quels nouveaux concepts apparaitront en 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