{"id":296901,"date":"2006-10-06T02:00:00","date_gmt":"2006-10-06T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/architecture-des-magasins-plaisir-et-etonnement"},"modified":"2006-10-06T02:00:00","modified_gmt":"2006-10-06T01:00:00","slug":"architecture-des-magasins-plaisir-et-etonnement","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/architecture-des-magasins-plaisir-et-etonnement","title":{"rendered":"architecture des magasins ; plaisir et \u00e9tonnement"},"content":{"rendered":"
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Le consommateur est de plus en plus sensible \u00e0 l’architecture commerciale. Des tendances se d\u00e9gagent avec parfois la juxtaposition de contraires.<\/p>\n

Si l’internationalisation des enseignes conduit \u00e0 une certaine uniformisation, elle exige encore davantage d’imagination pour attirer le client. Aujourd’hui le client ne veut plus perdre de temps \u00e0 d\u00e9crypter l’espace et demande de la simplicit\u00e9<\/strong>. D\u00e8s la vitrine il veut pouvoir d\u00e9coder l’offre sans effort. On en arrive \u00e0 une architecture minimaliste et efficace qui vise avant tout la mise en valeur du produit pour conduire le client vers l’achat. L’extr\u00eame du genre \u00e9tant le hard discount. Mais des enseignes jeunes, comme H&M, montrent \u00e9galement qu’une \u00e9conomie de moyens peut devenir l’instrument d’une strat\u00e9gie claire. Ainsi le nouveau Catimini de Calais, tout en sobri\u00e9t\u00e9, sert la politique de la marque \u00a0\u00bb une strat\u00e9gie, un prix \u00ab\u00a0. D’autres au contraire font le choix de l’accumulation… Sans n\u00e9gliger l’objectif de vendre le plus possible.<\/p>\n

Ajoutons \u00e0 cette observation, une diminution g\u00e9n\u00e9rale des surfaces<\/em><\/strong>, de mani\u00e8re \u00e0 rentabiliser au mieux le m\u00e8tre carr\u00e9. On cherche des astuces pour optimiser l’espace. L’utilisation de la hauteur ou l’\u00e9chantillonnage en sont des exemples. De plus affiches, panneaux et autres supports animent le lieu en reprenant les visuels publicitaires. La pr\u00e9sentation est \u00e9galement importante pour l’efficacit\u00e9. Ainsi le cross selling consiste \u00e0 rapprocher des produits compl\u00e9mentaires et suscite des envies int\u00e9ressantes chez le client<\/em><\/strong>. L’exemple de l’Homme Moderne est significatif, dans le magasin du centre des Tanneurs \u00e0 Lille, il exploite l’h\u00e9t\u00e9rog\u00e9n\u00e9it\u00e9 de l’offre selon ce principe. <\/p>\n

La couleur reste le meilleur moyen pour capter l’attention du passant et le diriger sur telle ou telle zone<\/em><\/strong>. Si la couleur choisie fait partie des codes habituels de la marque, elle ajoute une identification de l’endroit. Chez C\u00e9lio la reprise syst\u00e9matique du rouge accroche le regard et rappelle le logo. Histoire d’Or, qui manquait de lisibilit\u00e9, a choisi un mobilier en laque rouge qui attire l’attention. <\/p>\n

Constatons par ailleurs que le renouvellement des points de vente a fortement augment\u00e9 depuis le d\u00e9but des ann\u00e9es 90<\/strong><\/em>. A pr\u00e9sent leur dur\u00e9e de vie est de l’ordre de cinq ans. Parfois on joue seulement sur des accessoires : petit mobilier jetable, adh\u00e9sifs ou papier peint… La couleur fait partie de l’\u00e9volution, avec un simple coup de pinceau on peut changer l’ambiance d’un magasin. <\/p>\n

La lumi\u00e8re, qu’elle soit artificielle ou naturelle, joue \u00e9galement son r\u00f4le pour faire varier l’atmosph\u00e8re<\/em><\/strong>. <\/p>\n

On constate que les concepts vivent une p\u00e9remption acc\u00e9l\u00e9r\u00e9e qui s’accompagne parfois d’un appauvrissement des id\u00e9es et des moyens. Certaines enseignes joue plut\u00f4t une carte opportuniste dans un espace sans identit\u00e9, entre stand et hall de stockage tandis que d’autres, plus audacieuses, ont fait le choix de la cr\u00e9ativit\u00e9. <\/p>\n

En \u00e9vitant la m\u00e9galomanie, un bon projet architectural du point de vente assure un style dans lequel le client pourra se retrouver. <\/p>\n

Enfin il faut noter la tendance h\u00e9doniste de lieux commerciaux qui agissent sur la polysensorialit\u00e9 du consommateur.<\/p>\n

Vu dans Concepts & Tendances\u00a02006 <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le consommateur est de plus en plus sensible \u00e0 l’architecture commerciale. Des tendances se d\u00e9gagent avec parfois la juxtaposition de contraires. Si l’internationalisation des enseignes conduit \u00e0 une certaine uniformisation, elle exige encore davantage d’imagination pour attirer le client. Aujourd’hui le client ne veut plus perdre de temps \u00e0 d\u00e9crypter l’espace et demande de la […]<\/p>\n","protected":false},"author":48,"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-296901","post","type-post","status-publish","format-standard","hentry","category-actualites-de-la-franchise","tag-marketing","entry"],"acf":[],"yoast_head":"\narchitecture des magasins ; plaisir et \u00e9tonnement<\/title>\n<meta name=\"description\" content=\"Le consommateur est de plus en plus sensible \u00e0 l'architecture commerciale. 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