{"id":3406,"date":"2017-10-09T10:00:52","date_gmt":"2017-10-09T08:00:52","guid":{"rendered":"http:\/\/speedqueeninvestor.com\/commerces-de-proximite-les-5-cles-du-succes\/"},"modified":"2020-06-05T17:54:56","modified_gmt":"2020-06-05T15:54:56","slug":"commerces-de-proximite-les-5-cles-du-succes","status":"publish","type":"post","link":"https:\/\/speedqueeninvestor.com\/fr\/conseils-pro\/commerces-de-proximite-les-5-cles-du-succes\/","title":{"rendered":"Commerces de proximit\u00e9 : les 5 cl\u00e9s du succ\u00e8s !"},"content":{"rendered":"

Les facteurs cl\u00e9s pr\u00e9sent\u00e9s ici fonctionnent comme un ensemble coh\u00e9rent : emplacement, concept, qualit\u00e9 de service, positionnement marketing, communication<\/em>. D\u00e9taillons chacun des \u00e9l\u00e9ments.<\/p>\n

L\u2019emplacement, premier facteur de r\u00e9ussite !<\/h2>\n

La situation g\u00e9ographique de votre local sera d\u00e9terminante. Il faut viser des lieux de passage<\/strong>, tels que les rues commer\u00e7antes du centre-ville ou les zones commerciales.<\/p>\n

Mais un bon emplacement n\u2019est pas suffisant. Encore faut-il garantir une prestation de service hors-norme et durable. Un commerce \u00e0 un champ d\u2019action limit\u00e9 au voisinage : il faut donc prendre soin de vos voisins ! Ce seront vos principaux clients<\/strong>.<\/p>\n

Faut-il n\u00e9cessairement un concept original pour r\u00e9ussir ?<\/h2>\n

Dans un march\u00e9 concurrentiel, l\u2019id\u00e9al serait de proposer une offre novatrice. Mais les id\u00e9es r\u00e9volutionnaires sont rares et le plagiat fr\u00e9quent. A d\u00e9faut, il faut proposer un concept original ou faire mieux que les autres<\/strong>.<\/p>\n

Une mani\u00e8re simple d\u2019am\u00e9liorer son concept : se rendre chez un concurrent, rep\u00e9rer en tant que consommateur ce qui vous d\u00e9range et faire mieux. Soyez attentif \u00e0 vos besoins de consommateurs et vous r\u00e9pondrez aux besoins des autres.<\/p>\n

La qualit\u00e9 de la prestation<\/h2>\n

Le bouche-\u00e0-oreille est \u00e0 double tranchant : positif, il vous apportera un trafic qualifi\u00e9, c\u2019est-\u00e0-dire des consommateurs qui ont eu vent de vos services et qui attendent le meilleur traitement qui soit. Si l\u2019exp\u00e9rience client est m\u00e9diocre, votre r\u00e9putation en p\u00e2tira et le bouche-\u00e0-oreille fera l\u2019effet inverse.<\/p>\n

L\u2019impression du client d\u00e9pendra de l\u2019attitude du personnel<\/strong> (qui doit \u00eatre motiv\u00e9 et comp\u00e9tent), des produits vendus<\/strong>, de l\u2019hygi\u00e8ne et – dans une moindre mesure – du merchandising.<\/p>\n

Le positionnement marketing et le prix du service<\/h2>\n

Vous pouvez avoir un tr\u00e8s bel emplacement, proposer un concept original et une qualit\u00e9 de service exceptionnelle sans triompher\u2026 il faut en effet d\u00e9finir son positionnement et s\u2019assurer que vous vous adressez \u00e0 la bonne client\u00e8le<\/strong>.<\/p>\n

L\u2019emplacement doit correspondre \u00e0 votre offre : si vous \u00eates implant\u00e9 dans un quartier modeste et que vous proposez du tr\u00e8s haut-de-gamme, vous peinerez \u00e0 faire d\u00e9coller vos ventes. Les restaurateurs en savent quelque chose. Le prix du service ou du produit sera d\u00e9cisif<\/strong> : r\u00e9fl\u00e9chissez-bien aux tarifs que vous pratiquerez.<\/p>\n

Certains commerces s\u2019adressent n\u00e9anmoins \u00e0 tout type de public : c\u2019est le cas par exemple des pharmacies et des laveries. Etudiants, seniors, cadres sup\u00e9rieurs et familles utilisent indistinctement ces services.<\/p>\n

Autre facteur de succ\u00e8s : la superficie du magasin<\/strong>. Evaluez le trafic et choisissez en cons\u00e9quence la taille de votre magasin. Mieux vaut un magasin de taille moyenne qu\u2019une grande surface : les stocks et la logistique sont plus simples \u00e0 g\u00e9rer et vous limitez le risque d\u2019invendus.<\/p>\n

Une communication claire et directe<\/h2>\n

Adressez un message clair<\/strong> qui donnera envie \u00e0 votre client\u00e8le cible de choisir votre enseigne plut\u00f4t qu\u2019une autre. Cette communication se fait sur-site et sur le web (site internet, blog, Google AdWords, Facebook Ads\u2026).<\/p>\n

\"Lavanderia<\/p>\n

Exemple : les cl\u00e9s de succ\u00e8s d\u2019une laverie Speed Queen<\/h2>\n

Reprenons les 5 \u00e9l\u00e9ments cl\u00e9s dans le cadre d\u2019une laverie automatique :<\/p>\n

Emplacement<\/strong><\/p>\n

Les campus universitaires et les rues commer\u00e7antes sont d\u2019excellents emplacements pour votre laverie. Vous pouvez aussi ouvrir un local dans un centre commercial important. Pour garantir le succ\u00e8s de leurs partenaires, les experts Speed Queen accompagnent l\u2019investisseur dans le choix de l\u2019emplacement.<\/p>\n

Concept<\/strong><\/p>\n

Les laveries Speed Queen<\/em> sont \u00e9quip\u00e9es des meilleurs lave-linge du march\u00e9 et proposent un cadre \u00e0 la fois design et chaleureux. Plus qu\u2019une simple laverie, le concept store Speed Queen souhaite maximiser la satisfaction client.<\/p>\n

Qualit\u00e9 de service<\/strong><\/p>\n

Dans une laverie libre-service, ce sont les machines qui garantissent la satisfaction client : les cycles de lavage\/s\u00e9chage doivent \u00eatre rapides et le r\u00e9sultat impeccable. La salle d\u2019attente, la domotique, les services annexes (Wifi, TV, distributeur de boissons\u2026) et le design sont des \u00ab plus \u00bb \u00e0 ne pas n\u00e9gliger.<\/p>\n

Communication<\/strong><\/p>\n

Dans le cas d\u2019une laverie, il faut communiquer clairement :<\/p>\n

    \n
  • Les tarifs, les instructions de lavage, le num\u00e9ro de contact en cas d\u2019urgence\u2026 toutes les informations pratiques doivent \u00eatre visibles en magasin (\u00e0 l\u2019entr\u00e9e ou \u00e0 m\u00eame la vitrine) et sur le web (site interne et r\u00e9seaux sociaux).<\/li>\n<\/ul>\n
      \n
    • Les offres et r\u00e9ductions, car elles fid\u00e9lisent le client et l\u2019incitent \u00e0 revenir.<\/li>\n
    • Les publicit\u00e9s, pour d\u00e9velopper votre image de marque et augmenter votre visibilit\u00e9. Ces publicit\u00e9s doivent tenir compte de la saisonnalit\u00e9.<\/li>\n<\/ul>\n

      Cet article vous int\u00e9ressera sans doute : Comment calculer le chiffre d\u2019affaires de mon commerce.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Les facteurs cl\u00e9s pr\u00e9sent\u00e9s ici fonctionnent comme un ensemble coh\u00e9rent : emplacement, concept, qualit\u00e9 de service, positionnement marketing, communication. D\u00e9taillons chacun des \u00e9l\u00e9ments. L\u2019emplacement, premier facteur de r\u00e9ussite ! La situation g\u00e9ographique de votre local […]<\/p>\n","protected":false},"author":14,"featured_media":111711,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[73],"tags":[],"class_list":["post-3406","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conseils-pro"],"yoast_head":"\nCommerces de proximit\u00e9 : les 5 cl\u00e9s du succ\u00e8s ! |<\/title>\n<meta name=\"description\" content=\"Les facteurs cl\u00e9s pr\u00e9sent\u00e9s ici fonctionnent comme un ensemble coh\u00e9rent : emplacement, concept, qualit\u00e9 de service, positionnement marketing,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/speedqueeninvestor.com\/fr\/conseils-pro\/commerces-de-proximite-les-5-cles-du-succes\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Commerces de proximit\u00e9 : les 5 cl\u00e9s du succ\u00e8s ! 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