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Etude Shopper

In: Business and Management

Submitted By winnercf
Words 523
Pages 3
D. Mouton-Gaudérique
Le choix du positionnement est à l’origine des choix en matière d’assortiment, de prix, de services proposés, mais aussi des choix en termes d’implantation. En retour, les éléments constituant le point de vente agissent comme vecteurs de communication du positionnement du magasin.

Les objectifs du merchandising sont simples 1. Faire venir le client (et le faire re-venir), en travaillant l’attractivité de votre magasin, l’offre produits… 2. Accompagner le client dans sa démarche d’achat, en facilitant la circulation, la compréhension, l’information, la préhension. 3. Séduire : à l’aide de la théâtralisation et de la thématisation.
A vous donc d’organiser et d’animer votre point de vente !
1. LES ÉLÉMENTS EXTÉRIEURS AU POINT DE VENTE
L’aménagement débute dès l’extérieur du magasin. Tous les éléments extérieurs liés à votre point de vente sont autant de signaux que le chaland reçoit et interprète. Attachez donc un soin particulier à votre enseigne, la façade de votre bâtiment, votre vitrine, « votre trottoir »….
1.1. L’emplacement
Votre point de vente doit être visible, accessible, attractif. L’emplacement est essentiel mais il ne suffit pas. Bien sûr, plus le flux de personnes passant devant votre magasin sera important, plus vous aurez de chances d’être vu… Encore faut-il que le regard du chaland soit attiré dans votre direction ; et c’est là que la vitrine joue un rôle primordial.
1.2. La vitrine, première accroche visuelle
Votre vitrine doit faire venir le passant devant votre magasin et déclencher l’entrée. Et pour cela, vous ne disposez que de quelques secondes ( 5 secondes en moyenne). 1. « La vitrine, c’est la carte de visite du point de vente », a-t-on l’habitude d’entendre. C’est un résumé, une bande annonce de ce que l’on peut trouver à l’intérieur du magasin. 2. La vitrine, c’est un espace de communication privilégié à condition de savoir l’organiser. 3. Veillez donc à suivre les règles suivantes :
– Cohérence : avec votre positionnement.

– Propreté : le chaland doit pouvoir voir au travers de la vitrine et même à l’intérieur du magasin.

– Éclairage : « une vitrine pose souvent le problème de « l’effet miroir » dû au fait que la densité de lumière extérieure est plus importante que celle de l’intérieur du magasin. (…) De ce fait, il est souvent inutile de sur-densifier l’éclairage de la vitrine ; »14

– Clarté : inutile de vouloir présenter tous vos produits en vitrine. A trop vouloir montrer, on noie le message essentiel et le chaland risque justement de ne plus voir votre vitrine.

– Mise en scène : pour donner envie d’entrer.
-

Zoning
Pôle d’attraction
Caisse
Positionnement
Accessoire
Promotion
Mobilier de vente
Couleur dominante
Musique d’ambiance
Luminosité
Affiche
Ecran
Théâtralisation
Décoration noël
Vitrine
Cabine

Assortiment
Présentation

Animation

1) ASSORTIMENT

ZONING | | DEVRED | ARMAND THIERY | CELIO | ALLE | pénétrante | 1 | 2 | 2 | | transversale | 2 | 3 | 1 | | secondaire | 6 | 12 | 3 | | | | | | Point C | | 64 | 56 | — | Point D | | 37 | 32 | 91 | Point E | | 93 | 35 | 54 | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

2) PRESENTAION MARQUE | DEVRED | ARMAND THIERY | CELIO | Point A | — | | | Point B | 87 | — | | Point C | 64 | 56 | — | Point D | 37 | 32 | 91 | Point E | 93 | 35 | 54 |

3) ANIMATION MARQUE | DEVRED | ARMAND THIERY | CELIO | Point A | — | | | Point B | 87 | — | | Point C | 64 | 56 | — | Point D | 37 | 32 | 91 | Point E | 93 | 35 | 54 |

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